eMarketer: Facts and Numbers for Teens / Tweens

November 19, 2008

Over the weekend I had a chance to catch up on some of the recent eMarketer reports.  They have been releasing quite a bit around Teens / Tweens and technology.  In particular, their Kids & Teens Communication Revolutionaries provides some stellar information for any Brand Manager marketing to the youth market.  For instance, by 2012 US youth will be almost 1 out of 5 Internet users.

kids-and-teens-communication-revolutionaries-emarketer

Furthermore, this generation wants to communicate in different ways than older generations, with a much higher preference text messaging than e-mail.

digital-tactics-for-reaching-young-adults-emarketer

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Congratulations Motrin. You just proved why every brand needs to understand Social Media

November 16, 2008

Are you still trying to convince your management why your brand should be monitoring Social Media?  Well if you are a Consumer Packaged Good brand (or any brand really), just look at what happened to Motrin over the past couple of days and the reaction of Motrin Moms.

A simple search on Twitter of #motrinmoms will show you that they pissed off a lot of people with their latest ad around “babywearing.”  Mommy Bloggers are not people you want to mess with and you sure better understand the sandbox you are playing in if you do them wrong.  For instance, just look at this Consumer Generated Media that has already popped up in response.  Not exactly brand content you want at the top of search results.

The Lesson for Brand Managers:

Motrin screwed up.  It happens.  But in today’s world of Social Media, the place they really screwed up was in not monitoring what people were saying about the brand.  This PR disaster is happening underneath their nose and no one on the brand is responding.  Not their advertising agency, not their Public Relations group and not the brand itself.   The unfortunate fact is that company’s haven’t trained Brand Managers to respond quickly to situations like this.  That needs to change….and it needs to change fast.

People are going to be talking about your brand, with or without the Brand Manager‘s permission.  This simple fact is reason enough that you should be monitoring the conversations around your brand.  Motrin is just the latest brand to learn this lesson the hard way.

UPDATE – Well it looks like Motrin is trying to respond.  If you commented on their website, it looks like their VP of Marketing has a response that is being sent out (Thanks to Amy Gates for the lead).  And the Motrin.com site has been taken down for now, but thanks to the power of YouTube, you can still see the video at http://www.youtube.com/watch?v=BmykFKjNpdY (Thanks Bill Seaver)

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4 Reasons Digital Matters to Your Brand

October 15, 2008
Courtesy of Will Lion on Flickr

Courtesy of Will Lion on Flickr

It continues to amaze me how many brands do not invest in digital, choosing instead to stay with the safety of traditional mass media (ie TV and print).  When asked why, you will hear a lot of different answers, but none that haven’t been proven wrong time and time again.  Digital is measurable.  Digital can provide solid ROI.  Digital can drive trial and awareness.

But if you are still struggling with justifying your digital investment, I think there are 4 important reasons digital should matter to your brand:

  1. Digital enables relationships and community
  2. Digital tells a story around your brand
  3. Digital is a key part of an integrated campaign
  4. Digital builds brand equities in new ways

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My new gig – P&G Digital Brand Strategist

August 7, 2008

So I can officially announce that as of October 1st, I will be P&G’s new Global Marketing Digital Brand Strategist.

So what exactly is a Digital Brand Strategist?  Well frankly a lot of that is going to be figured out on the job since this is a completely new position for P&G Marketing.   At the highest levels, the job will be helping drive P&G’s capability in digital marketing, branded content, social media, mobile and a host of other “digital areas”.  My job will be helping guide and equip my fellow Procter & Gamble Brand Managers / Marketers across the company with the tools to develop their digital marketing strategy.  Here is part of the job description:

Accelerating the company’s Digitial Marketing expertise and efforts across the globe is one of the current top priorities. Our commitment is to equip our brand building community with the knowledge and capabilities to create and execute a Digital Marketing Strategy.  Specific responsibilities will include:
– building & running the global digital marketing network
– leading digital marketing training program (content & delivery)
– ‘collect & connect’ of best practices & inspirational case studies
– demonstrating use new digital capabilities for internal communications

This role will involve strong external networking and communication to bring the outside in and keep us in close touch with leading edge capabilities and expertise.

I am super excited about this new role because it allows me to dive headfirst into two areas that I love: Digital Marketing and Brand Building.  It will also allow me to meet and work with many of the people in the online community who I have grown to respect and admire while writing Hard Knox Life.  And with our changes at the top of our marketing leadership, the job will be even more interesting.

As part of the job I will be relocating back to Cincinnati so I’ll be getting ready for that move over the coming 2 months while finishing up some major projects on the Walmart Team.  If anyone is looking/wanting to buy a house in Fayetteville, Arkansas, I can get you a great deal on mine!


Future Department – The Next Issue

April 1, 2008

Just finished reading the The Next Issue and it was filled with some truly great quotes.  If you aren’t familiar with The Next Issue, it is a new monthly magazine put out by the Future Department.  The magazine includes some killer commentary from thoughtleaders in a variety of industries.  Here are a couple of my favorite quotes that really echo what the industry is facing (more after the break):

“Creating traditional advertising was easy.  You were doing the same thing over and over again.  Now, if you’re doing it right, you’re making it up fresh each time.  And the mix of skills you work with changes every time.” – Vinny Warren, The Escape Pod Read the rest of this entry »


Weekly Round-Up 3-19-2008

March 19, 2008

Lots of great stuff around this week.  Here are some of the highlights:

  • Is the Agency Model Broken?:  I’ve had this debate/discussion with several of my agency friends.  I’ll write more on my opinion this weekend but great post to get you thinking.
  • The conversation at AdAge goes digital: I was really interested in how Twitter exploded at SXSW the other.  It seems that things are going the same way at the conferences this week.  This stuff interested me enough that I am going to give Twitter a shot to see what all this buzz is about.
  • Give Up Owning the Brand:  Love this.  Great advice for brands when thinking about Youth Marketing.
  • Facebook about to pass MySpace in worldwide traffic:  Very interesting.  “Facebook continues to close rapidly on MySpace’s visitor total: At 100.7 million uniques in January, Facebook is now just about 8% smaller than MySpace’ 109.3 million. A year ago, MySpace’s worldwide lead was nearly 4x.”