First is the advertising appeal o f precisetargeting

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: o nline and f o und that o nly abo ut 15 percent o f these ef f o rts actually caught o n with co nsumers.M. Co wan, “Marketers Struggle to Get So cial,” Reuters, June 19, 2008, http:/ / m/ news/ video ?video Id=84894. Brands seeking to deplo y their o wn applicatio ns in Facebo o k have also struggled. New Media Age repo rted that applicatio ns ro lled o ut by to p brands such as MTV, Warner Bro s., and Wo o lwo rths were f o und to have as little as f ive daily users. Co ngestio n may be setting in f o r all but the mo st inno vative applicatio ns, as standing o ut in a cro wd o f o ver 550,000 applicatio ns beco mes increasingly dif f icult.Facebo o k P ress Ro o m, Statistics, April 29, 2010, http:/ / www.f acebo o m/ press/ inf o .php?statistics. Co nsumer pro ducts giant P ro cter & Gamble (P &G) has been relentlessly experimenting with leveraging so cial netwo rks f o r brand engagement, but the results sho w what a to ugh slo g this can be. The f irm did garner f o urteen tho usand Facebo o k “f ans” f o r its Crest Whitestrips pro duct, but tho se f ans were earned while giving away f ree mo vie tickets and o ther pro mo s. The New Yo rk Times quipped that with tho se kinds o f incentives, “a hemo rrho id cream” co uld have attracted a similar gro up o f “f ans.” When the giveaways sto pped, tho usands pro mptly “unf anned” Whitestrips. Results f o r P ro cter & Gamble’s “2X Ultra Tide” f an page were also pretty grim. P &G tried o f f beat appeals f o r custo mer-brand bo nding, including asking Facebo o kers to po st “their f avo rite places to enjo y stain-making mo ments.” But a check eleven mo nths af ter launch had garnered just eighteen submissio ns, two f ro m P &G, two f ro m staf f ers at spo o f news site The Onio n, and a bunch o f sho rt po sts such as “Tidealicio us!”R. Stro ss, “Advertisers Face Hurdles o n So cial Netwo rking Sites,” New Yo rk Times, December 14, 2008. Ef f o rts aro und engagement o ppo rtunities like events (Ben & Jerry’s) o r pro ducts co nsumers are anxio us to identif y themselves with (a band o r a mo vie) may have mo re success...
View Full Document

This document was uploaded on 01/31/2014.

Ask a homework question - tutors are online