BuzzFeed Ad Model Depends on 'Social Lift'

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Mitch Wagner
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Ryck - Marketers are sometimes quick to jump on the new thing for fear they might be perceived as being behind the times. 

Ryck
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Re: Shifts in marketing campaigns'
Ryck   4/5/2012 4:04:10 AM
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Mitch, I am not saying that it is necessarily a bad thing to jump on something early.  I was simply identifying the rationale for some companies.  As for first mover advantage, there have been things written more recently that indicate it is not always the best option.  Instead, it may be better to be a fast-follower.  With the accelerated pace of change these days, marketers simply don't have a chance to catch their breath, so sometimes they are forced to jump into new things before they are actually ready.

Mitch Wagner
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Ryck - I think some firms jump on these new ideas quickly and early, so they can take advantage, if they pan out, or to not be left behind. 

There are advantages to being an early adopter, even if something is just a fad. 

Especially if it's a fad. If something has permanent value, it's OK to be a little late, but if it's a fad, you want to move in, grab the headlines, then move out when the bubble bursts. 

infinity
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indeed -- i have seen the works of buzzfeed all over pinterest, but wasn't aware of buzzfeed itself, other than the name. Marketing keeps getting more interesting, and also needs to become more creative to result in the desired clickthroughs/purchases. Standard internet ads are virtually invisible to most these days.

Ryck
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Re: Shifts in marketing campaigns'
Ryck   4/4/2012 7:29:41 PM
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@Infinity - like many things in the Internet age, some of the new concepts, Buzzfeed being one, are very interesting, but it's linking it to increased brand awareness and finally to purchases that matters the most.  I think some firms jump on these new ideas quickly and early, so they can take advantage, if they pan out, or to not be left behind.  What's also interesting is how many of these new concepts have theoretical underpinnings as to how they will benefit organizations, but no practical evidence.  I'll wait to see how Buzzfeed works out.

Mitch Wagner
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I want a Red Ryder BB Gun!

Brands need to do two things here, it seems:

Create ads that people will want to share. Many creative TV commercials lead the way here. 

Include hooks in the ad to convert clicks to leads or, even better, sales. 

infinity
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agreed here -- sharing does seem to be gaining major hold in social marketing, but as yet, it doesn't seem to convert well into actual purchases. pinterest is the perfect example of this. People share and repin the things they like, and these things garner many clicks, but not many purchases, comparatively. People like to share and chime in that they like something, but the connection stops there. It's kind of like circling the toys we liked in the old Sears Christmas catalogs back in the day. It's fun, but that's about as far as it went.

WaqasAltaf
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Shifts in marketing campaigns'
WaqasAltaf   4/4/2012 12:56:30 PM
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I am loving the idea of buzzfeed's admodel, i.e. relying on general users to market the brand instead of company's marketing function that pays media-based organizations to run the ads that audience get to see. However, to achieve success on advertisement of paid content items, it is important to add some ketchup to the ad so that users find it interesting stuff that is worth sharing with their friends on network. This would be necessary as, according to this ad model, user has got the choice to select and share ads those which they find it worth sharing instead of ads on tv that have to be seen without any 2nd option available. However, this is likely to bring up the quality of advertisements as a whole in industry as developers have a huge challenge to make the campaign successful otherwise people are not likely to share it further.

Mitch Wagner
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I don't know that sharing is ready to replace search as a traffic generator, but it's certainly growing. 

AliceAMM
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Great content that isn't easy to share is the modern equivalent of a stand-alone PC.

Excellent observation and well said. If sharing doesn't work the first few times I try, its rare that I will go back. Too many other options out there. So, while being able to share is key, having it work is even better.


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