Marketing to Moms: A Good Product Trumps All

Brands spend billions of dollars marketing to moms. They make commercials, offer coupons and samples and they run active social media campaigns. According to a new White Paper by SheSpeaks and Mom-entum, all those brands really needed to do was turn out a great product.

In a survey of 800 moms, the majority (31%) said they “like” a brand on Facebook because they like the brand in real life. 23% said they came over from a “like” button on a company webpage. Either way, they came in to Facebook because they were already a fan of the product so finding the brand on Facebook was the next step.

Facebook Bumps Up to Third Largest for Ad Sales

If you need more proof that Facebook is growing faster than Steve McQueen’s The Blob, here it is. eMarketer is reporting that Facebook has moved into third place for total ad sales, passing Microsoft and is closing the gap on Yahoo.

Google is still number one and way out of reach thanks mostly to search, but you have to wonder if someone won’t be able to push past them. . . someday?

What’s truly discouraging about these numbers is the fact that now 67.7% of all ad dollars are being split between the top five companies. That’s up from 63% only two years ago. With AOL and Yahoo trending downward and Microsoft barely hanging on, it’s possible that this could be a three-horse race in the near future, or even worse, a battle between Facebook and Google alone. To keep the monster metaphor alive, that’s like Godzilla vs. Rodan and it’s the little people who will suffer.

Foursquare Works on Providing Value to Lurkers

The internet is full of lurkers, those curious folks who read but don’t join in. (You know who you are.) Social media has them by the ton and Foursquare is determined to involve them one way or the other.

Foursquare co-founder Dennis Crowley spoke at a conference this week where he talked about ways of bringing additional value to Foursquare users. Twitter has a large lurker rate, but many people who don’t Tweet actively use the service to follow friends, celebs and hashtags. But as BetaBeat points out, following people on Foursquare without actually participating is, well. . . tantamount to stalking.

The solution, says Crowley, is to introduce an explore feature and maybe even celebrity squares. With just a little tweaking, Foursquare can position itself as a city guide with top users suggesting the best places to eat, shop and visit.

1 In 5 Says Facebook Influenced Their Decision to Buy

A new survey by Kantar Media’s Compete shows that one quarter of consumers visits the official Facebook page of a retailer or product at least once a month. Why? I bet you already know the answer. 56% of them said they did it to keep up on sales and promotions.

In addition to stopping by Facebook, 20% of consumers said that what they saw there influenced their decision to make a purchase.

Debra Arbesman, Compete senior associate, retail and consumer products says,

“Savvy retailers are now making Facebook pages part of an integrated online shopping experience, and we expect this model will take the industry by storm in the coming months.”

3 in 10 Americans Shop While Watching TV

TV networks would like to think that we’re giving their shows our undivided attention, but a recent survey by Adweek/Harris Poll proves it’s just not so.

They surveyed 2,309 US adults between May 24 and 26, 2011 and here’s what they found out.

  • 56% of respondents said they surf the web on a computer while watching TV. 18% surf using a mobile phone and a few reported use of a tablet.
  • 44% say they read a book, magazine or newspaper with 7% doing it with an eReader.
  • 40% visit a social networking site.
  • 29% said that they shop online while watching TV which I assume doesn’t take into account those who shop while watching the home shopping network on TV.

What’s the Cost of a Bad Review?

Twitter has been a real boon to online marketers, but unfortunately, it’s also gotten a few people into big trouble. This week it was a a PR guy who took a swipe at those who gave his video game a bad review.

“too many went too far with their reviews. We r reviewing who gets games next time and who doesn’t based on today’s venom.”

The game company fired the PR firm and the press that followed is probably making the rest of their clients a little nervous. But I’m not here to harp on this poor fellow who spoke his mind in public or the evils of Tweeting angry. It happens, we’re all human and social media allows us to tell the world, far too easily. It’s going to happen again, that’s a given.

Is Facebook Going Gray?

My husband just told me that the generation gap between him and our teen son, is less than it was between him and his father when he was a teen. I thought he was nuts, but then I saw this report from eMarketer that shows a significant rise in Facebook engagement with folks over 55.

Could Facebook be the great equalizer of all folks from 18 to 80? Less than a year ago, brand engagement for the over 55 set was less than 1 in 4 while 60% of the 18-34 group was clicking “like” on a brand page.  Now, 43% of respondents in the over 55 group said they “like” a brand on Facebook and there’s every indication that the number will continue to climb. It might even climb past that of the younger users as part of a trend I bet Facebook doesn’t like.