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Social Network Advertising: Annoying or Effective?

Social network advertising is not only not annoying but surprisingly effective in some segments, according to the results of a new survey by Razorfish. In FEED: the Razorfish Consumer Experience Report 2008, Razorfish surveyed “connected consumers”—1006 people with broadband access who spent at least $200 online in the past year, used a community site such as MySpace and consumed or made some type of digital media including videos and music.

And of those people, 76% didn’t mind seeing ads when they logged in to social media sites including Facebook and MySpace. This percentage is surprisingly large, perhaps so much so that this response is what prompted Razorfish to conclude:

Content, in our view, will become advertising.

Well, I suppose that’s a better outlook than advertising will become content.

Yahoo Gains Search Share; Google & Microsoft Suck

Some good news for Yahoo! It’s share of US searches in September reached 20.2%–up from 19.6% in August.

Bad news for Google. It’s share dropped a massive 0.1% from 63% to just 62.9%–that should freak out the Wall Street boys.

The good news for everyone? The data comes from comScore, which means that it probably has a treasure chest of excuses ready–in the event this all just one big rounding error.

PS. Please don’t panic about the Google drop, it has been known to happen before. ;-)

PPS. If you care about Microsoft, you can check out whether it gained or lost, here.

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Study Confirms I Can Get 50% of You to Do My Bidding!

I know a few things about you.

  • 50% of you will have your buying decision influenced by what we say at Marketing Pilgrim.
  • That increases to 56% if making a decision related to marketing products or services.
  • 25% of you trust our advertisers, simply because you trust us.
  • 38% of you will discover a new blog to read from among those we link to.

No, I’m not a psychic. I’m not even a Mentalist. Heck, I didn’t even stay at a Holiday Inn Express last night! I did, however, read a new study from BuzzLogic and JupiterResearch on the influence of blogs.

The study reveals a lot about the influence your favorite blog plays in many of the decisions you make.

Word of Mouth, Online Reviews Most Influential in Purchase Decisions

UPDATE: The full PDF of the study is available (link via RWW).

A new study by Rubicon Consulting states that word of mouth and online reviews are the most influential factors in consumer purchasing decisions. According to the study, the Internet is also important in providing customer support. The survey also looked at consumer’s use and perceptions of different websites and categories of websites:

  • The Web is the #2 resource for customer support information, after user manuals. It ranks ahead of calling the manufacturer or asking a dealer.
  • Website categories that get the most daily usage are search, social communities like MySpace and Facebook, general news websites like CNN.com and NYTimes.com, and online banking.
  • The websites that Americans value most are (in order), Google, Yahoo, YouTube, Wikipedia, and Facebook.

Email Marketing Better than Social Network Marketing

Is email marketing better than marketing through social networks? Yes, according to a new study from ExactTarget and Ball State University’s Center for Media Design. The study reveals that:

“. . . 18- to 34-year-olds claim they are more likely to be influenced to make purchases based on e-mail marketing messages and direct mail than marketing messages on social networks,” said Mike Bloxham, director, insight and research, Ball State University’s Center for Media Design. “It is too easy to assume that the media consumers choose for their own news, information and entertainment are, by default, the best media to use for marketing messages. This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”

Online Advertising Stinks It Up Again With Paltry 15.6% Growth

Here we go again. The Interactive Advertising Bureau released the numbers for online marketing performance for the first half of 2008 and the verdict is in. Once again double digit growth sucks and everything is going to hell in a hand basket. I just thought I would let you know this so you can stop doing business in an industry that continues to grow.

The take on these numbers comes from the LA Times this time. Would you please indulge me in a quick question before I get to the story here? Since I am not a trained journalist I was wondering if it is actually taught to build a story using something I call the ‘Chicken Little Method’. It appears to work like this: The intro and first part of the story must state that everything is dire and then at the end of the story (which is read by far fewer folks than the open) you temper your ‘views’ with this crazy thing we like to call reality.

Advergames: Fun Is Not Enough

File this in the “science confirms common sense” folder — although this may be a surprise to many ad agencies.

University of Missouri researchers found that advergames that have a thematic connection to the brand work better to create a relationship with the consumer.

In the study, participants played two advergames, both with either high or low thematic connection to the brand. … For example, the travel company Orbitz designed a game, “Find Your Hotel,” that has a theme related to the company’s travel services. Another Orbitz game, “Paper Football,” does not have a thematic connection to the company’s services.