Sponsered Text and Email Provide Awarness Lift, Recession Marketing
Yesterday, Yahoo and MediaVest released a study that concluded there is a 160% lift in consumer awareness. The study found that there was a huge impact on brand awareness, perception and purchase intent – interestingly enough, even among consumers who never click on them. Also of note, was a finding that consumers were 20% more likely to have a positive perception of a brand if it appeared in the top of a paid-search position, rather than appearing in the second, or third spots. Consumers, are also apparently 30% more likely to consider purchasing a product when the brand was at the top of the paid search listings…I’m not so sure about that one, that seems high. Take a look at the lift awareness chart.
On the email side of things, Jason Oates, of Datran Media today writes about, Email’s hidden superpower. This, fresh of last weeks 2008 branding Study conducted with eHarmony and Dynamic Logic. Jason’s article summaries the 2008 branding studies findings, a must read.
Other areas of interest include, Kraft Foods CMO May Beth West discussing marketing in a recession, and on walking in your consumers shoes to understand their needs. I discussed marketing in an (online) recession, which readers may also find relevant.
Also in Today’s Online Marketing News
- EBay: Amazon-ification Takes Hold by Catherine Holahan | BusinessWeek.com. “The online auction giant, hoping to boost inventory and revive growth, will imitate Amazon and court users who sell at fixed prices “
- New Features in Website Optimizer by Google | Google.com. “Today, at the Search Engine Strategies conference in San Jose, CA, the Website Optimizer team announced the launch of several highly requested product updates. For those unfamiliar with Website Optimizer, it’s Google’s free content testing and optimization tool. It allows you to test different variations of your site content to determine what will be most effective at getting you the results you want from your site.”
- Wifi Coming to Domestic Flights by Brad King | MarketingShift.com. “The airlines may not be very good at getting flights off the ground in time or making sure your luggage reaches your destination when you do, however, at least one carrier has announced it would begin allowing people to connect to the Internet during some flights.”
- Most popular young adult sites in UK finance focused by Helen Leggatt | Bizreport.com. “Apparently, it’s not all about having fun online. Research among young, British adults reveals that financial management is front of mind when it comes to their reasons for going online. “
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