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  Gerrit Eicker 12:33 on 31. December 2010 Permalink
  Tags: .EN ( 3,425 ), 2011 ( 50 ), Acquisitions ( 35 ), Advertising ( 474 ), Brand Advertising ( 4 ), Branding ( 189 ), Brands ( 197 ), Business ( 1,192 ), Business Methods ( 38 ), Business Models ( 71 ), Click-throughs ( 4 ), Competition ( 65 ), CPA ( 2 ), CPC ( 8 ), CPM ( 7 ), CRM ( 23 ), Deals ( 11 ), Direct Response, Direct Response Advertising, Display Advertising ( 43 ), eCommerce ( 108 ), Facebook ( 641 ), Form Follows Function ( 5 ), Foursquare ( 35 ), Fun ( 5 ), Functionality ( 2 ), Games ( 66 ), Groupon ( 13 ), Impact ( 6 ), IT ( 1,958 ), LivingSocial ( 4 ), Marketing ( 879 ), Myspace ( 64 ), Net ( 2,755 ), Organisation ( 420 ), Predictions ( 55 ), Real-time ( 92 ), Real-time Marketing ( 4 ), Rich-media Advertising ( 4 ), SCRM ( 16 ), Smartphones ( 88 ), Social ( 185 ), Social CRM ( 17 ), Social Games ( 40 ), Social Media ( 1,080 ), Social Media Advertising ( 23 ), Social Networking ( 619 ), Social Networks ( 445 ), Tablets ( 85 ), Twitter ( 655 ), User Acquisitions, User Retention ( 2 ), Web ( 3,322 ), Web Tablets ( 66 )   

  Social Consumers and Advertising 

  Social games, brand and direct response advertising, real-time, fun in eCommerce, user retention; http://eicker.at/Consumer2011

  Ready to Rumble? « Wir sprechen Online. is discussing. Toggle Comments

   
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  Gerrit Eicker 16:57 on 25. April 2009 Permalink
  Tags: .EN ( 3,425 ), Advertising ( 474 ), Branding ( 189 ), Brands ( 197 ), Business ( 1,192 ), Direct Response, Marketing ( 879 ), Web ( 3,322 )   

  Branding vs. Direct Response Advertising 

  Fulgoni, comScore, fortifies the relevance of branding vs. direct response advertising on the web; http://tr.im/jGNF  

  Online Advertising: Creative Renaissance « Wir sprechen Online. and Gerrit Eicker are discussing. Toggle Comments

   
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    Gerrit Eicker 16:58 on 25. April 2009 Permalink | Reply

    Fulgoni: “In my mind, the two strategies differ fundamentally in how they view ‘time to purchase’. Direct response ads aim at closing a sale or a transaction right here and now. Branding, on the other hand, means investing ad money in building brand equity, which is to say, establishing a brand’s value proposition in the minds of consumers. The return from that investment is probably not going to occur immediately. It may take weeks, months or even years. … At comScore, we try to do our part. For example, we’ve now conducted hundreds of online advertising effectiveness studies, a good portion of them focused on measuring branding effects. We’ve demonstrated the ability of display campaigns to increase brand awareness, brand favorability, purchase intent and sales – both online and offline. We’ve shown that display campaigns – whether consisting of banners, rich media or video formats – set up the consumer to be more receptive to search advertising.“

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  Gerrit Eicker 08:48 on 23. February 2009 Permalink
  Tags: .EN ( 3,425 ), Advertising ( 474 ), Branding ( 189 ), Direct Response, Marketing ( 879 ), Net ( 2,755 ), Web ( 3,322 )   

  Online Advertising 

  AdAge: Why the click is the wrong metric for online ads. – Fulgoni: It isn’t always direct response; http://tr.im/gGrT