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L’Oreal digital spending jumps as CMO figures out where to invest

L’Oreal USA will spend as much on digital advertising in 2011 as it has the past two years combined, said Marc Speichert, CMO of the company, on June 9. Digital advertising is a “must-have” for the brand, because one of out three consumers are researching products online before they purchase, he said at the Interactive Advertising Bureau’s “The Future of Display” event.

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Mobile: the worst channel for customer experience

One of the findings that interested me from our Reducing Customer Struggle report was that almost half of companies said that the quality of customer experience delivered on mobile is poor. Our report, produced in association with Tealeaf, found that poor user experience is costing online business billions in lost revenue, thanks to site abandonment.

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The 8 Stupidest Management Fads of All Time

Into the life of every office worker, some rain must fall… and often that rain takes the form of the latest jackass fad that your management latched onto. In most cases, a new management fad means endless meetings, new buzzwords for the office toadies, and extra work that ends up either driving you crazy or your company out of business.

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Google more important than Facebook for purchasing decisions

As Facebook grows, one concern for Google is that users could eventually turn away from traditional search and instead ask their friends for advice and answers. So far, that’s not happening according to the chart below from Bank Of America Merrill Lynch. When consumers want to research buying something, Google is still the primary option. Only 1% of 418 people surveyed say they ask friends on Facebook about the product.

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Infographic: How Affiliate Marketing Works

Affiliate marketing is one of the shadier but legitimately useful marketing techniques for acquisition. The diagram below provides a nice visual representation of how the process works and how compensation is attributed for lead generation.

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Key Digital Trends for 2011

Interesting insights with a continued trend of more projected spend on social media with a majority of advertisers not able to clearly measure ROI on it.

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Forget Social Media ROI

Currently, there’s a lot of talk about social media ROI and monitoring, which by itself is an indicator that social media marketing is maturing. That doesn’t necessarily translate to action, however, since there’s a lot of confusion around what to track and how to track it.

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10 measures of Facebook ROI for your brand

It is essential that companies clarify success metrics before launching their social media marketing and advertising initiatives. Here are ten measures of social media marketing ROI. There are others and, of course, these are mix-and-match based on your brand strategy.

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Marketers Aren’t Sure About ROI but Will Spend More on Social Media, WFA Says

Companies Often Don’t Post Enough or Fail to Express a Brand’s Personality Online.All but one of 24 marketers surveyed in a new report from the World Federation of Advertisers and WPP research firm Millward Brown is committed to increasing the time and money they spend on social media in the next 12 months, even if they don’t think they can accurately measure the results.

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Talking to Your Customer: Leo Burnett’s Behavioral Archetypes

Companies struggle with what to say to potential customers and consumers. Too often, they fall back on a recitation of facts and claims:

* We are the leading…
* For over 40 years, we have been…
* Drawing on deep industry expertise, we…
* Headquartered in New York City, we are the…

Messages like these are not only boring, they fail to be relevant and fail to motivate. They do nothing for your marketing.

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