Techno//Marketer - Matt Dickman on Digital Marketing and Social Technology

Text to newsstand

I was flipping through the Economist the other day (because it exhausts me to try to actually read the whole thing) while I was on the plane and came across this insert in the magazine. I found it quite interesting and wanted to get your take.

 

The point of the service is to send a text message to receive alerts when the print publication is hitting newsstands. It's an interesting idea in the promotion of print with digital platforms. Obviously the content strategy is to release at the stands first and then online to keep print subs up.

What do you think of this? Would you sign up? Would you want this service for other printed materials? There are a number of magazines that I read but don't subscribe to for which this is an interesting idea.

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Technorati Tags: advertising, marketing, Matt Dickman, mobile, SMS, Techno//Marketer, technology, trends

Launched: Papa John's Road Trip augmented reality

Launched is a series that highlights practitioners who are using social media in consumer and B2B campaigns. The goal is to cut out the theory and rhetoric and focus on real world examples of social media in action.

This example is for a Papa John's campaign created by Fleishman-Hillard (my employer) and includes physical events, social media hooks and includes a cool augmented reality example. The campaign is in support of Papa John's 25th anniversary and ties into the Road Trip program. This post looks at the augmented reality application and tie to the broader campaign.

Here is a quick video overview of the technology:

[Feed readers please click through to the post to see the video.]

Marketing takeaways:

• Good use of technology to tie physical customer interactions back to virtual elements and then through to transaction
  
• Measurement through unique coupon codes in the augmented reality environment
  

If you have a suggestion for a future episode of Launched, drop me an email.

For my complete library of my videos for marketers, click here.

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Technorati Tags: FleishmanHillard, PapaJohns, marketing, Matt Dickman, Techno//Marketer, technology, trends, video, virtual worlds, web2.0, Augmented Reality

When search does not equate to action

I don't really like American Idol, I actually prefer the early episodes when they focus on the people who cannot sing. Nonetheless, I want to look at a peculiar thing that happened tonight. Typically, search trends for these shows can help to predict who the eventual winner will be. (There is a great article that goes into past trends in more depth on Mashable.)

The assumption is that search volume = interest = intent to vote. This is similar in marketing where search volume = interest = intent to buy. Tonight, however, that trend was bucked. See the charts below.

But, Lambert didn't win tonight. Kris Allen did. Lambert owned the search trends all the way back to late January, so why didn't he convert more voters?

I think the point here is that search volume doesn't guarantee intent to act. What is your take? What does this mean for companies/products who generate interest without generating conversion? How do you make sure you have both? How do you sustain over time?

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Technorati Tags: marketing, Matt Dickman, search, Techno//Marketer, trends

links for 2009-05-11

• IPhone Gets Bigger as Ad Medium
  (tags: twitter advertising nontraditional display)

Tourism and social media

Earlier in the week I presented on the impact of social media in the tourism industry at the Idaho Conference on Recreation and Tourism in Sun Valley, Idaho. A fantastic crowd and place to visit. Here is the deck.

For more information on booking me to speak at your event, click here.

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Technorati Tags: marketing, Matt Dickman, presentation, social media, Techno//Marketer, trends, tourism