Today I’ve decided to highlight a story quoting a Yahoo researcher, who notes that it might be a better use of marketing funds to engage with “regular” influencers in social media, as opposed to the “super influencers” of celebrities on Twitter. I am utterly in agreement, and not just because Federated’s audiences and partners score off the charts on pretty much every axis of influence across the web. It just makes sense that most celebrities are not going to engage deeply with a product just to earn $10K. They spend that in about an hour at a club…. My model for a truly engaged celebrity brand marketer is will.i.am (see interview here). If you want to scale your celebrity, you have to work at it, and you have to really engage with your marketing partner. Will does. A simple tweet? Not so much. To the links:
Celebrity Tweets May Not Pay Off (ClickZ) Color me not at all surprised. Unless a celebrity is deeply involved in the business of what he or she is promoting, audience attention to promoted tweets will attenuate and fast.
More Small Retailers Optimistic on the Economy (OpenForum) Well, that’s good news.
Groupon’s Secret Weapon – the local advertising GDS (Startup Whisperer) He makes the point I tried to make better – Groupon is a new platform for a very big channel.
Tablets: Where Are We? (LifeScop) A fine question, and a primer for those who can’t wade through the daily news.
Nielsen Sues comScore In The Battle Of The Audience-Measurement Firms (PC) Lawsuits seem quite prevalent these days. Maybe someone should sue them both for lack of accuracy.
40% Will Switch to Android for Next Phone, Says Survey (SAI) And 18% will switch to iPhone.
Can Tim Wu Save The Internet? (CHE) I like Tim Wu. Check this quote: “Plato suggested that the finest form of government was dictatorship run by geniuses,” he says. “Jobs realizes that dictatorial rule, if done well, will be more popular than democracy.” This is a fellow who now works at the FTC, which is reviewing Apple and the entire industry’s practices.
A Look at the True Twitter Audience (eMarketer) Study says it’s not as large as one might think. That depends on how you define audience. Active users? Or casual consumers? Media companies would say the latter.
How About We Call It APP Store, as in “Amazon Portable Program Store” (ATD) More on the legal battle over the term “App Store” between Apple and Amazon. Oh, and it’s not just Amazon, it’s …. well other sites too: Apple hits adult ‘app store’ MiKandi with cease-and-desist over trademark (GeekWire)
What to Do When Your Client Is Ignoring Reality (AdAge) This happens?! Really?!
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