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Digital Marketing & Social Media Blog

Digital News Roundup: March 26, 2010

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This week Google rolled out a new remarketing service, Nielsen released an interesting study on how Americans are consuming television media and Time listed ten tech trends to watch in 2010. Check out our full recaps below — and don’t forget to follow our #findajobfriday tweets on Twitter to learn about exciting career opportunities at 360i.

Google Rolls Out Remarketing to AdWords Customers

On Thursday Google launched its new ad retargeting service, which allows marketers to advertise specifically to customers who have already been on their Web site and expressed an interest in their products or services. The new remarketing offering has been in beta for about a month, but was just rolled out to all AdWords customers this week. Current AdWords customers can now target both text-based and display advertising across the Google Content Network to their past Web site visitors, as well as users who visited their YouTube brand channel or clicked a YouTube home page ad.

To further explain how retargeting can be utilized to reengage prospective customers and drive increased conversions, Google offered this example:

Let’s say you’re a basketball team with tickets that you want to sell. You can put a piece of code on the tickets page of your website, which will let you later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network.

Also this week, the NAI released a study (PDF) that found that behaviorally targeted ads, including remarketing, are twice as effective as non-targeted online ads.

More Americans are Watching TV While Surfing the Web

A Nielsen study released Monday found that 59% of Americans (or 130+ million people) surfed the Web simultaneously while watching TV at least once a month in 2009. As an example, the San Francisco Chronicle reports that Showtime’s “Nurse Jackie” is tapping into this trend by having one of its characters send “live” tweets as the episodes air this season.

“The rise in simultaneous use of the web and TV gives the viewer a unique on-screen and off-screen relationship with TV programming, said Nielsen product leader Matt O’Grady. “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different.”

Bravo uses Twitter to keep backchannel buzz going in between its shows.
Bravo uses Twitter to keep backchannel buzz going in between shows.

O’Grady argued that despite the rise of the social web, America’s love affair with TV will continue to be “unabashed” – as we crave all media, with online and mobile programming only enhancing (not detracting from) our consumption. With more and more consumers engaging in backchannel discussions via the web, it will become increasingly important for media outlets facilitate and enter these conversations as well. One example of this is Bravo’s use of Twitter to promote continued discussions around its programming online.

Time’s Top 10 Tech Trends of 2010

Time Magazine unveiled its predictions for the top 10 tech trends of the year. Here’s a quick look at their list:

  1. Location-based services
  2. Web-based platforms
  3. Social gaming
  4. Augmented reality
  5. Cloud computing
  6. Backchannel buzz
  7. Micropayments
  8. Social objects
  9. The iPad
  10. Rich media

These trends (which you can read more about here) could hold huge opportunities for marketers – should they fit within the brand’s strategic lens. As we noted in our Social Marketing Playbook, it’s important to vet emerging opportunities by answering the following questions:

  • Does the opportunity meet my objectives?
  • Does it leverage my arsenal?
  • Does it provide value?
  • Does it follow the rules of the road?

We look forward to exploring these innovations and other emerging opportunities created by the fusion of technology and the web.

What would you add to this list? Let us know in the comments below.

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