Archive | March, 2014

Word-Of-Mouth Marketing Gets ‘Real’

Marketers already understand the value of building relationships with top spenders, but the power of the consumer runs far beyond his or her own wallet.

In fact, a recent study found that Millennials (people between the ages of 18 and 32) are more influenced by word-of-mouth than their advertising-reliant Baby Boomer (ages 49 to 67) counterparts. To reach this tech-savvy, yet advertising-averse generation, progressive marketers will make 2014 the year of a renewed focus on word-of-mouth marketing (WOMM).

Consumers are becoming immune to the online rants of self-proclaimed industry/product experts, thanks to the saturation of social media with marketing messages. The power of offline, interpersonal relationships and influence once again reigns supreme. Simply put, people are more likely to buy what their friends buy–and those friends with real sales influence typically aren’t the 500-plus Twitter followers filling their online worlds or even the biggest spenders in your customer pool.

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Instagram Inks Ad Deal With Omnicom Worth up to $100 Million

Deal Gives Omnicom Media and Creative Agencies Access to Instagram Paid Ad Program

Instagram has inked its first major ad deal with an agency, and it’s big.

The photo- and video-sharing site is rolling out a paid advertising program with a year-long commitment from Omnicom to spend up to $100 million, according to people familiar with the matter.

The arrangement means that users will start seeing ads in their streams from brands that work with Omnicom’s media and creative agencies, including Omnicom Media Group, the media agency network that spearheaded the deal, and creative shops within the holding company likeBBDODDB and TBWA/Chiat/Day. Omnicom’s media agency network houses PHD and OMD.

Omnicom and Facebook, which bought Instagram for $715 million in 2012, confirmed the partnership but declined to comment on its terms. Instagram said it has a community of 150 million active users, with more than 60% from outside the U.S., and 55 million photos loaded daily.

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