OTOinsights

One to One Interactive & IU School of Informatics Explore Research Opportunities

Last week, I traveled to Bloomington, IN to begin talks with the Indiana University School of Informatics regarding establishing a formal research partnership.  Former One to One Interactive staffer, Christian Briggs, brokered the introduction.  He is currently one of a handful of PHD candidates who will be the first to matriculate from the school.

My full day on campus was spent in the company of Christan and Martin Siegel (Associate Dean for Graduate Studies and Research).  I met with faculty from Complex Systems and Human Computer Interface (HCI)respectively.  The conversation with the Complex Systems group (mainly mathematicians and physicists who focus on the science of networks) centered around One to One's interest in research associated with advanced measurement and analytic models.  This is to assist with digital marketing accountability, predicting word-of-mouth campaign results, and measuring the impact that social media is having on algorithmic search results, among other things.  Conversation with the faculty from HCI mainly focused on issues of consumer privacy and enhancements in interfaces that allow individuals to opt-in and customize/control digital advertising.

Founded in 2000, Indiana University was the first in the nation to launch a School of Informatics.  One of the central tenants of the School's vision is to support and enhance interdisciplinary research projects in the field of Informatics, focusing on distributed systems technology, information theory and information management, human factors and human computer interaction, and the study of social impacts of information technology. 

In my opinion, our first meeting went extremely well.  There is a great deal of interest on both sides to further explore Informatics within the evolving digital media landscape and its impact on marketing and advertising.  This also supports a strategic goal for One to One in 2006 to strengthen it's ties with academia.  Too date, the firm has established a formal partnership with the Design and Usability Center at Bentley College, and engaged both MIT Media Lab and the Harvard Berkman Center for Internet and Society to participate in panel moderation for the MITX Digital Marketing Track the agency is managing.  Stay tuned for more developments to come.

Jeremi Karnell-President, One to One Interactive

Anatomy of a viral campaign

Well, perhaps something more of a puff-piece, but it gives a nice back-story and overview of the "Flip the Dolphin" viral marketing campaign from Frontier airlines. Breezy, and touches on some good ideas about structuing a viral marketing campaign.

View the quicktime video on IHaveAnIdea.org

Ask A Ninja: Special Delivery 1 "What is Podcasting?"

This is great!!!

Trendwatching.com | Customer Made

CMOs Prefer Best of Breed

MarketingVOX  reported today that, in a recent PCWeek survey of marketing executives, an overwhelming majority believed that none of the "Big 5" holding companies are doing a good job offering integrated marketing strategies.

The survey polled 266 senior marketers, of which 19.2 percent are CMOs, 32.7 percent are marketing VPs and 21.8 percent are directors or associate directors of marketing.

When asked which large ad holding companies did a good job of offering integrated marketing strategies, marketers' top choice was Omnicom, with a mere 17.3 percent of respondents selecting it. WPP was second with 11.7 percent, followed by Interpublic Group at 10.9 percent, Publicis Groupe at 7.9 percent and Havas at 3.8 percent. The top answer - chosen by 68.8 of marketers - was "none of them."

When asked who they would consider first as an external partner to handle their new-media campaigns, marketers' top choice were Internet/new media specialists, with an overwhelming 34.2 percent of respondents selecting it.  Advertising agencies were second with 18.4 percent.  Media planning agencies only represented 6 percent and media buying agencies represented a mere 2.6 percent.

eROI

MarketingVOX reported today that in the first quarter of 2006, the best email open and click rates were on weekends.  This report was based on  eROI's most recent, Q1 2006 email study. The report  also disclosed that open and click rates increased significantly in the first quarter (40 percent and 60 percent increases, respectively), compared with rates for Q4 2005, when open and click rates decreased 29 percent and 21 percent, respectively, from the previous quarter.

The highest click rates in the first quarter were on Sundays - 6.6 percent - when the open rates were 25.9 percent, the second-highest open rate for the week. Tuesdays had the highest open rates at 26.4 percent, and the second-highest click rate, at 6.2 percent.

The Online Promotion Ideal?

Just checked out Columbia TriStar Marketing's online promotion for their upcoming The DaVinci Code movie, was extremely impressed at how many different elements it successfully pulls together in a Flash-based minisite that features a daily logic puzzle, riddle, or Sudoku-lite and occasionally a little web research.

Not only are the puzzles easy enough to solve in less than ten minutes each but still challenging enough to provide some satisfaction, but in their variety they also (A) require users to create a Google login and personalized homepage, (B) check out Google Video, (C) check out Google Maps, (D) learn about Google SMS, and (E) repeatedly watch various clips of the movie without feeling like you're being forced to watch various clips of the movie.

Neat idea, and of course highly measurable... via the Google homepage they can even track how many of those playing the game look up movie showtimes.Looking forward to other promotions being pulled off so seamlessly, and hey, the grand prize -- a trip to New York, London, Rome and Paris -- is none too shabby.