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- Batman: Warner Bros. Turns On the Buzz
- 36% of Consumers Say Videos Make Reviews Better
- Simon & Schuster Wants Readers to Watch, Talk
- Companies to Spend $900 Million on Social Networks
- P&G Gives Cincinnati the Gift of WOM
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Buzz takes time to build -- even when you're a superhero -- which is exactly why Warner Bros. Studios is planting viral seeds for its new Batman movie, The Dark Knight, more than a year before its July 2008 release.
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Savvy online shoppers can peruse user reviews in a variety of ways, from reading message boards and doing blog searches to utilizing ratings and reviews functions on retail sites. Now, though, shoppers are getting choosey about the format of those reviews. Over one-third of internet users, for instance, indicate that adding video reviews would improve their preferred method of product research, according to research commissioned by WOMMA member company ExpoTV.
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People may not read a lot these days, but they do watch a lot of video -- at home, at the movies, and more and more, online. In fact, the book industry is banking on it, which is why Simon & Schuster is launching a series of 40 promotional videos this month designed to drive word of mouth for its 2007 titles.
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Based on the mass proliferation of social networks -- from "mega mall" sites like MySpace to targeted niche sites -- eMarketer recently upped its projection of the U.S. advertising dollars that will be spent on social networking sites in 2007 to $900 million from $865 million.
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Christmas isn't just for consumers anymore. It's for cities, too, and Procter & Gamble Co. gave one in particular -- Cincinnati -- an enormous gift this past holiday season: a successful word of mouth marketing campaign, the results of which were shared last month.
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