Comments on: How Adagio is beating Bigelow Teato the social media punch http://www.jeffmolander.com/content-and-social-media-performance-marketing/tea-commerce/ Useful Insights on Digital Media, Advertising & eCommerce Fri, 23 Jul 2010 21:11:36 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Logical Juice :: The Media Logic Blog http://www.jeffmolander.com/content-and-social-media-performance-marketing/tea-commerce/comment-page-1/#comment-7244 Logical Juice :: The Media Logic Blog Wed, 17 Feb 2010 21:10:55 +0000 http://www.jeffmolander.com/?p=1451#comment-7244 [...] if your competitor is asleep at the wheel and you are active with an entrenched lead position the tea leaves read well. As referenced by Jeff Molander’s comparative case study of Adagio vs. Bigelow in the world [...] [...] if your competitor is asleep at the wheel and you are active with an entrenched lead position the tea leaves read well. As referenced by Jeff Molander’s comparative case study of Adagio vs. Bigelow in the world [...]

]]> By: Ilya Kreymerman http://www.jeffmolander.com/content-and-social-media-performance-marketing/tea-commerce/comment-page-1/#comment-6970 Ilya Kreymerman Thu, 28 Jan 2010 16:05:14 +0000 http://www.jeffmolander.com/?p=1451#comment-6970 Jeff, I will be happy to answer any additional questions you may have about Adagio Teas if you are in fact looking to write a follow-up article. Ilya Kreymerman Adagio Teas Jeff,

I will be happy to answer any additional questions you may have about Adagio Teas if you are in fact looking to write a follow-up article.

Ilya Kreymerman
Adagio Teas

]]> By: Jeff Molander http://www.jeffmolander.com/content-and-social-media-performance-marketing/tea-commerce/comment-page-1/#comment-6956 Jeff Molander Wed, 27 Jan 2010 16:32:23 +0000 http://www.jeffmolander.com/?p=1451#comment-6956 Thanks, Patrick... and for the critical thoughts on my analysis. I'll admit, yes, that Zach probably has his fans. My question is this: Why can't he entertain and offer more usefulness -- as a pattern/reliably? Maybe I've not watched enough of the videos but I don't see that pattern. I'm a big believer in pre-meditated behavioral patterns that drive customer behavior. Is humor or entertainment value part of the equation? Absolutely. I think it's critical. Yes. I am constantly looking for more information on the return on investment piece -- when it comes to content marketing. I will share more details as I learn them (if I can re: Adagio). I published a similar piece about drsfostersmith.com (<a href="http://econsultancy.com/blog/3763-how-drs-foster-smith-uses-video-to-drive-ecommerce-success" rel="nofollow">ecommerce use of video example</a>) but, again, it gets dicey with regard to the actual tracking of ROI. Bye the way, Bigelow's ad agency insists that they tracked the ROI they claimed to achieve (a % rise in sales) with their Youtube videos but decline to provide *how* they actually tracked that ROI... how they associated the rise in sales w/ the videos. Thanks also for the Tweet! Thanks, Patrick… and for the critical thoughts on my analysis. I’ll admit, yes, that Zach probably has his fans. My question is this: Why can’t he entertain and offer more usefulness — as a pattern/reliably? Maybe I’ve not watched enough of the videos but I don’t see that pattern. I’m a big believer in pre-meditated behavioral patterns that drive customer behavior. Is humor or entertainment value part of the equation? Absolutely. I think it’s critical.

Yes. I am constantly looking for more information on the return on investment piece — when it comes to content marketing. I will share more details as I learn them (if I can re: Adagio). I published a similar piece about drsfostersmith.com (ecommerce use of video example) but, again, it gets dicey with regard to the actual tracking of ROI. Bye the way, Bigelow’s ad agency insists that they tracked the ROI they claimed to achieve (a % rise in sales) with their Youtube videos but decline to provide *how* they actually tracked that ROI… how they associated the rise in sales w/ the videos.

Thanks also for the Tweet!

]]> By: Patrick http://www.jeffmolander.com/content-and-social-media-performance-marketing/tea-commerce/comment-page-1/#comment-6955 Patrick Wed, 27 Jan 2010 15:04:35 +0000 http://www.jeffmolander.com/?p=1451#comment-6955 Very good analysis Jeff. I wonder about Adagio's use of different "media" for different purposes though. I get your point on the TeaV, but I suspect they are trying to keep it entertaining with that piece, though they certainly can develop customized content based on their customers level of interest. It would be very interesting to get Adagio's investment on their content creation strategy, clearly it is paying off in more ways that one, but they would be a great case study to illustrate, while many of the tools are "free" the content generation takes time & energy which equates to dollars spent. Great stuff here. Very good analysis Jeff. I wonder about Adagio’s use of different “media” for different purposes though. I get your point on the TeaV, but I suspect they are trying to keep it entertaining with that piece, though they certainly can develop customized content based on their customers level of interest.

It would be very interesting to get Adagio’s investment on their content creation strategy, clearly it is paying off in more ways that one, but they would be a great case study to illustrate, while many of the tools are “free” the content generation takes time & energy which equates to dollars spent.

Great stuff here.

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