Cause marketing can ignite sales, study shows
Communications agency Cone LLC and Duke University’s Fuqua School of Business announce the results of a joint consumer behavior study demonstrating that cause-related marketing can boost sales by as much as 74 percent. According to the study, 83 percent of consumers stated that personal relevance is key in supporting a company’s cause-marketing efforts, and 84 percent said that they wanted the opportunity to choose which cause to support.
-----
media file is a repository of links to articles and research reports that shed light on the intersection between open media and global tribes, two phenomena that together are giving birth to a new kind of business: "social enterprise 2.0."
Hosted on Delicious, this repository is meant to be a resource for business and non-profit executives, media professionals, marketers, and others interested in the impact of open media and social networks on global business culture. You can search the media file database from this blog or directly on Delicious.
more media file links for December 22, 2008:
MAC Cosmetics: Tying the cause to the brand
Knowledge@Wharton profiles MAC Cosmetics and its Viva Glam brand, 100 percent of whose sales are donated to global AIDS causes. Since the fund’s inception in 1994, the company has given more than $128 million to various AIDS-related projects. The company attributes its 80 percent employee retention rate to the fund, in a sector where the average retention rate is 30 percent.
Google releases details on Android app revenue model
When Google starts selling Android mobile phone applications next year, what percentage of revenues will it keep for itself? (Hint: Apple keeps 30 percent from the iPhone App Store.) The answer: nothing. Developers will get to keep 70 percent of the take, while the rest will go to carriers. Writes mocoNews: “Over and over, people have pondered what a carrier’s incentive will be to adopt the Android platform. Well, folks, here’s your answer.” Google will earn revenue via advertising.
Why platforms are letting us down... and what they should do about it
ReadWriteWeb analyzes the apparent meltdown of Facebook’s application platform and stall-out of Google’s OpenSocial, and compares them to the raging success of Apple’s iPhone App Store. The key difference between Apple and the also-rans? Apple wired monetization into its platform from the start.
New York Times API goes live: Here’s why it matters
ReadWriteWeb reports on the launch of the New York Times’ application programming interface, a move that permits third-party developers to access the newspaper company’s data for use in new applications, interfaces, and mashups. Big media concerns will need to take similar steps in order to maintain their positions in the emerging digital media market, the report states.
Pearson ups its stake in South African publishing firm
Reuters reports that British publishing firm Pearson Plc has increased its holdings in South Africa’s Maskew Miller Longman from 50 percent to 85 percent, as part of a strategy to secure the pole position in educational publishing on the continent.
Sherman’s Travel: The website that launched a magazine
A red-hot travel site successfully spins off a bimonthly magazine. What does that say about the future of publishing? Advertising Age’s MediaWorks reports.
Why comic books are still alive and kicking
Fortune spies a bright spot in an otherwise dismal old-media landscape: comic books. In the last three years, Marvel Entertainment, the industry’s biggest player, has posted double-digit revenue increases while holding margins at about 40 percent. The key to this enviable performance: Most comic books are still distributed via specialty retail stores, and that constrained supply has helped to perpetuate the image of comic books and graphic novels as a cult phenomenon.
