Subject: Restoring Consumers' Faith in Cyber Security

From: Chief Marketer <[email-masked]>
Date: Tue, 15 Mar 2005 07:40:04 -0600

March 15, 2005 | A PRIMEDIA Property |

Table of Contents
E-commerce: Restoring Consumers' Faith in Cyber Security
Hispanic Marketing: Lost in Translation
Search Marketing: Going Broad and Long
Product Placement: Rewriting History
Online Metrics: Who Stole the Cookie from the Computer Log?

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This Week's Stories
E-commerce: Restoring Consumers' Faith in Cyber Security
By Rama Ramaswami
OPERATIONS & FULFILLMENT
Phishing, hacking, spamming, hijacking -- the vocabulary of cyber fraud is expanding by the minute. And especially in light of the recent high-profile security breaches at LexisNexus, Retail Ventures, and ChoicePoint Services, it's little wonder that consumer mistrust is growing. "A person with a five- to six-year online tenure today has a lower level of confidence in the Internet as a trusted channel than a person with three to four years' tenure had in 2001," Forrester Research analyst Jonathan Penn writes in a recent report.

Marketers have a lot to do to restore consumers' trust, beginning with understanding what they expect in terms of security. (By the way, security itself is a big marketing opportunity -- you stand to gain a competitive advantage by marketing your site's security the same way that cars, for example, are marketed for safety features like anti-lock brakes and side airbags, according to the report.) Penn notes that consumers don't call specifically for security but for assurances regarding their identity, use of their personal information, service, and privacy.

Lack of proper authentication is a serious weakness that hackers pounce on gleefully. Most merchants approve key events such as a change of address or the opening of a new account without stringent authentication. Passwords are no longer sufficient protection against cyber crime. The preferred authentication methods that Forrester suggests include validation services supplied by credit reporting firms, one-time password tokens, and "smart" cards.

To read more, visit OPERATIONS & FULFILLMENT.

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Hispanic Marketing: Lost in Translation
When is condensed milk not condensed milk? When the word "cajeta," which means "condensed milk" to about 60% of the U.S. Hispanic market, means something less benign to a significant portion of the remaining 40%.

According to Jose Cancela, principal of marketing consultancy Hispanic USA, Hershey made a big mistake in using "cajeta" in ads for its new La Dulceria Thalia line of candy. An ad in this months "People en Espanol" is headlined "Sabor a chocolate blanco con cajeta." According to Cancela, to more than half of U.S. Hispanics, that translates to "The taste of white chocolate and condensed milk." But to Argentines and Dominicans, it means a different sort of taste sensation.

"This is obviously the work of someone who did not do their homework and is trying to get a two-for-one by using the same creative and packaging here and in Mexico, a big mistake for this product," Cancela said in a press release. "If Hershey or its agency would have paid attention, they would have clearly seen that the right way to introduce this flavor would have been a la Haagen Daz, which just a few years ago rolled it out nationally under the banner understood by all U.S. Hispanics, dulce de leche."

PS: If you want to know exactly what the alternative meaning of "cajeta" is, you can e-mail Cancela at [email-masked].

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Search Marketing: Going Broad and Long
By Brian Quinton
SEARCHLINE
When it comes to search engine marketing, it's not all about the brand. In fact, according to a new DoubleClick/comScore study, it's only one-quarter to one-fifth about the brand.

That's the rate at which brand names were used in searches during the study, entitled "Search Before the Purchase." The findings suggest that search activity is more protracted than previously thought and more reliant on broad generic terms such as "laptop" rather than on specific retail brands such as "Dell."

"We've found that on average five searches in a category come before an online purchase," says Chris Henger, senior vice president of marketing and product development for DoubleClick division Performics. "But those four generic searches that you did on 'laptops' don't get counted -- just the last one that used the keyword 'Dell.'"

What does this mean to you? "The message is that search marketers should be looking at catching their customers' attention earlier in the buying process," Henger says.

To read more, visit DIRECT.

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Product Placement: Rewriting History
By Amy Johannes
PROMO
Maybe you never get a second chance to make a first impression, but you can get a second chance to make a product placement, courtesy of Warner Bros.

Warner Bros. Domestic Television Distribution division is cutting deals to graphically insert products into TV sitcom reruns. Such digital advertising uses computer technology to add any product, such as a soda can or a box of detergent, to a scene or scenes within a rerun show.

The virtual product placement effort, called "digital branded integration," will target off-network shows such as "Will & Grace" and "The Drew Carey Show," according to a source. The studio has signed a few deals with brands, although the source would not disclose which products would be featured in the syndicated versions.

To read more, visit PROMO.

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Online Metrics: Who Stole the Cookie from the Computer Log?
Marketers have embraced Web marketing in no small part because of its measurability. But a new report from JupiterResearch puts the accuracy of some Web metrics in doubt.

According to the report "Measuring Unique Visitors: Addressing the Dramatic Decline in the Accuracy of Cookie-Based Measurement," last year 58% of computer users deleted "cookies" from their computers. (Cookies are small files deposited by some Websites onto site visitors' computers; these files enable Website operators to personalize the sites when the visitor returns and to track the effectiveness of their online campaigns and site enhancements.) What's more, up to 39% of computer users may be deleting cookies from their primary computer each month.

"Given the number of sites and applications that depend heavily on cookies for accuracy and functionality, the lack of this data represents significant risk for many companies," JupiterResearch analysit Eric Peterson said in a statement. "Because personalization, tracking,and targeting solutions require cookies to identify Web visitors over multiple sessions, the accuracy of these solutions has become highly suspect, especially over longer periods of time."

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