For the second year, Google and global ad conglomerate WPP are searching for academics who will apply for their Marketing Research grants. A look at some of the topics that are listed as “of interest” should help provide you with a better picture of the `brought to you by interactive advertising’ digital world to come:
excerpt:Â Google and the WPP Group have launched the 2nd round of the research program they jointly created to improve understanding and practices in online marketing, and to better understand the relationship between online and offline media…
Topics of interest include, but are not limited to, the following:
Online and offline media interaction
- How does a brand establish a framework for assessing how much should be spent online? How much advertising should be directed at brand development versus specific click generation?
- How does offline media affect search and vice versa?
- What are the best models for mobile advertising?…
- What are good guidelines for moving traditional video spots from broadcast to broadband?…
- What is the causal relationship between brand health and search success? And what is the link between search and sales? How does search contribute to word of mouth recommendation?…
- How do you model the consumer response to digital advertising in social networks or mobile media?…
- How can advertisers be welcome in social networks?
- How should online audiences and online marketing tactics be measured in emerging markets – Asia, Eastern Europe, Latin America? Does mobile hold the upper hand over online in some markets?…
- How do teens interact with digital media and what are the implications?
- Should heavy internet users be given different treatment than light users?
- How influential are online influencers and what categories of consumers/behaviors are most affected by them?…
- How can pharmaceutical brands engage more effectively online? How should marketers approach creative development given the full/risk disclosure requirements?
- What are the unique marketing and targeting opportunities for other verticals: financial services, insurance, entertainment, consumer goods, retail, etc?
- How do consumers interact with the mobile web and what are the opportunities for retail (coupons, QR codes, etc) within mobile?…
- What is inhibiting mobile advertising and how can it be overcome? What is the role of mobile advertising in a new marketing communication strategy?
