von Roland Hachmann | Dez 20, 2006 | Ad News, Blog, Digital Marketing, Marketing
Bob Liodice of ANA has posted his 10 trends of how marketing will be transformed in 2007:
- Consumer in control: brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.
- New agenda for agencies: Marketers will expect them to integrate strategic brand management, creativity and innovative media management – and to deliver big, game-changing ideas.
- Hail to Chief: The role of the CMO will increase and take over even more parts of the business.
- Unconventional Outreach: Marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise
- Media buying metamorphosis: The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.
- Let the fighting end: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs
- Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention.
- Research Renewal: Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals.
- Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.
- Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.
He will take each point and look at it in greater detail in his blog in the months to follow. Should be interesting.
(via jaffejuice)
von Roland Hachmann | Dez 18, 2006 | Blog, Digital Culture, Social Media Marketing
Time Magazin has once again named their person of the year. But this time, it’s following the hype of web 2.0 and all that buzz around it, so the person of the year is us. The people of the internet, the bloggers, chatters, homepage designers, forum contributors, the Myspacers and Youtubers, etc. etc. Because we „control the information age“:
The new Web is a very different thing. It’s a tool for bringing together the small contributions of millions of people and making them matter. Silicon Valley consultants call it Web 2.0, as if it were a new version of some old software. But it’s really a revolution. . . .
And for seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, TIME’s Person of the Year for 2006 is you. . . .
But at the same time, as people sit down and spend their spare time creating things they probably expected main stream media to do, there is equally a lot of crap going on, that nobody ever wanted to see:
Sure, it’s a mistake to romanticize all this any more than is strictly necessary. Web 2.0 harnesses the stupidity of crowds as well as its wisdom. Some of the comments on YouTube make you weep for the future of humanity just for the spelling alone, never mind the obscenity and the naked hatred.
I like that choice. 2006 really was the year of the social web. Not only in the US. Even in Germany („Old Europe“) web 2.0 has started to become a household buzzword. At least most of the major German newspapers had feature stories on it…
So what’s next, who can be the person of the year in 2007, if everyone has been it already in 2006? An alien?
(via)
von Roland Hachmann | Dez 17, 2006 | Ad News, Blog, Digital Marketing, Online Advertising
I just found a funny microsite by accidentally (!) clicking on a banner. It did, however, entertain me for a few minutes, trying to explore what’s possible on that site.
The site shows a typical street crossing with people walking around in all directions.
Then, clicking on the treo options (the orange arrows), the scenery changes slightly. When selecting the Yahoo! chat option, for example, the people walking around suddenly have a yellow smiley icon instead of their head.
In this example, I selected fandango, a site for movie and theatre tickets:
Or, choosing Google Maps:
And here I chose Orbitz, a travel site:
Nice idea to demonstrate the everyday capabilities of the Treo.
von Roland Hachmann | Dez 12, 2006 | Blog, Digital Marketing, Marketing Trends, Online Advertising
Engagement By Engagement points me to Ten Mega Trends Transforming Marketing Measurements
They sound reasonable:
- Digital Network Adoption
- Attention Erosion
- Speed of Measurement
- Democratization of data and analytics
- Observational Measurements
- Unstructured Data
- Beyond Demographics
- Customer centric measurements and planning
- Data integration comes of age
- Reevaluating relationships with whom and what we measure
More detail on the linked website, well worth a read.
(Well, apparently, it was originally posted here by the author)
von Roland Hachmann | Dez 12, 2006 | Blog, Digital Culture, Marketing Trends, Social Media Marketing
Steve blogging as the Creative Generalist had a brilliant idea some time ago:
A university pal and I made a pact upon graduation. The deal was that we would venture out into the world and build our careers but that one day we would meet up again and start our own university program, a Faculty of Everything. A paradise for curious generalist learners. Ideally, such a „school“ would be:1. Random – From the banal to the offensive to the foreign to the ridiculous, everything and anything is interesting.
2. Surprising – Each class would teach something new and completely unexpected.
3. Involving – A big part of learning is doing, so participation is a must.
4. Moving – Break free of the classroom to wander, explore and travel.
5. Inviting – Not unlike the popular idea conference format, guest presenters would be plentiful and varied.
6. Intersectional – Ideas and teachers from disparate disciplines bump into each other.
7. Multi-generational – Kids, adults, and elders together.
8. Multicultural – A mix of worldviews.
9. Playful
10. Never-ending – The semester would never end. There would be no final degree. Just a journey.
I’ll join anytime. Let me know when you start 😉
Wo ich sonst so bin...