Social networking sites will face growing advertising share

Some more news about the advertising market in 2007:
“ Marketers Increasingly Use Social Networking Sites “ writes clickz.

A new JupiterResearch report, „Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,“ finds social networks to be a way for advertisers and marketers to break through the clutter and enlist brand advocates for their cause. This year will likely see an increase in the number of brands using social marketing to reach consumers.

While this is good for the companies providing the platforms, it is bad news for the users of these platforms, who, as I think, might get annoyed. And that means, it’s bad news for these platforms in the long run…

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A study about user revolution

This seems interesting and obvious at the same time – a study about user revolution:

The report defines user revolution as a major trend that is happening primarily with consumers, who are taking control of content consumption and branding. The historically passive consumer is changing rapidly, not only becoming more informed and confident about purchase decisions, but also increasingly taking control of the consumption of information and content that used to be distributed by networks, studios, publishers and retailers […] We believe this will cause a significant rise in prominence of the Internet as a major content consumption and marketing medium.

The „news“ is from a report by Piper&Jaffrey. They list 12 key findings, such as predicted online advertising growth rates over the next few years (around 20% per year), the rise of communitainment (careful: new buzzword!), the rise of Usites (another one!) – sites with user generated content, and the increase of video ads.

At the end, they list the companies most likely to profit from these trends:

Google (and YouTube), Yahoo!, Disney, News Corp., Time Warner, Microsoft, InterActive, Facebook, Craigslist, Brightcove, Yelp, SINA Corp., Baidu, aQuantive, ValueClick, 24/7 Media, Netflix, Wikipedia, MobiTV, Digg and Hakia.

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Announcing advertising campaigns via YouTube.

It is common knowledge, that we are moving away from pure interruption advertising on to engagement marketing. Or something along those lines.

In order to engage users and invite them to check out the latest advertising, companies now seem to use YouTube to announce advertising campaigns. Here is the latest example of Adidas telling us that a new segment of the „impossible is nothing“ campaign will start on the 6th of March (so stay tuned!!)

YouTube Preview Image

I just wonder: who – except for us working in advertising – is really bothered if and when a campaign starts?

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Generation „C“ – the connected, creative community members

Another name for a „new“ generation – this time it’s all about „C“

Gen C is a generation of people defined not by age but by activity. The story of how I heard of it has involved two appropriate C-words already: Community; Connectedness.

There are more:

  • Creativity
  • Content
  • Control
  • Complexity

Gen C make their own content. Gen C form strong communities, and care about communication. They want to be connected. Gen C take on broadcast media on their own terms: They get involved, and are happy to make their own celebrities. Gen C control their own lives; they’re happy with complexity and continuous partial attention. Gen C work and live creativity: they work in creative industries, don’t look down on making and crafting, and want to adapt mass market products in acts of co-creation.

The article at Schulze & Webb (Pulse Laser) goes on about the empowerment, expectations and responses linked to this thought…

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What the Twitter?

Sometimes things hit you with several punches at once.

I was listening to an episode of the „six pixels of separation“ podcast by Mitch Joel, and just before I came home he praised twitter. Half an hour later, on his blog, I found a post about twitter, and then, later while going through my feeds, I found another post by Adpulp about twitter.

So what is it? As Mitch Joel writes, …

It’s being called a micro-Blogging platform. […] Simply put you can send a text message (SMS length) either through a website, instant messenger or mobile device to your own customized Twitter page.

There are many people now, who constantly update twitter (and with twitter-widgets, this also appears on their blogs). I am not sure why peole would do that. But Mitch has some thoughts on this:

As consumers take more control of the media, these individuals are building tremendous personal brands and the people who are connected to these personal brands want more connections and information. Twitter takes this idea and brings it down to the core: what is that person doing right now. Imagine how many millions of people buy magazines to read about their favorite celebrity. Now imagine if those celebrities were using Twitter. Micro-chunks of information that keeps everybody in their loop.

And then, again not much later, I find that Meish muses about twitter and classifies some profiles of twitterers (is that what they’re called?)

  • The Briefers, who provide only bulletins relating to current location or status. Example: Waiting for the bus. Cold.
  • The Detailers, who use Twitter to give an insight into what they’re thinking, eating, listening to, looking forward to, planning, and so on. Example: Wondering what to have for tea tonight. Pasta, maybe.
  • The Kitchen Sinkers, who use Twitter as a new form of blogging, recording thoughts and links and opinions and ideas, addressed to no-one in particular. Example: Traffic lights broken at the corner of high street. Phoned work and told them I’ll be late. That’s the fourth time this week. Sigh.
  • The Pongers, who respond publically to other users whose updates they are receiving via Twitter (so called because they return each IM ping with a pong). Example: @Jim: Hahaha! Yes!

But it’s not just for people. Technorati and Google News also have twitter channels.

As if blogs, MySpace profiles, videos on YouTube, podcasts and everything else is not enough already. Now we can let the whole world know what we’re doing – every minute of the day.

I like blogs, and I publish some of my photos on flickr. But that’s about as far as I would go. Not sure why I would want to tell everyone about my whereabouts all the time…

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Marketing is storytelling.

David Armano of Logic+Emotion tells us an interesting story:

When Arnold Schwarzenegger first came to the United States, he started a small bricklaying business with fellow bodybuilder and immigrant Franco Columbu. The business wasn’t off to a good start.

They quickly re-invented their business model into a service that was much more expensive than the competition and sold themselves in a way that played up their European heritage. They would seduce their LA customers by saying that their method of bricklaying was different because it was „Austrian Bricklaying“.

I didn’t know this. Neither did I know, that Arnold worked as a bricklayer, neither did I know, that he was such a clever guy in marketing. Or was it only his fellow bodybuilder? But then, it’s Arnold, who’s now a Governor, isn’t he?

David Armano, bringing us back to marketing, concludes:

  1. Sometimes the best marketing involves exaggerating certain „truths“
  2. Occasionally brands are built not from strengths, but from turning perceived weakness into strength

And asks us:

Have you figured out what your weakness is? Is there a way to turn it into a differentiating strength?

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