von Roland Hachmann | Nov. 25, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising
Robert Passikoff writes about seven brand and marketing trends for 2007
He starts of with a nice quote:
Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�
And then continues pitching his company USP:
but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.
The 7 trends are (*drumroll here*):
- An ongoing emphasis on “engagement.�
- More reliance on consumer-generated content.
- More, more branded entertainment.
- Media planning will become more “touch point� focused.
- Using technology and engagement to better communicate with consumer expectations.
- Expanding the potential of Websites, blogs, and the digital world.
- Innovation and loyalty will matter more.
Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.
von Roland Hachmann | Nov. 22, 2006 | Ad News, Blog, Digital Marketing, Online Advertising
Another nice campaign pointed out to me by Adverblog: Adidas wants to know if you believe in the 5:
A new Adidas website by EVB for Flash and basketball fans. „Do you believe in 5?“ starts with a great video, and develops in a website which aims at having basketball players sharing the ideas and ideals they believe in.
I have already added myself to the wall, though I didn’t pick the most creative name (I didn’t know that this name would actually be put on this wall, since I never read instructions with these kind of things).
Seems like this whole community is still largely work in progress… There is a lot of „coming soon“ in the profiles.
von Roland Hachmann | Nov. 21, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising
Wow, this sounds great:
…the six-minute-long interactive movie is in the „choose you own adventure“ style and generates 16 different endings depending on the choices of the audience. During the adverts the audience are given 4 different questions to answer and which they need to text to a given number. The final version of the movie is compiled from the clips that gather the most votes (which is all handled digitally). (via Adverblog)
There also is a campaign site offering the same for the home viewer. First, you select which type of scenes you want (my portuguese is not so good, so I just chose randomly):
and then you can see your „selfmade“ movie:
Even though the idea of the campaign site is nice, the WOW-effect of sitting in a movie theater and being able to influence what’s on the big screen is of course much more amazing.
However, I hope they let it run 2-3 times at least, because if they only do that once, you won’t be able to getting a feeling how the movie changes from time to time and might even assume that it’s the same movie every day…
von Roland Hachmann | Nov. 19, 2006 | Blog
Nice one, made me smile!
This image appeared this evening, because obviously Bloglines is going through some maintenance work.
I have seen a lot worse and more infuriating „under construction“-messages!
von Roland Hachmann | Nov. 19, 2006 | Ad News, Blog, Digital Marketing, Digital News, Online Advertising
Jason Calacanis writes about the „real story“ of Advertising 2.0:
The real story of Web 2.0 has little to do with the bells and whistles and everything to do with the stunning growth of online advertising.
He provides a graph with online ad spent per year since 1997 and puts a straight line from ’97 until today, which is, of course, a steep, straight line. (I hope he doesn’t analyse his real money investments the same way!)
He also doesn’t think that the spike over the past year is another bubble, but instead says that the curve is just getting steeper in future, for the following reasons:
a) there are more advertisers online today.
b) it’s getting easier to spend money online
c) Google Adsense/Adwords (a huge part of part B above)
d) Yahoo, MSN, AOL, and Google reaching scale, which in turn allows major advertisers to reach comparable audience sizes to TV
e) audiences shifting from TV, radio, and magazines to the Internet.
All of these seem plausible. Of course one might say: „we thought the same back then in 2000, just for different reasons“, but Jason also shows a second graph with a line ca. 15% less steep, which still is impressive. He suggests to believe the long-term hype and I agree.
Growth rates are probably going to be huge for while. Not necessarily because the medium is more attactive than others (though I think it is at least for some purposes), but purely because there still is a long way to go, until the medium is an everyday medium like the other media – both for the broad audience and for marketers.
(via)
Wo ich sonst so bin...