von Roland Hachmann | Nov. 13, 2005 | Blog, Digital Culture, Digital News
Further to my post below there was a Clickz article about Seven Digital Consumer Trends plus some insights into what that means for marketing, etc.
(It’s from June 2006, but I only remembered about it again now.)
Individuals‘ interconnectivity is increasing.
The information playing field is being leveled.
Relevance filtering is growing.
Niche aggregation is growing.
Micropublished self-expression is blossoming.
The „prosumer“ is rising.
It’s on-demand everything, everywhere.
What that means?
They’re better informed through the increased ability to access and sift an abundance of information anytime, anywhere. They’re better connected through the ability to instantaneously communicate with others across time zones and social strata. They’re more communicative through the ability to publish and share their ideas and opinions. They’re more in control through the ability not only to personalize their information and entertainment consumption, marketing messages, and the products and services they buy, but also to gain satisfaction on demand.
As this evolution continues, marketers are faced with a growing number of challenges to acquire, satisfy, and keep their target customers. They must rethink their approach to brand communications.
von Roland Hachmann | Nov. 13, 2005 | Blog, Digital Culture, Digital Marketing
Adverblog has found some predictions for online advertising in 2006.
1. Consumer-generated media will become increasingly attractive to advertisers
2. Advertisers will continue shifting traditional ad spending to the Web due to increased Internet consumption and better targeting/reporting capabilities
3. Advertisers, cable providers and interactive marketing experts will collaborate to address „The TiVo Effect“
4. Brand advertisers will drive the next wave of growth for the paid search market
5. Best practices in localized mobile marketing will be perfected overseas in 2006
6. Online advertisers will employ holistic targeting methods to deliver better results and reduce reliance on high-profile, high-CPM ad buys
7. Technology and better data access will transform online advertising success to a formulaic equation
8. Japan will be the next frontier for paid search and interactive marketing
9. Mobile carriers will adopt new ad models to boost revenue beyond usage
10. Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel
(Detailed info is here)
And while I read this, I also saw a post at PFSK pointing me to a post at the longtail:
Down:
Box Office: down by 7% this year (tickets per capita have fallen every year since 2001).
Newspapers: circulation, which peaked in 1987, is declining faster than ever and is down another 2.6% so far this year.
Music: Sales are down another 5.7% this year; although digital downloads (still just 6% of the business) are climbing nicely.
Radio: down 4% this year alone, continuing a multi-decade decline.
Books: down by 7% in 2004 (but see comments below for discussion)
Mixed:
DVDs: sales growth is slowing dramatically, from 29% last year to single digits this year.
TV: Total viewership is still rising, but as channels proliferate and the audience fragments the rating of the average show continues to decline.
* Magazines: Ad revenues are up a bit although the number of ad pages is flat (they’re charging more per page). Circulation is also flat, while newsstand sales are at an all-time low.
Videogames: it’s the final few months of the current generation of consoles, which tends to the trough of the buying cycle. Sales were down 20% in Sept, but will probably pick up by Christmas with the launch of the Xbox 360.
Up:
Internet advertising:
–Banners: Up 10% this year
–Keywords: Google revenues up 96%
Interesting trends, alltogether.
von Roland Hachmann | Okt. 30, 2005 | Blog, Digital Culture
Oh my god. They really don’t get it, do they?
Attack of the Blogs writes Forbes and proved just by this, that they don’t understand a thing about the new media landscape.
„Some of these bloggers have just one goal, and that is to do damage. It’s evil,“ […] Suddenly they are the ultimate vehicle for brand-bashing, personal attacks, political extremism and smear campaigns. […] Bloggers are more of a threat than people realize, and they are only going to get more toxic. This is the new reality
The new reality is: the consumer has found a way of more effectively voicing their opinion outside of the artificial settings of „marketing research“. Shame on us for stating our opinions, how could we?
A Kryptonite lock is faulty, bloggers blog about it. So who is evil, the bloggers?
Neil French discriminates women, bloggers blog about it. Then, Neil says it was „Death by Blog. No, Sir. If you say such things, then you’ve committed suicide. The damage was already done. Bloggers are just commenting that foolish suicide attempt.
Blogs only enable people to reach more people for a simple thing that has always been done: word-of-mouth.
And don’t forget: people also start blogs just to praise their favourite brand! Is that evil?
Some companies now use blogs as a weapon, unleashing swarms of critics on their rivals. „I’d say 50% to 60% of attacks are sponsored by competitors,“
Now that might well be, but with 20 million blogs out there, individual blogs can only start a damage, if they achieve a viral spread of whatever they’re complaining about. And things only spread, if people believe in the message (because they agree, or because the message sounds believable).
The new reality is greater transparency, as word-of-mouth messages spread faster than they did the previous 2000+ years. If companies can’t cope with this increased transparency, it should make you think.
May be Forbes should start reading their competitors magazines. Two articles on the importance of blogs are at Businessweek and Fortune.
(via Micropersuasion and Jaffe Juice)
von Roland Hachmann | Okt. 11, 2005 | Blog, Digital Culture, Digital Marketing
PSFK again points me to something. Which is, in a way, really groundbreaking.
MTV let’s users create their own MTV channel. Including their own clips and content. Now that’s real consumer generated media. This time push-broadcasted to everyone (since it is a TV channel).
„With today’s announcement, we are handing over an entire channel online
to college students and everyone who wants new music,“ said Stephen Friedman,
GM, mtvU. „mtvU Uber gives them the power to create and program their own
channel, and will remain in perpetual beta mode as they experiment and pioneer
the digital future.“
Just wonder if the advertising will reflect that? Will they show only ads produced by the consumers, like they have at Converse?
von Roland Hachmann | Okt. 11, 2005 | Blog, Digital Culture, Digital News, SEO / SEA
Sean, (whom I don’t know personally, but happens to a friend of a friend of mine (Ace)) pointed to the fact that a cool meta search engine is live: gada.be
Most notable benefits:
– since you enter the search terms as part of the URL, you can bookmark regular search items (if you regular search for a certain word, you can bookmark http://word.gada.be)
– as the search term is part of the URL, it is much more convenient when entering the URL through a mobile phone.
– it’s a meta search. So it returns results from Google, MSN, Yahoo, etc. all at once.
(More infos here, here and here.)
And of course (and not least), the blog post of the originator of all this.
von Roland Hachmann | Okt. 10, 2005 | Blog, Digital Culture
This review of the new Yahoo! tool for searching Podcasts is not bad.
(At the same time, I am listening to the new „across the sound“ Podcast of Steve Rubel and Joseph Jaffe, which is great!)
Wo ich sonst so bin...