von Roland Hachmann | Dez. 22, 2006 | Blog, Digital Culture, Marketing Trends
An editor of wired, Robert Lemos, has stopped watching regular TV and replaced everything with internet content.
Suddenly, our family was not sitting together in the living room watching television — except for the occasional DVD movie — but instead scattered around the house. My wife and I watched our shows on our office computers, and our kids watched theirs on a laptop in the kitchen. Within a few days, the diaspora driven by digital content already made the house seem, well, less homey.
Apparently, TV has never been the center of this family, but nevertheless, the fact that everyone all of a sudden watched „TV“ at their preferred PC-location changed everything.
Plus: watching live sports online is apparently impossible. This will be one of the only things left for programmed television: Sports, elections, ceremonies such as the Oscars or Royal Weddings. Things you have to watch live. Everything else can be customised, downloaded, and watched whenever you want.
The role of TV will have to change to keep up. And there will be some social implications when this media usage is shifting. No more common TV room. No more watercooler discussions about show xyz from the evening before (unless it’s one of the exceptions named above). TV will be in the same corner as any website or even a book. People will watch it a all different times and under different circumstances, TV programmers (and advertisers) will not know any more, in which personal context people will watch certain shows.
Robert Lemos concludes:
As for my family, we’ve decided to remain cut off from cable television, and live with the net as our entertainment lifeline. Before the Wired assignment came along, we were already headed toward paring our television consumption down to a few shows a week and the experiment showed that the internet could do that much.
In the end, getting videos from the internet is not the same as live television programming. However, in a few years, I believe it will be better.
von Roland Hachmann | Dez. 21, 2006 | Blog, Digital Culture, Social Media Marketing
A nice and ironic web 2.0 application: a site where you can create you’re own xmas wrapping paper…
The images are taken from flickr, of course. And they have made sure it’s as web2.0-ish as possible, including the round corners, the share-me button and the versioning („alpha, beta, gamma, whatever“) – and at the end of the day, the wrapping paper is „user generated“.
Haven’t tried to print the papr, since I have no printer here with me. Nice gimmick…
von Roland Hachmann | Dez. 21, 2006 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, Online Advertising
Some Links & News I haven’t had time to blog about in the last couple of days:
- Tim O’Reilly was interviewed by German Spiegel Online (one of my main news sources). One of the questions: would Mr. O’Reilly show the current wewb 2.0 content (and here: mainly youtube videos) to aliens, in order to show how far we’ve gotten with our civilisation… He would show Google though he said.
- Adverblog writes about Coke „invading“ YouTube with a brandchannel, where you can upload you own season greetings and send them to friends. Good idea in general… But why would you want to do that through a coke brand channel and not a standard YouTube account? They aren’t the only ones, either. Levi’s allegedly also opened a brand channel.
- Some more CGM: In Spain Pepsi asks users to design a can – the best design will actually be produced as a can and distributed across Spain.
- The new Second Life Newspaper „Avastar“ of German tabloid „Bild“ is selling for 150 Linden Dollars. This shows in some respect, that market prices in Second Life haven’t quite equilibrated yet. Just recently I bought a T-Shirt for a third of that price. The language will be english, apparently, which makes sense considering that the majority within Second Life won’t know German.
- The new book title of Joseph Jaffe will be „Join the Conversation“. This makes absolut sense considering the contents of this podcasts and blogposts, this is the (his) current topic.
- PayPerPost makes disclosure mandatory. Good. Now bloggers have to disclose if they are publishing a blogpost with brand or productreviews. This improves transparency and even though they might loose some advertisers and bloggers it should help them in the long run.
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)
Wo ich sonst so bin...