von Roland Hachmann | Mrz 26, 2008 | Blog, Digital Culture, Marketing, Marketing Trends, SEO / SEA
Just the other day I posted this graphic at my german blog:
The graphic is from this place here. Just today I found the ‚corresponding article‘ about ‚how google and apple dominate‚ whatever field they are moving into. Written by Umair Haque, this article goes into the „no compromise for bucks“ philosophy that is at the core of their DNA – Goople’s DNA, as he calls the two companies:
The ends they’re working towards are similar: Goople aspires to – with laserlike intensity – change the world for the better. And where most of their competitors will sell out everything they believe in for a few bucks and a latte, Goople is deeply, radically purposive: they won’t compromise much, if anything, to achieve the goal of changing the world for the better.
Go read that and remember the graphic above. And then keep this in mind whenever you’re thinking of a company’s strategy.
von Roland Hachmann | Jan 23, 2008 | Ad News, Blog, Marketing
Just yesterday (or this morning), I received a comment by somebody who added some thoughts on viral marketing by pitching his own book including a lot of links in his comment. I let that comment through, because it sounded interesting. The other day however, not long ago, I received an email by somebody pitching his book to me, including some videos I ended up never watching. Boring pitches for books…
But now I found a really cool idea of someone who thought of a very unusual way to sell his book. Here is the English translation of something I found on this German site (and couldn’t yet find in English anywhere – let me know if you do):
Because his debut novel wouldn’t sell and the publishers were reluctant to invest any money in advertising, author WS Maugham decided to take matters in to his on hands. He published classifieds in a few daily newspapers in London with the following copy: „Young millionaire, lover of sports, cultivated, with good taste of music and a patient and empathetic character wishes to marry any young and beautiful girl that resembles the heroine of W.S. Maughams new novel.
Six days later the complete print run of the first edition of the novel was sold out.
Fantastic idea! Good buzzmarketing, and this was in the 1800’s!
von Roland Hachmann | Dez 20, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
This is a rather interesting online advertising approach from Norway:
One of Norways largest online news sources wanted to promote their online services. The idea: several copywriters comment live on the articles on the news portal, during the day and evening hours.
Within around 150 hours, more than 1,000 unique ads have been created this way. Enjoyable idea, and if the live comments by the copywriters were any good, people might have actually surfed the portal for quite some time just to read the ads…
von Roland Hachmann | Dez 17, 2007 | Ad News, Blog, Digital Marketing, Marketing, Mobile Marketing, Online Advertising
Heineken in the Netherlands has launched a new advergame which looks interesting. The game asks playes to spot and track the delivery men of Heineken around the Netherlands and find out what their next stop will be. Whoever guesses correctly first, gets the chance to win a Nokia phone. So in a way, this game play is not that complicated or creative.
What I admire, is something completely different: Apparantly, these delivery men are tracked in real time with real journey data, during the regular working hours. And this is remarkable. I have also worked for clients with a huge fleet of delivery vehicles and I do appreciate the fact that Heineken managed to include their drivers into this game. Creatives usually come up easily with lots of brilliant ideas how to connect the mobile workforce of a client with a webpage via all sorts of mobile devices like phones or GPS tracking devices. But organisational reality most of the time kills these ideas.
So this won’t have been easy to push through the internal, most likely rather political, approval and commitment chain in order to get the buy in of all the different departments (marketing, distribution, logistics, etc.). Kudos, I like that.
(via)
von Roland Hachmann | Okt 10, 2007 | Blog, Digital Marketing, Marketing Trends, Social Media Marketing
Wo ich sonst so bin...