Pre-2008 trend season has started.

As every year around this time, all sorts of sites start to publish trends. Along the many lists that get published (and some of which I will subsequently link to), there is one selfproclaimed „Uber“-List, an aggregation of links of the main sites with trends. These trends do not only concern marketing and advertising, but also technology and internet trends.
It does sound a little like a link bait, but that’s fine for me as long as that lists gets updated frequently.

The long time tail of digital marketing

Mitch Joel blogs about advertising campaigns where the traditional campaign is long gone, but there still is a digital trail on YouTube and the likes, now leading to no longer existing microsites, etc.

In a traditional ad campaign, Marketers could get in and out in the span of a couple of weeks. Times have changed. The length of an ad campaign in the Digital Marketing space is dictated by the audience not by when the ad spend dies.

Interesting thought that has sparked a debate about purchasing the (digital) rights to media assets of integrated marketing campaigns. Here is my two cents which I put into Mitch’s comments:

Purchasing the rights to actors, directors, photography and such really depends on negotiations. I remember from my own experience that the guys at the classical advertising department were always shocked when they had to buy the rights for the internet, too. Because all of a sudden, they didn’t just buy the rights for, say, 1 year in Germany (in this case), but for world wide, because that is what the internet is: a medium that is globally accessible. It made each campaign relatively more expensive all of a sudden.

Just imagine what it will be like if they have to buy the rights not for Germany, and not for one year, but for worldwide, for ever!!

Advertisers won’t be able to not buy the digital rights. So the conclusion will have to be either: better rates in the contracts, or second rate actors, directors and photography. Not the most ideal setup.

10 future web trends for the next 10 years

It really seems like prediction season started again. I also found 10 predictions by read/writeweb about what to expect in the next 10 years. Of course these topics are not new. But they will be the main focus of what to expect from „digital“ in the future:

1. Semantic Web
2. Artificial Intelligence
3. Virtual Worlds
4. Mobile
5. Attention Economy
6. Web Sites as Web Services
7. Online Video / Internet TV
8. Rich Internet Apps
9. International Web
10. Personalization

All are more or less relevant for digital marketing. But especially points 4., 5., 7., and 10. should require our focus. I think these are the most relevant things that will drive the biggest changes to digital marketing in the future. Read the background to these here.

Marketing to Moms: Discovering a new target group online

In times of overmarketed standard target audiences, everyone is trying to find new potential in niche audiences. The new trend is not about a niche per se, because moms are a large segment in general. But not on the net. Online, this segment is not yet properly covered and targeted, even though some studies seem to point out the obvious.

In Germany, there are several sites competing for this apparently very lucrative target audience. Two that I know of are and Looks like there is a real run on covering this segment all of a sudden.

Caff now pointed me to several posts/stories about marketing to moms on the web:

The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog. If your product or service passes the Alpha Mom test, it’s gold. That’s why the nation’s biggest marketers, from Procter & Gamble to General Motors to Nintendo, are focusing on this remix of the modern mom.

The combined study found that 69 percent of online moms subscribe to 1 to 5 retail emails. The study also reported that 86 percent subscribe for discounts and coupons. Also, online moms are more likely to click through emails that include product pricing (62 percent) and photos (61 percent).

When marketing to moms, you need to take advantage of the networks they build. Moms love to talk about what they’re buying, so if you have a good product or message, the word will spread. Virtually all new moms join some sort of play group or support group, so it’s wise to get your message across to these members.

If moms are your target market, you can forget about trying to buy their loyalty with cutesy graphics or long-winded offers. Today’s email-savvy moms respond to price discounts and free shipping in email messages from a handful of trusted senders.