von Roland Hachmann | Sep. 14, 2007 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, Online Advertising, Social Media Marketing
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.
von Roland Hachmann | Sep. 13, 2007 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, Mobile Marketing, Online Advertising, SEO / SEA, Social Media Marketing
Just last weekend, when I was buying grocery for my farewell party from Frankfurt, I noticed that supermarkets already stock christmas cookies and bakery – but it’s only beginning of September…It starts earlier every year it seems, doesn’t it?
Giles Rhys Jones is also rather early: He already predicts the Digital Advertising Trends for 2008. The trends he lists are all about the changing agency landscape. And he’s right about them, I think. The way agencies will work will change (does change already). The skills needed will change, too.
von Roland Hachmann | Sep. 10, 2007 | Blog
Some might have already seen the signs/messages on facebook and twitter. I am moving. Both job and city, which is really exciting for me!
I have been given a good offer in my hometown Hamburg, so I finally, finally get to move back to Hamburg!
I will let you know more of the details later. But for now, pls excuse the fact that I might put up posts a little more irregularly in the next 2 weeks, since I am very much busy packing boxes…
von Roland Hachmann | Sep. 6, 2007 | Blog, Digital Marketing, Social Media Marketing
Reading tip: a post on the way brands should and can use social media in their marketing mix in the future.
In addition to the message that you should now apply the social tactics that you might have been testing sofar in a strategic context. Plus a few casestudies. There could be more casestudies, I am sure. But not that many yet, that we can actually claim that social media are really part of the strategic mindset of brands sofar. (I think.)
von Roland Hachmann | Sep. 4, 2007 | Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, Social Media Marketing
At DMNews, there is a column about the impact of social media on email marketing, which is quite interesting:
Today’s younger generation is the single best predictor of future behaviors. And right now they are leveraging multiple social Web sites: MySpace and Facebook to chat with friends, Evite to send party invitations and LinkedIn to stay front and center for new business relationships. E-mail for these users has become a tool used strictly for the purpose of collecting business information — special offers, promotions and business information.
As we increase our usage of social networks, our use of e-mail will inevitably decline, reducing the success of e-mail marketing campaigns. Marketers need to take the time to understand what sites their users are comfortable in and then evaluate marketing opportunities in those spaces.
I don’t think it’s only that. (But it will be a large factor.) The other email killer is things like skype and other chat tools, mobile phone messaging, and RSS.
For any communication with your contacts, ther is a better way than email. Or at least there will be. With spam still filling most people’s inbox, they will undoubtedly move to other, uninterrupted channels and only open their email accounts to separate the „bacn“ from the spam.
So email marketing is not dead, as people will continue to use it. But in the next 5 years or so, we’ll probably see a shift in usage patterns, decreasing the target audiences attention to email. It is now, that we need to test the alternatives, so that we have working tactics in the future.
Try out producing widgets for facebook, offering RSS feeds (this should already be a no brainer!), sponsor chats and communities (or offer them yourself), and may be start advertising on the long tail of the web…
Wo ich sonst so bin...