von Roland Hachmann | Jun 10, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising, Social Media Marketing
Pete Blackshaw and Max Kalehoff have put together a list of 10 principles for ad campaigns leveraging consumer generated content, which are, in short:
1. Connect The Program To Larger Business Goals
2. Keep It Authentic
3. Be Transparent
4. Encourage Advocacy
5. Empower Syndication
6. Tap The Long Tail
7. Capture The Moment
8. Be Consistent
9. Embrace Criticism And Deprecation
10. Move From Campaign To Platform
You can find details to each point either here or here.
I particularly liked the points about making sure that whatever you do fits into a wholistic strategy, as well as making sure that you take the possible long term effects into consideration. With all the hype around this topic, I sometimes fear this tends to be neglected…
von Roland Hachmann | Mai 30, 2007 | Ad News, Blog, Digital Marketing, Marketing
von Roland Hachmann | Mrz 20, 2007 | Ad News, Blog, Digital Marketing, Online Advertising
That is the tagline for Zooopa. Another crowdsourcing platform, this time for making ads. As it says on the homepage:
1. I give you a brand
2. You make and ad
3. You rate the best ones
4. I pay you
In essence: You make lots of ads, watch lots of ads, I pay only one ad.
Nice try.
von Roland Hachmann | Mrz 11, 2007 | Ad News, Blog, Digital Marketing, Marketing, Marketing Trends, Online Advertising, SEO / SEA, Social Media Marketing
This seems interesting and obvious at the same time – a study about user revolution:
The report defines user revolution as a major trend that is happening primarily with consumers, who are taking control of content consumption and branding. The historically passive consumer is changing rapidly, not only becoming more informed and confident about purchase decisions, but also increasingly taking control of the consumption of information and content that used to be distributed by networks, studios, publishers and retailers […] We believe this will cause a significant rise in prominence of the Internet as a major content consumption and marketing medium.
The „news“ is from a report by Piper&Jaffrey. They list 12 key findings, such as predicted online advertising growth rates over the next few years (around 20% per year), the rise of communitainment (careful: new buzzword!), the rise of Usites (another one!) – sites with user generated content, and the increase of video ads.
At the end, they list the companies most likely to profit from these trends:
Google (and YouTube), Yahoo!, Disney, News Corp., Time Warner, Microsoft, InterActive, Facebook, Craigslist, Brightcove, Yelp, SINA Corp., Baidu, aQuantive, ValueClick, 24/7 Media, Netflix, Wikipedia, MobiTV, Digg and Hakia.
von Roland Hachmann | Feb 14, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
Here is a nice little idea: Jeep and Marvel Comics have started a „user-generated-comic“ campaign. They have launched the below website:
The first couple of chapters of this comic are already available online. The next chapters wait for content input by the users – that is us, all of us. A professional comic artist will then put these ideas into this comic strip. And i assume, he’ll always make sure that there is a Jeep somewhere within the story.
And whoever participates gets a printed out version of the comic later on – or so it says on Adverblog.
I never guessed that there was such a big target group overlap between Marvel and Jeep. Or are they targetting the kids of Jeep drivers?
Wo ich sonst so bin...