BABELFISH – Top Headlines August 5, 2008

August 5, 2008 at 1:07 pm | Posted in Agency Model, Control, Conversation, Customisation, Digital thinking, Disruption, General, Infrastructure, Innovation, Integration, Mass, Path-to-purchase, Segmentation, Strategic planning, Through-the-funnel, Top-of-the-funnel | Leave a comment

Why the Internet Enhances TV Advertising | Advertising Age
Why you should be interested: Cheap cost-per-thousand distribution combined with an extremely powerful content form in video, has helped sustain TV advertising as the default weapon of mass distribution. 

 

Many a client has been heard to scream in frustration at the relatively unaccountable nature of mass demand generation. What happens in the cloud of uncertainty between the mass demand building message and the moment the customer walks in the shop door to purchase??

 

Fragmentation of this mass distribution power combined with new tools that enable segmentation of messaging are setting mew marketing practice precedents and challenging the concentration of marketing efforts in mass messaging.

 

Along this complex path to consideration, purchase intent and ultimate purchase, marketers now are acknowledging that there is a delicate balance mass demand generation and segmented messaging.

 

TV will still remain a powerful mass demand generator, but the world of segmented content distribution, led by the internet is where the exciting stuff is happening.

 

Consumers find ads in long-form online video ‘reasonable’ | BizReport
Are Short Videos Best for the Web? | eMarketer
Why you should be interested: Moving from a world of standardized content lengths to a more free-form environment, we need to test the elasticity / expectation of users. Of course the answer is ..the form and duration of content depends on the idea / message objective. This study shows that users will tolerate longer form video content on the relatively smaller computer screen, although I believe that the motive is more convenience of on-demand than preferred viewing experience.

 

Digital ad agency reaches out to old media | Washington Post
Why you should be interested: For many years, digital agencies have been building credibility / equity with clients by getting closer to their business, building segmented messaging strategies and providing measurable results. So, it is no surprise that digital agencies are trying to leverage this equity by expanding services into the relatively vacant strategic space left by the once dominant big mass messaging agencies. Big agency culture provides many barriers to change, and arguably, in the short to medium-term, digital agencies are in a very good position to find fertile revenue growth in the integrated strategic planning space.

 

Recognizing Transformation Triggers…Before It’s Too Late | Accenture

Why you should be interested: One of the greatest challenges for any organization is to gauge how aggressive they need to be in building capabilities in a dynamic marketplace.

 

Change in the communication space is manifesting itself in two forms 1) The need for communication innovation (driven by content distribution fragmentation and consumers resistance to irrelevant messages) 2) The need for always-on content (to facilitate brand related conversation and answer specific questions to influence purchase decisions). The iterative steps to achieve competitiveness are logical, but the eternal question remains as to how fast do marketers need to change.

 

This very good article argues that for significantly disruptive change `It is crucial to spot the impending danger early on and make fundamental rather than incremental change`

 

If you have a few more spare minutes, a more extensive list of headlines is available – click here: BABELFISH Full latest headlines

 

 

 

 

 

 

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