BABELFISH – Top Headlines September 25, 2008

September 25, 2008 at 6:23 pm | Posted in Agency Model, Digital thinking, Integration, Segmentation, Uncategorized | Leave a comment

Firstly, sorry for being off the grid over the last month. Wired again….so here we go…

Y Moms Connect Through The Internet; X Moms Task | Mediapost

Why you should be interested: This puts some meat to the theory that younger people use web tools mainly for socializing, while young adults tend to be more objective in their web use (i.e. as they balance work needs with personal entertainment / socializing)

Your Data With Destiny | AdAge

Why you should be interested: Although his reference to `post advertising age` is a bit sensational, in general a very goods article by Bob Garfield that gives some good examples of how path-to-purchases are being disrupted, how technology is helping attend to increased needs for segmentation and data and insight extrapolation.

I (heart) Google Chrome | Experiencematters

Why you should be interested: Chrome, Googles new web browser (to compete with Microsofts ubiquitous Internet Explorer) is a major disruptor because it redefines how browsers work. In short, Chrome is faster than existing browsers because it processes information in parallel.

Part 1 of 3: Future Interfaces Will Be More Natural | Organic Three Minds

Part 2 of 3: Future Interfaces Will Be More Intelligent | Organic Three Minds

Part 3 of 3: Future Interfaces Will Be Everywhere | Organic Three Minds

Why you should be interested: As we move from standardized analogue interfaces to new user controlled digital interfaces, we need to understand what tools we have to play with to best present out content and experience. These rather detailed articles dimensionalize the dynamics of interface design and start to explain in laymans terms, the challenges we have ahead.

Branding in a New Dimension – How to build a brand and a relationship in a Web 2.0 world | Adweek

A Holistic Approach – It’s time to bring all media under a single umbrella | Adweek ~ Bob Greenberg

Why you should be interested: A couple of good articles from Bob Greenberg depicting how digital is changing the process of branding and is forcing integration between disciplines. He gives some good examples of how brands need to redefine the way they present themselves because of digital environments e.g. how does a brand move, what does a logo sound like.. and I would add other sensorial stimulation e.g. how does a brand smell etc

The Metrics Maze – Am I Lost? | Mediapost

Measurement Hurdle for New Media | ADWEEK ONLINE
Why you should be interested: `If you dont aim at anything, the chances are that you will hit nothing` Pretty obvious, but an area that forces client and suppliers to:

1) audit your measurement capabilities (separating strategic and executional),

2) define success (because at the end of the day we all get paid to meet our goals)

3) set realistic measurement KPI’s that cascade up to business goals

4) develop tools / structures to measure success and

5) set a plan to evolve all off the above over time

Google Strikes Partnership With NBC to Expand in TV Advertising | New York Times
Is The Future of Media Buying Already Here? | Mediapost
Google to be arbitrageur for NBCs cable NETWORKS | WARC

Why you should be interested: An interesting pilot program for Google to extend its sales and inventory management tools to other media. A logical step for media vehicles to maximize revenue for often unsold or undervalued space. One more step towards the commoditization of media space that increases the need for old style agencies / media shops to develop a new value propositions for clients.

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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