BABELFISH – Top Headlines October 28, 2008

October 28, 2008 at 6:43 am | Posted in Digital thinking, General, Innovation, Strategic planning | Leave a comment

 

Nielsen: This Is Your Brain On Advertising | Mediapost

Rough Seas Ahead? Digital shops ride the waves of uncertainty | Adweek

Marketers: Fire Your Agency If… | Mediapost

Google’s Schmidt To Web Sites: Don’t Be Evil | Mediapost

Three Ways The Credit Crisis Is Impacting Online Video | Mediapost

An OMMA Journey: Search Future | Mediapost

What’s in a Name: From Lists To Segmentation | Mediapost

Dissecting The Future According To Google: Mobile Web | Organic Three Minds

The Difference Between Tactical and Strategic Media Planning | Mediapost

The Future Of Media: Gaby Darbyshire, VP, Gawker Media | Mediapost

Consumers Deem TV Most ‘Credible’, Online 3RD (Ahead Of Mags) | Mediapost

Google To Decode Social Networks | Mediapost

The Definition: What Makes A “Digital Native” Different? | Organic Three Minds

What Does It Take To Raise A Digital Native? | Organic Three Minds

Great Premise, Good Production Values, BUT… | Mediapost

Design: The Center of the Circle | Mediapost

Strategic Thinking 3.0 A media forecast for 2009 | Adweek

Transforming TV From Medium to Platform – A new addressable system | Adweek

Viva La Evolution! Get More Return On Insight | Experience Matters

Confidence Erodes Among U.S. Ad Execs, Budgets Expected To Decline | Mediapost

The Coming eRevolution in Online Marketing | Adotas

 

ESOMAR Congress 2008 BLOG

Day one: Coca-Cola’s management of its brand equity

Day one: Research intervenes in developing markets

Day one: From the pursuit of truth to meeting the needs of sophisticated urban consumers

Day two: My, myself and I

Day two: People power

Day two: Mastering the “metaverse”

Day two: Calling back – Nokia’s recycling initiative

Day three: Why clients need different researchers

Day three: Measuring emotions with metaphors

 

If you have a few more spare minutes, here are some past BABELFISH blog posts.


11 trends / effects of the economic crisis on Marketing & Communications in 2009

The secrets to harnessing innovation (notes from presentation @ Proxxima 2008).

Communications design: Not a cheap pick-up line, but brands longing for true-love

The opportunity cost of over-engineering / over-producing TV Commercials

7 considerations when deciding the most appropriate budget mix for traditional and emerging communication content forms and contact vehicles?

“I want to have more digital?” - Transition management

Is Molecular Marketing a solution when mass messaging stops working?

8 easy steps to optimizing the value of content in the digital era

The largest barrier to digital growth – demons of the past, digital silos & evangelism

Forrester: Agencies Need to Reboot

11 trends / effects of the economic crisis on Marketing & Communications in 2009

October 23, 2008 at 10:25 am | Posted in Control, Conversation, Customisation, Disruption, General, Innovation, Integration, Mass, Metrics, Segmentation, Strategic planning, Trends | 1 Comment

1. Fragmentation of mass audiences to continue

a. For people who have passed a disruption line, expectations have already permanently changed. These shifts in expectations (control, customization, conversation, connection) can not be undone.

b. Fragmentation process / access to disruptive devices will slow (restricted access to credit – especially for middle class)

c. The only things that variable that can be disrupted is the overall value proposition e.g price related, perceived value and other brand related attributes

2. Discretionary content expenditure under scrutiny

a. Need to buy / construct customer / consumer loyalty

b. Focus on subscription packages rather than a-la-carte (e.g. newsstand sales will suffer)

c. Free content to thrive

3. Less innovation

a. R&D to be reduced

b. Fewer software upgrades

c. Less interface development – focus on existing or standardized formats etc to drive efficiencies

4. Safe harbor

a. Clients will become risk averse

b. Increased need to understand the risk profile of decision stakeholders

c. Intelligence & Research will be reduced chasing short term results

d. Standardised / tried and true interfaces / formats

5. No major events

a. Fewer annual event sponsorship packages

b. Pressure on visibility properties

c. Focus on message segmentation (rather than content separation)

6. Increased need for alignment and integration

a. Lots of desperate tactical proposals (media vehicles & agencies in survival mode)

b. Essential to agree to what is of value (can be integrated, aligned with core idea)

7. Tactical flexibility

a. No major events – focus on tactical buys

b. Variable, highly sensitive demand driven market

8. Increased focus on accountability and efficiency

a. Need to align metrics with business goals / KPIs

b. Need to define success (impossible to measure results without predefined success parameters)

c. Reduction in the number of campaign content pieces (fewer better quality, planning content to be versatile across platforms)

9. Focus on loyalty

a. Consumers / customers, under pressure, will be more promiscuous and more likely to challenge premium priced / value added products and services

b. Concentration of sales strategies – 80/20 rule – consolidate heavy user business

c. Branding & relevant customer conversation becoming more important.

d. Get closer to customers to reduce tactical promotion driven churn

e. Increased power of trusted advocacy e.g. word-of-mouth (free, credible, easily found e.g. blogs)

10. Content costs

a. Increased global content distribution to leverage critical mass

b. Imported content costs increasing – favors local content producers

11. Tension between mass and segmented marketing (targeting and messaging)

a. Mass appears to be efficient (based on tactical execution metrics), but has a generalised message and significant impact wastage.

b. Segmented marketing has a better probability of message relevance and ROI (Strategic metrics)

BABELFISH – Top Headlines August 29, 2008

August 30, 2008 at 3:11 pm | Posted in Control, Digital thinking, Disruption, General, Integration, Mobility, Segmentation, Strategic planning, Through-the-funnel, Top-of-the-funnel, Traditional, video | Leave a comment

Survey: Many executives say on-the-job Web surfing is OK | The Business Journal
Why you should be interested:  One of the biggest challenges in corporations is to foster a digital culture. Obviously, web based tools and enterprise content access systems can generate considerable efficiencies. Web based tools encourage self service / pull information rather than companies having to hire people to manually push content out to users.

The line gets blurry when managers see staff appearing to waste time on Instant Messenger or in non-work related social community blogs. Flipping the coin, hypocritical corporations can’t ban at work social web use while they continue to invade employee personal time with intrusive devices like Smartphones / Blackberrys (always on / always connected to boss and client syndrome).

Similar to corporate policies regarding access to pornography, companies can establish rules of engagement without over-policing staff (or causing unnecessary tension between work and personal functions). Sure, employees need to respectful and have some limits on socializing during work hours, but a the same time, managerial styles need to change to reflect disrupted consumer expectations, especially regarding control, multitasking, content rights management, collaboration and networking.

Blocking access to information and tools that encourage digital culture is short-term corporate thinking. Maybe corporations need to cater to the growing expectation to balance / multitask personal and work based content consumption and integrated social and work based tools (like the way people use IM).

 

Yahoo Launches Fire Eagle To Manage Location-Based Information | Washington Post
Mobile phones will become main marketing tool: KV Kamath | The Economic Times

‘Sports Illustrated’ Sells Ads Via Online Auction | Advertising Age
Why you should be interested:  Location based targeting is the emerging frontier of segmented marketing. It is liberating small to medium sized businesses to use once mass media content forms and vehicles.

The pioneers in this area are the US cable companies e.g. Comcast. They have been able to isolate demographically (and behaviorally) down to specific households (based on Cable TV billing details and viewing habits)

Geographic or location based targeting, is complicated and limited via traditional internet alone. Most people connect to the internet via an ISP (Internet Service Provider). The problem is that ISP’s are not organized geographically (you could be using an ISP backbone based in India for all you know). Hence, to geographically isolate information via internet, the user either has to nominate where they are (e.g. a drop down menu on entry…resulting in extra clicks) or we have to ask consumers to register and provide their geographic location.

Mobile is opening up a whole new level of geographic targeting because it allows marketers to send messages to consumers within a specific location (Via Bluetooth or Infrared) or target people in a specific region relative to the internet base station that they are using to connect. This opens up efficient marketing opportunities to a whole new market of local businesses.

Another linked trend is the development of low cost / template based content generation / management tools e.g. SpotRunner. These tools facilitate good quality, extremely dynamic production, flexible for localized versioning, at a very low cost.

Lastly, internet based bidding systems are allowing vehicles to efficiently monetize once fragmented, unsellable or undervalued space.

When you link the three efficient elements (Space + Content + Targeting), you have a functioning version of the accountable and dynamic future of marketing.

 

Imagining a World of Interactive Movie Theaters | Advertising Age
Why you should be interested:  Without sounding like an advertisement, cinema inherently has many qualities that attend to the needs of the digital era, including: a) an  attentive, captive audience, with few distractions b) one of richest and most efficient content forms in video c) geographically and behaviorally segmented audiences.

Arguably, live performance / interaction is the most powerful content form because: a) it’s ability to engage all of the senses (including smell and temperature), b) ability to adjust messaging on the fly to the audience mood c) geographically and behaviorally segmented audiences d) facility to offer product samples and value added material e) ability to easily measure exit attitudes and opinions.

As many music performers have already discovered, when you combine the two, video with interactivity, you have a very powerful experience. Moving forward, when you incorporate automated feedback mechanisms e.g. using mobile devices / phones, the cinema environment becomes a very powerful marketing tool.

 

ZAP & BuscaPe Unite to Integrate Classified Ads and Online Shopping in Brazil | PR Newswire
Why you should be interested:  BuscaPe is a price comparison site. Zap is an online version of traditional newspaper classifieds. The combination of the two provides significant scale and a richer online shopping experience journey (both new and used products). As e-commerce business models mature, keep an eye out for these disruptive mergers / integration of tools and content to gain a competitive value added advantage.

 

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

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

 

 

 

 

 

 

BABELFISH – Top Headlines July 14, 2008

July 15, 2008 at 9:23 am | Posted in General | Leave a comment

 

Social Media Demands A Reinvented Agency | Medipost

Agencies: Reinvented Or Replaced | Mediapost

Obama and the “We” Generation | Henry Jenkins

Behavioral Targeting Making Massive Strides due to Richer Segmentation, Higher Engagement and Increased Audience Fragmentation | Revenue Science

Location-Based Party Hopping Gets Interactive in New York City | PR Newswire

Online Reviews Sway Shoppers | eMarketer

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

BABELFISH – Top Headlines June 16, 2008

June 16, 2008 at 1:53 pm | Posted in General | Leave a comment

Adapting Websites to Users: Websites that change to fit the cognitive style of the user | technologyreview.com

Making Research Actionable: An Introduction to Design Criteria | adaptivepath

Acknowledge What You Don’t Know | Mediapost

When Multiple Personalities Threaten The Common Thread | Mediapost

Are You Buzzword-Compliant? | Mediapost

Generate Conversions Through Engagement | Adotas

Using personas to foster engagement | Experience matters

The Morphing Of Online Advertising | Mediapost

Sustainability Initiatives Contributing To CPG’s Bottom Lines | Mediapost

Putting The Consumer At The Center of Search | Mediapost

Ballmer to Old Media: You’re Dead! | Adotas

Google: Four trends will move applications to the Web | Computerworld

The Aim of Behavioral Targeting | eMarketer

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

BABELFISH – Top Headlines – May 19, 2008

May 19, 2008 at 12:02 pm | Posted in General, Uncategorized | Leave a comment

The Common Thread Of Consumer Intent
Mediapost

Agencies Go From Selling to Creating Products
AdAge

AdAge Digital Marketer of the Year
AdAge

Prying Open the Social Graph
gigaom

Study: Untargeted Ads Turn Off Social Net Users
Brandweek

Virtual Worlds Experimentation Continues to Extend Brands
Strategy Analytics

In the Age of TiVo and Web Video, What Is Prime Time
New York Times

Don’t Be ‘Hypenotized’
Mediapost

Just WHAT Is A Casual Gamer?
Mediapost

Creative Is Better Than It Used to Be, and That’s Good Business
AdAge

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

BABELFISH – Top Headlines – May 5, 2008

May 5, 2008 at 8:47 am | Posted in General | Leave a comment

Starcom MediaVest Turns Attention To Consumer Intent
Mediapost

Search — Where Supply Meets Demand
Mediapost

Yahoo! and Microsoft & Google: Agency executives: We’re here to help you, not replace you.
Adweek

What Are You Morphing Into?
Adweek

Web Stores Add Virtual Product Tours
eMarketer

The Challenge of Keeping Up With the Digital Zeitgeist
Advertising Age

Digitizing Books For Google: No Quick Task
CBS News

The Real Threat to Google
E-Commerce Times

Instant messaging — a new language
Physics Org

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

BABELFISH – Top Headlines – Apr 28, 2008

April 28, 2008 at 8:55 am | Posted in General | Leave a comment

Safely Building Your Brand on UGC
Adotas

Money Can’t Buy LOVE (Or Conversions)
Adotas

Cinematically correct: The formula
StrawberryFrog

The Social Experience: A Relationship Renaissance?
Experience Matters

To Thine Own Customer Be True

Adotas

Three Reasons Your Visitors Don’t Convert to Leads
ClickZ News

Users Demand Expertise at How-To Web Sites
New York Times

Survey: Web Generates Consumer Feedback
ADWEEK ONLINE

Olay Translates Killer Online App to Retail Aisles
Advertising Age

Web Metrics and Grains of Salt
New York Times

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

BABELFISH – Top Headlines – Apr 21, 2008

April 21, 2008 at 8:08 am | Posted in General, Uncategorized | Leave a comment

MindShare Restructures, Integrates Services
Mediaweek

Study: Marketers Stink When It Comes to CRM
Brandweek

Obama’s Rivals Should Steal From His Social Playbook
Adage

Is Information Architecture worth saving?
Experiencematters

What Is A Designer? An Explorer Or A Style Councillor?
innovation playground

Mindshare has appointed its first ever creative services director
bandt

Are we still allowing enough space for good ol’ fashioned creativity in the “process” of using “methods”?
Experiencematters

A Widget’s Worth
BusinessWeek

Can User-Generated Content Generate Revenue?
eMarketer

Ad buying goes digital
International Herald Tribune

Diageo to use 3D interactive technology in-store
DFNIonline.com

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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