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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BABELFISH – Top Headlines July 22, 2008

July 22, 2008 at 10:26 am | Posted in Control, Infrastructure, Integration, Metrics, Search | 1 Comment

The Internet’s Hierarchy of Needs | vortexdna

Why you should be interested: An interesting set rationale and a good read. As a cautionary observation, I fundamentally disagree that the internet is changing people’s needs. Digital experiences are changing habits & expectations of how the needs are fulfilled, but the basic needs as defined by Maslow remain true. i.e. people have the same needs, but are just using different tools to fulfill them. On a similar note, we need to be careful not to create unnecessary jargon that potentially complicates issues and alienates stakeholders in the marketing approval process. In general, jargon increases perceived risk. Hence, creates counter-productive barriers to digital adoption and integration. 

 

Web 2.0 Control Moves From Marketing to IT | eWEEK
Why you should be interested: There has always been confusion and an internal political battle over who controls company web sites. Although, I think the loose reference to web 2.0 here confuses the issue. People naturally resist a change that appears to reduce their perceived domain of responsibility (particularly when it comes to such a high profile topic such as `digital`). A move of web site control simply reflects the need for increasingly sophisticated technology infrastructure e.g. information / database management. In my mind, the function of a web site needs to be divided into two areas: Strategic and executional. Marketing departments should be less worried about executional control and more worried about messaging / experience strategies, analyzing the data supplied by the technology, and fine tuning the content. Sure, any innovation agenda and interface R&D should be a shared responsibility, but leave the executional technology part to core competency specialists who do it best.

 

5 Immutable Laws Of Marketing Measurement | Mediapost

Why you should be interested: Measurement is one of our greatest mid-term challenges in marketing. Defining relevant and measurable KPI’s and setting a measurement infrastructure to measure cause and effect is an iterative transitional process.

Generally, metrics can be divided into three broad groups: Transactional, Experiential & Executional. Each of these three should evolve in sophistication as your marketing structure evolves. We must remember that metrics and KPI’s are all about establishing relative performance expectations. It’s nice to be leading change, but we don’t get rewarded for setting goals too high / too sophisticated and not achieving them.

The biggest trap is to get seduced by metrics that provide no clear conclusion / implication (because we can now measure them). Granular metrics are a distraction unless they clearly cascade to contribute to overall Personal / Brand / Product KPI’s.

Emarketing pure-plays are the metric trailblazer because they have a lot more control over their ecosystem.  Hence, they can confidently draw correlations between cause and effect. Measurement is much more difficult when the purchase decision is affected by less measurable offline factors.

The secret is to know your infrastructure limitations. Sure, set stretch goals, but keep metrics focused and simple until you build a more sophisticated infrastructure / capabilities.

 

Employee Brands Must Be Part Of Your Search Marketing Strategy | Mediapost

Why you should be interested: Employees can be the strongest brand advocates and in consumers minds often represent brand / corporation values.

 

Will Brick-and-Mortar retailers ban the iPhone (and other mobile phones)? | Customer Experience Labs

Why you should be interested: The dynamic and empowering nature of online price comparison is a powerful disruptive tool and poses a threat to traditional retail pricing practices.

 

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

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

February 17, 2008 at 3:44 am | Posted in Digital thinking, Evangelism, Infrastructure, Innovation, Integration, Segmentation, Strategic planning, Traditional | Leave a comment

Many digital evangelists claim the problem is that everyone else doesn´t get it!! They are partly right, but at the same time they are blind to their own ignorance and weaknesses.

The most successful digital minds are one that can either cross both the traditional and emerging worlds or partner with a mentor that can help them focus and articulate their value.

 90% of what digital evangelists claim that they are inventing – has actually already been done in the traditional world. Like naïve teenagers, they discover something (e.g. a remake of a Rolling Stones song), thinking it new, give it a name of their own and adopt it as their own groundbreaking innovation.

The problem is that digital evangelists not only disrespect historical marketing theory, but they have deliberately kept anyone (e.g. a grey hair mentor) in the dark and at arms-length. In fact, they have been guilty in many respects of ‘Reinventing the wheel’ because of the barriers that they have placed have stopped them learning from the elders of the ‘communications tribe’. In these times, where digital thinking transcends the digital mediums, it may be in the digital evangelists to be a bit more humble and sign a peace treaty.

Sure, the traditional establishment hasn´t made it easy for this seemingly disruptive splinter group. The demons of past battles still haunt the minds of digital journeymen. Likewise, the partying and arrogance prior to the digital bubble bursting and premature claims that ‘everyone associated with traditional communication are irrelevant and dying’, have left deep seated rift between the traditional and emerging communication worlds.

When an industry is growing, it makes sense to separate and concentrate efforts in a silo to achieve a sense of critical mass.  The problem is, as the pie grows, particularly in an extremely dynamic environment where training always plays a back seat to delivery, if you don´t reintegrate, there simply aren´t enough people to do the required work.

It is time that the ‘digital thoroughbreds’ start feeling a little more self-confident and start adopting and recruiting ‘digital immigrants’ people to do the work so that they can move forward and do what they do best – attack the critical problems facing communication: innovate and build conversation infrastructure. There is no doubt that digital thinkers will rule, but in this new world built upon collaboration and co-opetition, let´s hope that we all can find a way to heal the wounds, collectively swallow our pride and act as the mature leaders that our clients and customers need.

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