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

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