April 4, 2008

Unique view on marketing:

The recent iMedia Brand Summit posted a video of what marketers still need from an agency. First, integrate the channels -- while fragmentation creates a platform du jour the campaign objectives remain cohesive. Second, integrate the creative with the media -- like Garanimals clothing certain things go together better than other things. Finally, know my business so you can add something of value. Video is here: http://www.imediaconnection.com/content/18877.asp
Mobile is hot, but not trusted. A lot of buzz about mobile marketing (text ads) but in both Nielsen and Forrester research ads on the third screen are the least trusted (not that trust is all that high for ANY media platform.)
Elie Ashery of Gold Lasso speaks here mind about the 'destructive trend' in lead generation on MediaPost's Performance Insider. "If the lead isn't hot with an immediate readiness to convert, it is often shoved aside." She suggests developing a simple long-term follow-up strategy using email and/or postcards. The content should not necessarily be lead oriented but more-focused on figuring what was originally of interest. The same theme was repeated by Gretchen Scheiman of Olgivy on emailInsider a few days later.
Using a competitor's key word as a trigger (but not in the copy) of an ad continues to be sorted out. From Direct Newsline: "Keyword advertising lawsuits are a dime a dozen," said Goldman. "But 1-800 Contacts got spanked in 2005 and set a precedent that they're going to have to overcome. It's also newsworthy because they're in Utah, which is a goofy state when it comes to Internet law." What's next, suing Behavioral Targeting companies for pushing an ad based on your visit to a competitors site?
Winston Churchill once said: "You have enemies? Good. That means you've stood up for something, sometime in your life." Marketers should heed that advice rather than watering down to the lowest common denominator.
The evolution of the Internet has gone through stages. First, pipes were necessary simply to get somewhere. Second, portals (and with it advertising) made access to information easier. And now, the ability to share is being layered on type. While often phrased as 'social networking' etc. Dave Morgan at AOL made the point in OnlineSpin that 'people networks' are the next layer. Comments: First, for people networks to work it needs the backbone of pipes, portals, and publishers. Second, there is no reason to limit this concept to the Internet - people are social, period.
Mobile TV Growth to be led by Asia-Pacific - so pay attention to what's happening across the pond in South Korea and Japan, two of the most wired countries on the planet.
ACNielsen TV ratings to include video streaming as part of determining the reach of TV shows.
"85% of World's Online Population Shopped on The Web" Most popular items are books, clothing, videos/games, and travel.