June 6, 2008

A view into the Wasatch Mountains.

Online and offline media continue to fuse. This time the behavior targeting companies are reaching beyond response transactions to layer household demographics (and even the DMA) on response data. It is non-personal, but is a lot closer to understanding who is actually 'behaving' so that the same level and type of thinking can be applied to inline media plans. Two research firms are merging offline and mobile data - so those 'media consumption reports' are going to get much richer. This also means pricing models will be mashups.
We are all social beings and Teenagers readily admit it. OTX research notes that 81% are happy and that girlfriends/boyfriends, religion, friends, and parents as positive influences. They tend to be happier with their online persona compared to their actual looks (78% vs. 68%) . In support of the argument about content vs advertising -- 51% said TV had a positive influence but TV ADVERTISING came in at 33% -- so instead of advertising one should consider developing content.
Interested in web analytics? Stephanie Hamel has compiled what must be the definitive list of blogs - 115. This makes her a 'hub' in that conversation network with 500 subscribers.
Pass along or reproductive rates of viruses are driven by several factors. The most basic is the need to connect - humor, nostalgia (even if only in Internet years), innovation, involvement and personalization top Jodi Harris' list on imedia. Bounce your idea up against this list.
Identity Marketing -- leveraging the fact that many people use brands to define who they are. An approach adopted by PR -- definitely a case of divergence and the creation of a new category. Successful? We'll see.
"Who do consumers think they are? They think that we're all trying to take advantage of them, lock them in, control them and then maximize our profit from them while managing their discontent. And you know what? They're right. No wonder they're stealing from us." Sean Cummings of the XFactor writes.
The three factors driving Web 2.0 are speed, collaboration and trust according to Augustine Foo. This means making information accessible, sharable and valuable. It also means understanding the conversation network itself.
XM radio now available on your Blackberry.