Archive for the ‘Planning’ Category
Myspace, Google, Skype, Facebook, Twitter, MSN, everyone’s expanding. “Choose us”, they scream. “we can provide you with everything you need”.
YouTube’s not an exception. “Okay, you have a company/ product brand! Give us your bag of gold an we can help you in 5 different ways”.
If you wanna know the five magic ways, consult the great minds at fallon planning.
If you wanna learn the more ordinary five point palm exploding heart technique, consult this humble martial artist instead:
Beatrix Kiddo, will you marry me?
…well contrary to popular belief they actually do not cut marketing spend. They leave that to the suckers.
Some of the great brands of the last semi decade were born in a recession…think iPod in ’91 and MTV in ’80. Moreover, the biggest adspender of all P&G are dedicated to keeping their heads cool and maintain their Ad spend – probably increasing their SOV even more because other cut spendings.
The cold numbers and statistics support this argument. Companies who maintain or increase ad spend in the face of recession actually increase sales more in the long term that companies that cut. Partially because they build the brand while the competition is silent and partially because the Brand recovery period from not spending of course does not come into play.
So – don’t be an asshole – keep to your long term strategy. Afterall a recession is short term (averages 9 months).
/Baek (much credit to Peter Vogel, who is Mediaedge:cia’s CSO for the APAC region, for collecting this information and these videos)
Proximity held a very nice seminar on the lost generation – The X’ers, stuffed between the two bigger generations – The Baby Boomers and Generation Y. Generation X of course is characterized as those people born between 66-76. The ironic self-loathing Kurt Cobain, grunge-lite teens and twenties of the 90’s. How do they look today? Well Proximity painted an interesting picture of the Y’ers, as the ones where only fame, fortune and success matters. The Baby Boomers are the conservative, traditional, nationalistic “old farts”. And the X’ers today, actually turned into the still reflective and questioning, but now optimistic guys. Who’da thought? 3 categories were presented. The Cruisers – urban, music lovers, eclectic taste, always seeking originality and basic form – a bit anarchistic and keeps people at a distance. The Nesters are high on design. They lead insular lives but love to entertain in the privacy of their very nice looking home. They love cooking freedom and are generally a liberal explorative lot. Finally we have the Super Breeders. They are the ones with all the kids. The Nesters had a few but these guys are living through their kids…sort of as the Baby Boomers. They are very protective of their lives, slightly losing identity, but happy and content.
Google just launched a new tool called YouTube Insight.It’s a free tool which makes it possible to record where, when, what time etc. the films on YouTube are being watched. This offers new insights into geographic factors and peaks thus enabling greater insights into behavioral patterns.
Watch Product Manager Tracey Chan introducing YouTube Insight here:
What everybody is talking about these days is that social media is taking over and soon the media world as we know it gone, so we need to start thinking in different ways to reach the consumers.We see studies that show that “participatory websites” like YouTube, Wikipedia, and Flickr now account for 12% of all web traffic. This is up 686% from just two years ago. Networking is getting more and more important and we spend more and more time on it.However at the same time we see studies showing that we spend more and more time in the bathroom, because this is basically the only room left where we have some time on our own and a little privacy.
There is an interesting paradox in this as there will always be reactions towards trends in society. So maybe all of this social media and networking hype will give a comeback to “time alone” media where no one can see whether you are online or what your favorite band is. There is no doubt that we need think more about communicating with the consumers and not only as a one way message, but maybe the media world will not change completely as I believe there will still be a need for privacy and just being in the bathroom reading an old fashioned newspaper or magazine…
I have been looking forward to start blogging on Digital Vinyl and sharing my thoughts on the industry and the things we got going in mec communication and finally (even though it is 6.15 a.m) I am going to start contributing. I was reading some old posts on planningonsubversion the other day and there was one particular post that got me thinking about the future of our industry.
3 rules for new planners
- Hate advertising
- Buy no media
- Talk to customers
If you look at some of the campaigns that where successful at Cannes (Nike+, Tate Modern, Tap Project, Earth Hour and BK Games) I think that there is a tendency toward viewing effective communication as being more complex then cranking out a few ads, buying some media space, making sure you have the right reach and frequency (whatever that means), keeping your fingers crossed and hope that your new product will sell like hotcakes. When you look at some of the aforementioned campaigns the great insight, the big idea and a brilliant execution are all working together to create something meaningful, interesting and worthwhile for the customer. I believe that these campaigns show us a glimpse of the kind of communication that is going to be effective in a world where attention is the most scarce commodity.