Not a very recent article, but I remembered it due to another weblog entry.
Getting paid to post on Digg/Delicious/Flickr etc.
Hmm, I should ask some money as well :)
donderdag, december 07, 2006
maandag, december 04, 2006
The Future of Web Advertising
If you want a glimpse of the future of advertising, you can hire a consultant — or you can travel to Britain.
Online advertising is racing ahead in Britain, growing at a roughly 40 percent annual rate, and is expected to account for as much as 14 percent of overall ad spending this year, according to media buying agencies. That is the highest level in the world, and more than double the percentage in the United States.
There are big differences between the advertising markets in Britain and the Unites States. In Britain, much of the advertising is national, while there are strong local and regional ad markets in America. Still, some believe that online advertising in Britain provides somewhat of a roadmap for where online ads in the United States and elsewhere may be heading. “The U.S. is so behind,” said Terry S. Semel, the chief executive of Yahoo, in a recent speech in London. “It’s certainly lagging the U.K. by at least a year or two.”
More than their American counterparts, British marketers seem to have bought into the oft-touted benefits of Internet advertising: that it is easy to track, enormously effective and a relative bargain. In Britain, as Internet ad spending surges, the overall advertising pie is not growing much at all, and traditional media are the ones losing out.
However, British media are nearly all aimed nationwide in contrast to the United States newspaper and television markets, where local and regional markets are big players. These local markets in the United States have, so far, been slow to move ad money online.
As recently as 2002, many British advertisers were reluctant to go online, too. That year, British advertising online was 1.4 percent compared with 2.5 percent in the United States, according to the Internet Advertising Bureau in Britain and the Interactive Advertising Bureau in the United States. Each bureau tracks online ad spending in their respective countries.
In the following year, Britain overtook the United States, and it has not looked back. In 2005, nearly 8 percent of British ad dollars went online, compared with 4.6 percent in the United States. And, this year, the two bureaus say, the Internet will account for 10.5 percent of British ad spending compared with 5.6 percent in the United States.
Media buying agencies like Group M, the media-buying division of WPP Group, estimate that online ad spending in Britain will be even higher — close to 14 percent of the total this year.
Similarly, broadband access in Britain at first lagged access in the United States, but has since surged. In 2002, 15.7 percent of American households had broadband compared with only 5.1 percent of British homes, according to eMarketer. This year, Britain is ahead, with 47.4 percent of homes having broadband, which is more than the 43.9 percent in the United States.
Some analysts say British advertisers may simply be quicker to embrace new marketing ideas than American companies. “I’d like to think there’s a cultural factor in the U.K., where we’ve been a bit more experimental on some of these things,” said Rob Noss, European chief executive of MindShare Interaction, a new media division of Group M’s MindShare unit.
In the United States, major advertisers are more dependent on traditional media, particularly television. The top 50 advertisers in the United States spent just 3.8 percent of their budgets in the first half of this year on online ads, excluding search-related advertising like that sold by Google, according to data from TNS Media Intelligence.
“Partly driven by scale but also by legacy, there are a lot of traditional budgets that are already laid down,” said Antony M. Young, president of the American division of Optimedia, a media-buying unit of Publicis Groupe.
Ad buyers at the major American brand companies may be reluctant to commit larger sums to the Internet because they believe they do not have control over where their ads appear, analysts say. Many Internet advertisements in the United States are still sold through online networks that place ads on member sites. In Britain, more advertisers work directly with Web publishers, giving them greater say in where and when ads appear.
In contrast, large advertisers in Britain appear to be leading the push onto the Internet. British financial-services companies have been particularly aggressive online spenders, in some cases allocating 30 percent or 40 percent of their advertising budgets to the Internet, Mr. Noss said.
Big British advertisers have also been quick to jump at the opportunities provided by paid search advertising, like that sold by Google and other search engines. Search accounts for 56 percent of Internet ad spending in Britain, compared with 42.5 percent in the United States, according to the Internet Advertising Bureau. “We’re all searchaholics,” said Guy Phillipson, chief executive of the bureau’s branch in Britain.
Since retailers in Britain typically operate nationally and deliver online purchases anywhere in the country, searches often lead directly to sales, said Andrew Edwards, European president of Arc, a direct marketing agency affiliated with Leo Burnett. About 3.9 percent of visits to British online retailers’ sites yield purchases, compared with 2.5 percent of American site visits, according to Coremetrics, an e-commerce tracking service.
In Britain, analysts predict that it will not be long until Internet advertising catches up with TV advertising. Group M, for instance, says the Internet could account for 25 percent of British ad spending by 2010. That would place it ahead of television, which accounts for just more than 20 percent now.
Hardest hit has been Britain’s biggest commercial broadcaster, ITV. Analysts at Numis Securities estimate that ITV’s advertising revenue will fall 13 percent for 2006. Weakened by its loss of advertising, ITV has become a takeover target.
On average, Britons spend 23 hours a week on the Internet, according to the Internet Advertising Bureau. The Internet accounts for about a quarter of Britons’ time spent with all media, according to Citigroup, nearly double the percentage in the United States. Americans use their computers an average of 14 hours a week, according to Nielsen Media Research.
TV advertising has held strong in the United States, where about $72.56 billion will be spent on TV ads this year, according to Universal McCann, which is part of the Interpublic Group. That represents a quarter of all ad spending, and that proportion has held roughly steady since 2000.
Local advertisers in the United States have been slow to move money online. This year, for example, local spending on online ads in the United States will be $1.3 billion — or 8 percent of all Internet spending, according to eMarketer. But local ads make up a little more than a third of overall ad sales in the United States.
Ad executives said American TV networks were unlikely to lose as much ground as British networks had. “TV’s just too important for our society,” said Martin Reidy, president of Modem Media, which is part of Digitas. “I don’t think the Internet will ever surpass it here.”
In Britain, the growth of Internet ads seems to be bringing down the amount of money spent in the overall advertising market as well. Growth in spending on advertising and marketing services is set to slow to 0.3 percent this year, according to Group M, after growth of 4.3 percent last year and 6.7 percent in 2004. To many ad executives, this makes sense: online ads are generally much cheaper.
“Every pound withdrawn from traditional media either to be saved or spent online, where supply is in handsome surplus, exerts more deflationary pressure on the total market,” said Group M in a recent report on the British ad market. “And if online proves more productive, advertisers have the option of investing less.”
Source: NYT
Online advertising is racing ahead in Britain, growing at a roughly 40 percent annual rate, and is expected to account for as much as 14 percent of overall ad spending this year, according to media buying agencies. That is the highest level in the world, and more than double the percentage in the United States.
There are big differences between the advertising markets in Britain and the Unites States. In Britain, much of the advertising is national, while there are strong local and regional ad markets in America. Still, some believe that online advertising in Britain provides somewhat of a roadmap for where online ads in the United States and elsewhere may be heading. “The U.S. is so behind,” said Terry S. Semel, the chief executive of Yahoo, in a recent speech in London. “It’s certainly lagging the U.K. by at least a year or two.”
More than their American counterparts, British marketers seem to have bought into the oft-touted benefits of Internet advertising: that it is easy to track, enormously effective and a relative bargain. In Britain, as Internet ad spending surges, the overall advertising pie is not growing much at all, and traditional media are the ones losing out.
However, British media are nearly all aimed nationwide in contrast to the United States newspaper and television markets, where local and regional markets are big players. These local markets in the United States have, so far, been slow to move ad money online.
As recently as 2002, many British advertisers were reluctant to go online, too. That year, British advertising online was 1.4 percent compared with 2.5 percent in the United States, according to the Internet Advertising Bureau in Britain and the Interactive Advertising Bureau in the United States. Each bureau tracks online ad spending in their respective countries.
In the following year, Britain overtook the United States, and it has not looked back. In 2005, nearly 8 percent of British ad dollars went online, compared with 4.6 percent in the United States. And, this year, the two bureaus say, the Internet will account for 10.5 percent of British ad spending compared with 5.6 percent in the United States.
Media buying agencies like Group M, the media-buying division of WPP Group, estimate that online ad spending in Britain will be even higher — close to 14 percent of the total this year.
Similarly, broadband access in Britain at first lagged access in the United States, but has since surged. In 2002, 15.7 percent of American households had broadband compared with only 5.1 percent of British homes, according to eMarketer. This year, Britain is ahead, with 47.4 percent of homes having broadband, which is more than the 43.9 percent in the United States.
Some analysts say British advertisers may simply be quicker to embrace new marketing ideas than American companies. “I’d like to think there’s a cultural factor in the U.K., where we’ve been a bit more experimental on some of these things,” said Rob Noss, European chief executive of MindShare Interaction, a new media division of Group M’s MindShare unit.
In the United States, major advertisers are more dependent on traditional media, particularly television. The top 50 advertisers in the United States spent just 3.8 percent of their budgets in the first half of this year on online ads, excluding search-related advertising like that sold by Google, according to data from TNS Media Intelligence.
“Partly driven by scale but also by legacy, there are a lot of traditional budgets that are already laid down,” said Antony M. Young, president of the American division of Optimedia, a media-buying unit of Publicis Groupe.
Ad buyers at the major American brand companies may be reluctant to commit larger sums to the Internet because they believe they do not have control over where their ads appear, analysts say. Many Internet advertisements in the United States are still sold through online networks that place ads on member sites. In Britain, more advertisers work directly with Web publishers, giving them greater say in where and when ads appear.
In contrast, large advertisers in Britain appear to be leading the push onto the Internet. British financial-services companies have been particularly aggressive online spenders, in some cases allocating 30 percent or 40 percent of their advertising budgets to the Internet, Mr. Noss said.
Big British advertisers have also been quick to jump at the opportunities provided by paid search advertising, like that sold by Google and other search engines. Search accounts for 56 percent of Internet ad spending in Britain, compared with 42.5 percent in the United States, according to the Internet Advertising Bureau. “We’re all searchaholics,” said Guy Phillipson, chief executive of the bureau’s branch in Britain.
Since retailers in Britain typically operate nationally and deliver online purchases anywhere in the country, searches often lead directly to sales, said Andrew Edwards, European president of Arc, a direct marketing agency affiliated with Leo Burnett. About 3.9 percent of visits to British online retailers’ sites yield purchases, compared with 2.5 percent of American site visits, according to Coremetrics, an e-commerce tracking service.
In Britain, analysts predict that it will not be long until Internet advertising catches up with TV advertising. Group M, for instance, says the Internet could account for 25 percent of British ad spending by 2010. That would place it ahead of television, which accounts for just more than 20 percent now.
Hardest hit has been Britain’s biggest commercial broadcaster, ITV. Analysts at Numis Securities estimate that ITV’s advertising revenue will fall 13 percent for 2006. Weakened by its loss of advertising, ITV has become a takeover target.
On average, Britons spend 23 hours a week on the Internet, according to the Internet Advertising Bureau. The Internet accounts for about a quarter of Britons’ time spent with all media, according to Citigroup, nearly double the percentage in the United States. Americans use their computers an average of 14 hours a week, according to Nielsen Media Research.
TV advertising has held strong in the United States, where about $72.56 billion will be spent on TV ads this year, according to Universal McCann, which is part of the Interpublic Group. That represents a quarter of all ad spending, and that proportion has held roughly steady since 2000.
Local advertisers in the United States have been slow to move money online. This year, for example, local spending on online ads in the United States will be $1.3 billion — or 8 percent of all Internet spending, according to eMarketer. But local ads make up a little more than a third of overall ad sales in the United States.
Ad executives said American TV networks were unlikely to lose as much ground as British networks had. “TV’s just too important for our society,” said Martin Reidy, president of Modem Media, which is part of Digitas. “I don’t think the Internet will ever surpass it here.”
In Britain, the growth of Internet ads seems to be bringing down the amount of money spent in the overall advertising market as well. Growth in spending on advertising and marketing services is set to slow to 0.3 percent this year, according to Group M, after growth of 4.3 percent last year and 6.7 percent in 2004. To many ad executives, this makes sense: online ads are generally much cheaper.
“Every pound withdrawn from traditional media either to be saved or spent online, where supply is in handsome surplus, exerts more deflationary pressure on the total market,” said Group M in a recent report on the British ad market. “And if online proves more productive, advertisers have the option of investing less.”
Source: NYT
dinsdag, november 14, 2006
Yahoo vs Google?
WITH GOOGLE ANNOUNCING THAT IT'S launching both a newspaper advertising program and contextual radio ads, I'm left wondering if Yahoo will ever follow suit, rolling out a traditional media arm of its own.
For now, obviously, Yahoo in traditional media is out of the question. Yahoo's facing tough times after poor Q3 performance, and it's not in a position to extend its reach as dramatically as Google has. But that doesn't mean traditional will be out of the question forever, and it's a worthwhile question to ask.
I'll save you the anticipation and get to the answer right away: the answer is no, absolutely not, Yahoo will never enter the traditional advertising space. I'll explain why that's so, but I'll need to take a detour through the very non-traditional channel of the mobile Internet.
Along with Google's new traditional ventures, recently both Google and Yahoo made advancements in mobile. Through Gmail Mobile, Google launched its e-mail service into the mobilesphere. Google also joined forces with Samsung and wireless provider Helio; together, the three now provide a satellite-powered Google Maps that helps you locate people. Meanwhile, Yahoo was pushing mobile ahead in a different direction: you can now deliver display advertisements via Yahoo Mobile.
These are very different paths to making mobile better. Yahoo's mobile display ads will help mobile directly, immediately making it more valuable for advertisers and for Yahoo itself. Google's mobile advancements, on the other hand, are more indirect; they're focused on using mobile to get more value out of other channels-specifically, e-mail and social networking technology.
That distinction is consistent with the overall Google and Yahoo mobile strategies. A visit to google.mobile.com shows that Google Mobile services are essentially Google's core online offerings (Google Search, Gmail, Google SMS, Google News and Google Maps) served up to your mobile device. That's very different from mobile.yahoo.com, through which Yahoo Mobile provides online standards like e-mail and search, but also offers very mobile-specific items like mobile screensavers and ringtones. Again, Google's using the mobile medium to get more use out of preexisting non-mobile channels; Yahoo, meanwhile, is embracing the mobile channel directly.
That's a difference that reaches far beyond mobile. Actually, it's a difference that runs as deep as each company's mission statements. Google says it exists to "organize the world's information and make it universally accessible and useful." What that means in practice becomes clear when you look to Google's oldest and most popular product: Google Search. Search organizes information and makes it accessible; more important, though, it creates that accessibility and organization by using a new channel (search) to improve the accessibility of an older one (the Internet). Which is the same strategy that we see Google using in Google Mobile.
Yahoo's stated goal is different from Google's. Yahoo aims "to be the most essential global Internet service for consumers and businesses"; it's looking to be the world's most powerful new-media empire. That goal makes each new media channel valuable in its own right, as it's one more potential piece of the empire that Yahoo is trying to build. That emphasis on the channel itself is why Yahoo's mobile strategy focuses directly on the mobile sphere by offering ringtones, and why Yahoo has built its own enormous publisher network--while Google's publisher-related activities are limited to searching publisher sites and advertising on them.
And it's this difference in goals that explains why Google's a natural fit for the newspaper business, and why Yahoo isn't. Running newspaper ads might be a divergence from Google's stated goals of organizing information, but Google-managed print media is very much in keeping with using newer media models to enhance older ones. There's really not much of a leap from using search engines to make the Internet work better, to using search thinking to make traditional advertising work better. Both tactics are about using one channel to improve the next.
But Yahoo isn't interested in improving older media. Yahoo is focused on dominating in newer media. Which is why Yahoo would really have no interest in traditional advertising, even if the option were open to it. And it's why Yahoo won't enter the traditional space, even after it gets its house back in order. And finally, it's why the underlying differences between Yahoo and Google are starting to cause the old online rivals to drift further and further apart--and why Google and Yahoo might not be rivals anymore in Web 3.0.
For now, obviously, Yahoo in traditional media is out of the question. Yahoo's facing tough times after poor Q3 performance, and it's not in a position to extend its reach as dramatically as Google has. But that doesn't mean traditional will be out of the question forever, and it's a worthwhile question to ask.
I'll save you the anticipation and get to the answer right away: the answer is no, absolutely not, Yahoo will never enter the traditional advertising space. I'll explain why that's so, but I'll need to take a detour through the very non-traditional channel of the mobile Internet.
Along with Google's new traditional ventures, recently both Google and Yahoo made advancements in mobile. Through Gmail Mobile, Google launched its e-mail service into the mobilesphere. Google also joined forces with Samsung and wireless provider Helio; together, the three now provide a satellite-powered Google Maps that helps you locate people. Meanwhile, Yahoo was pushing mobile ahead in a different direction: you can now deliver display advertisements via Yahoo Mobile.
These are very different paths to making mobile better. Yahoo's mobile display ads will help mobile directly, immediately making it more valuable for advertisers and for Yahoo itself. Google's mobile advancements, on the other hand, are more indirect; they're focused on using mobile to get more value out of other channels-specifically, e-mail and social networking technology.
That distinction is consistent with the overall Google and Yahoo mobile strategies. A visit to google.mobile.com shows that Google Mobile services are essentially Google's core online offerings (Google Search, Gmail, Google SMS, Google News and Google Maps) served up to your mobile device. That's very different from mobile.yahoo.com, through which Yahoo Mobile provides online standards like e-mail and search, but also offers very mobile-specific items like mobile screensavers and ringtones. Again, Google's using the mobile medium to get more use out of preexisting non-mobile channels; Yahoo, meanwhile, is embracing the mobile channel directly.
That's a difference that reaches far beyond mobile. Actually, it's a difference that runs as deep as each company's mission statements. Google says it exists to "organize the world's information and make it universally accessible and useful." What that means in practice becomes clear when you look to Google's oldest and most popular product: Google Search. Search organizes information and makes it accessible; more important, though, it creates that accessibility and organization by using a new channel (search) to improve the accessibility of an older one (the Internet). Which is the same strategy that we see Google using in Google Mobile.
Yahoo's stated goal is different from Google's. Yahoo aims "to be the most essential global Internet service for consumers and businesses"; it's looking to be the world's most powerful new-media empire. That goal makes each new media channel valuable in its own right, as it's one more potential piece of the empire that Yahoo is trying to build. That emphasis on the channel itself is why Yahoo's mobile strategy focuses directly on the mobile sphere by offering ringtones, and why Yahoo has built its own enormous publisher network--while Google's publisher-related activities are limited to searching publisher sites and advertising on them.
And it's this difference in goals that explains why Google's a natural fit for the newspaper business, and why Yahoo isn't. Running newspaper ads might be a divergence from Google's stated goals of organizing information, but Google-managed print media is very much in keeping with using newer media models to enhance older ones. There's really not much of a leap from using search engines to make the Internet work better, to using search thinking to make traditional advertising work better. Both tactics are about using one channel to improve the next.
But Yahoo isn't interested in improving older media. Yahoo is focused on dominating in newer media. Which is why Yahoo would really have no interest in traditional advertising, even if the option were open to it. And it's why Yahoo won't enter the traditional space, even after it gets its house back in order. And finally, it's why the underlying differences between Yahoo and Google are starting to cause the old online rivals to drift further and further apart--and why Google and Yahoo might not be rivals anymore in Web 3.0.
dinsdag, oktober 31, 2006
Stephen, don't leave YouTube!
An interesting open letter to Stephen Colbert, known from The Colbert Report, written by Mark Glaser from MediaShift.
I agree with Glaser. Stephen, don't let us down.
I agree with Glaser. Stephen, don't let us down.
The Bull says: Buy
Yahoo this month might have turned in a lackluster earnings report, but that didn't stop Merrill Lynch from issuing a bullish report on the company.
This morning, the brokerage house upgraded Yahoo to "buy," noting that the downturn in the company's stock price--35% year-to-date--seems to have created new opportunities for investors. "Yahoo is at an attractive entry point entering a seasonally strong holiday period and in-front of a two-year search monetization upgrade cycle, in our view," wrote analyst Justin Post. While Merrill Lynch noted that Yahoo lagged behind Google in paid search marketing--and predicted that Yahoo likely will need at least one year before it's able to compete with Google on that front--the report also pointed out that Yahoo's share of search queries has remained relatively stable. In addition, the company's new Panama platform is expected to help it compete for search dollars.
What's more, Yahoo's large audience should be a plus when it comes to drawing marketing budgets, according to Merrill Lynch. "Yahoo has a best-of-breed Web user base," states the report. "The company is well positioned for all online advertising growth opportunities, including branded, search, mobile and video."
At the same time, there hasn't been a lot of good news from Sunnyvale lately. Aside from the company's report of softness in auto and financial ads, the other notable recent news item stemmed from what Yahoo failed to do: close a deal to buy Facebook, despite reportedly offering more than $1 billion for the company.
While Merrill Lynch is upbeat about Yahoo's potential, whether the company actually can entice marketers to increase spending at the site remains to be seen.
This morning, the brokerage house upgraded Yahoo to "buy," noting that the downturn in the company's stock price--35% year-to-date--seems to have created new opportunities for investors. "Yahoo is at an attractive entry point entering a seasonally strong holiday period and in-front of a two-year search monetization upgrade cycle, in our view," wrote analyst Justin Post. While Merrill Lynch noted that Yahoo lagged behind Google in paid search marketing--and predicted that Yahoo likely will need at least one year before it's able to compete with Google on that front--the report also pointed out that Yahoo's share of search queries has remained relatively stable. In addition, the company's new Panama platform is expected to help it compete for search dollars.
What's more, Yahoo's large audience should be a plus when it comes to drawing marketing budgets, according to Merrill Lynch. "Yahoo has a best-of-breed Web user base," states the report. "The company is well positioned for all online advertising growth opportunities, including branded, search, mobile and video."
At the same time, there hasn't been a lot of good news from Sunnyvale lately. Aside from the company's report of softness in auto and financial ads, the other notable recent news item stemmed from what Yahoo failed to do: close a deal to buy Facebook, despite reportedly offering more than $1 billion for the company.
While Merrill Lynch is upbeat about Yahoo's potential, whether the company actually can entice marketers to increase spending at the site remains to be seen.
woensdag, oktober 25, 2006
True Sportsmanship
Yesterday Mozilla launched it's new Firefox 2.0 browser.
Microsoft sbowed true sportsmanship by sending a cake to Mozilla HQ.
dinsdag, oktober 24, 2006
Nobody is perfect
So, I have been buy lately. Anyways, I have been testing Soapbox a bit. It is the online video sharing website by Microsoft. Probably the answer to YouTube.
I am now testing the embed possiblities.
Funny compilation of bloopers at Apple keynotes. The irony :) Microsoft player showing Apple bloopers.
Video: Steve Jobs' Apple Keynote Bloopers
I am now testing the embed possiblities.
Funny compilation of bloopers at Apple keynotes. The irony :) Microsoft player showing Apple bloopers.
Video: Steve Jobs' Apple Keynote Bloopers
woensdag, oktober 11, 2006
MySpace turning into MyAge?
When MySpace first launched, it had a strong following among youngsters, especially young musicians and their friends. But now, the over-35s have joined the bandwagon.
New data released this week by comScore shows the majority of MySpace visitors now are over 35. As the presence of boomers and Gen-Xers has grown, the share of visits from younger users has decreased. The proportion of MySpace's audience between the ages of 12 and 24 dropped to 30 percent from 44.3 percent over the last year, per comScore.
These numbers don't signify that teens are abandoning MySpace, but do show the site is skewing older than in the past. And for MySpace, this shift likely is welcome news, as it gives the company an opportunity to broaden its marketing efforts. After all, how many 15-year-olds are going to look at ads about mortgages?
In fact, Fox itself seems to be encouraging this demographic shift, with moves such as placing a "Simpsons" clip on the site. Considering the show is in its 18th season, Fox has reason to think a good number of fans are older than 35.
Even apart from Fox Interactive's apparent attempts to draw a wide range of users to the site, it's natural to expect the middle-aged crowd would eventually embrace social networking. Many cultural shifts have started with youth, then worked their way up the generational ladder. Consider, 10 years ago, how many senior citizens knew about the Internet? For that matter, how many people over 30 wore jeans two generations ago?
Some are asking whether youngsters will continue to use MySpace, now that over-35s populate the site, but that's the wrong question. It's unlikely that age alone will drive teens from the site. Young people haven't stopped using the Web because older people surf it, nor have they stopped wearing jeans simply because baby boomers do.
On the other hand, a better, more innovative product probably will have the power to draw users from MySpace. And, when such a product is unveiled, the youngest users will predictably be among the first to embrace it.
Source: Mediapost
New data released this week by comScore shows the majority of MySpace visitors now are over 35. As the presence of boomers and Gen-Xers has grown, the share of visits from younger users has decreased. The proportion of MySpace's audience between the ages of 12 and 24 dropped to 30 percent from 44.3 percent over the last year, per comScore.
These numbers don't signify that teens are abandoning MySpace, but do show the site is skewing older than in the past. And for MySpace, this shift likely is welcome news, as it gives the company an opportunity to broaden its marketing efforts. After all, how many 15-year-olds are going to look at ads about mortgages?
In fact, Fox itself seems to be encouraging this demographic shift, with moves such as placing a "Simpsons" clip on the site. Considering the show is in its 18th season, Fox has reason to think a good number of fans are older than 35.
Even apart from Fox Interactive's apparent attempts to draw a wide range of users to the site, it's natural to expect the middle-aged crowd would eventually embrace social networking. Many cultural shifts have started with youth, then worked their way up the generational ladder. Consider, 10 years ago, how many senior citizens knew about the Internet? For that matter, how many people over 30 wore jeans two generations ago?
Some are asking whether youngsters will continue to use MySpace, now that over-35s populate the site, but that's the wrong question. It's unlikely that age alone will drive teens from the site. Young people haven't stopped using the Web because older people surf it, nor have they stopped wearing jeans simply because baby boomers do.
On the other hand, a better, more innovative product probably will have the power to draw users from MySpace. And, when such a product is unveiled, the youngest users will predictably be among the first to embrace it.
Source: Mediapost
maandag, oktober 09, 2006
T-Mobile loves Apple?
An interesting article where T-Mobile USA CEO outlines 2007 plans, and also talks about the allignment between T-Mobile and Apple.
Perhaps now would be a good time to buy some shares again.
Perhaps now would be a good time to buy some shares again.
donderdag, oktober 05, 2006
Google fights global illiteracy
More than 1 billion people around the world over the age of 15 are considered illiterate, according to the United Nations Educational, Scientific and Cultural Organization (UNESCO). Google Inc. unveiled on Wednesday a Web site dedicated to literacy, pulling together its books, video, mapping and blogging services to help teachers and educational organizations share reading resources.
An example of Google's Do No Evil mission, I personally really like.
The Literacy Project
Article
An example of Google's Do No Evil mission, I personally really like.
The Literacy Project
Article
maandag, oktober 02, 2006
KPMG's Revenue Assurance on Digital Content
Last week I went to Picnic '06. A very nice event at the Westergasfabriek where all sort of companies, organisations, institutes, groups, individuals all in some way related to new and traditional media were represented.
One of the workshops I went to was from KPMG. A nice presentation on Revenue Assurance on Digital Content. In laymen's terms: How can a crative outburst (ie. a song) can be protected and be used to get revenue. Especially with people downloading songs and albums it gets harder for companies and artists to create revenue if people keep downloading from illegal sources.
A movie, created by KMPG outlines this problem. I was very impressed a company such as KPMG was so in-tune with this problem.
The white-paper KPMG wrote can be found here.
One of the workshops I went to was from KPMG. A nice presentation on Revenue Assurance on Digital Content. In laymen's terms: How can a crative outburst (ie. a song) can be protected and be used to get revenue. Especially with people downloading songs and albums it gets harder for companies and artists to create revenue if people keep downloading from illegal sources.
A movie, created by KMPG outlines this problem. I was very impressed a company such as KPMG was so in-tune with this problem.
The white-paper KPMG wrote can be found here.
zaterdag, september 30, 2006
Internet Bubble 2.0?
A quite remarkable article in Reuters where an analyst claims MySpace could be worth $ 15 billion within 3 years. Wow!
Hope we won't fall into the goldrush again.
Article
Hope we won't fall into the goldrush again.
Article
dinsdag, september 26, 2006
The Clinton Saga
As you probably are aware of, Clinton was on Fox this weekend. Take a look at the interview, for it is probably one of the best come-backs you have ever seen. A shameful smear-attack from Fox, but luckily Clinton strikes back.
Fox is now trying to delete the entire interview from websites such as YouTube.
Thank god, MSNBC takes on Fox and Bush. Go Olbermann!
Fox is now trying to delete the entire interview from websites such as YouTube.
Thank god, MSNBC takes on Fox and Bush. Go Olbermann!
dinsdag, september 19, 2006
Online Data Storage - ODS
Are You Down With ODS?
, Tuesday, September 19, 2006
ONLINE DATA STORAGE ISN'T THE sexiest of trends emerging in the search space, but it's one with more implications than I at first realized. I wasn't convinced until renowned blogger and Web 2.0 evangelist Jeremiah Owyang made his case during an e-mail exchange, and then expounded on it at length in blog post listing 40 thoughts on why this is one of the big issues to watch.
, Tuesday, September 19, 2006
ONLINE DATA STORAGE ISN'T THE sexiest of trends emerging in the search space, but it's one with more implications than I at first realized. I wasn't convinced until renowned blogger and Web 2.0 evangelist Jeremiah Owyang made his case during an e-mail exchange, and then expounded on it at length in blog post listing 40 thoughts on why this is one of the big issues to watch.
The short version of the connection between storage and search is that more digital content requires more digital storage, and cheap storage stimulates consumer and enterprise proliferation of digital content. The more content that's stored, the more important search functionality is. The better the search functionality, the more people will use it. Additionally, following this vein, the more that people know they can find whatever it is they want, the more they'll create, digitize, and store content online, adding yet one more driver for the trend. It's not hard to find examples of how this has played out; consider the genesis of Yahoo. In the 1990s, it was better known as a directory. Search didn't matter all that much until the volume of content became so large that browsing became inefficient. The same comparison can be made with television. For most of its existence to date, you could view what was on by turning the dial or flipping channels. The more channels and programs that are added, the less effective a strategy browsing is. Search is a part of some of the latest digital video services, and in time searching for TV programs will be the standard. Such a shift is also happening with satellite radio and mobile content. The search engines are a prominent part of these trends. Of Jeremiah's 40 observations, seven directly mention Google and four mention Amazon, which has a search engine at A9.com and which, along with eBay, can be considered one of the two largest shopping search engines. The other major engines appear on the list, even if they're underrepresented by name, and the engines are connected to almost all of the 40. Owyang goes out on a limb in one of his non-Google entries, predicting that "consumer level data storage will become so cheap that the model will flip, and online storage companies will pay consumers/producers to upload content in return for contextual marketing and advertising." In this hypothetical scenario, which is hardly far-fetched, the producers would earn revenue. They would supply the content that the consumers would access, with the content supported by contextual advertising; a share of that advertising would go to the producer. It's even more appropriate to talk of producer-consumers and consumer-consumers, as producers are consumers, too, yet producers take a more active role in supplying content. The hypothetical model is essentially a "Bizarro World" version of an affiliate network. In the traditional affiliate model, a merchant site (e.g., Amazon) serves as the producer, which teams up with a publisher (often a low-traffic site run by a publisher-consumer), and the publisher earns a small commission on anything it helps consumers purchase. In the Bizarro affiliate model, a producer (or, a producer-consumer) provides content through a publisher (e.g., Google) and earns a small commission on ad revenue the producer helps the publisher earn. There are some limitations and obstacles for the new model. Privacy issues are the most pressing. Consider what would happen if an online data storage company publicly exposed the entire digital cache of some of its users, including items marked "private." That AOL search database fiasco would seem like a dewdrop compared to such a tidal wave of concerns. Then there are the ad models themselves; how much is content contextually related to such digital assets worth? It's a question I posed in January 2005, in a column of predictions for the year in relation to desktop search: "What's it worth to a search engine or technology company if five million users download its desktop tool? Few have convincing answers." The models for all these companies in the storage space, from Google Desktop to Xdrive, the AOL subsidiary that now offers 5 gigabytes of free storage, have yet to be fully fleshed out. It doesn't have to be entirely sorted out for it to make an impact. Just think what could happen if a major search engine's index expanded from, say, 20 billion pages to 20 trillion files? The competition for ranking high will only get fiercer--but so will the opportunity to expand your searchable digital footprint. I remember my mom taking me shoe shopping as a kid. She pointed to a pair of Timberland workboots and said, "You'll get shoes like that when your feet stop growing." When I graduated high school, I bought a pair; they still fit perfectly. As for my digital footprint, though, it's like I'm still wearing baby shoes. I think hardly any of us, outside of the few Jeremiahs out there, have a sense of just how big those searchable footprints will grow. David Berkowitz is director of strategic planning at 360i. You can reach him at dberkowitz@360i.com.
donderdag, september 14, 2006
The Zune Zone
Microsoft officially launched it's own MP3 player today, called the Zune.
I must say, I am quite surprised. Perhaps Microsoft should also launch other skin-colours, but at first sight I do like the Zune.
Article
I must say, I am quite surprised. Perhaps Microsoft should also launch other skin-colours, but at first sight I do like the Zune.
Article
dinsdag, september 12, 2006
NBC invests in the future
A while ago, I wrote about News Corp' acquisition of MySpace. Recently NBC bought iVillage.
This is cross-media at it's best. Offering content and interactivity through tv and the internet. Although this concept is not new or radical, it is nice to see the big media companies are making their steps.
Article
This is cross-media at it's best. Offering content and interactivity through tv and the internet. Although this concept is not new or radical, it is nice to see the big media companies are making their steps.
Article
maandag, september 11, 2006
From mobile to fixed
Just read an interesting news item on Reuters about Vodafone. Apperently the biggest mobile phone operator in the world (in sales) wants to expand their services. From mobile to fixed lines, therefore extending their range of service. Who will follow suit?
Article
Article
vrijdag, september 01, 2006
Let The Games Begin
First off all, due to the holidays, the start of a new company (Generation Next), writing thesis, starting a new study, I haven't been able to post any items on this weblog.
I will try to update the weblog more often from now on.
Starting with an interesting item about in-game ads. This advertising approach is considered to be one of the biggest growing markets for the short-time future. Electronic Arts is going to start show ingads in it's games. EA has closed deals with two ad networks, Massive Inc. and IGA Worldwide.
Read the article here.
I will try to update the weblog more often from now on.
Starting with an interesting item about in-game ads. This advertising approach is considered to be one of the biggest growing markets for the short-time future. Electronic Arts is going to start show ingads in it's games. EA has closed deals with two ad networks, Massive Inc. and IGA Worldwide.
Read the article here.
dinsdag, juli 18, 2006
You Tube My Space?
YouTube and MySpace are the most popular websites out there. MySpace is even more popular then the Big G, Google.
YouTube is even so popular it serves up 100 million daily online videos. No other website is up to that level.
I am pretty sure News Corp. made quite a good decision to buy MySpace, but might have his doubts. Rupert may be putting his hands in his hair wondering how to earn money on MySpace.
But perhaps, salvation is near.
So, although MySpace may be more popular then Google, perhaps they will meet again.
donderdag, juli 13, 2006
.Doc or .ODF
The battle between Google and Microsoft continues on several levels. One of the interesting battles will be document-related. Will Office 2007 conquer or will Writely win?
Will we be using .doc or .odf (open document format) in the near future?
An interesting battle for us, consumers.
Will we be using .doc or .odf (open document format) in the near future?
An interesting battle for us, consumers.
woensdag, juli 05, 2006
The Long Tail In Action
By Cory Treffiletti
The concept of the long tail is one that I find fascinating not only because of its applications to marketing, but also because of the speed at which it is being adopted by the publishers and content creators utilizing the Web today.
One example of this is the Web site Brilliant But Cancelled. For years we've seen interesting TV shows, and not-so-interesting TV shows, come and go. Some have been resurrected by passionate fans (like "Family Guy"), while others were witty and intelligent but never received enough attention from the networks because they were too witty and intelligent for the general audience (like "Arrested Development"). In both situations it required much action from fans to generate buzz enough to either bring the show back or distributed in some other fashion.
That was the old world, now comes the new world.
Brilliant But Cancelled (BBC) is such a simple idea but one whose time has come. With broadband penetration reaching critical mass and more people watching the smaller screen for quality video content, an outlet such as BBC makes sense. The site takes shows that were cancelled and gives them an outlet for an audience. It also takes shows that were never aired and provides them with an outlet for an audience. BBC becomes a testing ground for new programs and new concepts, guaranteeing that no programming goes to waste.
I can even foresee the day when the networks (or whatever they will morph into over the next few years) will air pilots of programs online to see if there's an adequate audience before airing the show on "live" TV. Before a show goes into the regular programming schedule, air it online for a few weeks and see if there's a buzz! No pilot will go to waste--and what better focus group to tell you about a show than the actual audience?
The application of the long-tail concept is such that any program will have an audience; it's just that the audience may not be large enough to warrant the prime-time programming opportunity. Airing programs online allows you to reach the intended audience while not creating any missed opportunities for advertisers within larger-reach shows. A show like "The Jake Effect" starring Jason Bateman can reach an audience, even though the show was never aired. If the audience is passionate enough, the show can be shot for the Web and advertisers can find access to their niche audience in an environment that's inherently interactive and highly engaged. There's an audience for everything, you just need to know where to look, or let them come and find you.
The term "long tail" has been around only a short while, but the concept has been around for far longer, with an impact that will be felt for many years to come. Technology enables narrowcasting, and the long tail encourages it. I can hardly wait to see what happens next!
Source: Mediapost
donderdag, juni 29, 2006
The 40 Companies that kick ass according to Wired
Ok, so I haven't been posting alot lately. This is because I have been busy. Yes, busy working and playing with my new toy, the Macbook. Yes, it's awesome. Yes, it's expensive. Yes, I love that thing.
Anyways, the Macbook can only be developed by one of the coolest companies in the world, Apple.
And according to Wired it is among the best companies that currently are the best.
The 40!
Anyways, the Macbook can only be developed by one of the coolest companies in the world, Apple.
And according to Wired it is among the best companies that currently are the best.
The 40!
maandag, juni 26, 2006
Buffet buffering charities
Warren Buffet, one of the world's richest person's in the world, decided to give 85% of his wealth to charities. As a close friend of the Gates family he is giving at least 80% to the Gates Foundation.
If people like these would exist more, there wouldn't be so many problems any more.
Blogged with Flock
donderdag, juni 22, 2006
Computer is personal again
HP has just launched it's new campaign in The US. The Computer Is Personal Again.
Although I am not a HP fan. In fact, I just received my Macbook today, I do like the ads HP is airing.
Watch them here.
Although I am not a HP fan. In fact, I just received my Macbook today, I do like the ads HP is airing.
Watch them here.
woensdag, juni 21, 2006
Five Takes on 800 Pounds
By David Berkowitz
HARD AS ONE MAY TRY, it's impossible to ignore the 800-pound gorilla, or in this case, the 450,000-server computing network, as The New York Times estimated last week.
HARD AS ONE MAY TRY, it's impossible to ignore the 800-pound gorilla, or in this case, the 450,000-server computing network, as The New York Times estimated last week.
The latest announcements from Google have been released at such a frenetic pace and cover such wide territory that it helps to review all the pieces in one place, deconstruct what the real meaning is for marketers, and understand how they affect the competitive landscape. To make this easier for marketers and their agencies, we'll use a four-tiered scale to measure the impact:
- Act: this could affect you immediately
- Prepare: you're safe for today, but do your homework
- Play: it's fun, it's cool, it's great for the blog, but it won't matter for your day job
- Consider: it's great fodder for the media, but there's no pressing impact for you
Now, on to the latest additions to the Google line-up:
GBuy: Prepare, especially if you're processing transactions online (this shifts to Act on June 28).
Google is said to be releasing GBuy, its answer to PayPal's merchant tools, on June 28. Merchants will be able to process payments through GBuy, and the payments are processed off of the merchant's site, giving Google access to conversion data. Couple that with information from AdWords and Google Analytics, and it has an open window into the complete sales funnel. Some fear Google could use this information to raise prices for some of its services, such as the minimum bid price in AdWords for certain verticals.
RBC analyst Jordan Rohan, widely quoted in the press for his GBuy coverage, said Google could offer a "trusted GBuy merchant" logo on sponsored links from retailers using AdWords and GBuy. Such a seal could increase click-through rates from consumers. GBuy-Adwords advertisers would have a competitive advantage, and they could lower their bids to maintain the same AdWords ranking. Competitors would then have to either bid more (beat 'em) or join GBuy (join 'em) so as not to be at a disadvantage.
Those factors -- consumer demand, peer pressure, and the carrot of more favorable advertising costs -- could create a surge in GBuy merchants. Still, the fear of giving too much information could lead to some marketers holding out. If you're an AdWords advertiser processing transactions online, keep some time free on June 28 to sort through the facts once the service debuts.
Ad Scheduling (or dayparting): Prepare or Act
Google now allows advertisers to schedule ads by time of day or day of the week. This won't impact every marketer. Advertisers already can use paid search management technology interfacing with Google that has dayparting built in. Additionally, advertisers with an ample budget might not need the feature at all. I generally feel the same way about dayparting search ads as I do about using demographic targeting with search. If a consumer's typing in a relevant query, then any other targeting such as time of day or the searcher's age takes a back seat. Such targeting may be useful, but it's more of a way to nudge the needle on conversion rates for a well-oiled campaign.
That being said, there are situations where ad scheduling can have a significant impact. For instance, consider an advertiser whose budget tends to run out earlier in the day or the month. This advertiser might run TV campaigns from 8pm to midnight, but if it blows its ad budget by 5pm, the campaign won't benefit from the large volume of searches triggered by the offline campaign. Similarly, a marketer budgeting for search monthly could, for example, be at a disadvantage if the budget runs dry on June 23, but the advertiser's running a major multi-channel campaign for the week leading up to July 4. Turning the campaign off certain days and times can serve to better manage the campaign holistically.
Google Earth: Play
Google has taken new steps to open up Google Earth to developers. Anyone can add their own notations to the 3D maps and build 3D models of 2D landscapes using SketchUp, the design software Google acquired in March. It's also integrated into the new Picasa update, where users can tag photos with geographic information. Google is working on integrating Earth more with Google Maps, so you can expect a whole new generation of mash-ups to emerge.
Picasa Web: Play
Of all the Google announcements that came out, this one's my favorite to toy around with. Google is testing web-based photo sharing integrated with Picasa, turning its photo editing and organizing software into a Flickr competitor. For Picasa users, it's a stupid-simple way to share pictures, and it's good enough to provide a viable alternative to other options.
Google Shakespeare: Consider
My brother, author of the book Shakespeare on the American Yiddish Stage, might find a reason to act on this, but for marketers, Google Shakespeare should be little more than a curiosity. There's some buzz behind it since Google's publicizing its commitment to its book search program, which book publishers love to bristle at, but Google can borrow a line from Othello: "Thou know'st we work by wit, and not by witchcraft."
The challenge that remains is for marketers to keep their wits about them.
David Berkowitz is director of strategic planning at 360i. You can reach him at dberkowitz@360i.com.
dinsdag, juni 20, 2006
Wikipedia not so democratic?
The New York Times
There's a lot of talk about wikis--Web sites where anyone can add, remove, or edit the content--these days. Skeptics who thought allowing people to mess with the content of a site would make it useless have been proven wrong by the power of Wikipedia, the online user-generated, user-policed encyclopedia. Then again, Wikipedia--which is by far the most popular and most important wiki site on the Web--has had to make a few concessions to make sure that its content stays correct. In fact, now, the bureaucratic structure of the Wikipedia online community is such that it's actually rather difficult to update content on the site. And it's only growing more bureaucratic, writes The New York Times. Some 82 entries were recently placed outside of the "anyone can edit" realm, including Christina Aguilera and Albert Einstein, due to repeated vandalism or disputes over what should be said. Another 179 entries, from George W. Bush to Islam to Adolf Hitler, were "semi-protected," allowing only registered users to edit them. It might look like Wikipedia is compromising its democratic ethos, but Wikipedia founder Jimmy Wales says that protection is usually temporary, and only affects a fraction of its 1.2 million English-language entries. One thing is sure: people trust the information on Wikipedia. According to Nielsen//NetRatings Wikipedia is the third most-popular news and information source, beating the likes of CNN and Yahoo News.
Read more
There's a lot of talk about wikis--Web sites where anyone can add, remove, or edit the content--these days. Skeptics who thought allowing people to mess with the content of a site would make it useless have been proven wrong by the power of Wikipedia, the online user-generated, user-policed encyclopedia. Then again, Wikipedia--which is by far the most popular and most important wiki site on the Web--has had to make a few concessions to make sure that its content stays correct. In fact, now, the bureaucratic structure of the Wikipedia online community is such that it's actually rather difficult to update content on the site. And it's only growing more bureaucratic, writes The New York Times. Some 82 entries were recently placed outside of the "anyone can edit" realm, including Christina Aguilera and Albert Einstein, due to repeated vandalism or disputes over what should be said. Another 179 entries, from George W. Bush to Islam to Adolf Hitler, were "semi-protected," allowing only registered users to edit them. It might look like Wikipedia is compromising its democratic ethos, but Wikipedia founder Jimmy Wales says that protection is usually temporary, and only affects a fraction of its 1.2 million English-language entries. One thing is sure: people trust the information on Wikipedia. According to Nielsen//NetRatings Wikipedia is the third most-popular news and information source, beating the likes of CNN and Yahoo News.
Read more
maandag, juni 19, 2006
Thanks for everything Bill (the good and the bad)
As you probably must now by now, William Gates III, will retire as from 2008. He did send out an email to his employees.
Thanks for everything Bill. Good luck for the future!
Thanks for everything Bill. Good luck for the future!
maandag, juni 12, 2006
The heat intensifies
As you probably are aware of, both Google and Microsoft offer maps on the internet. Question is, which service offers better results. Unfortunately both Google and Microsoft both focus on the USA only, but hopefully will turn their attention to Europe as well.
A clear comparison between the two can be found here.
A clear comparison between the two can be found here.
woensdag, juni 07, 2006
(Don't) be evil
Google's corporate motto is: Don't be evil. I am affraid Google's motto is getting in the way of Google. This might be good for investors. Google has to keep innovating, think of the latest load of innovations we have seen, it is simply too much.
And Google is getting into evil territory. Sergey Brin even admitted Google had set aside their principles to gain access to the Chinese market.
My request to Google is; Don't be evil.
And Google is getting into evil territory. Sergey Brin even admitted Google had set aside their principles to gain access to the Chinese market.
My request to Google is; Don't be evil.
donderdag, juni 01, 2006
Google will go beyond online
GOOGLE is planning a new version of its search engine – designed for TV screens – that the company’s co-founder and its chief executive believe will rival traditional broadcasting.
Chief executive Eric Schmidt told The Business: “At the most people currently have access to only around 500 television channels,” said Schmidt. “They should have access to everything – that is where we are heading.”
As they prepare to make the move from the PC to the television, internet service providers and broadcasters are trying to develop electronic programme guides (EPGs) that will enable viewers with a broadband internet connection to choose from a far wider range of video and film entertainment than is currently available. And Google believes it can offer a world-beating EPG.
Read morewoensdag, mei 31, 2006
Welcome to Google Checkout, that will be $ 3,15
woensdag, mei 24, 2006
Marketeers can't get their grips on virality
An article I received in my inbox, which states marketeers still have troubles controlling viral-marketing.
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Marketers Still Struggling With Viral Strategies
by Erik Sass, Wednesday, May 24, 2006
SCOTTSDALE, ARIZ.--MAJOR MARKETERS ARE still coming to grips with viral marketing, it became clear over the first two days of MediaPost's E-mail Insider Summit. In part that's simply because viral marketing hasn't yet produced a large enough return on investment to get execs' attention.
It's not for a lack of metrics, according to Syd Jones, senior manager of worldwide demand generation e-marketing for IBM: "One of our marketers has patented a viral marketing method that includes tracking of forwards to the second, the third, the fourth [recipient], that's actually quite powerful." Nonetheless, Jones said, "right now it's a bit of an education among our campaign owners and campaign shapers, because unfortunately it's still relatively new to them."
In the same vein, Tim Dolan, vice president of marketing for Return Path, noted: "One of the things we as an organization have struggled with is the potential of 'tell a friend,' versus its actual value." Dolan went on: "'Tell a friend' is one of those things where everyone has aspired to achieve great results, but I don't know how many people actually see that... We're still working on that."
Other speakers were even more blunt. For example, during his Monday break-out session, John Tomlinson, president of AVI Communications, confided: "We talk to people about how to do data capture to build a productive business community, and viral marketing is probably the least effective of the group that we use."
Content is still a key stumbling block, a point noted by Karen McKenna, associate marketing manager for Unilever, recalling a Unilever e-mail campaign on the racy theme "What happens in your refrigerator after the lights go out?" Recalling that the campaign fared very poorly among conservative, religious American women, McKenna concluded: "You have to be very selective when you pick your campaigns."
On that note, execs were still bullish on viral marketing overall-- as long as some basic guidelines are observed. Dolan, seconding McKenna's opinion, advised "being very strategic and selective about which e-mails have potential to become something you pass along to a friend at work." Likewise, Tomlinson also pointed to the importance of content: "We think it's going to be getting better, because the more creative the pieces that they get, the more they're going to want to send them on."
But the most innovative suggestion may have come from Andy Goldman, associate director of e-mail marketing for Ogilvy Worldwide, who pondered the possibility of recruiting enthusiasts to be viral "advocates": "I want to see if this is the kind of person who's interested in being an advocate, and maybe we can start seeing preference centers with sub-"opt-ins" to be an advocate... when they're going to put something on the table, saying 'I'm going to trust you...' that may be the time to say, 'Well we may want to trust you that much as well, and have you go out and be an advocate for our brand.'"
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Marketers Still Struggling With Viral Strategies
by Erik Sass, Wednesday, May 24, 2006
SCOTTSDALE, ARIZ.--MAJOR MARKETERS ARE still coming to grips with viral marketing, it became clear over the first two days of MediaPost's E-mail Insider Summit. In part that's simply because viral marketing hasn't yet produced a large enough return on investment to get execs' attention.
It's not for a lack of metrics, according to Syd Jones, senior manager of worldwide demand generation e-marketing for IBM: "One of our marketers has patented a viral marketing method that includes tracking of forwards to the second, the third, the fourth [recipient], that's actually quite powerful." Nonetheless, Jones said, "right now it's a bit of an education among our campaign owners and campaign shapers, because unfortunately it's still relatively new to them."
In the same vein, Tim Dolan, vice president of marketing for Return Path, noted: "One of the things we as an organization have struggled with is the potential of 'tell a friend,' versus its actual value." Dolan went on: "'Tell a friend' is one of those things where everyone has aspired to achieve great results, but I don't know how many people actually see that... We're still working on that."
Other speakers were even more blunt. For example, during his Monday break-out session, John Tomlinson, president of AVI Communications, confided: "We talk to people about how to do data capture to build a productive business community, and viral marketing is probably the least effective of the group that we use."
Content is still a key stumbling block, a point noted by Karen McKenna, associate marketing manager for Unilever, recalling a Unilever e-mail campaign on the racy theme "What happens in your refrigerator after the lights go out?" Recalling that the campaign fared very poorly among conservative, religious American women, McKenna concluded: "You have to be very selective when you pick your campaigns."
On that note, execs were still bullish on viral marketing overall-- as long as some basic guidelines are observed. Dolan, seconding McKenna's opinion, advised "being very strategic and selective about which e-mails have potential to become something you pass along to a friend at work." Likewise, Tomlinson also pointed to the importance of content: "We think it's going to be getting better, because the more creative the pieces that they get, the more they're going to want to send them on."
But the most innovative suggestion may have come from Andy Goldman, associate director of e-mail marketing for Ogilvy Worldwide, who pondered the possibility of recruiting enthusiasts to be viral "advocates": "I want to see if this is the kind of person who's interested in being an advocate, and maybe we can start seeing preference centers with sub-"opt-ins" to be an advocate... when they're going to put something on the table, saying 'I'm going to trust you...' that may be the time to say, 'Well we may want to trust you that much as well, and have you go out and be an advocate for our brand.'"
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Microsoft, hate or love it
Although people love to rant and rave about Microsoft, one has to admitt it would be hard to live in the current world without it. Personally, I believe it made alot of good changes to society.
dinsdag, mei 23, 2006
vrijdag, mei 19, 2006
Wouldn't you love going to the office like this?
If every office would be like the new Googleplex in Sydney, I wouldn't mind driving through rushhour to work.
woensdag, mei 17, 2006
NYC going WiFi
After the groundbreaking plans of Google to offer wireless internet access in whole of San Francisco (article), NYC is going to offer wifi in certain area's of the city. This is a very promissing and innovative way cities are dealing with demands of their citizens.
I do hope my hometown will go live as well any time soon
I do hope my hometown will go live as well any time soon
dinsdag, mei 16, 2006
maandag, mei 15, 2006
Urging co-operation
A nice competitor of iTunes is on the rise. This time it's a co-operation, or more collaberation of MTV and Microsoft in Urge.
Coming soon to the US, and next year to Europe.
Coming soon to the US, and next year to Europe.
The Apple iPhone finally here?
This article seems to be very reasonable about a iPhone.
I am too, and must admit, if it is as cool as iPod, I am going to get me one.
I am too, and must admit, if it is as cool as iPod, I am going to get me one.
Death of traditional radio?
I have always been a fond listener of radio shows online. Although I listen alot of radio lately, and keep switching between online radio shows and offline (FM) radio, I am guessing the online supply of radio channels is increasing by the day.
woensdag, mei 10, 2006
The future of media (Dutch item)
Last Monday 8 May 2006, VPRO aired a show, De Toekomst, about the future of media. I found it very interesting, so give it a look. Show can be found here and click link below Video.
Microsoft is seriously back in the game
Finally, Microsoft has made some announcements on it's Live strategy. Although of course much was known from it, and it's ideas, I firmly believe Microsoft is back in the game again. And this time I mean, the internet-game (not specific Xbox games).
At E3 Microsoft has been showing it's games, but more specific it's plans with Live.
I want to make a bet with you, Live will outsmart Google in these next couple of years.
At E3 Microsoft has been showing it's games, but more specific it's plans with Live.
I want to make a bet with you, Live will outsmart Google in these next couple of years.
dinsdag, mei 09, 2006
MSN European Creative Awards
The waiting is indeed over, as said on the website of the MSN European Creative Awards. The list cannot be really called a shortlist anymore, with so many entries, but it is worth checking them.
I must say, I am impressed with by some of the entries. Go creative!
I must say, I am impressed with by some of the entries. Go creative!
zaterdag, mei 06, 2006
vrijdag, mei 05, 2006
Back to reality
With the rise of the internet and social networking going online, an ever increasing number of people start to socialize through the internet, without ever meeting people in real life.
Think of the number of people playing games, interacting through these games with fellow players on the other side of the world. The last couple of years this phenomonen has increased through social network websites (Myspace, Hyves etc.) and has lead to the increase of social networks.
The question whether this is a good thing or not is something I will not dispute.
I am looking at the future of this online social networks, and especially a particular website which further commercialises the idea of social networks. Bringing social networks into reality instead of keeping them online.
Placesite
I honestly belief this is a good commercial opportunity and am waiting for the first Hyves-cafe in The Netherlands.
Think of the number of people playing games, interacting through these games with fellow players on the other side of the world. The last couple of years this phenomonen has increased through social network websites (Myspace, Hyves etc.) and has lead to the increase of social networks.
The question whether this is a good thing or not is something I will not dispute.
I am looking at the future of this online social networks, and especially a particular website which further commercialises the idea of social networks. Bringing social networks into reality instead of keeping them online.
Placesite
I honestly belief this is a good commercial opportunity and am waiting for the first Hyves-cafe in The Netherlands.
woensdag, mei 03, 2006
Thank you Stephen Colbert
-- Edited post --
The content of the films broadcasted at youtube.com was deleted due to copyright infringements. However, the internet always finds solutions.
Stephen Colbert, best known from his show on Comedy Central; The Colbert Report, is by far my new hero in political journalism.
Why, you ask? Go visit the website where he get's praised because of this appearance at the White House Correspondents Dinner: Thank You Stephen Colbert. And do watch the video's.
Priceless!
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Films can be seen on iFilm.com
The content of the films broadcasted at youtube.com was deleted due to copyright infringements. However, the internet always finds solutions.
Stephen Colbert, best known from his show on Comedy Central; The Colbert Report, is by far my new hero in political journalism.
Why, you ask? Go visit the website where he get's praised because of this appearance at the White House Correspondents Dinner: Thank You Stephen Colbert. And do watch the video's.
Priceless!
---
Films can be seen on iFilm.com
dinsdag, mei 02, 2006
Social Networking Going Mobile
Ever wondered how social networking websites would make money? "Traditional advertising" (eg. banners) don't do the thing.
Well, here's an example how to make money with social networking.
Helio A combination of businesses. Social Networking (eg. MySpace, FaceBook, Hyves) and mobile phones.
Hello Social Networking 2.0
Well, here's an example how to make money with social networking.
Helio A combination of businesses. Social Networking (eg. MySpace, FaceBook, Hyves) and mobile phones.
Hello Social Networking 2.0
Gumball is up and running
The annual most decadent race in the world, the Gumball Rally 3000, has started and is crossing 3 continents. It's amazing to see this kind of outrageous, but cunningly attractive rally.
Follow it on the internet at Gumball 3000
Follow it on the internet at Gumball 3000
Easy DOS it
Easy DOS It:
Apple's Plan to Provide the Best Darned Windows Experience Anywhere -- Even Better Than Microsoft
By Robert X. Cringely
One part of last week's column on Apple's Boot Camp that slipped past many readers was the idea that Apple would actually start shipping OEM versions of Windows Vista with at least some of its computers. I believe that will be the case and, if so, it is a big deal, and could lead to Apple becoming the biggest vendor of Windows computers to business, which I think is a hoot.
The story came to me, as many do, from a reader. He's the night auditor at a hotel, and one evening around 2AM, found across from his Front Desk seven somewhat intoxicated Microsoft engineers who wanted to order morning wakeup calls. They started talking and my reader asked if Intel Macs would ever run Windows? That's all it took to start a 20-minute presentation (obviously prepared and long-practiced) on that exact subject, how Intel Macs will run Windows Vista very well, thank you. Not only that, but the Microsoft engineers were convinced Vista would be so superior that nobody would need OS X again.
These same seven engineers must have stopped for a drink not long ago at John Dvorak's house because he's been making the same claim -- that Apple will drop OS X for Windows.
That's not at all what I think will happen. Apple isn't going to throw away its clearest point of differentiation and greatest technical advantage just to become another Windows OEM. That would make them little better than Sony and Sony can out-manufacture Apple any day.
Where Dvorak is wrong is he believes Microsoft's version of the story -- that Apple will abandon OS X, at least for business, replacing it with Windows Vista. After all, isn't that what this Boot Camp stuff is all about, enabling the choice of OSX or Windows?
Not really.
The version of Boot Camp that will ship with OS X 10.5 will likely be very different from the version people are playing with today. The actual shipping version, I predict, will have full OS virtualization so that both operating systems can run side-by-side and a user can cut and paste data from one to the other. Apple may have already developed this capability, or maybe they'll license or buy it from outside. Parallel Workstation 2.1 sure looks nice from Parallels, Inc. Maybe Apple should buy the whole company.
If Apple's intent is to do virtualization, then why bother with this dual boot version of Boot Camp? My best guess is to throw off Microsoft until it is too late. Not that I think Microsoft will even care as long as they get their money, but Apple can be sneaky this way.
So Apple will at least offer the option for users to run a virtualized version of Windows Vista atop OS X, which brings with it two HUGE advantages. First, the bad guys and script kiddies will have to get through OS X security before they even have a chance at cracking Vista security. Second, by running a virtual version of Windows Vista loaded from a read-only partition, Microsoft's recommended method of dealing with malware (periodically wipe the OS and application from your disk and load them anew) can be done in seconds instead of hours and can be done daily instead of monthly or quarterly or yearly.
By running Windows Vista this way, Apple can offer the most secure version of Vista available with the lowest Total Cost of Ownership, which could lead to a leadership change in business computing. Down with Dell and HP and up with Apple.
Those other companies could do much the same thing, not using OS X, but possibly Linux or some other Unix variant. But it won't be the same, at least not at first. Apple, as a company that has made operating systems longer than Microsoft has, brings to this fight a huge technical advantage.
Don't be surprised, either, to see that OS X 10.5 has a new kernel, finally giving up Mach and a big piece of its NeXTstep heritage. I write this for one thing -- because OS X has kernel problems and needs some help, especially with swap space. I say it also because of the departure of Avie Tevanian, Apple's chief software technology officer, and the guy who hung onto Mach for so long.
I have no insider knowledge here, but it isn't hard to imagine an instance where Avie's favored position with Steve Jobs was finally undermined by someone pointing out just these problems, so Avie had to go. That's the way it is with Steve, who sees his people as either part of the solution or part of the problem.
Ironically, I predict that Avie will move north to Redmond and work at Microsoft with Rick Rashid, the father of Mach. Rashid, who runs Microsoft Research, taught at Carnegie Mellon University in the 1980s when Tevanian was a graduate student there. Microsoft has long tried to recruit Avie, whom I predict will now follow the money. I don't expect, though, that he'll have much technical impact on Microsoft.
Apple's software leadership will fall back on Bud Tribble, who first came to Apple more than 25 years ago when Jef Raskin hired him as the first-ever Macintosh programmer, even before Andy Hertzfeld.
So where Dvorak sees an Apple repudiation of OS X for Windows Vista, I see an Apple business strategy that combines OS X and Vista. Nearly all of Apple's own applications, like iLife and iWork, will still be OS X-only, as will be thousands of native OS X apps, so there will be many opportunities to lure Vista users into the light.
Given Microsoft's difficulties with data security and its long history of troubled OS introductions, there is the very real possibility that the Apple version of Vista will be by far the most stable. For awhile it might be the ONLY stable version. So Apple could, in a way, be Microsoft's savior.
But even saving Microsoft from itself has to undermine Redmond, because it brings back the old Windows software model. As one grizzled veteran of the PC wars recalled:
"One of the good things about the earlier versions of Windows was DOS. While DOS was most definitely a limited operating system, that was part of its strength. Since there wasn't much there, there wasn't much to break and it was easy to fix. As the world moved to Windows, DOS was still there. It was just hidden. When Windows was messed up, you could always drop into DOS and fix Windows. Over time Microsoft created the registry and a new file system, neither of which could be fixed from DOS. DOS was the 'trusted' operating system that we could fall back on to fix problems.
"DOS is no longer there and today the way to fix Windows is to wipe the hard disk clean and reinstall it. That is, if you have original bootable CDs from Microsoft. Once you've reinstalled it, you get to repeat the process several times as all the security patches replace the whole OS over and over again. Heaven forbid if we could get a "clean" latest version of the OS easily from Microsoft...
"In the days of DOS I could keep a master, clean copy of Windows on a server. I could run a file comparison program between the server version and the PC, and replace any damaged or corrupted files. In the days of DOS, the repair tools were quite good. Products like PC Tools and Norton had great file and disk recovery tools, great defragmenters, etc. From DOS you could thoroughly fix the system' disk storage. Today's tools are feeble when compared to their predecessors. It was possible to restore one's filesystem back to a cleanly formatted, fully defrag'd state without wiping out the data on it."
What goes around comes around, and in some ways, this Apple strategy is the revenge of DOS.
dinsdag, april 25, 2006
Revenge of the nerds
I loved reading the story. Although it may seem a bit too much tech-related, and I do not really like what the guys did, it's still worth the read.
Cheers.
Cheers.
Universities on iTunes
Who needs physical universities anymore? 2 examples why we don't need them anymore.
Berkeley on iTunes
MIT Open Course Ware
Berkeley on iTunes
MIT Open Course Ware
donderdag, april 20, 2006
one red paperclip
Waarom kom ik niet op zulke simpele ideëen, en zit alleen maar plannen voor de wereldvrede te bedenken. Tervergeefs trouwens.
one red paperclip
one red paperclip
Afscheid en introductie sterke merken
Van Libertel naar Vodafone
Afscheid en introductie van sterke merken
“Vodafone wil wereldleider zijn in mobiele communicatie en op korte termijn gaan behoren tot de top 10 merken in de wereld. Ze hebben het doel voor ogen om binnen 3 jaar op het lijstje wereldmerken te staan naast bijvoorbeeld Coca-Cola, McDonalds, Nokia en Marlboro.”
Om die behoorlijk ambitieuze doelstelling te bereiken is op internationaal niveau besloten wereldwijd de marketing-communicatie van de verschillende dochters te integreren. De eerste stap die daarvoor is gezet, is het voeren van één en dezelfde overkopelende merknaam. Een aantal dochterondernemingen opereerden reeds onder die naam, maar voor de Nederlandse markt betekende deze beslissing dat de gevestigde naam Libertel verdween en plaats moest maken voor Vodafone. Het besluit om wereldwijd dezelfde naam te voeren, heeft voor de Nederlandse telecommarkt een belangrijke consequentie: het sterke merk Libertel, waarin een groot communicatiebudget is geinvesteerd de de loop der jaren, verdwijnt van het mobiele telecom speelveld. Libertel heeft in ruim 5 jaar tijd (van 1997 tot en met 2002) een spontane naamsbekenheid van 60% opgebouwd en een totale naamsbekendheid van ruim 95%.
Dual Branding
Een ‘big bang’, waain de merkwissel een korte periode werd gerealiseerd lijkt voor de hand te liggen: op die manier vermoei je de consument het minst. In één keer overstappen van het zorgvuldig opgebouwde Libertel merk naar het nieuwe Vodafone is echter niet aan de orde geweest. De overgang is in fasen uitgevoerd om het risico klanten te verliezen, zoveel mogelijk te beperken.
“ Om een wereldmerk te bouwen is het van belang te bouwen aan exposure”
Om iedereen – extern, maar zeker ook intern – langzaam aan de nieuwe naam te laten wennen en niemand van Libertel / Vodafone te vervreemden is er heel bewust eerst geruime tijd een dual-branding campagne gevoerd. Deze campagne startte begin 2001. In eerste instantie met een hoog Libertel-gehalte, later met een groter Vodafone-gevoel. Er werd in de campagne gezocht naar een visueel ondersteunend element, dat een vergelijkbare functie zou krijgen als het visual device van Libertel (de sonar-cirkels) en introduceerden de speechbubble. Dit communicatie element, dat de opening van een gesprek visualiseert, maakt een opstapje naar datgene waar Vodafone voor staat: communicatie in de breedste zin van het woord. Zij wilden daarnaast duidelijk maken waarom je als klant voor het internationaal georienteerde Vodafone moet (blijven) kiezen: aan de campagneregel “Welkom in onze nieuwe wereld “ die de verandering duidelijk maakt, worden allerlei internationale productproposities gekoppeld. Voorbeelden hiervan zijn diensten als virtual home environment (verkorte kiescodes die ook in het buitenland werken) en Eurocall (één tarief dat in alle Europese landen geldt).
In deze dual brand periode is een groot budget besteed, maar de resultaten bleven achter bij de verwachtingen: 7% spontane naamsbekendheid en 60% totale naamsbekendheid. Duidelijk werd namelijk dat de dual brand periode absoluut noodzakelijk is voor de transformatie, maar niet te lang moet duren: het zal beide merken op de lange termijn geen grote naamsbekendheid opleveren en er moet voorkomen worden dat het leidt tot schizofrenie bij verschillende doel- en publieksgroepen.
Single Branding
Een jaar na de start van de dual brand periode word er in begin 2002 de single branding campagne opgestart met als doel het Libertel merk voorgoed achter te laten en het Vodafone merk in Nederland te vestigen. Het feit dat Libertel inmiddels onderdeel geworden is van een grote internationale organisatie geeft het bedrijf onder andere de mogelijkheid om mee te liften op een aantal internationale overeenkomsten.
Voorbeelden zijn de sponsordeals met Manchester United en het Ferarri Formule 1 team. De impact van deze overeenkomst moet niet onderschat worden. Om een wereld merk te bouwen is het van groot belang om naast traditionele advertising ook te bouwen aan exposure door de inzet van minder traditionele middelen. En als topmerk wil Vodafone zich alleen verbinden aan andere topmereken, waardoor de keuze voor Manchester United en zeker Ferrari voor de hand liggen.
“Me to the power” of “We the empowerment of the individual through the interaction with others”. De rol die Vodafone zichzelf ten doel stelt heeft een tweetal invalshoeken. De eerste invalshoek is vanuit “Me” gedacht: door producten en diensten te ontwikkelen die het de klanten (nog) makkelijker maakt om hun leven te organiseren, waardoor er meer ruimte is voor communicatie en de onderinge communicatie op deze manier zo rijk mogelijk wordt. Een voorbeeld van zo’n dienst is MMS (Multimedia Messaging Service).
Vanuit de “We”-gedachte is de rol van Vodafone ervoor te zorgen dat waar de klant zich ook bevindt hij altijd in contact kan komen met zijn sociale netwerk (zowel privé als zakelijk). Een tastbaar bewijs voor dit het streven kan gevonden worden in de vraag How are you die in alle Vodafone uitingen wordt gecommuniceerd. Vanuit een Me-gedachte wordt de vraag ook gesteld, omdat Vodafone wil laten zien dat hun klanten belangrijk zijn voor hen. Op die manier proberen zij er achter te kunnen komen wat de klant belangrijk vindt en welke diensten Vodafone kan ontwikkelen om hem te helpen zijn dagelijkse leven te organiseren. Vanuit een WeI-gedachte symboliseert de vraag How are you de interesse in mensen en hun communicatie en de rol die Vodafone daarin kan spelen.
Missie en Kernwaarden
Kort samengevat kan er gezegd worden dat Vodafone de olie is (of wil zijn) in sociale netwerken. Was bij Libertel de missie ‘persoonlijke vrijheid’ bewerkstelligen, bij Vodafone ligt de nadruk op communities en het vergroten van de verbondenheid tussen mensen binnen gemeenschappen. Deze missie zich vertalen naar een aantal kernwaarden:
- Dependable: betrouwbaar en een rots in de branding zijn
- Empathetic: Er wordt letterlijk gevraagd How are you
- Joie de vivre: Lol hebben in datgene wat je doet
- Can-do: Doordat Vodafone positief en optimistisch is kunnen er nu zaken gerealiseerd worden die normaal gesproken enkele jaren later tot werkelijkheid zouden komen
- Innovative: Vodafone wil dat zijn door telkens als eerste innovatieve en klantgerichte producten en diensten te ontwikkelen.
De single branding campagne is heel bewust door Vodafone verdeeld in een aantal stappen die ieder een eigen doel dienden. Er werd bijvoorbeeld heel duidelijke gecommuniceerd dat er sprake was van een naamsverandering en op die manier werd er voorkomen dat Vodafone gepercipieerd zou worden als zesde mobiele telefoonmerk in de markt. Daarnaast moest Vodafone bijvoorbeeld niet de indruk wekken dat het was overgenomen door een grote multinational.
“Communicatie is de olie in sociale netwerken”
Dat Libertel 3,2 miljoen klanten telde, heeft zeker te maken met het feit dat het bedrijf in die tijd de frisse en uitdagende nieuwkomer in de markt was, die ‘opbokste’ tegen de voormalige monopolist KPN. Met name doordat KPN het tijdens onze introductiecampagne moeilijk had, was de kans aanwezig dat de rollen zouden worden omgedraaid en de sympathie voor en dus het succes van KPN onder de Nederlandse bevolking zou groeien ten nadele van Vodafone.
Brandswitch
De eerste stap, the Brandswitch, startte op 1 januari 2002 en duurde tot 28 januari. In deze fase kondigde Libertel de naamswissel aan: “Libertel wordt op 28 januari Vodafone”. “Oranje wordt rood”. Voor deze eenvoudige boodschap werd er ook voor een creatieve uitwerking gekozen, zodat die boodschap in een relatief korte periode goed over de buhne zou komen. Een bijzonder goed hulpmiddel, zowel intern als extern, was een simpele animatie waarin de Libertel dolfijn figuurlijk zijn laatste sprong maakte om te veranderen in het Vodafone logo.
Daarnaast was de letterlijke overgang van de kleur oranje in rood erg effectief. De animatie en kleurovergang was in de eerste fase in alle communicatie-uitingen tijdens de campagne verwerkt. Mediastrategisch is er in deze periode multimediaal gezien een groot budget gespendeerd.
The State of The Union
In de tweede stap die er gezet is, the state of the union (van 28 januari tot 2 maart), is Vodafone officieel geintroduceerd. Zij wilden daarbij op de eerste plaats de kleur rood claimen voor het nieuwe merk, omdat merkherkenning voor 35% begint met kleurherkenning. In creatie is de kleur rood dan ook dominant aanwezig. Tevens wilde Vodafone in deze periode uitleggen waar het bedrijf voor staat. Uitleggen waarom Vodafone telkens de vraag How are you stelde, is daar onlosmakelijk mee verbonden.
Wat er tevens in deze fase van de campagne geprobeerd werd te bereiken was dat toenmalige Libertel klanten zich thuis zouden voelen bij het nieuwe Vodafone en dat deze klanten niet van het bedrijf zouden vervreemden. Hiervoor was een unieke mailing ontwikkeld (in een oplage van 2.2 miljoen!) die meteen ook fungeerde als cadeautje voor het vertrouwen van de klanten die de klanten in Vodafone hadden gesteld.
Awareness
Op 2 april was de derde en laatste fase ingegaan van de single branding campagne, de zogenaamde awareness and likeabilty fase. Er werd inhoudelijk aan het merk gebouwd: niet alleen aan naamsbekendheid, maar ook aan de invulling van en sympathie voor het nieuwe merk. De kernpropositie van het merk werd geclaimd: Vodafone is the oil in your social network en klant werd vertrouwd gemaakt met het nieuwe uiterlijk, de merkwaarden en er werd invulling gegeven aan de vraag How are you? Internationaal aangedragen uitingen worden niet één op één overgenomen, maar geschikt gemaakt voor de Nederlandse markt. Een belangrijke aanpassing, op basis vam een pre-test, is bijvoorbeeld om – buiten “How are you” – geen Engelse taal te gebruiken maar te communiceren in het Nederlands. Naast het internationale werk, heeft Vodafone de campagne verder uitgebouwd met lokale uitingen.
Op 1 september 2001, negen maanden na de start van de single braning campagne, kunnen we vaststellen dat Vodafone een totale naamsbekendheid van 94% heeft bewerkstelligd.
En dit is nog maar het begin.
Bronnen:
- Communicatie Coach http://www.communicatiecoach.com/vakgebied_strategie_art_merken_hb.htm
door Ivo van Doren (2003)
- Cellular News
http://www.cellular-news.com/story/8265.shtml
- Algemeen Dagblad
- NRC
- Volkskrant
- www.volkskrant.nl
- Vodafone website
www.vodafone.nl en www.vodafone.com
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