2007-07-26T18:19:14.122+01:00The viral and buzz marketing association has now set up a network on ning. If you are a pratising marketer or researcher get along to vbmanet.ning.com and join - or email and then I'll send you an invite. Networks work just ask the facebook folks.
I’ll send a viral quiz from Virgin music that has the title of this blog as an answer on Monday, but first some thoughts on a speaking engagement from Wednesday.
The main themes were the need to integrate the new tools and technologies that can deliver viral marketing and that these initiatives must be integrated into the overall campaigns.
Questions came from the floor and these questions frequently considered viral to consist of bad taste jokes with scantily clad models. This is an element of viral, but it’s much broader and can relate to niche groups. As Justin Kirby (a panel member and MD of DMC www.dmc.co.uk) responded for mass brands that technique can work but for the majority of organisations viral tools and techniques and connected marketing offer a considerable opportunity to reach target markets in a relevant and effective manner.
The other speakers were Russell Goldsmith (www.markettiers4dc.co.uk ) who delivered a fascinating piece on webcasting using Nintendo as an example and Andy Whittaker (www.fifthelement.co.uk) who discussed big name FMCG examples where viral was integrated into the direct marketing campaign.
The session had attendees standing in the aisles and the interest and hence opportunity for organisations in this area was very evident.
2006-01-17T10:27:36.846+00:00Yet again I find myself praising a Honda advertisement. The new advertisement for the Honda Civic using the choir is another creative and emotionally stimulating piece of work from Wieden + Kennedy for Honda.
2006-01-17T09:51:23.176+00:00In this blog I often contradict the naysayers who argue that TV advertising is in decline for reasons related to media consumption are exaggerated. This article in The Guardian does indicate that Internet budgets are increasing but still only 4% of the total budget thus supporting my view that the naysayers are premature in their rhetoric - however the article confirms something more concerning.
The new Vodafone Christmas Jingle advertisement has recently been playing in my head.
Is this a good thing for advertising? Under the tree is the name of the tune and I can’t get it out of my head.
So I can remember the jingle but could I remember the brand if I was not so preoccupied with advertising and how it works?
You can listen (and buy if you want) to the advertisement music here http://www.songofthesalesman.co.uk/ad.aspx?let=Vodafone
The music is by the Water Babies.
You can watch the band perform it here http://www.video-c.co.uk/radarwatch.asp?vidref=thew011&text=expanded&playback=S&player=QT
The advertisement itself can be seen here http://www.thewaterbabies.info/?gclid=CKX_lM6Oi4ICFRd5MAodDjEt1w
Advertising and music – irritating for me but some how a great Christmas effort fitting the brand and allowing a number of sponsorships to be shown, although the Man Utd one will be ending soon.
A bit of shameless self-promotion today, and the promotion of my co-authors who have recently worked together under the editorship of Justin Kirby and Dr. Paul Marsden.
The book - Connected Marketing is published. Why not take a look at the micro-site for the book?
There is also a quiz to promote it over at adland:
Good luck and I hope you buy and enjoy the book
If you do tell me and if you don't tell me too.
Here's a url I received from Justin Kirby of DMC (www.dmc.co.uk)
"sincere viral advice for those unfamiliar with sarcasm"
This is a very amusing take on the world of viral from a more serious group of brand builders in the field. I am let smiling yet wondering whether or not the pioneering element of semi-clad women and horrific images is perhaps just a precursor to success in the manner of Channel 4 (www.channel4.com) and five (www.five.tv) as TV stations.
In the Sunday Times yesterday I read about a speech Mr Sugar gave at a marketing conference . In a similar vein to his recent piece in the Independent Mr Sugar criticised TV advertising because it interrupts the programmes and is too arty . I enjoy his earthy delivery but I am slightly cynical given Mr Sugar 's self promotion and the fact that he stars in a series that could be described as a one hour advertisement . My view is that the quality of the advertisements ' content is the important element .
Today's Marketing Vox contains some very interesting predictions for advertising in 2006.
Marketing Vox Top 10 for 2006
Further details can be found at 24/7Real Media Website
I am very interested in the brand building opportunity that is predicted from SEM. Simple copywriting will come into play with the links created by the Google searches. A real opportunity for a new area of copywriting that works for brands rather than very functional "buy your stuff here" wording.
The predictions are very interesting, but always bear in mind that 30% of the population are digi-phobic according to Dave Chaffey the Internet guru. So although the trends are occurring perhaps the "real mass market revolution" is a little further away than the net based workers and surf junkies would like to think.
This shows how great advertising can differentiate the most standard commodity product.
In my local supermarket 1 litre of Cravendale is 60p per litre vs. 47.8p for "standard semi-skimmed
The above url links to the making of the newly released Sony Bravia advertisement. It's a great advertisement with a full information website all about the advertisement and its making. It's hard enough to catch a normal super ball but 250,000 of them on the Streets of San Francisco!
As Apple announces it's move to do for video what iPod did for music I can only reflect upon the superb opportunity that this presents. The squashing of Bit Torrent and accompanying websites that offered sharing of video files was a protectionist and anti-market move by the distributors of video. At least the long-term fiasco in the music industry due to the legal cases against Napster et al might be avoided. The consumer has clearly shown that he/she wants video downloads. The companies that can make this happen profitably deserve success, and hopefully the folks that place obstacles in the path of the free market will get what they deserve.
UK Internet spend has started to outstrip Outdoor spend according to new figures published by e-marketer. www.emarketer.com
Broadband penetration in the UK has also outstripped US take up of the faster service. It seems that the advertisers' money is following the audience, and quite right too.
The issue this poses - what's the future for Radio??? Even iPod is doing video on demand. Will the car and the workplace eventually become the only venues for the consumption of radio?
More material to add to the "Is the 30 sec spot dying?" debate. It appears from a recent USA today article that I picked up from Media Buyer Planner that the audience is complaining about the 6 act format for TV shows. In the UK "Lost" is an example of this format. Perhaps the stations have overstepped the mark? The audience wants to watch the show and in an era of "must see TV" complaints about the amount of commercials during the programme might seem an inevitable side effect. What price the premium slot just before or after the show if this reaction escalates?
2005-10-11T13:49:38.976+01:00In Bob Garfield's piece in Adage the argument that the old media is dead or at least redundant is presented. The issue I have with this argument is that only selective, qualitative data offer the basis. Americans watch more TV, UK Internet growth is plateauing, so the data indicate that we can only consume so much but our traditional media consumption is still a key part of the mix. Yes the media world is changing, and yes people embrace products e.g. iPod; Converse and others but this is no new, new, big, big thing it's just an extension of the existing. This extension relies upon the old media delivering a platform from which these organisations can operate their new ideas. These companies are maximising the value of a connected marketing world and not, I suggest, finding themselves in a new place with new rules.
Despite siren voices calling for the end of the traditional 30 second TV commercial Guinness has delivered a fabulous new 50 second advertisement. It is a wonderful journey back in time and uses the tag line "Good Things Come to those who wait." It's a wonderful piece of marketing communications work with a return to an old popular tag with superb cut through creativity - put money on it for next year's Clios is my view - Have your view here
NEW YORK (AdAge.com) -- Internet advertising revenue for the first six months of 2005 hit a record new high, according to a report by the Interactive Advertising Bureau and PricewaterhouseCoopers, released at the Mixx Conference and Expo yesterday in New York.
Ad revenue for the second quarter totalled slightly less than $3 billion. For the first six months, revenue reached about $5.8 billion, which is a 26% increase over the first half of 2004.
The advertising "dollars" and pounds are being directed towards the Internet. Is this a sign of the increasing value of the Internet to Advertisers, or just another bubble. Time will tell, but I suspect that the quality of content and speed of access made possible by Broadband subscription ISP services are driving media time towards the Internet and with it the advertising money.