Simultaneous Media Usage By Consumers May Change Ad Approach
A new study, by BIGresearch, has found that Americans have begun multitasking in a new arena - media.
This is not really new per se but it puts an interesting spin on how marketers will need to modify their efforts to properly convey the brand across multiple media at the same time. Now, I don't advocate the thinking that the Internet and TV will become one big interactive mecca, but I do strongly believe that the two will become so intertwined that ten years, maybe even 5, we will look back and wonder what all the convergence discussion was all about. It will be a no-brainer.
It's not out of the technological realm of possibility for a marketing program to tie the two media (and others for that matter) so closely together so that "transportability" of message is ubiquitous. By that, I mean that the message follows you yet you are the one that controls how and where that message follows you. It might start with something you hear in your car on the radio that sparks an interest that you want to respond to but can't at the moment so you press a little button that sends this item to a central location that allows it to be retrievable latter from another "connected" device such as a screen on your fridge, your computer, your phone, or your handheld.
With the WiFi, PVR and VOD, management and timeshifting of content will become the norm. It will also have to be so for advertising. It is permission marketing expanded exponentially.
--------
This is the closest, most concise and simple explanation I have seen regarding branding. Kristine Kirby Webster, President of The Canterbury Group, Ltd. (TCG) wrote this article for Marketing Profs. A must read:
What�s the Benefit of Branding Anyway?
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.
--------
35 million people breath a collective sigh of relief...
America Online to stop selling 'pop-up' advertising
--------
I wasn't going to write about this because everyone else in the world has already. But, I guess that is also the reason I have to write about it. I can't be left out. AND, I relish any opportunity to advance Apple...even though I am stuck with a Wintel box. So what do I have to say about all of this?
I find the whole attempt so idiotic and poorly thought out and the fact that they couldn't even find an actual "non-switcher" is hilarious!
Just goes to show that all original campaign ideas have been done. (OK, there are a few left) All we can do now is copy. Well, Redmond did a very bad copy job!
--------
Courtesy of False Advertising
--------
When will agencies...or any company for that matter, realize that bigger is not better:
PUBLICIS CLOSES AD AGENCY THAT CREATED SANTA ICON
The legendary advertising agency that created the rotund, red-coated Santa in 1934 for Coca-Cola is being shut down after 96 years.
Is the advertising world really all that much better now then it was 10-15 years ago when we had many more independents? Yea, yea, we have a whole new medium, but do we really need the ridiculously huge conglomerates we have to day for the industry to survive. Now, I'm not an economist, but if just doesn't seem to be working to me.
--------
Yes, I will be partnering with some other very fine marketing professionals to launch a site that will address all your marketing news needs. Stay tuned for updates and launch date.
--------
In an Online Spin article by David Smith, he discusses what amounts to the mainstreaming of the Internet. He counters the naysayers who spoke of the new economy as a fluke. He is right when he claims they had it all wrong. The Internet and all that it is, has become mainstream. There is no need for specific and separate coverage of the Internet as a medium. It is an integral part of life, business, and marketing. It is not a separate entity any longer.
The "new economy" didn't fail, it just became part of the whole economy.
--------
