Some more Marketing Trends 2007

Bob Liodice of ANA has posted his 10 trends of how marketing will be transformed in 2007:

  1. Consumer in control: brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.
  2. New agenda for agencies: Marketers will expect them to integrate strategic brand management, creativity and innovative media management – and to deliver big, game-changing ideas.
  3. Hail to Chief: The role of the CMO will increase and take over even more parts of the business.
  4. Unconventional Outreach: Marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise
  5. Media buying metamorphosis: The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.
  6. Let the fighting end: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs
  7. Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention.
  8. Research Renewal: Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals.
  9. Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.
  10. Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.

He will take each point and look at it in greater detail in his blog in the months to follow. Should be interesting.
(via jaffejuice)

Nice Treo Microsite

I just found a funny microsite by accidentally (!) clicking on a banner. It did, however, entertain me for a few minutes, trying to explore what’s possible on that site.

The site shows a typical street crossing with people walking around in all directions.
Then, clicking on the treo options (the orange arrows), the scenery changes slightly. When selecting the Yahoo! chat option, for example, the people walking around suddenly have a yellow smiley icon instead of their head.

treo.jpg

In this example, I selected fandango, a site for movie and theatre tickets:

treo1.jpg

Or, choosing Google Maps:

treo2.jpg

And here I chose Orbitz, a travel site:
treo3.jpg

Nice idea to demonstrate the everyday capabilities of the Treo.

PSFK is asking for 2007 Trends

It’s that time of the year again. Time to guess what will happen during the next year. My horoskope said it will be a brilliant year. But that’s just as precise and trustworthy as some of the predictions I posted about last year. Some of it became real, some didn’t. Well, PSFK is asking for 2007 Trends „You Tell Us What Will Be Big!“

People can upload videos to Youtube and find it through a PSFK tag that the video should be tagged with. Easy market research and publicity for PSFK, well done. I will looking into this quite frequently, I guess…

Why did I get this funny comment spam?

I don’t understand the spammers. Why would they spam me and include a URL for Google? This is what I just found (and what Akismet missed, unfortunately):

HI! I’ve have similar topic at my blog! Please check it..
Thanks.
[url=http://www.google.com][/url]

there was no other URL in the whole spam comment. I don’t assume that Google would comment spam blogs (if they need a higher pagerank, well, they’d know what to do), so who did this and why? Can anyone enlighten me?

More and better eyeballs than in regular media.

Marketers Websites attract more eyeballs than other media, according to AdAge:

Believe it or not, those boring corporate websites are pulling in more eyeballs — and more influencers — than the flashy prime time TV shows, print magazines and general interest sites on which marketers advertise.

In figures, to be precise:

Yet the websites of P&G and Unilever now reach nearly 6 million and 3 million unique visitors, respectively, in the U.S. each month, according to ComScore Media Metrix.

But it’s not only about more eyeballs, these eyeballs are also quite interesting for marketers, as they are usually influencers, or at least people who actively engage with the brand in considerable numbers.

Their engagement with corporate and brand sites is well above the norm for the general population. „Visitors to [corporate and brand] websites have a much higher propensity to recommend products,“ said Pete Blackshaw, chief marketing officer of Nielsen Buzzmetrics, whose research shows more than 40% of people who give a brand e-mail feedback are likely to recommend it to others.

Much of it is derived from „regular“ online Advertising:

Much of the traffic to the big package-goods marketers‘ sites appears to be coming the way originally envisioned in the online advertising model: as a response to online display advertising. Search-heavy Google accounts for a relatively small amount of traffic to the P&G and Unilever sites compared with display-ad-heavy Yahoo

That doesn’t surprise me at all, since most of P&Gs and Unilevers products are FMCG, for which I assume users usually don’t search much. Or if people do search for these kind of things, then the FMCG companies haven’t found the right way to effectively keyword advertise.

Seven Brand and Marketing Trends for 2007

Robert Passikoff writes about seven brand and marketing trends for 2007

He starts of with a nice quote:

Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�

And then continues pitching his company USP:

but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.

The 7 trends are (*drumroll here*):

  1. An ongoing emphasis on “engagement.�
  2. More reliance on consumer-generated content.
  3. More, more branded entertainment.
  4. Media planning will become more “touch point� focused.
  5. Using technology and engagement to better communicate with consumer expectations.
  6. Expanding the potential of Websites, blogs, and the digital world.
  7. Innovation and loyalty will matter more.

Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.