Employees of ING Bank surfing the web will be exposed to highly targeted banners from the company the work for. Dutch web site Marketing Online reports that ING Bank is currently running an online internal branding campaign which aims to reinforce the new brand positioning. Advertising spaces have been bought on Mns and Lycos, banners and skyscrapers will be served with an IP targeting technique.
Recent anti-spam regulations will help email marketing’s rebirth. On Destination CRM they try to be positive about email marketing’s future, but I don’t feel like they are very convincing. The industry is actually making a few steps further but our mailboxes are still full of spam. As Mike Adams says “spam could vanish almost overnight, but the timetable on this scenario is uncertain”.
Nike has been running a three months campaign on Lycos Spain to promote its 3d soccer game on www.nikefootball.com. They took advantage of a new rich media format, the “widebanner” (728×90 pixels), which is particularly effective for branding, but has proven valuable also to build traffic to the dedicated web site. Read more on Lycos Espa�a.
In France Mc Donald’s has launched a “McVip” a mobile marketing initiative to inform customers via sms about ongoing promotions in their favourite restaurants. As explained on Le Journal du Net (in French) the campaign’s objective is to create loyalty in Paris’ young customers (15-24 years old)
British Telecom is hoping to spread the viral buzz with its latest campaign: wheredidthetimego? There is a gloomy microsite, developed by Agency.com, which aims to make people understand how much time they waste browsing the internet with a slow connection. The site let allows visitors to calculate how much time they’ve spent doing the most common things of a daily routine, like sleeping, “making waves” and working. The message is clear: “don’t waste another minute: get broadband from BT”.
Siemens has launched an online magazine to keep its customers and prospects updated about new products and initiatives. As explained on Wuv.de (in German) the “Siemens Journal”, developed by Publicis Munich, is available in seven languages.
Starting today, America Online has launched an online branding campaing to promote its broadband service. As explained in the press release, the new ad campaign, created by digital marketing firm Atmosphere BBDO, pushes the idea that speed is just one part of the broadband story and that content is equally as important. John Lane, VP, Online Marketing at AOL commented:“This campaign – created by Atmosphere with Digitas providing the media planning expertise – is intended to speak directly to those who already have a basic high-speed Internet connection through their cable or DSL provider, but may not have AOL for Broadband. After all, speed alone is only part of the broadband story; this “Speed Meet…” campaign is designed to showcase key elements of the AOL for Broadband service offering and persuade prospective members that a broadband connection alone is not enough.”
On PCWorld.com Gillian Law asks: “Would Somebody Answer that Thing?” There is a love & hate relationship with rigtones: they are a big business, but they are also very annoying in daily life. It feels like we’re living in a videogame. What I liked in the article is that “as phones improve, so will the sound of the ringtones. Even if you don’t know the song, it’ll at least sound as it does on the radio, rather than like your 4-year-old playing a xylophone.”
Daily Yomiuri On-Line reports that in Japan NTT DoCoMo will start in July the nation’s first service to enable patients to view their medical records on mobile phone screens. Nineteen medical institutions will participate in the service.
In New Zealand the online advertising market was worth $8 million in 2003. The Advertising Standards Authority has tried to measure the impact of the medium, finding out that “New Zealand advertisers haven’t clicked on to online advertising”. The news is reported on Stuff.
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