Fears that Google will be the next Microsoft victim are rising. On the IHT John Markoff says that today, nearly everyone in Silicon Valley has begun to ask: Will Google become the next Netscape? And then he presents an extensive analysis of the battlefield where Google and Microsoft might end up fighting. This is not exactly an advertising related news, but I wanted to share my concern for Google’s future.
At the prestigious Big Chip Awards McCANN-i has won the prize for “E-Marketing Campaign” for the microsite and banners produced to promote Durex. The creative work can be seen only on McCANN-i web site. Further details about the award can be found in an article on Manchester Online.
Online travel reservation operator Opodo is starting today an integrated marketing campaign in Germany to increase customer perception of its brand image. The news is reported on Horizon.net, saying the creative will include billboards, radio spots and online advertising with the claim “Ich bin Opodo-reif” (I’m ready for Opodo). The agency which developed the campaign is Leagas Delaney, based in Hamburg.
Epica Winners 2003 have been announced recently. The press release presents screenshot, videos and links to the winning campaigns. In the interactive section, Framfab Copenhagen won for Nike Football/Panna, while Forsman & Bodenfors Stockholm for Volvo XC 90 launch campaign.
According to a study done recently by Michigan State Researchers of online privacy policies, consumers simply don’t read the legal stuffs and have a gut reaction in deciding if a brand is trustworthy. There is an article on CrmDaily in which Glover Ferguson, an analyst at Accenture, says that if companies want to advance their relationships with customers, they need to focus on the mission of fulfilling the promise of the brand.
Living in the Italian online advertising “swamp”, I’m always amazed to hear about the impressive use of interactive media that takes place in the UK. For example, the British School of Motoring (BSM) has a launched an online direct marketing campaign to engage young individuals and offer them free or discounted driving lessons. The viral video email campaign developed by Randommedia targets 16 to 21 year-olds with humorous video footage of a learner driver sitting in a car with his father imitating his bad habits.
In a forum on Brand Republic I’ve found an excellent thread talking about the worst campaigns of all time. The discussion is interesting, people is quoting Ford, Hoovers and DaimlerChrysler with Celine Dion. I can think about 3: in december 2002 the launched an impressive campaign in Italy, but they didn’t have any shop or retailer ready to sell their products. They were good in building curiosity, but they didn’t give people the possibility to actually buy the product, so potential customers lost their interest and soon forgot about 3′s offer. A true waste of money.
More than forty percent Internet users are reached by advergames. The upcoming Gartner G2 research states it, and it’s quoted on iMediaconnection. Advergaming is a phenomenon and we can see it’s evolving in the wireless world as well. But we need to remember advergames can prove very profitable only if integrated in a global push, and if marketers take advantage of the opportunity of collecting consumers data. Nothing in the world is free (a part from love, of course . If users want to play, they have to pay, with their personal data…
Keyword ad lawsuits could dramatically effect the way search engines such as Google and Yahoo do business. Some companies are alleging that selling keyword ads to rivals, which include trademarked keywords, are “confusing potential customers.” BusinessWeek talks about it. (thank you Lisa)
In the first three quarters of 2003 online advertising in The Netherlands grew by 20%, reaching a total value of 27.1 millions euros. The datas are provided by the IAB Nederland, and reported on Emerce (in Dutch), where Igor Beuker, IAB’s director commented:“A 20% growth is very good, especially if we consider that the best quarter (the fourth) hasn’t been counted yet.”
The Dutch online advertising expense is divided as follows: banners and skyscrapers 53 percent; contextual advertising 18 percent; pop-ups, rich-media and interstitials 14 percent; sponsoring 12 percent; search engine marketing 2 percent; e-mailmarketing 1 percent.
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