Someone says marketers are lacking creativity. Well, after reading today’s news on CNETAsia I have to dissent. A brilliant (?!) marketer at SK Telecom, a Korean cell phone service provider, has invented a mosquito repelling tone. For 3,000 won (US$2.50), users can download a sound file which is inaudible to the human ear but helps ward off mosquitoes within a one-meter radius, the firm said. Well, I don’t know if it works for mosquitos, but I’m sure this announcement creates a “buzz”
This news isn’t exactly about online advertising, however I think I “have to” report it since it involves one of the main Italian brands. I’m talking about Fiat, the automakers, which is not doing very well in the market but in the last years have came out with nice advertising. Now they have appointed Publicis and Publicis will open a new office in Turin to fully support its client. If you want to learn more about this and you have a subscription to the Wall Street Journal (which btw I don’t have you might want to have a look at today’s article on the fact.
It’s nice to find online articles published on paper as well, and it surely helps when you’re a blogger I was actually reading this morning the last issue of New Media Age, thinking about posting a reference to new MMS campaigns going on here in the UK. I say here in the UK since I’m currently living in London, for about three weeks attending the Summer School in Marketing at the London School of Economics… All right, enough with me, to get back to MMS, I’ll suggest your reading the article on NMA, since it provides you with a few good examples of big brands like Coca-Cola, starting the first major trials of MMS ad campaigns.
It’s summer, it’s hot, let’s slow down for a while and let’s try to analyse how the online advertising industry is doing. This is the suggestion by Zachary Rodgers that on Channel Seven last week wrote The State of the Sector. He talks a little bit of ads quality and industry expectations, he refers to @d:Tech and he brings up a bunch of useful opinions but consultants and analysts. Definitely worth reading.
Ching ching! Yahoo! coins it in! Many web sites are talking about Yahoo!’s profit posting. Personally, I liked Silicon.com’s article, not only for its nice title, but also because it reported interesting analysts opinions on the fact, especially for what concerns its partnership with Overture. However, if you want to know more about the financial aspect of the story it you should read the article on the Washington Post.
I’m a X-er. I didn’t know that until today when I read the The X Factor on AdWeek. I’m not sure the definition exactly applies to me to, given the fact that I’m European, anyhow, at first I enjoyed the idea of being part of a difficult group to target. Of course I meant this as a consumer, not as a marketer. But in Sarah Mahoney’s article I found that there are some points X-ers should be proud of such as: X-ers are more restless, mistrustful of corporate management and easily dissatisfied. We are a “problem” for agencies and employers. So, we are or we will become a problem for ourselves as well, as marketers and as managers. At the end I think it’s not just a question of advertising. It’s a question of life, and that’s even worser
It seems like Charlie’s Angels is the only movie out now… I really gotta see it… In the meantime, I will play on the Net with the branded advergames created by BlockDot for Sony Pictures. You can have a look at them on Kewlbox. Have fun!
Can you name an online campaign that really strucked your mind in the last six months? Well, let me think… yep, I remember “Pen” by General Electrics, but when I fist saw it I didn’t realize it was an ad… Maybe because I’m not familiar with GE logo or maybe because the campaign was not so memorable… On Revolution Emily Booth explains that online research from MSN, in association with the IAB, points towards a lack of memorable campaigns, despite some groundbreaking work. Is online creativity dead? I believe in some ways, online creativity isn’t even born yet. Anyway, you can get better opinions than mine on Revolution July issue that is still free but, unfortunately is formatted in a almost unreadable way
Joseph Jaffe is one of my favourite authors since he often focus on interactivity between brands and customers and on pull-based advertising. On Monday on iMediaConnection he wrote Inviting Interaction which I think is a very good collection of useful examples to look at. Online marketing is evolving and it’s moving towards consolidation by stressing the key aspect of Internet communication in comparison to other media: interactivity. Of course this doesn’t sound new to most of you but, again, I believe it’s good to go through best practices to keep it in mind.
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