Sharing Powerpoint presentations isn’t really in our chords (maybe we should do it more often, as information is knowledge, and knowledge and insights are key to generate ideas. But this is another story…). But this presentation is special, and not only because its author, Greg Pouy is a friend. It’s a rich insightful deck on the future of ecommerce but it’s also a great example of how a consultant should market himself and promote his own presentation skills.
On ClickZ, Laura Marriott tries to find out whether North America is ahead or behind Europe when it comes to mobile marketing. It a quite interesting article to realize the differences among the two continents, and understand the solutions (not the strategies!) which can perform better. For example, in the US mobile search, mobile advertising, and mobile video initiatives are very popular, while text-based campaigns deliver the best results in Europe. If you’re interested in the topic, you can also download a recent case study by the Mobile Marketing Association. Also, on Mobhappy, Carlo Longino has recently posted a good analysis of the importance of (mobile advertising) to support and therefore deliver free content.
From Sweden, Dear Mr Barroso, one of the best examples I’ve ever seen of interactive online storytelling. It’s a video animation featuring an open letter from the Swedish Alcohol Retail Monopoly to Mr Barros, the EU President, to act in order to reduce alcohol consumption throughout Europe. The site has been produced by Forsman & Bodenfors, B-Reel, Efti and it’s an extremely powerful example of what you can do online to promote an idea, not just a product or a brand. [link via Reklamfeber]
In Europe Tommy Hilfiger has launched its first TV campaign ever to promote its Hilfiger Denim collection. The 45 seconds spot debuted on MTV last week and will be presented in cinema theatres across Europe during September and October. Toursurlacom reports the spot has been directed by Swedish director Robert Logevall.
According to Forrester Research, in Europe the search engine market will generate 1.4 billion Euros of spending in 2005. The definition “search engine marketing” includes everything related to commercial search: paid listings, contextual search, site optimization, and paid inclusions. While search marketing’s share in online advertising will increase for another two years, Forrester believes it will start decreasing in 2007. The slowdown will be due to a probable increasing negative attitude of consumers towards paid listing, but also to the growth of rich media ads and the increase in the price of keywords. Hellen Omwando, Consumer Markets Analyst at Forrester Research, says:“While it’s unlikely that prices in Europe will reach the same levels as in the US — where the same keyword might command five times the price than in Europe — increases will be significant enough to make it difficult for some marketers to justify the ROI of high prices; they won’t be able to compete for popular keywords.”
MSN has named in Europe the best interactive campaigns of the year giving away the The Emmessennys Awards. The Nike MSN Messenger football game created by MindShare/ mOne and creative agency Framfab received the ‘best in show’ prize for the most outstanding creative overall. In the Automotive category, Atmosphere BBDO (Belgium) won the second prize for the Mercedes C campaign, while Magic Response (Germany) received the third prize for the Audi Q7 Globe campaign. The first prize hasn’t been assigned.
Pick the parcels, transport them to the airport and then get ready for their delivery. Simple and perfectly in line with FedEx business, this is the advergame CWA has developed to promote the brand and the delivery services from Europe to the United States. The advergame is localized with 13 different versions, developed to target, among the others, Italy, Switzerland, Belgium, France and Denmark.
Black & Decker has appointed Mailtrack to create a pan-European email campaign in order to learn more about its customers and prospects. Mailtrack will create a series of competitions to win products and to profile people through a questionnaire. The initiative will run in Italy, Spain and France.
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