Marketing guru Seth Godin has just release online a free e-book on blogging and how it is changing the consuption of information. You can download it following this link (opens .pdf), and do it fast, because it isn’t going to stay free forever…
What role should blogs have in media buying? On iMediaConnection tries to answer the question. It’s interesting to read because the author, Jim Meskauskas, is not a big fan of blogs, therefore he provides an unusual perspective on the issue. My only point is don’t think about blogs just as places where you can advertise, but look & listen to what bloggers say to understand how your products are perceived and consider starting a blog yourself to engage with direct and informal relationship with your target audience. Blogs are more complex than you might think. They’re often powerful and attractive. Just don’t overstimate their importance.
If you want to skip the ads, read your favorite news sites through RSS feeds. Maybe I should not write this, considering the fact I’m trying to sell advertising spaces here on Adverblog, but actually I’m just reporting one of the ideas that come out from this article on marketing and RSS on the New York Times. I don’t completely agree with the idea of regarding RSS as the Internet TiVo, however I believe this association isn’t totally wrong. We need to consider that news publishers usually provide only an abstract of the article in the feed, so if people want to read the full story, they have to click and visit the site where they will be exposed to the advertising messages. However, if one uses RSS just to “browse” the content of a news site instead of visiting the homepage, in this case RSS helps to avoid the ads and just get an overview of the articles, so it might be considered as the Internet TiVo. But don’t worry, since rss marketing is becoming an hot topic, advertisers are managing to show up also on feeds.
Everybody, everywhere needs a marketing strategy. The CNN has an interview with marketing guru Philip Kotler in which he provides five tips for marketing success. Among the things he says, he stresses the importance of “knowing your customer” and “owning your branding”, which basically means listen to the people and focus on the brand experience.
I’ve just updated my list of blogs dedicated to marketing and advertising issues. Among the new blogs added, I’d like to mention Brutal Clarity by marketing expert Krishnan Menon who has been, among the others, consulting futurist, focusing on marketing innovation, for Steven Spielberg’s Minority Report, and has worked on marketing the Lord of the Rings Trilogy, the iMac and iPod. For those of you who speak/understand Italian, Creative Classics by Marco Fossati is another must read.
A sweepstake to win the chance to ride around France and blog live from the Tour de France. In Race to the Tour awo bloggers will be selected to follow the last Armstrong’s race and the performance of the Discovery Pro Cycling Team. The initiative is sponsored by Subaru, the site has been created by R/GA. [News via Adrants]
Did you ever wonder what does Batman drink? Well, he has his own drink “Mirinda Batman Blast Berry Fusion”, a soft drink just launched by PepsiCo in India, Malaysia and UAE. A commercial just debuted on Indian television to promote it and a sponsored movie micro-site is also part of the co-marketing effort. Batman drinks this strange Mirinda Blast Berry Fusion, and eats… chicken. According to Propaganda & Marketing (in Portuguese) KFC has just launched a promotion connected to the movie.
One of my favourite marketing gurus, Seth Godin, has an excellent post on the importance of being small. What Seth points out is that big is no longer a synonymous of success. Small companies are performing better than big corporation. Blogs run by one or two people get more visitors than national newspapers and so on… The list of examples is not limited to the online world, but provides useful hints for the offline traditional business also. Think big, act small. This has always been my motto running Adverblog. Now I’m eager to see if Seth’s predictions will be right once again.
A new five-year forecast from Forrester Research says online marketing and advertising in the US will represent 10 percent of total advertising spending in 2010. About half of the marketers plan to decrease their spending in traditional advertising channels (magazines and direct mail), rather investing more budget online. Forrester also points out that search engine marketing will grow by 33 percent in 2005, and marketers are increasingly interesting in the new advertising channels such as blogs, RSS and mobile devices.
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