- Collaborative
- Generous
- Experimental
- Helpful
- Playful
- Personal
- Honest
- Participatory
What's Next In Marketing And Advertising (2009)
View more documents from Paul Isakson.
Saturday, October 31, 2009
What's Next In Marketing And Advertising (2009)
I love this vision. The future of marketing and advertising is:
- Collaborative
- Generous
- Experimental
- Helpful
- Playful
- Personal
- Honest
- Participatory
- Collaborative
- Generous
- Experimental
- Helpful
- Playful
- Personal
- Honest
- Participatory
Can't believe this
via youtube.com
Weird. Creepy. The point of creating something like this completely escapes me. Yeah any publicity is good publicity and all that - and the Microsoft 7 Launch Party is getting talked about - but seriously....?
Friday, October 30, 2009
BK: Dollar Menu Augmented Reality Banner
Quite a pointless exercise really but still great to see AR working in advertising. Think my little brother and sister would love to see themselves online though. Will definitely get them interacting with this banner.
Wednesday, October 28, 2009
'Feeding kids meat is child abuse' - Peta Campaign
Strong claim. I'm inclined to think that the majority of people will think that this is too extreme as there is plenty of evidence to show that a balanced diet which does contain meat is perfectly healthy and has been for centuries. I don't think that this message will resonate.
Saturday, October 10, 2009
Birthday Chocolates
The love of a chocolate tasting club. Eagerly awaited each delivery. My mum has been in The Chocolate Tasting Club for a couple of years now. This time, they were for me :)
The Chocolate Tasting Club is the loyalty club of the famous and delicious Hotel Chocolat, which has shops all over the country including an outlet in Harrods. The whole experience is really indulgent and true to the whole concept of tasting. With your much anticipated delivery of chocolates, you get your tasting menu and scorecard. Although it's also nice just to eat them!Friday, October 9, 2009
Cupcakes from Kent
via twitpic.com
The Kent Cupcakery make truly beautiful cupcakes. The designs are honestly so pretty, almost as the cliche goes.. too good to eat. I love getting updates via Twitter on what's just been baked. Such a great idea and use of social media. Here's the blog http://thekentcupcakery.blogspot.com/
Wednesday, October 7, 2009
Do advertisers have a responsibility to spell correctly?
I definitely think that advertisers have a responsibility to spell correctly. Advertisements are made to be seen and read by the general public and with the decline in writing ability, I think spelling correctly becomes even more important. Yes there is the argument about using language which is appropriate to the target market - 'round Essex' possibly works colloquially but in print, I have my doubts if this is right.
The Guardian followed up the campaign and avoided the 'round/around' issue by using 'cycle' through Essex. Whereas Google's 'Did You Mean' got it right with a 'Did you mean cycle around Essex'.
What do you think?
Tuesday, October 6, 2009
Things to consider in online PR
Today a friend asked me what Online PR was. Here's my topline summary:
Online PR is the process of using digital channels for communicating messages about a company, brand, product, service or person. This includes influencing online news channels, search engines, bloggers, forum discussions, social networks and video channels.
Before you can consider any of this, you need a home for your online PR efforts. This is your website and/or blog. A place that people hopefully want to visit, that people can find easily... and of course a place which is interesting, inspiring and useful for the people that visit it.
Making the most out of your website
Make sure that your business and marketing strategy is executed through your website. Ensure that your website communicates your messages in a consistent way but uses creativity to deliver the message so that it doesn't get tired. Create content that your target market wants to read, find out through other business channels such as customer service or site search statistics what that is for your company. Make regular content updates and create more reasons for people to keep visiting your website.
Use your blog to publish your own news releases, offer feeds to RSS readers and by email and provide ShareThis functionality to allow readers to share or bookmark your content. Make it useable.
Getting your story picked up by news channels
It is best to use an online PR distribution service to help you get your message to all the people that might be interested in seeing it. This includes journalists, international news sites, bloggers and various special interest groups. Popular newswire site PRWeb manages your press releases so that they don't get missed in the masses of PR that gets released every second of every day. PR Newswire is an alternative service that offers similar services. The following video explains in plain English how PR Web's newswire works:
Writing influential press or social media releases
It's not enough to just write a release and expect it to be of interest outside your company. Make sure that you find an angle and keep it concise and focused and keep it to about 400 words. If you make it timely to your audience it will be more relevant. Also use relevant examples that support your message. Don't forget to include images, quotations, video, or audio files as these add interest to the story. A short background on your company at the end creates context but doesn't detract from the main message.
Your press releases should not be the same as your advertising and they should not sound the same. Think about what people want to know, provide them with the facts and keep it objective. Marketing campaign headlines and copy are a definite no-no. Transparency is key in social media channels. See what PRWeb has to say about how to write an effective press release.
If you want your press release to be shared, make sure that it includes tags and links to the relevant news sharing and bookmarking sites such as Technorati, Digg, Delicious.
Optimising press releases for search engines
To be found by the search engines, your press releases need to be optimised for the web. This means that the press release needs to have search friendly headlines. The number of characters in a search engine friendly headline varies by source Jacob Neilson says on average 5 words, Digg headlines are 60 characters. It's important to include relevant keywords in the headline, in the description or summary and also in the body copy. Don't forget to include keywords on your images, video or audio files as these will be picked up too. SEO is important for online PR because this is how your content is picked up by the search engines to be found by potential readers.
Influencing bloggers
To be considered as part of the blogosphere you have to participate. That means, write a blog, comment on other people's blogs, link to other bloggers' posts. Not only is a blog the best place to update your content on an ongoing basis, it’s a permanent place for content on your brand to live on your website. Once you have your blog, make sure you keep it updated with relevant content that your target audience want to engage with. Interact with other bloggers, link to relevant stories that they have written and they will do the same if it's of interest.
Be warned that sending a press release randomly to a blogger that you have no relationship with, my result in a negative blog post. Or at the very least, amount to nothing. Also be aware that bloggers can now get fined up to $11,000 by the FTC by not declaring financial incentives they may be receiving for blogging on a particular brand, product or service.
Influencing social networks
Social networks are the new buzz in marketing. Neilsen report that social networks are now more popular than email. There are many different kinds of social networks; the most popular ones include Facebook, My Space, Twitter, Friendfeed and Linked In. More and more businesses are finding ways to integrate with social networks, providing reason for people to link with them. With 96% of US online retailers say that they either have or will have a Facebook Fan page and 91% will be using Twitter in the next year, marketers need to start focusing on the quality of their social media interactions. See more emarketer stats on social media adoption.
Presence on social networks needs to be engaging. What does your audience want and expect from your brand. Will they subscribe to you for news and information, like Mashable on Facebook and Twitter? Will they become a fan because your brand is cool and provides entertaining content, like Rubberduckzilla on Facebook. Are they interested in a new campaign you've created, like Lucozade Energy on Facebook? Do they want to know about offers, like DellOutlet on Twitter? Whatever your message is, you need to be delivering value in your social network activities or it will not work. Social networks are consumer spaces and they will link with you if you provide reason to, not just because you're there.
Becoming part of discussions
By monitoring what people are saying about your brand, your company, your products or your competitors on the web, you are more likely to be able to engage in real-time conversations. Buzz monitoring let’s you know who’s saying what, where they are saying it and when it was said. Social media monitoring services such as Radian 6 track real-time conversations and enable you to act quickly on the buzz whether you are responding to a sales request, customer service issues or reputation management issues.
Getting your message watched on video channels
The usage of online video continues to rise. Video is an effective way of communicating a message, particularly if it's explaining a new service, demonstrating a new product or showcasing interviews. Video is also a great to enhance creatively-led messages or enhance social media campaigns with video blogging posts. Video sites such as You Tube, Hulu, Vimeo and Metacafe provide content providers with the opportunity and network to upload videos which can be search for by hundreds of thousands of online video users.
Skills of a new PR person
In an online discussion about social media today, the skills of an online PR suggested and retweeted as being a mix of branding and marketing, search marketing, blogging, social media and someone technology capable. PR is an all encompassing discipline.
Online PR is the process of using digital channels for communicating messages about a company, brand, product, service or person. This includes influencing online news channels, search engines, bloggers, forum discussions, social networks and video channels.
Before you can consider any of this, you need a home for your online PR efforts. This is your website and/or blog. A place that people hopefully want to visit, that people can find easily... and of course a place which is interesting, inspiring and useful for the people that visit it.
Making the most out of your website
Make sure that your business and marketing strategy is executed through your website. Ensure that your website communicates your messages in a consistent way but uses creativity to deliver the message so that it doesn't get tired. Create content that your target market wants to read, find out through other business channels such as customer service or site search statistics what that is for your company. Make regular content updates and create more reasons for people to keep visiting your website.
Use your blog to publish your own news releases, offer feeds to RSS readers and by email and provide ShareThis functionality to allow readers to share or bookmark your content. Make it useable.
Getting your story picked up by news channels
It is best to use an online PR distribution service to help you get your message to all the people that might be interested in seeing it. This includes journalists, international news sites, bloggers and various special interest groups. Popular newswire site PRWeb manages your press releases so that they don't get missed in the masses of PR that gets released every second of every day. PR Newswire is an alternative service that offers similar services. The following video explains in plain English how PR Web's newswire works:
Writing influential press or social media releases
It's not enough to just write a release and expect it to be of interest outside your company. Make sure that you find an angle and keep it concise and focused and keep it to about 400 words. If you make it timely to your audience it will be more relevant. Also use relevant examples that support your message. Don't forget to include images, quotations, video, or audio files as these add interest to the story. A short background on your company at the end creates context but doesn't detract from the main message.
Your press releases should not be the same as your advertising and they should not sound the same. Think about what people want to know, provide them with the facts and keep it objective. Marketing campaign headlines and copy are a definite no-no. Transparency is key in social media channels. See what PRWeb has to say about how to write an effective press release.
If you want your press release to be shared, make sure that it includes tags and links to the relevant news sharing and bookmarking sites such as Technorati, Digg, Delicious.
Optimising press releases for search engines
To be found by the search engines, your press releases need to be optimised for the web. This means that the press release needs to have search friendly headlines. The number of characters in a search engine friendly headline varies by source Jacob Neilson says on average 5 words, Digg headlines are 60 characters. It's important to include relevant keywords in the headline, in the description or summary and also in the body copy. Don't forget to include keywords on your images, video or audio files as these will be picked up too. SEO is important for online PR because this is how your content is picked up by the search engines to be found by potential readers.
Influencing bloggers
To be considered as part of the blogosphere you have to participate. That means, write a blog, comment on other people's blogs, link to other bloggers' posts. Not only is a blog the best place to update your content on an ongoing basis, it’s a permanent place for content on your brand to live on your website. Once you have your blog, make sure you keep it updated with relevant content that your target audience want to engage with. Interact with other bloggers, link to relevant stories that they have written and they will do the same if it's of interest.
Be warned that sending a press release randomly to a blogger that you have no relationship with, my result in a negative blog post. Or at the very least, amount to nothing. Also be aware that bloggers can now get fined up to $11,000 by the FTC by not declaring financial incentives they may be receiving for blogging on a particular brand, product or service.
Influencing social networks
Social networks are the new buzz in marketing. Neilsen report that social networks are now more popular than email. There are many different kinds of social networks; the most popular ones include Facebook, My Space, Twitter, Friendfeed and Linked In. More and more businesses are finding ways to integrate with social networks, providing reason for people to link with them. With 96% of US online retailers say that they either have or will have a Facebook Fan page and 91% will be using Twitter in the next year, marketers need to start focusing on the quality of their social media interactions. See more emarketer stats on social media adoption.
Presence on social networks needs to be engaging. What does your audience want and expect from your brand. Will they subscribe to you for news and information, like Mashable on Facebook and Twitter? Will they become a fan because your brand is cool and provides entertaining content, like Rubberduckzilla on Facebook. Are they interested in a new campaign you've created, like Lucozade Energy on Facebook? Do they want to know about offers, like DellOutlet on Twitter? Whatever your message is, you need to be delivering value in your social network activities or it will not work. Social networks are consumer spaces and they will link with you if you provide reason to, not just because you're there.
Becoming part of discussions
By monitoring what people are saying about your brand, your company, your products or your competitors on the web, you are more likely to be able to engage in real-time conversations. Buzz monitoring let’s you know who’s saying what, where they are saying it and when it was said. Social media monitoring services such as Radian 6 track real-time conversations and enable you to act quickly on the buzz whether you are responding to a sales request, customer service issues or reputation management issues.
Getting your message watched on video channels
The usage of online video continues to rise. Video is an effective way of communicating a message, particularly if it's explaining a new service, demonstrating a new product or showcasing interviews. Video is also a great to enhance creatively-led messages or enhance social media campaigns with video blogging posts. Video sites such as You Tube, Hulu, Vimeo and Metacafe provide content providers with the opportunity and network to upload videos which can be search for by hundreds of thousands of online video users.
Skills of a new PR person
In an online discussion about social media today, the skills of an online PR suggested and retweeted as being a mix of branding and marketing, search marketing, blogging, social media and someone technology capable. PR is an all encompassing discipline.
Phil Kotler explains Marketing 3.0 in one slide - Holy Kaw!
Wish I'd been there to see this presentation. Philip Kotler breaks down modern marketing to getting into the Mind, Heart, Spirit of the INDIVIDUAL by tailoring COMPANY Mission, Vision and Values to Satisfy, Aspire and show Compassion to the Individual.
Resulting in being Better, Differentiation and making a Difference.
To me there is nothing with the values and how to do it but it is the tailoring to the Mind, Heart and Spirit of the consumer that is new. I like this.
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