Posts Tagged ‘digital’
9 Digital Marketing Mistakes I Won’t Make Next Year – Advertising Age – DigitalNext December 30th, 2009
Original here: 9 Digital Marketing Mistakes I Won’t Make Next Year – Advertising Age – DigitalNext.
- I will not get seduced by any new digital marketing toy just because some industry pundit thinks it’s the coolest thing to hit the street. Nor will I believe every promise made by every new marketing technology company.
- I will not abandon common sense in digital marketing and be blinded by digital agencies’ promises that their “new” campaigns will go viral and get millions of people engaged. I will continue to listen to my gut and if it sounds too good to be true, that’s a red flag warning I will heed.
- I will not abandon newspaper, magazines, radio and other forms of traditional media if it is the right vehicle. No matter how sexy digital media may seem because of the perceived lower cost, I will continue to create integrated programs that weave together the best of both the traditional and digital worlds.
- I will not give up my attachment to e-mail marketing. Sorry folks — but e-mail marketing done well drives real business results. If your e-mail campaign did not work, either you had a bad list or an inadequate call-to-action or maybe your agency did not know what they were doing.
- I will not be fooled into thinking that the ad market is going to rebound in 2010. Nope. The ad market will continue to be buffeted by the tides of an evolving economic landscape and by consumers’ ever fickle attraction to new tech toys like mobile devices. These trends will continue to dampen ad revenue for publishers for some time to come.
- I will not blindly follow Google as they chow down every tech industry from telecom to digital publishing in their relentless march toward digital dominance. In the process, they stifle competition and kill real innovation by companies who deserve to succeed.
- I will not diminish my slavish devotion to data-driven marketing no matter what new platforms come out that can behaviorally target any audience any way I wish. I know, I know — the BT folks can slice and dice an audience so many ways that it makes a marketer salivate. But unless I can see, touch and feel the data, I will pass for now.
- I will not start following every Tom, Dick and Jane to gain more Twitter followers. OK, so I only have about 185 folks following me but at least I know they read what I tweet. Quality, not quantity, is what drives social media.
- And my final un-resolution: I will not try appear to be “30-something” (with a suitable amount of hair product) just because I love digital marketing. I know that the median age of people in digital marketing tends to be 27, but my depth in this space has yielded real-world, hard-won recognition. What you see (gray hair and all) is what you get.
Tags: advertising, digital
Posted in advertising | Comments (0)
The second coming of Gossage June 20th, 2009
stumbled across this article online, called “The second coming on Gossage”. The text is auf Deutsch, as it were, so I’ll just translate the relevant part, which is:
Jedenfalls: Wenn Sie diese Zeilen hier lesen, werden wir schon jurieren. “Cyber” nennt sich meine Abteilung und es ist, das muss ich schon sagen, die spannendste Kategorie im ganzen Bewerb. Nirgendwo sonst ist noch derart viel Neuland zu entdecken und nirgendwo sonst kommt man näher an die Menschen, denen man näher kommen will.
Ich muss viel an Howard Gossage denken. Daran, wie er Werbung betrieben hat: Eine Kampagnenidee auf ein leeres Blatt schreiben, daraus eine Anzeige machen und auf die Reaktionen des Publikums warten. Aus diesen Reaktionen neue Anzeigen machen und wieder auf Reaktionen warten. So entsteht eine Kampagne, deren Verlauf vorher nicht absehbar ist. Die Kampagnen entstehen im Gehen, sozusagen. (Unter der nicht unwichtigen Vorsaussetzung allerdings, dass das Ziel klar definiert ist, bevor die Reise losgeht.)
Which, to paraphrase, really talks about why the web is so exciting as a medium for ideas. Even with people and creativity trawling through it, there’s immense potential in generating new narratives and fantastic brand conversations. He goes on to reminisce that Gossage’s campaign idea of communicate-feedback-optimize-communicate-feedback-tweak-communicate; i.e. testing your “offer” or “communication”, figuring out what works, what doesn’t, then rapidly altering the “offer” or “communication” – is really what it’s all about now.
It’s sad that most campaigns in the digital space that I’ve seen in India don’t do this yet, don’t even attempt it. Active engagement and versatility is the key to a great campaign online. And this needs to first change at a servicing level. You aren’t selling a “website” or a “creative” or a “campaign” to the client; you’re selling his product or brand for him. Your communication needs to open up suitable narratives, which can only be done if you have a conviction for, and understanding of, the digital space itself.
I do client service and rudimentary planning across brands that flit in and out of media depending on the message; but I’ll venture over the next few weeks to lay out observations and ideas on how to service and plan for digital or multimedia accounts, because there seems to be a general dereliction with regards to thinking ideas through in this space, at first a managerial level; and consequently at a creative level. You can’t sell a great idea if you don’t understand it yourself, after all.
Tags: account planning, advertising, client service, communication, creativity, digital
Posted in Opinion, reflections | Comments (0)
