I’m nervous, seriously nervous. In a few hours, in the Olympic stadium in Rome, FC Barcelona (or “Barca,” as its supporters call it) will face Manchester United, the other soccer superpower, in the game of all games, the final of the UEFA Champions League, the most important club competition in Europe (and the world, for that matter). Both teams have already won two trophies this season (their national leagues and national cups, respectively), and a victory in Rome would see either one clinch the “treble.” For Barca, it would be a historic accomplishment–no other Spanish soccer team has … Read more
I'm still processing the many great insights from the next09 conference in Hamburg, Germany, one of Europe's leading digital-creative-marketing forums. This year's theme was "Share Economy," and the 1,300 attendees consisted of European VCs and angel investors, Web 2.0 entrepreneurs, media, creative agencies, and executives from German corporations (from BMW and Deutsche Bank to Deutsche Telekom).
Jeff Jarvis: "The Great Restructuring"
By Kristina Loring
With the Twittersphere reaching critical mass, lots of companies are establishing accounts to speak directly with customers, monitor their brand, and respond to questions and rumors. Most of them are using the microblogging service to become more transparent and as a trustworthy resource for their followers, while also exposing a more personable aspect of their brand.
Here are some examples, researched by Brilliant Ink, a communications agency specializing in strategic messaging and content development:
I just came back from the next09 conference in Hamburg, one of Europe's leading digital/creative/marketing forums that stands out in the conference circuit because of its unique German-international focus (bilingual program, 80 percent international attendees, many international speakers). This year's theme was "Share Economy," and the 1,300 attendees comprised of European VCs and angel investors, Web 2.0 entrepreneurs, media, creative agencies, and executives from German corporations (from BMW to Deutsche Bank to Deutsche Telekom).
In talking to many German attendees, my impression was that the German creative community shows no … Read more
Marketers face three types of media as channels of interaction with their audiences: paid media, earned media, and owned media. We know that in today's hyper-relational, atomized micromarkets, paid media's effect is somewhat limited. The days of broadcasting one-way messages via mass media are gone. Traditional advertising is struggling to cut through the clutter in an economy in which attention is the scarcest resource. Most ads are ignored or perceived as spam.
Earned media, on the other hand, has the merit of third-party credibility, and it reaches people when they are opted in and value the information. Media … Read more
Famed Silicon Valley venture capitalist and Internet entrepreneur Guy Kawasaki offers a colorful interview with Frog Design founder and legendary designer Hartmut Esslinger. Hartmut discusses his philosophy on design and his new book "A Fine Line: How Design Strategies Are Shaping the Future of Business," to be published in June by Jossey-Bass. Hartmut talks about how Steve Job’s brain works and why the world’s richest companies continue to put out “crappy” products. Hartmut also reveals his top 10 best and worst products of all time.
Here's the article: The Inside Scoop on Design: Ten Questions with Hartmut Esslinger.&… Read more
For many years in the television marketing world the mantra about the future has been the three c's: choice, convenience, and control. Marketers believed consumers wanted more media choices, more convenience of viewing (remotes, VCR, DVR), and more control over their viewing.
Today, technology enables the balance of power to shift from the media provider to the consumer. It's now a world of infinite media choice, total convenience for consumers to view whatever they want whenever they want, and control so that no longer do they have to be in front of their TVs at 8 p.m. … Read more
Has it finally arrived, the post-advertising age? Advertising Age, nomen est omen, recently ran a story on the blurring line between commercial and editorial content, as media companies are facing a fiercely competitive marketplace amid declining advertising budgets (according to the Newspaper Association of America, advertising revenue in 2008 decreased by 17 percent, to $38 billion), and the looming crisis of the news industry as a whole (see Clay Shirky’s seminal essay on "Newspapers and Thinking the Unthinkable").
As if to further prove the point, the Los Angeles Times carried a Page 1 advertisement on Thursday that … Read more
One of the great things about working at a creative firm is that there's so much creativity around that it sometimes takes non-client-related work to fully channel it. From time to time, my colleagues at frog design embark on concept work for magazines to explore new territory and flex their skills.
The latest piece is a special project for Forbes' Special Report on Identity: The Troika card, a concept for a smarter Social Security card with a multifunctional screen that turns your identity card into a gadget. "Of the three forms of identification we have in the States--the … Read more
I wrote earlier that "marketing with meaning" has the ability to "activate" customers. An effective way to activate customers is by activating the dormant social networks they inhabit (often without even knowing it). While social networking has visualized the so-called six degrees of separation, all business transactions have a social component and can be seen as expressions of the underlying social micro-universes, the "worlds within worlds," in which--shifting time and place--individuals travel and interact. As marketers face the daunting challenge of connecting with fragmented audiences that are increasingly split into billions of social atoms … Read more