aha!

Closer to ROI measurement.

MediaPost Publications Del Monte Adopts Encore Attribution Ad Model To Credit Impressions, Clicks 03/21/2011:
Having the ability to track attribution becomes increasingly important, since management wants to know the ROI for each Facebook investment. Since zero transactions occur on Facebook, Chavez needs to quantify the time consumers spend with the brand.

Technorati Tags: ROI, socialmedia

Eric Schmidt sees a" 200 $ bn ad biz"

The Future Of Display Advertising (It's Bigger Than You Think) | Six Pixels of Separation - Marketing and Communications Blog - By Mitch Joel at Twist Image:

... there is only so much that a creative can do in terms of content, but the size of the display ad's physical space is an issue as well. No matter how big a display ad is, it's still a fairly limited physical space. This makes it a lot less interesting for the majority of advertising creative-types to get excited about. Something has to give. If not, the industry will always be faced with a lack of desire for creative directors to really focus (and care) about display advertising.

"People read what interests them. Sometimes it's an ad." Gossage's thinking still applies. And it's never been easy.

Technorati Tags: banner ads, puppy

Brian Eno: Improvising Within The Rules : NPR

Brian Eno: Improvising Within The Rules : NPR:
Mr. ENO: Yes. Well, I'm often looking at different ways of creating sort of structures within which improvisations can take place to direct them somewhere interesting. Because the problem with improvisations is that, A, people tend to play within their comfort zone, so - the best things are achieved in a state of surprise, actually. And the second thing is I want to get set up ways of getting people to shut up sometimes. 'Cause the other big problem with improvisation is that everybody plays all the time unless told not to.

So, there are lots and lots of ways of approaching both of these issues. One of them is sort of by role playing, by saying, let's imagine a kind of music that hasn't yet existed.

(Soundbite of music)

Mr. ENO: I imagine that we are living 20 years from now or 50 years from now and we're reading a review. I often write the review of a concert that we're supposed to have seen or has happened where we've seen 25 North African Arabic musicians who have a Japanese bandleader. And they're playing a new kind of music called neagata(ph) machine techno, which appeared in the suburbs of Tokyo in the year 2020. And then I make a description of what that music is like and then we try to make it.

(Soundbite of music)

Mr. ENO: So, sometimes I have quite sort of involved frames that we are working within. But other times very simple ones, like the rule which says you can only use the extremes of your instrument, top or bottom 10 percent of its range. Or you can only play when so and so is playing, when this other person's playing; when he stops you stop. Just little rules like that, and they really aren't sacred in any way. They're very much ad hoc and they're really there to push us into a new place.

Technorati Tags: briefing, collaboration, unified requirements writing

Setec Astronomy | Six Pixels of Separation - Marketing and Communications Blog - By Mitch Joel at Twist Image

Setec Astronomy | Six Pixels of Separation - Marketing and Communications Blog - By Mitch Joel at Twist Image:

Someone recently asked me about a Social Media course that was taking place and if I knew the instructor. I did not. Like the person asking the question, I went online and discovered that the individual leading this intensive session has no credible digital footprint. While they have a respectable job title, their LinkedIn profile was out of date. They have a handful of Twitter followers, but have not updated their status in the past six months and most of the tweets prior to that are repetitive Foursquare check-ins to their work, gym and a local bar (digging a little deeper it's clear that they were trying out Foursquare but dropped it in short order as well). They have no Blog, Podcast, YouTube clips or flickr stream. It's hard to even find places online where they have commented on other people's Blogs. They do have a Facebook profile, but the last update was a few weeks ago, and it was a link to a project they were working on.

Technorati Tags: digital credibility

expect a 'Social Business Suite'

The Stack: The Fifteen Classes of the Social Business Software Suite (Q4, 2010) « Web Strategy by Jeremiah Owyang | Social Media, Web Mark

Technorati Tags: New Normal, social software, socialmedia, vision

There is no way around this if you want to do outstanding creative work.

sketching and the guts of phones- lessons from planningness :: Influxinsights:
Instead of talking about applications and ad units, he suggested the thing we need to develop great ideas is to understand what's inside the guts of a phone or mobile device.

To me, most attempts at trying to get to mobile ideas involve looking at competitive applications and trying to put a twist on them. Heathcote's way suggests creatives need to know about all the functionality like- accelerometers, voice recognoition, smile recognition, the microphone, the speakers, etc and think about how they might play with those and perhaps even combine them.

Technorati Tags: briefing, collaboration, interpretive manager, unified requirements writing

Leveraging of marketing technology is ultimately a marketing mission, not an IT mission.

A perfect storm for marketing technology:
marketing technology factors driving new ventures



1. Marketing spend. Marketing and advertising spend in the U.S. for 2010 is expected to be about $368 billion — but for the first time, online and digital strategies will get more money ($119.6 billion) than print media ($111.5 billion). This worldwide migration of old media dollars into digital initiatives represents a huge market and transfer of wealth.

2. Cloud computing. With SaaS offerings, marketers can adopt new marketing technologies without having to invest in huge capital expenditures or lengthy (and risky!) on-site IT integration. This dramatically reduces the hurdles to buying — and selling — new solutions.

3. Trackable medium. The tremendous transparency and accountability facilitated by digital channels makes value propositions relatively easy to quantify and measure. The net effect is to make it easier to justify purchases that can deliver results.

4. Disruptive innovation. In a mature market — say, relational database software — it's harder for new entrants to elbow their way in among the established giants. But in a greenfield market such as marketing software, all of the players are effectively new entrants. This lowers the barriers to entry.

5. Software economics. Generally, it's a relatively low-cost proposition to experiment with the seeds of new software development. Quickly build a prototype, try it out, and if it works, incrementally build from there. And if it really takes off, the economics of scaling a fixed-cost development are attractive. This too lowers the barriers to entry.

Collectively, these factors create an immensely fertile environment for new ventures in marketing technology.

The result is predictable: there's going to be a lot more marketing technology flooding the market in the years ahead.

How can marketers, executives, and agency leaders make sense of it all? Now might be the time to consider establishing a chief marketing technologist role — essentially a marketing CTO — as part of your marketing leadership team.

There is simply no way around this. If you believe you're to old for it, you better sell out now.

Technorati Tags: brand, puppy

Simultaneous screen usage is the New Normal.

Wurtzel Comes Back From the Future:
After returning from 17 days immersed in NBC’s Vancouver Billion $ Media Lab 2.0, when asked how it went, Alan Wurtzel said “Incredible. We saw, monitored and recorded behavior across three screens that gave us a real and actionable look into the future.” At Tuesday’s lunch at ReThink 2010, Alan will report out publicly for the first time on the learning from their ground-breaking experiment. In his presentation Alan will cover at least “four big stories”...

1. Simultaneous screen usage is the new normal.
2. The more screen use, the more viewing ... as much as 4X more!
3. Mobile is (almost) ready for prime time.
4. Social media (twitter, for example) is small in numbers but big in impact.

The Vancouver Billion $ Lab 2.0 involved unprecedented collaboration among companies that significantly advanced the learning over the Beijing Lab 1.0.
Collaborators included Nielsen, Insight Express, Arbitron, TiVo, immi and Keller Fay.

Technorati Tags: mobile, New Normal, screen usage, socialmedia

Non è solo terribile il 48° posto dell'Italia.

The Global Competitiveness Index Analyzer 2009-2010:

E' terribile la poca reazione nei media ed è terribile che tutti i paesi che circondano l'Italia sono distanti, anche la Slovenia al 37°. E più a lungo guardo i singoli parametri nel paragone con altri paesi più ho l'impressione che il problema italiano è morale, perché la salute c'è.

Technorati Tags: insight, vision

L'effetto che la comunicazione dell'azienda ha sui collaboratori.

Corner Office - Alan Mullaly - Planes, Cars and Cathedrals - Question - NYTimes.com:
The more senior your management position is, the more important it is to connect the organization or the project to the outside world.

La "outside world" è anche la realtà sociale dei collaboratori. Per loro poter essere fieri di quello che fanno e soprattutto poter contare sul fatto che gli altri sappiano quel che fanno (e non da loro) è una delle principali forze motivanti. A questo aspetto della pubblicità si da troppo poco peso.

Technorati Tags: vision, puppy