von Roland Hachmann | Nov 26, 2006 | Blog, Digital Culture, Digital News, Online Advertising
I haven’t done this in a while, since I prefer proper Blogposts to link lists, but here is a bullet point list of articles about „web 3.0“:
- Robert Scoble writes about Bill Gates and the fact that Bill Gates thinks we’re again in some sort of bubble. Also providing his own view why he thinks that this is not necessarily true.
- Dan Farber from ZDNet also thinks that Web 3.0 is bubbling up. And it will be the Semantic Web.
- The NY Times Article announces Web 3.0 and is seemingly widely discussed. If anything, there is one interesting point:
In its current state, the Web is often described as being in the Lego phase, with all of its different parts capable of connecting to one another. Those who envision the next phase, Web 3.0, see it as an era when machines will start to do seemingly intelligent things.
- Ross Mayfield says there is no „Web 3.0“ and calls it a Marketing Desaster.
It is about the semantic web, which is fine, generally speaking. But I just think there is too much future-hype in this. Web 2.0 hasn’t even happened for the average Joe-on-the-Web. It’s entertainning to think about how „Web 3.0“ will look like, but let’s still focus on Web 2.0 for now, ok?
von Roland Hachmann | Nov 25, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising
Robert Passikoff writes about seven brand and marketing trends for 2007
He starts of with a nice quote:
Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�
And then continues pitching his company USP:
but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.
The 7 trends are (*drumroll here*):
- An ongoing emphasis on “engagement.�
- More reliance on consumer-generated content.
- More, more branded entertainment.
- Media planning will become more “touch point� focused.
- Using technology and engagement to better communicate with consumer expectations.
- Expanding the potential of Websites, blogs, and the digital world.
- Innovation and loyalty will matter more.
Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.
von Roland Hachmann | Nov 21, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising
Wow, this sounds great:
…the six-minute-long interactive movie is in the „choose you own adventure“ style and generates 16 different endings depending on the choices of the audience. During the adverts the audience are given 4 different questions to answer and which they need to text to a given number. The final version of the movie is compiled from the clips that gather the most votes (which is all handled digitally). (via Adverblog)
There also is a campaign site offering the same for the home viewer. First, you select which type of scenes you want (my portuguese is not so good, so I just chose randomly):
and then you can see your „selfmade“ movie:
Even though the idea of the campaign site is nice, the WOW-effect of sitting in a movie theater and being able to influence what’s on the big screen is of course much more amazing.
However, I hope they let it run 2-3 times at least, because if they only do that once, you won’t be able to getting a feeling how the movie changes from time to time and might even assume that it’s the same movie every day…
von Roland Hachmann | Nov 19, 2006 | Ad News, Blog, Digital Marketing, Digital News, Online Advertising
Jason Calacanis writes about the „real story“ of Advertising 2.0:
The real story of Web 2.0 has little to do with the bells and whistles and everything to do with the stunning growth of online advertising.
He provides a graph with online ad spent per year since 1997 and puts a straight line from ’97 until today, which is, of course, a steep, straight line. (I hope he doesn’t analyse his real money investments the same way!)
He also doesn’t think that the spike over the past year is another bubble, but instead says that the curve is just getting steeper in future, for the following reasons:
a) there are more advertisers online today.
b) it’s getting easier to spend money online
c) Google Adsense/Adwords (a huge part of part B above)
d) Yahoo, MSN, AOL, and Google reaching scale, which in turn allows major advertisers to reach comparable audience sizes to TV
e) audiences shifting from TV, radio, and magazines to the Internet.
All of these seem plausible. Of course one might say: „we thought the same back then in 2000, just for different reasons“, but Jason also shows a second graph with a line ca. 15% less steep, which still is impressive. He suggests to believe the long-term hype and I agree.
Growth rates are probably going to be huge for while. Not necessarily because the medium is more attactive than others (though I think it is at least for some purposes), but purely because there still is a long way to go, until the medium is an everyday medium like the other media – both for the broad audience and for marketers.
(via)
von Roland Hachmann | Nov 18, 2006 | Blog, Digital Culture, Digital News
… that was the subject line of an email I just received. From myself, from exactly 1 year ago! Last year exactly on the 18th of November I tested the tool by Forbes and Codefix, with which you could send emails to yourself in the futuer. I tried 1 year, 5 years, etc. up til, I think 20 years. I was doubting whether it would really work, but here is the answer for the 1 year email:
Greetings from your past. In the fall of 2005, you agreed to receive this message, which has been preserved for a year in the Forbes.com E-Mail Time Capsule. For more details, visit http://www.forbes.com/capsule
Here is the text of your message:
Hi Du selbst,
Dies ist ein Test. Vor einem habe ich eine email via Forbes und Yahoo! and mich selbst geschickt.
gruss,
Roland
Now I am curious, if I will really get an email in 20 years, too. I will be 54 then and might not even remember this and delete the „spam“.
von Roland Hachmann | Nov 16, 2006 | Blog, Digital Culture, Digital News, Mobile Marketing
Burger King, MasterCard Sponsor Specialized Mobile Web Content writes Clickz. Both brands seem to have already gathered some experience with mobile applications. Now they have partnered with content providers for some new projects:
Men’s lifestyle magazine Maxim is now offering specialized content for mobile devices found at mobile.maxim.com, including jokes of the day, forums, and even streaming videos of „Girls of the Day.“ To do this they’ve partnered with fast food giant Burger King as sponsor.
And Mastercard:
MasterCard Worldwide has partnered with Fox to create a series of 26 short episodes for mobile devices based on the television series „Bones“ with mobile episodes entitled „Bones: Skeleton Crew.“ In addition to sponsoring what it’s calling Mobisodes, MasterCard will also be incorporated into the storyline.
Slowly, brands are moving into this space, gaining knowledge with this new channel. I appreciate it, because mobile is the future, no matter how small the displays of our phones and PDAs are today – at some point a majority of grown up teens with SMS-thumbs and 2.5 square inch wide eyes will resemble a non-ignorable base.
Wo ich sonst so bin...