von Roland Hachmann | Dez. 4, 2006 | Blog, Digital Marketing, Digital News, Online Advertising, Social Media Marketing
Micro Persuasion points me to a piece of research about the fact that:
The online world is just as important as the real world, feel a large portion of internet users in the United States. […] 43 per cent of internet users who are members of online communities „feel as strongly“ about their virtual community as their real world community.
I wonder if those figures are similar in Germany or Europe in general. What also means, especially for us marketers: build a strong community around your brand (in any way possible: blogs, forums, etc.) and you should – in theory – reach a certain level of relevance and „feel strongly“-factor for your brand.
von Roland Hachmann | Okt. 12, 2006 | Blog, Digital Marketing, Online Advertising
Joseph Jaffe is asking us to take part in his „exercise in futility“.
He asks us to leisurely watch television and then answer a few apparently easy questions:
- how many commercials in totality do you think you watched?
- how many commercials did you remember?
- of these commercials, how many brands did you remember (as opposed to „the one with the bunnies“
- of these commercials, how many do you think told you something you didn’t know, offered up something of value, made you think differently about the brand and/or made you want to buy (or consider to buy) that particular brand/product/service
- Bonus assignment: did any one or more commercials strike you as being particularly original, progressive, innovative in terms of message, call-to-action etc.?
I can see his point. But do take into account: if there was a similar questionnaire about regular online advertising, the result would be similarly bad (or even worse). If I read his book right, then his point is more about the irrelevance of this kind of advertising. Push advertising, unasked for, without any engaging element to it…
Wo ich sonst so bin...