Seven Brand and Marketing Trends for 2007

von | 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*):

  1. An ongoing emphasis on “engagement.�
  2. More reliance on consumer-generated content.
  3. More, more branded entertainment.
  4. Media planning will become more “touch point� focused.
  5. Using technology and engagement to better communicate with consumer expectations.
  6. Expanding the potential of Websites, blogs, and the digital world.
  7. 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.

A web2.0 brand map of your digital identity.

von | Nov. 12, 2006 | Blog, Digital Culture, Digital News

Again, german blogger Robert Basic pointed me to something interesting: the digital identity map by Frédéric Cavazza.

A „map“ with all the web2.0 names you could possibly sign up with nowadays. (Did we need to sign up for bloody everything during web1.0, too, or is signing up just a 2.0 phenomenon?)

Unfortunately, I still don’t read french perfectly, even after a year in Paris, but for those who do, check out the theoretical derivation of this map.

For everyone else, just check out the map, it’s self-explanatory enough as it is:

DIGITAL UTOPIA / A new breed of technologists envisions a democratic world improved by the Internet

von | Nov. 11, 2006 | Blog, Digital Culture, Digital News

In an article with the headline „DIGITAL UTOPIA A new breed of technologists envisions a democratic world improved by the Internet“ Dan Fost writes about the Hippie-esque dream of the social web:

Dubbed Digital Utopians by some, and Web 2.0 innovators by others, this latest wave of tech gurus champion community over commerce, sharing ideas over sharing profits. By using Web sites that stress group thinking and sharing, these Internet idealists want to topple the power silos of Hollywood, Washington, Wall Street and even Silicon Valley. And like countless populists throughout history, they hope to disperse power and control, an idea that delights many and horrifies others.

All very idealistic, and considering the following quote, Web2.0 seems to simply follow on an ageless debate:

The core of the Web 2.0 movement resurrects an age-old debate about governance and democracy, one that was argued by political philosophers such as Jean-Jacques Rousseau and Alexis de Tocqueville: Are the benefits of democracy — taking advantage of what Web 2.0 proponents call the wisdom of the crowds — worth risking the dark side of mob rule?

Tim O’Reilly, who coined the term, doesn’t quite see it that way:

Yet while people, perhaps reacting to the greed that fueled the IPOs of the dot-com years, saw in Web 2.0 a chance to create a new collectivism, O’Reilly said, „I don’t see it that way at all.“

Web 2.0, he says, is about business.

He says many tech movements start out with similar idealism, only to give way to capitalism. For instance, O’Reilly says, Napster introduced file sharing, but now iTunes has people comfortable with paying for music online.


Interesting article, and an inspiring (yet rather useless) discussion.