von Roland Hachmann | Aug. 20, 2007 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News, Online Advertising, Social Media Marketing
Just a quick note: this could be interesting: apparently, after all the bookmark, photo and video sites, there is one new „user generated content“ thing for which VCs put up their money: online games.
Sofar, we have two sites racing for the jackpot: Kongregate and YoYo Games.
I doubt the potential is as big as for any of the other typical Web 2.0 sites, simply because it is so much more difficult to conceptualise a computer came, with all its rules, scenarios, player modes, levels, etc.
At the same time I am sure the market is still big enough for good advertising potential, since people will probably spend even more time on these online games portals than they will on Youtube.
(The only thing the sites need to make sure: that the players will see a range of ads, even though they are most likely spending a lot of time on a single page. Remember the discussion about the death of the page view?)
von Roland Hachmann | Aug. 9, 2007 | Ad News, Blog, Digital Marketing, Digital News, Marketing, Mobile Marketing, Online Advertising, Social Media Marketing
von Roland Hachmann | Aug. 7, 2007 | Ad News, Blog, Digital Culture, Digital Marketing, Online Advertising, SEO / SEA, Social Media Marketing
Some more ramblings on advertising on social networks, as I have written about it lately already: Sean Carton also thinks that advertising on social networks won’t work properly using regular ads. His point of why widgets might be the better solution (and I agree):
This is why widgets have been getting so much play lately: they don’t intrude on the user experience. Yeah, they’re branded. Yeah, they’re obviously a product of crass commercialism, but when done well they enhance rather than detract from the experience. They can become part of the conversation you’re having with friends and acquaintances, not an interruption of that conversation. Are widgets the answer to how advertising can work in social networking?
Not at all, but they’re a beginning. The answer will become apparent when we think outside of the ol‘ display advertising box and start to imagine ways we can work with the essential nature of social networking, rather than against it.
How can we join communities of interest in an authentically helpful way? How can we give consumers the tools to facilitate their conversations about our products or services (conversations they’re going to have anyway, with our without our help)? How can we help connect them to get help, advice, or suggestions from others (Dave Evans has a few good ideas)? How can we make it easier for true believers and brand fans to do the selling for us (or help recruit new fans)? How can we work with what’s going on rather than against it?
The question is, whether this is really a solution for all advertisers. Also, these considerations, same as the debate about the effectiveness of contextual ads only focus on the click rate as the only measure of success. I know, I know, we’re in the interactive space, so why go back to the old ad measurement models?
But then again, an eyeball is an eyeball and nobody can deny the value of attention of these eyeballs. Even if the click rate suggests failure, the message might have stuck. Don’t you think? Otherwise you would reduce the awareness and brand building capabilities of the online space to a story of how many people clicked, not how many people saw and remembered the message. That can’t be right, can it?*
But, going back to Seans point: yes, let’s rather entice the consumers with something of value. Something that provides this value at a point in time and (web-)space, where the consumer will most likely associate the best positive times with your brand because of your contribution to their needs and preferences. If it can be done best on social networks providing widgets (at least for now), then think of a good idea and go do it!
(*I am not oblivious at all to the fact, that interaction with the ads (i.e. clicking and interacting with the subsequent pages) will reinforce the message, make the whole awareness campaign x-times more successful!)
von Roland Hachmann | Juli 25, 2007 | Ad News, Blog, Digital Marketing, Digital News, Marketing
Brandweek features a good, summarising, article of what brand marketers should take into account when dealing with all stuff „web 2.0“.
The user-generated content upheaval—manifested in blogs, podcasts, videocasts and wikis—is quite real, and so is the revolution of consumer empowerment. But despite the resultant chaos, brand managers simply must learn to maintain a balanced perspective. Yes, the digital media environment is being democratized, but that doesn’t mean that you have to turn the keys to your brand over to the digital inmates of the Web 2.0 asylum.
That is a bit harsh. „Digital inmates of the web 2.0 asylum“! But in a way he’s right. Brands do not have to respond to every web 2.0 challenge, just because someone thinks it could be fun if the brand did. Just like you, yes you, dear reader, wouldn’t just jump of any bridge, just because someone else thinks it’s fun. Brands need to engage with their target audience in a way that is true to their core brand personality. That implies that some brands might actually engage more carefully and less openly than others.
Brands might also take very different approaches in the way the open up the conversation with their target audience. But to some degree, they will all have to:
If you’re to have any hope of maintaining your brand equity in the Web 2.0 world, you must begin by assuming that while your happy customers will remain silent, your critics will be all too happy to denounce you online. So you might as well provide the place for discussion and retain some control of how the dialogue develops. An invitation to the public to air its views need not, however, be a free-for-all. You should take a hard-line on obscenity, vulgarity, hate speech and intolerance. You may even want to curb anonymity to raise the overall civility of the discourse.
Regard this as an opportunity: you never had the chance to learn so much about your customers. Providing an open platform for your customers gives you the ultimate opportunity to learn about the opinions of your target audience – you can even find out about the tonality they prefer, which in turn can help you (or rather your agency) write better advertising pieces.
Engage your customer, ignore the hype and don’t fear the revolution—whether it’s downloaded from iTunes, read from blogs or stolen from YouTube.
Funny! This reminds me of:
- „The revolution will not be televised“ – Gill Scott Heron
- „The Television will not be revolutionised“ – (I think it was Joseph Jaffe, who said that in one of his podcasts)
But the quote I find the most useful – and it is also something I keep telling everyone:
there’s also no single ‚right way‘ to manage in the reality of the Web 2.0 world. Be prepared to experiment.
von Roland Hachmann | Juli 24, 2007 | Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, SEO / SEA, Social Media Marketing
Sean pointed me to an old article that takes us down memory lane. It’s about the gold rush feeling some 12 years ago. The hopes and expectations were as high as today, but the numbers behind „the web“ were much smaller. Here is a couple of quotes, plus my own thoughts of what has changed in the last 12 years.
It’s that huge body of potential consumers that has businesses scrambling to get onto the Web, to which 6.64 million computers are already hooked up. There are more than 100,000 Web sites already […] The popular Yahoo guide to the Web lists more than 23,540 companies. […] Nielsen Media Research (famed for its TV-market analysis) found that 24 million people in the United States and Canada have used the Internet in the past three months–more than 18 million of whom used the Web.
Interesting by the way, the differentiation between the web and the internet. I guess most digital immigrants of today wouldn’t know that there ever was a difference. And I also think that in another 10 years time, people won’t know what we mean by „surfing the internet“ or „being online“. Simply because the net will be omnipresent. Every electronical device and every house, car, fridge, will be connected to the net. People will be online all the time, without thinking or doing anything about it.
To many, this is the dawn of a radical new commercial era in which a single medium combines elements that used to be conveyed separately: text, voice, video, graphics. Countless firms will be transformed in the process, including publishing, banking, retailing and deliverers of health care, insurance and legal services. […] Is there a market for this commercial zeal? Answer: There is a fairly small one now and probably a large one to come in the next decade. But many things must happen technologically and creatively to draw more paying customers.
While the boom up until 2001 was filled with hope in an era of still too few users and static websites, the last couple of years have changed that. This is, of course, what people refer to as web 2.0. It caused a shift, both technologically, and in the way users can interact with websites (i.e. companies). And there is around 1 billion people online by now – in many developed countries, the rate is between 40-70% of the population.
most information on the Internet is already free, as is much software. Experienced Internauts, not used to paying for things they download, may be reluctant to pay as they go. Second, as spectacular as the Web technology is, it still has a considerable way to go to become attractive to the great numbers of consumers who are used to the amenities of mall and catalog culture.
Things like Flash, AJAX, etc. have greatly improved the usability of many sites. Some sites have implemented payed content business models which actually work, based on exclusive content or functionalities. But quite a few sites that tried to offer more or less regular content for paying subcribers did not succeed an opened up their archives again. This will not change. Unfiltered, regular content will become somewhat of a commodity. Only sites offering added value through filtering, remixing, sorting or commenting existing content will make a difference. If, and only if, users can tailor these services to their needs. Relevance of content will be increasingly important during the ongoing flood and fragmentation of information.
The new requirements for advertising and marketing in this new era were already cristal clear in 1995:
Understand the medium. Conducting business on the Web, a phenomenon with no parallel in communications history, will demand new strategies in advertising and marketing. Unlike broadcasting and print, which are one-to-many entities with a passive audience, the Internet is a many-to-many medium in which everyone with a computer and modem is a potential publisher. Web surfers, for example, tend to be self-directed. They typically have little patience for „brochureware,“ advertisements that are thrown up like so many billboards.
The Web gives commerce a unique opportunity to communicate directly with employees and customers around the world. „The Web can be a powerful tool for fostering connections, building associations, delivering information and creating online communities,“ says John December, co-author of The World Wide Web Unleashed. […] The Web, says Hamilton [Federal Express], is „one of the best customer relationship tools ever.“
I wonder, why it has taken the industry so long to start offering the right kind of marketing tools? In a way, there still is a lot of companies out there that don’t respect what has been written 12 years ago!
I am very curious to see what the world will look like in another 12 years. I will be close to 50 years old, probably with kids – digital natives – and hopefully still maintain this blog. Just to make sure that I will pull this old post out again, I will send myself a reminder via email for in 12 years time, using futureme.org.
Wo ich sonst so bin...