We are entering an age where abundance, excess, and accumulation are giving way to thrift, conservation and transparency. Postmarketing seeks to help marketers navigate this fundamental change with a new way to think about marketing strategy.
2009. febr. 21.
2009. febr. 11.
PR 2.0 - The Art and Science of Blogger Relations
by Brian Solis
The discussion around blogger relations is more relevant now than ever. And quite honestly, with every debate, exploration, and analysis, these conversations only fuel the advancement and improvement of Public Relations overall. It makes us think.
Lest we forget, there is a significant percentage of bloggers, reporters, and analysts who think we're useless - we're merely spin artists who focus on pitching, blasting, and cranking out poorly written press releases. We contact people without caring or knowing their interests or passions without knowing what we're talking about or why it should matter to them. That's the perception.
Don't be that PR person.
No, seriously. Chances are, at one point in your career, you contributed to the stereotype. So, let's do something about it now.
Believe it or not, I still arm wrestle with influencers defending PR. But in may cases, they're right. And, a lot of it has to do with pushing down important outreach to people who are either too junior to engage with industry veterans or not concerned with educating themselves as to why they're reaching out in the first place and why it matters to the person they're contacting. But, this is another topic for another day.
Blogger relations is so much more than the recognition that bloggers ARE influencers in their own right. Now it's the understanding of how PR can work with them in addition to their traditional day-to-day activity.
I compiled a series of articles into one ebook that I hope will contribute to the elevation of PR as a respected profession, not just by the clients and executives, but by the very people we hope to build relationships with to bridge our story to the people who matter.
2009. febr. 5.
Most Contagious 2008
Most Contagious 2008 - annual round-up of the most exciting, the most tremendous, the most mind-blowing events and inventions of the year. The landmarks for which 2008 will be remembered. The most ingenious applications. The entertainment heavyweights. The giant leaps in technology. The viral phenomena. The places and faces setting your world alight.
Word of Mouth - A Prescription for a Bad Economy
The 12 reasons why word of mouth is the tonic for this marketplace and this economy
from Sean Moffitt, Agent Wildfire - Canada's Word of Mouth Experts
2009. febr. 2.
2009. febr. 1.
10 things to make you think
by Stefan Kolle
'Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.'
'Advertising is dead'
by Stefan Kolle
'Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction'
FMCG brands stretch creative boundaries online
The latest edition of Microsoft Advertising’s Case Study Compendium looks at some of the most creative and effective online advertising developed by FMCG brands, including Coca-Cola, Heineken and Mars.
With case studies drawn mainly from across Europe, the Compendium looks beyond click-through rates and page views to campaigns measured with independent advertising effectiveness research to emphasise the potential of the web for building traditional brand metrics and directly driving offline sales.
Among the campaigns pushing creative boundaries online are Coca-Cola’s Happiness Factory 2 campaign, which integrated community and social media to excellent effect, Heineken’s successful targeting of 18-34-year-olds through UGC-style video postings, and the online video ads and virtual jukebox used by Mars to connect with young Belgians.
The platforms featuring in the Compendium range from Windows Live Messenger Personal Expressions to social networks and spectacular adver-gaming solutions, with detailed studies tracking the impact on offline sales of digital campaigns for McDonald’s, Burger King and Kellogg’s.
Download PDF here
(C) Microsoft 2008
Feliratkozás:
Bejegyzések (Atom)