2009. márc. 29.
Advertising on the Edge - extended version
2009. márc. 27.
2009. márc. 23.
European Online Marketing Spend to Hit 16B Euros, 2012
Online marketing - email, and search and display advertising - will account for 18 percent of total media budgets in Europe in five years, according to the projections.
The reason for this shift in spending is that audience and attention are moving online, according to Forrester:
- Some 52 percent of Europeans are regularly online while at home, and 36 percent of online Europeans say that they watch less TV because they're online.
- On average, they spend three hours per week more online than watching TV.
- Consumers' reliance on online services is growing:
- 36 percent of online adults have recently downloaded music online, and 20 percent have downloaded games
- 35 percent have bid or sold in online auctions
- Trust in many types of advertising is eroding: 67 percent of online consumers say advertisers don't tell the truth in ads.
2009. márc. 16.
A book with a bit of me - Instead of Advertising
In a world of 'faster' and 'more', a new and formidable competitive force has emerged: the overhelming noise and clutter of the marketplace.
As a result, the mental walls customers erect to keep this clutter out have become one of the most important barriers for businesses. Barriers that are - for the first time - controlled by customers, not companies.
At the same time, traditional advertising approach is in a death spiral, Advertising has become too much, too intrusive, too artificial for people. Customers are faced with one-way, sales pitch conversations they don't like and information they don't trust any more. They are faced with too many products with too many - often irrelevant - features and too many messages over too many channels.
But as people turn their backs on intrusiveness, the advertising industry fights back with more of the same.
If there is too much noise, it shouts louder to be heard. To break through the clutter it overpromises and produces more empty claims.
All of this, however, only reinforces mistrust and evasion - the death spiral of diminishing effectiveness.
But is there an alternative to advertising? Can the industry reinvent itself? How do we break through the new barriers?
By finding ways to genuinely connect with customers. By building dialogues and trust.
Interaction Design for Marketing is all about how to create competitive advantage by meaningfully connecting with customers in a new reality using both old and new tools with a new approach. Instead of just advertising.
About the authors:
Mr. Csaba Mányai an economist and a historian who also holds a degree in tourism and in web marketing, has been providing marketing-strategy consultation for more than 10 years.
The book has been written with special contribution from Attila Bujtas, group creative director and strategy planner of Arcus Interactive Group. Mr. Bujtas is well known for his digital solutions that has roots in classic advertising. He has worked on a number of award-winning image campaigns, including the Golden Drum Golden Watch-winning ElectroWorld opening campaign.
The book:
Content Strategy: The Care and Feeding of Your Biggest Brand Asset
How are we communicating - and demonstrating - our brand promises online? With our branded content, of course. In fact, our content is often what makes or breaks our customers' online experience. So why are agencies and their clients constantly forgetting to consider their online content until the eleventh hour?
Content strategy plans for useful, usable content. What should you publish, and why? Where? How? Who will own the content, both before and after launch?
Let's look past today's "bright shiny objects" towards a future where a company's (and their customers') content is treated like an asset, not an afterthought.
Do YOU Make These Internet Marketing Mistakes?
Presentation to explain common mistakes and how to take an integrated approach to internet marketing. Topics include website design, search engine optimization, social media, pay per click advertising, and email marketing.