Friday, 28 December 2007

When CRM Met CGC

I was thinking the other day how CRM has changed over the last few years. The focus of any good program has to be to provide customers and future customers with the tools (content, information etc...) to manage their relationship with the advertiser. Whereas the end-game used to be one to one communications, the new objective needs to be one to one relationships enabling one to many advocacy. CRM meets CGC if you will.

Happy New Year to all.

Wednesday, 26 December 2007

Consumers Drive Growth

A recent Morgan Stanley report based on the firm's Internet and Technology conferences highlights growth driven by consumers, emerging markets, and video content.

For example:
  • Consumers are now the top users of semiconductors, for example, having surpassed enterprises and the government.

  • Consumer IP traffic is set to overtake enterprise traffic in 2008

  • Consumer devices, particularly cell phones and iPod-type hardware, are driving huge growth in distributed storage capacity.

  • U.S. IT spending as a percentage of corporate capital expenditures is back up to 50 percent and climbing, having dipped down into the 40 percent range from 2002 to 2005.

  • Google's year-over-year search query growth is 70 percent

  • YouTube's annual growth rate is 185 percent - YouTube served 20 billion minutes of video in August

  • Wikipedia's growing 92 percent per year,

  • Facebook, up by 348 percent.

  • India, and Latin America account for the vast bulk of PC, Internet, and mobile device growth

  • Non U.S. markets are leading in usage penetration in many tech categories, i.e. eCommerce in Germany, online gaming in China, broadband in South Korea, mobile payments in Japan, online advertising in the United Kingdom, and social networking in Brazil.

Food for thought…

Saturday, 22 December 2007

Smarter & Smarter

Since there will always be ads, at least show me those that I may be interested in.... and marrying offline demographic profiles with online behavioral data is the most intriguing way I know of being relevant to your audience. Remember DoubleClick buying Abacus Direct Corp. in 1999? They used direct-mail databases that enabled them to match ads with individual buying habits - a bridge to far then and still now.
More recently and to less general clamour Acxiom launched a product called Relevance-X, now, when you give your name and address to a site partnering with Acxiom, the company will match you against its offline records and tag your computer with a "cookie" identifying your life stage and match that with the type of site you are visiting to determine the best ad to show. The company is at pains to demonstrate that no personally identifiable information is collected or used, only demographic attributes for your particular "segment" of the population. Nor will the company create profiles based on an individual's browsing history. It targets ads only to the site the person's currently visiting. Finally consumers can "opt out" either at Acxiom's Web site or by calling a toll-free phone number.

Worth keeping an eye on....

Thursday, 20 December 2007

The Altruistic Crowd

A recent survey by the Keller Fay Group and Bazaarvoice reveals the motivations of those who are driven to share their opinions. The study (of over 1,300 online reviewers) found that to a large extent - and when asked - reviewers are motivated by goodwill and positive sentiment:
  • 90 percent write reviews in order to help others make better buying decisions

  • 70 percent want to help companies improve the products they build and carry

  • 79 percent write reviews in order to reward a company

  • 87 percent of the reviews are generally positive in tone

More here...

Monday, 17 December 2007

Psst... Seizing Attention

Sonic targeting, using speakers mounted above the billboard, the system projects an isolated beam of sound down onto a targeted area of the sidewalk drawing the passerby's attention to the billboard. Outside of the specific targeted zone, all you will here is silence (insofar as that is possible in NYC). In the pictured example using technology from Holosonics, a women's voice whispers, "Who's that? Who's There? ...It's not your imagination." Pedestrians entering the beam hear the chilling message very clearly. OK, it's a bit intrusive, but at least it's fun...

Wednesday, 12 December 2007

Taking Behavioral Targeting Up A Level

... and down a knotch

There are a few companies emerging which are proposing alternatives to the traditional, cookie-based method of targeting relevant ads to consumers. NebuAd and Adzilla are competing to sign up ISPs to enable their deep packet inspection methodology. Both companies supply the software to the ISPs and then provide the surfing data to the ad networks. The argument for this approach is that more data can be collected since all activity can be logged, not just that within a given network, therefore more relevant, finer targeting can be achieved. Lots of concerns here; notably the fact that ISPs naturally have access to personally identifiable information relating to their customers - not hard to image the possible ill effects of merging the two. We are headed for a online privacy big bang here - I hope that we can save the baby as the bathwater disappears...

Monday, 10 December 2007

Connecting The Dots

Quick Response codes are images which are read by a program that utilizes a mobile phone's camera to translate the code into a Web link. (There is one in the right navigation bar of my blog) The link can then be followed to retrieve online content, hence removing the pain of typing a long URL into a mobile browser. The codes have been in wide use for sometime in Japan to enable easy linking from print or outdoor advertising to the web. The movement is growing in Europe too. The UK's Sun Newspaper, more readily known for its page 3 pinups than its technical innovation is the first of News Corporation's titles to offer the codes to advertisers.

Tuesday, 4 December 2007

Visions

Publicis Groupe CEO Maurice Levy said yesterday:
"The future of media will be almost exclusively digital "[enabling] almost all kinds of advertising.... In art history terms, we are at the dawn of the Renaissance after the Dark Ages."

More visions from various luminaries in this article from the Guardian...

Monday, 3 December 2007

Trending Up


Trendwatching.com has released it report on trends for 2008. Lots of good thought provoking ideas of how (already emerging/emerged) trends from premiumization to crowd-mining will develop over the next year...