Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation we noticed several trends that led us 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 we call the Attraction Model.
We are available to present at your conference or event too.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
Growing Your Business - Autotask ChannelNextJay McBain
A common misconception is that most solution provider businesses fared poorly during the economic downturn. While recent statistics show that 30% of IT businesses ceased operations in the past 24 months, a larger number grew their businesses by double digits, and some by triple digits.
Autotask Corporation’s Jay McBain is discussing new and innovative ways to expand your business and explain how successful solution providers survived the economic downturn by:
• Revisiting their business plan
• Seeking support from peer and community groups
• Expanding relationships with current clients
• Taking the initiative to carve out new market niches
Jay is also discussing potential new product and industry verticals as well as a methodology on building a strategic growth plan for your business.
Yahoo!'s An Ad is Not Just an Ad ResearchNick Drew
Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Computer literacy in Bangladesh is steadily on the rise. There is also a growing number of Internet users; cellular phone is widespread and so is accessibility of technology like SMS. While even a few years ago computers were vastly used as digital ‘typewriters’, they are now being employed to maintain accounts worth tens of millions of takas and more importantly, in storing useful information.
The concept of a Digital Bangladesh is welcomed by the IT professionals and the general mass. To fuel this notion the government must give due importance to the matter of cybercrime. Otherwise, like many other positive initiatives this will fall on its face. It is a matter of hope that the “National Information and Information Technology Guidelines 2009” has included Cybercrime as an agenda. To make this a success the Ministry of Information Technology, along with the IT professionals and the media must come forward.
The IAB Rising Stars: Awareness and PerceptionsUndertone
Are marketers, agencies, and publishers aware of the IAB Rising Stars? Are these units making it onto media plans, and if not, why? Undertone fielded a survey to determine where the opportunity lies with these units and what barriers to adoption exist.
The Interactive Advertising Bureau (IAB) unveiled the Rising Stars as the next big thing in high impact advertising in February 2011. But how any agencies, marketers, and publishers are aware of the six units (Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider) and how often are they actually making it onto media plans?
Undertone has been selling all six Rising Stars since the beginning of 2012. In selling the units, we’ve come across widespread gaps in awareness levels and heard some consistent pain points being raised by both advertisers and publishers. To help shine a light on these issues and reveal the buy and sell-side perceptions of the Rising Stars, we decided to conduct a survey of marketers, agencies, and publishers.
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southeast Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Time Bands for TV Advertising - India English News & Entertainment ChannelsSoumitra Roy
This is a presentation recommending the time bands for advertising in English news and entertainment channels for 8 cities across India for adult male of SEC A, B and C.
The time bands have been specified to the exact time spot.
The presentation was made using TAM software.
The presentation is by a post graduate diploma student of Advertising and Public Relations at Indian Institute of Mass Communication (IIMC), New Delhi.
'The future of TV Advertising' presentation I delivered at Marketing Week’s TV Advertising conference in London on 29.09.09. BBC, ITV, MTV, UKTV and Thinkbox were there, alongside Fallon, Qmedia, RSA, Royal Mail, Co-operative, Premier Foods, Nike & Boots.
I talked about the various revolutionary stages in communications (printing press, phone, TV and radio… then internet); and how the internet is a vehicle for all other media, so they’re all shifting over to the web (the cloud) and sitting alongside one-another in a way that’s enabling people to listen to stuff, watch stuff, make stuff, then gather around and talk about it.
I blogged about it on ResonanceBlog here: http://resonanceblog.com/archives/322
Growing Your Business - Autotask ChannelNextJay McBain
A common misconception is that most solution provider businesses fared poorly during the economic downturn. While recent statistics show that 30% of IT businesses ceased operations in the past 24 months, a larger number grew their businesses by double digits, and some by triple digits.
Autotask Corporation’s Jay McBain is discussing new and innovative ways to expand your business and explain how successful solution providers survived the economic downturn by:
• Revisiting their business plan
• Seeking support from peer and community groups
• Expanding relationships with current clients
• Taking the initiative to carve out new market niches
Jay is also discussing potential new product and industry verticals as well as a methodology on building a strategic growth plan for your business.
Yahoo!'s An Ad is Not Just an Ad ResearchNick Drew
Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Computer literacy in Bangladesh is steadily on the rise. There is also a growing number of Internet users; cellular phone is widespread and so is accessibility of technology like SMS. While even a few years ago computers were vastly used as digital ‘typewriters’, they are now being employed to maintain accounts worth tens of millions of takas and more importantly, in storing useful information.
The concept of a Digital Bangladesh is welcomed by the IT professionals and the general mass. To fuel this notion the government must give due importance to the matter of cybercrime. Otherwise, like many other positive initiatives this will fall on its face. It is a matter of hope that the “National Information and Information Technology Guidelines 2009” has included Cybercrime as an agenda. To make this a success the Ministry of Information Technology, along with the IT professionals and the media must come forward.
The IAB Rising Stars: Awareness and PerceptionsUndertone
Are marketers, agencies, and publishers aware of the IAB Rising Stars? Are these units making it onto media plans, and if not, why? Undertone fielded a survey to determine where the opportunity lies with these units and what barriers to adoption exist.
The Interactive Advertising Bureau (IAB) unveiled the Rising Stars as the next big thing in high impact advertising in February 2011. But how any agencies, marketers, and publishers are aware of the six units (Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider) and how often are they actually making it onto media plans?
Undertone has been selling all six Rising Stars since the beginning of 2012. In selling the units, we’ve come across widespread gaps in awareness levels and heard some consistent pain points being raised by both advertisers and publishers. To help shine a light on these issues and reveal the buy and sell-side perceptions of the Rising Stars, we decided to conduct a survey of marketers, agencies, and publishers.
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southeast Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Time Bands for TV Advertising - India English News & Entertainment ChannelsSoumitra Roy
This is a presentation recommending the time bands for advertising in English news and entertainment channels for 8 cities across India for adult male of SEC A, B and C.
The time bands have been specified to the exact time spot.
The presentation was made using TAM software.
The presentation is by a post graduate diploma student of Advertising and Public Relations at Indian Institute of Mass Communication (IIMC), New Delhi.
'The future of TV Advertising' presentation I delivered at Marketing Week’s TV Advertising conference in London on 29.09.09. BBC, ITV, MTV, UKTV and Thinkbox were there, alongside Fallon, Qmedia, RSA, Royal Mail, Co-operative, Premier Foods, Nike & Boots.
I talked about the various revolutionary stages in communications (printing press, phone, TV and radio… then internet); and how the internet is a vehicle for all other media, so they’re all shifting over to the web (the cloud) and sitting alongside one-another in a way that’s enabling people to listen to stuff, watch stuff, make stuff, then gather around and talk about it.
I blogged about it on ResonanceBlog here: http://resonanceblog.com/archives/322
MediaSense - The Prospects for TV AdvertisingMediaSense
This presentation aims to provide advertising professionals, marketers, journalists & researchers with an independent & impartial top-line analysis of the short term prospects for the UK TV advertising marketplace. We do not have an agenda and have no interest in either inflating market prospects, or sweeping any underlying market dynamics under the rug. We aim to provide an objective, helicopter view of the major factors that will drive the market over the coming 12 to 24 months.
Whitepaper also available: https://www.media-sense.com/2017/02/28/whitepaper-the-uk-tv-advertising-market-battered-bruisedbroken/
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of November 2016. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of January 2017. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
How to optimise TV advertising with real-time web analyticsGoSquared
How to optimise TV Ad Campaigns with web analytics. Includes case study on Moonpig.com.
GoSquared shares their thoughts on agencies and brands can use web analytics to maximise the effectiveness of their TV advertising.
Find our more at gosquared.com.
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’16 to Dec’16. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along with comparison with 2015. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots.
DATA SOURCE: MEDIA BANK PAKISTAN
BASE: Spot TVC’s
IMPORTANT: All the ranking are on the basis of minutes, which does not reflect the ranking on the basis of ad spend.
Features major direct marketing and advertising trend with long term impact, details the 7 profit drivers for insurance direct marketing and explores Web 2.0 opportunities for direct marketers.
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 Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
In February & March 2020 we ran research (both a survey and 1-2-1 interviews) amongst CX professionals, to find out what their biggest challenges were.
We have now finished the report and are proud to share it with you.
You can find the report here
Some key insights:
* It remains a problem to get buy-in from the rest of the organization
* This is partially due to the tendency of many organisations over-estimating their own maturity when it comes to CX
* Moving from concept to implementation – and driving action – is the main barrier to reach the next level
* Showing the ROI of CX Programmes remains key – but is also seen as a struggle
* And finally – almost all CX Managers suffer from these issues – and most think their struggle is unique
So have a look at the report, find out that others share your pain, and let us know what you think of the remedies we offer.
Ihr Kundenstimme-Programm bringts nicht - und Sie wissen es!Futurelab
Dieses Papier soll Sie nicht davon überzeugen, dass Sie ein Voice of the Customer (VoC)-Programm benötigen. Wir schreiben das Jahr 2020 – ich nehme an, dass Sie bereits eins nutzen. Falls nicht, lassen Sie mich bitte wissen, ob Sie Argumente brauchen, um Ihren Chef zu überzeugen.
Allerdings sind 50% aller Voice of the Customer-Praktiker mit ihrem Programm unzufrieden.
Fred Reichheld, der Erfinder des Net Promoter System, behauptet sogar, dass 70% der Unternehmen NPS falsch machen. Und zu viele VoC-Programme, denen wir bei Futurelab begegnet sind, haben Mühe, ihr volles Potenzial zu erreichen oder einen beträchtlichen ROI zu erzielen. Angesichts des derzeitigen Schwerpunkts auf ROI bei der Bewertung von VoC- (und im weiteren Sinne CX-) Programmen ist dies eine gefährliche Position.
Ich zeige Ihnen die wichtigsten Schritte auf, um den Erfolg Ihres VoC-Programms sicherzustellen - unabhängig davon, ob es auf NPS, CES oder anderen Messgrößen basiert.
Bitte nehmen Sie an einem der Webinare teil, in denen ich Ihnen Fälle, Beispiele und Geschichten über beste und schlechteste Praktiken vorstellen werde, um das Ganze zum Leben zu erwecken: https://lnkd.in/gUFb773
#customercentricity #cx# customerexperience #voiceofthecustomer #VoC #NPS #NetPromoter
Your VoC Programme is underperforming - and you know it WebinarFuturelab
The webinar to go with the whitepaper Your VoC Programme is underperforming and you know it - do something about it: https://www.linkedin.com/posts/stefankolle_your-voc-programme-is-underperforming-and-activity-6656138043298324480-t96j
Your VoC Programme is underperforming - and you know itFuturelab
Your VoC Programme is underperforming - and you know it.
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
#customercentricity #cx #customerexperience #voiceofthecustomer #VoC
#NPS
Ihr Kundenstimme Programm (VoC) bringt's icht - und Sie wissen es. In einem kurzen, kräftigen Assessment mit sehr klaren Resultaten zeigen wir ihnen wie Sie die Ergebnisse, Aktionen und ROI empfindlich erhöhen können.
Your VoC Programme is underperforming - do something about itFuturelab
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
Contact centre presentation en webinar versionFuturelab
This is the webinar that goes with our Whitepaper we announced here: https://www.linkedin.com/pulse/from-worthless-priceless-transforming-your-contact-centre-kolle/
We will happily give you a private webinar presentation. Let us n know
Whether you are starting or an experienced practitioner, here are 7 CX initiatives that don't take too long to prepare and will bring ROI results - from quick wins to big wins. If you have some time this summer, have a look.
Suchen Sie eine einfache, schnelle und bezahlbare realisierung ihres NPS oder VoC Programmes? Futurelab bietet den outsourced NPS (oder auch NPS as a Service) an.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
5. WE ARE FUTURELAB
We create new profit opportunities for our customers.
Our innovations and methods allow:
• Marketers to become more effective & engaging.
• Innovators to identify the next opportunity or niche.
• CEO„s to connect their business to the customer.
In the process, we challenge every barrier to business
success. We dislike writing reports, billable hours or
elaborate processes.
Instead, we prefer to quot;get onquot; with making money for
your business.
FUTURELAB
8. Last Year
76% of consumers don‟t believe that companies
tell the truth in advertisements
Yankelowich,2006
9. Last Year
“You can‟t bore people into
buying your product – you
can only interest them”
10. The Consumer is Tuning Out
• In 1965, 80% of 18-49 year-olds in the US could be reached with three
60-second TV spots. In 2002, it required 117 prime-time commercials
to do the same.” (Jim Stengel, Global Marketing Officer, P&G)
• A US hour of prime time TV carried 21 minutes of advertising, Late
Night network shows like Leno or Letterman carry 31:27 (TNS Media
Intelligence, Q1 2006)
• Big Six study (US): People with DVR‟s watch 12% more TV, yet 90%
of them adskip (Germany : 88.2%)
• 78.2% of Germans are irritated by advertising, only 24% actually still
watches it (GfK Marktforschung)
• 85% of Chinese stop watching TV during commercial breaks. More
than half change the channel, while the rest do housework, eat, chat
or use the bathroom. (McKinsey & Co.)
FUTURELAB
11. Last Year
“Today's marketing model is broken. We're applying antiquated thinking and
work systems to a new world of possibilities.quot;
Jim Stengel, Global Marketing Officer P&G
12. Last Year
Advertising Myths
1. Frequency is mostly not
a driver for action
2. There is no golden rule
about OTS
13. Last Year
• 54% of US consumers avoids
products & services which
“overwhelm” with advertising
(Yankelovich Partners)
15. Last Year
Advertising is a tax you
pay for unremarkable
thinking
Robert Stephens,
CEO, the Geek Squad
16. Total Transparency
• With total transparency, how can there be
advertising?
• Shotcodes in stores in Japan, telling you
where to go to get the product cheaper
• A fucked company example
23. Most influential information sources in
purchasing electronic goods? (TOP 3)
Magazines
11,7% Source %
In-store Sales Associate 49
CMO Council‟s Retail Fluency Report, 2005
In-store demonstration 36
Word-of-mouth from family & 33
friends
Newspaper Coupons 25
Television
37,8% Internet 21
News-
papers Product/Company Information 16
25,9% Retailer information 14
Radio
Internet 8% Other 14
9,7%
Magazines 4
Share of total adspend by medium (global) % TV 4
2008 forecast (March 2008) Radio 3
What are we focusing on?
FUTURELAB
24. Now…
People who live near train lines find ways to adjust to
the noise ...
Consumers have begun to treat encroaching
advertising just like those trains.
26. “Online video ads are quickly
becoming the medium of choice to Online tactics in terms of ROI (2005-2007)
drive both brand awareness and 57%
sales.” SEO 45%
33%
(2007) 44%
Behavioral targeting 34%
36%
42%
Email marketing-house list 47%
47%
“With young adults now spending 34%
on average six hours a week Paid search ads 49%
52%
gaming, advertisers should be 21%
Contextual targeting 29%
excited at how well their 31%
messages were embraced and the 10%
Banner ads 12%
brands positively perceived” 14%
(2008) Rich media ads
7%
28%
38%
0%
Pop-ups/pop-unders 15%
22%
23%
67% of marketers report they will Text-link ads 0%
0%
increase their social media
advertising budget in 2009 0% 10% 20% 30% 40% 50% 60%
2007 2006 2005
28. • Advertising is dead – long live marketing
Lets keep the patient alive a little longer
29. Procter & Gamble is placing radio-
frequency identification tags on
products at a Metro Extra retail
store in Germany so that when a
customer pulls the product off the
shelf, a digital screen at eye level
changes its message
At least be the first!
30. % of marketers advised by agencies to advertise in games/virtual worlds 62%
% asked to start/increase viral marketing spend on social networks 87%
% told by agencies to begin/increase viral video spend 93%
Marketing Sherpa Ad:tech survey
Lemmings?
31. The Advertising Technique Hype Cycle
Isnt there a bit much?
Hey, actually this is cool
Hmm – what‟s this?
Naah, cant measure it Sooo 5 minutes ago
44. “With regards to the recent Motrin advertisement, we have
heard you.
On behalf of McNeil Consumer Healthcare and all of us who
work on the Motrin Brand, please accept our sincere apology.
We have heard your concerns about the ad that was featured
on our website. We are parents ourselves and we take
feedback from moms very seriously.
We are in the process of removing this ad from all media. It
will, unfortunately, take a bit of time to remove it from our
magazine advertising, as it is on newsstands and in
distribution.
Thank you for your feedback. It‟s very important to us.”
Results 1 - 10 of about 11,600 from
twitter.com for motrin.
“hell hath no fury like a
mommyblogger
scorned”
45. Reputation
Relevance
Engagement
FUTURELAB
The Attraction Model
48. • Podcast and map downloaded
Commercial – yet relevant
49. FREE TIX TO GREAT ADVENTURE
Heard a rumor you can get 2 free tix to
opening day weekend at Great Adventure
amusement park
45000 tickets gone in 5 hours
57. How to control millions
of inaccurate and
divergent
conversations ?
YOU DON‟T
Consumers are beginning in a very real sense to own our brands and participate
in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006
66. The Power of Recommendation
1955 1967 1983 2001 2007
Word-of-mouth is 7x more effective than newspaper
advertising, 5x stronger than a personal sales pitch and 2x as
effective as radio advertising
Marketing Science Institute, 2006
This is not exactly news....
68. HOW LIKELY ARE YOU TO RECOMMEND?
Extremely Extremely
unlikely likely
0 1 2 3 4 5 6 7 8 9 10
DETRACTORS PASSIVES PROMOTERS
NPS™= (Promoters-Detractors)/Total
Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld
The Power of Recommendation
69. Promoters make you
more money
-They spend more
-They negotiate less
-They stay longer
-They are easier to service
-They upgrade quicker
-...
Slide: Bain & Company,
official NPS(tm) presentation Fred
Reichheld.
Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld
The Power of Recommendation
75. • Traditional compensation & other systems stand in the way
• Creative and media work in isolation
• Lack of experience with new media (not everyone went
“dot-com”)
• Venturing into uncharted territory = risky (even on a
personal level)
• Nobody really knows how things will evolve
76. General Eric Shinseki, Chief of Staff, US Army:
quot;If you don't like change,
you're going to like irrelevance even less.”
78. • A deeper look at the model
• How to improve the relevance of your mediamix
• How to monetize WoM and Buzzmarketing
• Social Networks more indepth
• Net Promoter Score galore
• Many many more examples and cases
Tomorrow
You thought I came to tell about ‘no more tv’But in preparing this I came to a different conclusion.Look at the following with meLast year we already said:
http://blog.futurelab.net/2008/03/advertising_vs_reality.htmlGerman web site Pundo3000.com has done a case study of 100 product and package shots of packaged food and compared it to the reality of what is inside the package. Within less than a week, thousands of blogs all over the world linked to the initiative, describing it in tones of approval.
And do you know when this research was done……? 1998!
And to make matters worse, the curve is even shorter
So, is it all over? Of course not. And while advertising doesn’t know its dead, we should make the best of it. But we have to prepare for the post-advertising age – and hey, its actually very profitable to do so from now on
What replaces advertisingRespect, Insight, passionReputation, Relevance, EngagementWe will look into this deeper tomorrow
http://www.dreamstime.com/love-locks-image4349691
You may have heard of the attention economy…or the reputation economy– but I want to add relevance into the mix to come up with new model
http://www.dreamstime.com/love-locks-image4349691
We looked at life in a very simple way by taking all the positive statements we found about a brand and deducting the negative ones (Alex has details)This gives three possible outcomes for a brand:The indicator is very positive, because this means that a surfer is likely to find more positive statements about a brand than negative ones.The indicator is negative, which means that a surfer is likely to find more negative statements about a brand than positive ones. This is BADThe indicator hovers around zero. This is not really good either (better than negative) because it means the brand apparently doesn’t engage people enough to actually write about them.
While a lot of attention goes and should go to online reputation management, it should never be forgotten this is just the “tip of the iceberg”. After all, according to Forrester only small percentages of the online population in Europe actually puts content online. And as there is only a fragment of the total population online in the first place. This means that the people who can form the opinion of your brand online is just a small group (which is not necessarily representative of your overall reputation) but they have a strong influence on anyone finding out about your business through the internet.
But…how do you charge for a great idea and 10 minutes or work?
http://www.dreamstime.com/love-locks-image4349691
Yes, I know, the one hot potato that keeps going around. How can we measure all this.Well, first of all – the way you measure TV is pretty meaningless, while those bits of online we CAN measure, are damn accurate.Secondary, we have to rethink our whole system anyway, and stop looking at Tomorrow we will look into this further, and discuss some methods we have