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andrew's Discussions
Need planners with digital experience
Started Nov. 8, 2007
Brands that engage with youth across platforms
Replied Oct. 19, 2007
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- Hometown:
- Cambridge
- Where do you work?
- STEEL
- About Me:
- Hi all,
I am a senior planner at a digital agency and I love nothing more than shooting the breeze and debating about life’s why, and where four’s.
There is always one question /problem I am dying to discuss and debate.
“As the cultural, economic, political and technological fault lines shift seismically; what will the future landscape of western society look like?”
I am passionate about all facets of culture and I believe the communications industry is a mirror into the cultural nuances of our society. However, it is economics that is the controlling force in this expression, and it has been controlling the nature of all our cultural communication for the last 30 years.
The choice to ignore the power of laise faire economics should not be taken lightly, but too many people are simply too busy or too turned off by politicians.
However things could start to change. I believe passionately that marketing communications should be led by the consumer; and it is s/he who can have an impact on these business models.
Technology, led by the internet will empower consumers and ultimately drive this change.
Online is the first marketing discipline that demands you concede control to your customers.
No more autocratic forms of communications, it’s a democracy from here on out.
It’s no good just shouting loud on the web; you must engage them. People no longer just go online to do something; instead they are actively search for information.
Most interesting of all, it is this information that is used to facilitate further communication, which in tern is undertaken to acquire attention /inclusion.
In addition people’s perspective & approach to using the web is changing; we now live in a society which is always ‘on’. People are used to /expect to consume information 24/7.
As a result people now simply jump in and out of the web at any time & place they choose. Each time going on a journey unique to that individual.
A journey which is started with the express desire to enrich that user’s real life experiences.
A journey which will include engagement on your brand’s space, but also should enrich their journey on other parts of the web also.
Its is only this individualised, dialogistic and fluid forms of communication which will produce successful campaigns that are able to truly engage consumers online
Even in this brave near (online) future the question will remain,
"What does the individual demand?"
Attention? Yes. But will it be the sort of constructive attention that could make a difference to the world, like Fair trade or CO2 emission; or will have the cult of Celeb warped our perspective of what is important?
Who knows, but the rising fault lines of technology development, and human behavior colliding will be 'game' changing
Identifying the niche pockets of rich interest, energy, and interaction that will form along the ridges of these shifts will provide the astute marketer with great opportunities.
If I find any I'll let you know:)
Peace all
andrew's Videos
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Truth about media
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Andrew's Blog
The death of Facebook……
I was having a chat earlier spurred on from the interesting (although sometimes unfocussed) “Great Facebook” debate at Bima. Now to believe many there apparently there is some great opportunities for brand to tap into such networks for their own corporate gain – obviously in a way that is becoming to the medium???
… ContinuePosted on October 19, 2007 at 6:23pm — 1 Comment
Viral DEAD! Well that's what those media lovies are saying - oh the irony as only a year ago it was the bees knees!
Who are we trying to kid - 'viral' can be a very powerful tool in a marketers armoury, but like all tools and weapons of war it needs to be deployed skilfully and in the right circumstances.
Unfortunately 'viral' seems to be acquiring a bit of a negative reputation at present and this is undoubtedly due to its over use in inappropriate situations - a case of 'viral' being hoisted by it's own petard
… Continue
Posted on October 18, 2007 at 7:05pm —
Digital communication: The death of Email? Migration to RSS??
We were having a debate at our agency about RSS feeds and the death email!
Below are my thoughts collected from some reading (in the bloggosphere) and stimulated from the facintating debate we all had in meeting.....
Please appreciate that this is my first attempt at seeing how /where e-mail and RSS might reasonably intersect as communication channels, and how e-mail might possibly migrate to RSS in the future
What I have come to appreciate is it is important to thi
Posted on October 18, 2007 at 6:46pm —
The most trusted advertising channels...the power of WOFM
I came across this and thought you all might find it compelling reading!
Nielsen marketing researchers have conducted a global survey recently to find out which of the advertising platforms in use today, including new media technologies, are most trusted by consumers. here are the summarised key findings....... What emerged from the survey was very revealing: while traditional media still makes its mark on consumers, the most powerful determinant behind purchasing decisions for a whopp
… ContinuePosted on October 18, 2007 at 6:43pm — 1 Comment
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it seems to me that this plannersphere is not working properly... i wish i could see a lot of new stuff about planning, but i came here once in a month and things are just the same!
i live in são paulo, and here in brazil is quite difficult to work just with planning: in most of the places, you have to be a planner and a account manager at the same time. there are certain agencies who have a nice structure to work. but always with few people, who know each other very well and no one else.
quite challenging, huh?
i've been looking for some courses about planning to study a little bit more. where do you live? do you know any?
and, about the weather, it's not so charming... these days it's raining all the time.
hugs,
raquel