Fast.Fwd.Innovation weekly Takeaway
From marketing to engagement, Managing the message through oneline marketing, filtering to engage with consumers, online is core for branding, status of blogging in 2008, and the Friday video. Here are the links:
Communication + evolution = From marketing to engagement: Marketing as changed a lot since its debuts back in early 20th century; after the move from local newspapers to national one and the need of print advertising localization (that has created the communication and marketing agencies), TV has largely moved the needle providing to marketers a 30 sec spot of attention. Since then all has gone the same until 2005 and the rise of the Internet due to the change of who’s to be the attention decision-maker between brands and consumers. Tom Fishburne has well defined it in this following cartoon… Read more.
Online Marketing + Campaign = Are you really managing your message?: Inbound marketing vs. Outbound marketing. Said differently: Appealing people vs. Interrupting people. That is the core challenge of the Internet. Internet users are active users, they don’t wait for companies to show their products but they’re looking for stuff they need. Interrupting them while they’re searching won’t change anything because they don’t care about you online; worse, if you manage to catch their attention they feel bothered you do it and you should have a really interesting thing to say otherwise you would have spent money to get negative image… Read more.
Engaging with consumers + Branding = Content is king and filtering is gold: To engage a deep relationship with people, one has to provide content to discuss and relevant ideas to share. That are basics of relationship building. In the Internet sphere companies are subjected to this statement. Content generated by brands is smart and interesting when dealing with video or photo content since they have ability to create awesome ones, but when dealing with written content they’re not enough relevant according to consumers. Though that status, there’s still a powerful move for brands to make in order to be an online influential player… Read more.
Brand + Definition = Influence is core to brands, Internet is then core too: Branding is made of interactions and (gut) feelings from consumers. Interactions between brands and consumers generate the brand reputation and then feelings are spread by consumers through word of mouth. Which means the key vector of branding are people. Consumer influence is then the base from where brands build their image. Knowing that, Internet is now the essential channel of communication companies have to use to get in touch with consumers, since that is where they have the most important information spreading power… Read more.
Blogs + Evolution = reaching maturity and going professional: Blogs have publicly shown themselves in 2004 and since then the blogosphere has grown fast. Technorati, the blog search enging, has been one of the growth pillar engaging people in searching through all the blogs, listing them, and providing relevant data on that personal media use. 4 years after this new tool to generate online content has turned mass market, we see it reaching maturity and going professional with famous people blogging and web celebrities turning celebrities. Here are some facts and figures from this year Techorati study on blogs… Read more.
Friday Freaking Ideas = Scams anthem: watch the video here.
