The new Xbox gaming console, which will be unveiled today, has produced 66,000 more online conversations than the Samsung Galaxy S4 and the Facebook phone operating system combined, in the month leading up to its launch, according to global social media monitoring software provider Synthesio. By Catriona Oldershaw.
A new report from the Brand Perfect™ initiative by Monotype Imaging Inc. reveals the need for brands and technology providers to collaborate with global publishers, enabling all parties to harness the growth opportunities that a “cross-platform” approach to advertising could bring. By Neil Ayres.
The rise and rise of Instagram and Pinterest, coupled with an increased focus on images within content marketing, means brands have to think carefully about their image stocks. New Media Knowledge asked the experts for tips. By Chris Lee.
The annual Technology for Marketing and Advertising exhibition took place this week at London’s Earls Court, bringing together some of the UK’s leading Internet marketing innovators. New Media Knowledge checked in to watch Facebook demonstrate its offering for advertisers. more
Viral videos are a popular Internet marketing tactic, but has the public become wise to subliminal marketing tactics of businesses? New Media Knowledge spoke to a number of marketers to learn how to make a successful viral. more
The growth of social media and the economic crisis have literally catapulted opportunities and entrepreneurship for online business. More and more individuals, as well as businesses have turned to the net to promote themselves and their offerings. The web is becoming more and more integrated and is having an impact not only on business, but also on popular culture. What does this mean for the individual? What does this mean for the small business, and how does this affect the large organisation? E-Business Strategist Deborah Collier has put together an overview of her thoughts for the year ahead. more
Viral marketing traditionally began when people started using email to share content with their friends. In the mobile world, despite the increasing popularity of smartphones, viral marketing still rides on SMS. Yet, the implications of depending on texting when exploiting viral marketing in the mobile arena are significant. By Nisheeth Mohan, product manager for mobile solutions and technology at Keynote Systems. more
What does Duct Tape Marketing mean and what relevance is it to me? This short article is designed to introduce the concept of Duct Tape Marketing and to give some practical advice based on the idea. By Alan Gleeson, Managing Director of Palo Alto Software. more
i-design 08 - Simon Waterfall
Simon Waterfall, creative director at Poke and former digital chair of D&AD, began the day with a series of questions and observations about the aspects of online media he found frightening and disturbing.
The web is enormous compared to any other media. The average UK resident spends 18 hours a week online - the equivalent of watching Lord of the Rings back-to-back twice every week. In the US, 205bn people go online three times a week. And the sites that people visit are very often not familiar to people from an offline background. The BBC, for example, is the tenth most popular site, well behind all the search engines, Facebook, Bebo and e-bay. This enormity makes advertising very hard, said Waterfall.
MySpace has a population of 190mn. Deciding to put a banner on the site is like sending a postcard to Brazil. And this analogy is apt - locations like MySpace have the same populations, and have their own cultures, language and traditions.
Sometimes it seems as though there are two webs. The marketing web and the real web. Brand managers are somehow under the impression that people use the Internet to go and look at marketing sites. This is patently not the case as even the most casual glance at the real figures will reveal.
However, the web operates as a truth engine. If you have a great product, we will know about it. People are happy to publish and share good news. Similarly, though, if marketers attempt to hide or obfuscate the truth, then it is all the web will talk about. The critical reaction to Nokia's forthcoming 'Comes with Music' range of phones, quickly remixed as 'Comes with DRM', is a case in point.
Marketers have a very skewed view of what people are like. Waterfall referred to countless briefs in which marketers have referred to a 'cash-rich; time-poor' audience. This is marketing bullshit: people aren't time poor, they are priorities poor. They will spend countless hours hunting down cool applications for their i-phone, which sadly leaves them with not much time to spend with their children. People will do what they want to do, regardless of how busy they might ostensibly be.
The web era means that there is no more pedigree. The web speaks new and emerging and ever-changing languages which require flexibility. An understanding of all communications channels is required to be able to speak to people. Poke haven't done a web-only project for five years.
A video of Waterfall's presentation will be available shortly.