In the Netherlands we have now involved ourselves with ‘online’ for some 15 years. It has been the biggest development in the media landscape since the invention of television. What started with hobbyists creating HTML pages, has become a versatile industry. Segments that arose over time – such as search, gaming and mobile internet – are now markets in themselves. And just when the developments in our industry seem to crystallize, new businesses appear specializing in segments such as yield management, augmented reality or social hub-influence. (more…)
Archive for the ‘Column’ Category
“The Coolest Job in the World”
Friday, January 20th, 2012“Making sense”
Thursday, December 8th, 2011Thanks to my Philips Wake-up Light I wake up energized every morning, despite this gloomy winter weather. The enthusiastic stories I was hearing led me to buy this Philips product. And apparently, this is no coincidence. Philips evaluates new products by their promotional value and uses a communication strategy based on the principle of likeability. The stimulation of word of mouth using online media is central to this strategy. With an appealing product and striking communication, Philips encourages people to talk about the brand. This creates positive energy around the brand and choices are affected. (more…)
“The Perfect Marriage”
Thursday, September 22nd, 2011I am frequently amazed that discussions regarding the use of digital media aren’t conducted at brand strategic level. As a strong supporter of the brand, I think wonderful opportunities are being missed here. It is typical of current practice that the Internet is still seen as one of the media in the mix and is often used as an extension of the TV commercial. (more…)
“The Long Haul”
Monday, July 18th, 2011Good communication can have large effects. We all know that. Every year, proven successful campaigns are awarded Effies. These campaigns have shown to have gloriously achieved the stated objectives. The focus lying mainly on the realized positive effects on sales and realized sale results. In most cases this effect became apparent within a year. (more…)
“Attention must be earned”
Thursday, June 23rd, 2011There are three ways to market products and services. We have almost everything, buy little we really need, and bad products and services are as good as gone. So marketing expert Seth Godin named ‘experience’ as first strategy. You’re in Disney land and buy a t-shirt. Not because you need it, but because when you put on the t-shirt back home, it brings you back. (more…)
“The Value of Enthusiasm”
Thursday, May 19th, 2011Coca-Cola was my first brand love. Back in the day, my room coloured red with all the Coca-Cola collectibles I had gathered. For brands it is nice to have fans. Fans will repeatedly buy their favourite products without marketers having to make too much of an effort. In general, however, the same message is fired at them as at the average consumer. (more…)
“Integration 2.0″
Wednesday, March 30th, 2011For years the integration of online and offline has been a subject of debate. In these discussions the focus always lies on how to integrate the rapidly growing internet into campaigns which are developed for traditional media. Usually with television, radio and print as a starting point of thought. Due to the tremendous growth of internet on mobile phones, mainly boosted by the iPhone, the true integration of online and offline is now really taking off. (more…)
“The Voice of Vodafone”
Friday, October 22nd, 2010The success of The Voice of Holland is terrific; John de Mol’s new TV show was an immediate hit with a large audience. In part, thanks to RTL. This station had the courage to start Holland’s Got Talent during summer break. And in doing so, was able to draw Friday evening viewers away from the competition, even before the winter schedule had begun. Thus the well viewed final of the talent show ran smoothly into a(-nother) new, improved and even more fun version. (more…)
“Publishing Once Again Sexy”
Sunday, July 18th, 2010I too am the proud owner of an iPad, the new digital toy that Apple recently introduced in the U.S. According to this successful company we are dealing with a “revolutionary and magical product at an incredible price”. My first experiences are positive.
As far as I’m concerned, the iPad is a device to have in addition to my laptop and smartphone. It’s a device on which to watch videos, catch up on your emails, and – for example – play games in HD quality, whilst sitting on the couch with a TV show or the fireplace in the background. Individual media consumption. Everything on demand. (more…)