Facebook introduced the ‘like’ button in April 2010. A button that you can now find virtually everywhere on the internet and that you click to show your friends that you like, enjoy or support certain content. This brings more attention to interesting content among the people you are linked to. The more likes this content gets, the better this information spreads over the world wide web. (more…)
Archive for the ‘Column’ Category
“A No-brainer”
Thursday, May 10th, 2012During times of economic downturn, when budgets are tight, companies are forced to cut costs and maximize profits. The marketing and communication budget is often one of the first to be reduced. Of course it’s a no-brainer that it’s foolish to cut the communication budget during a recession and merely focus on short-term results. This leads to ad hoc and action-based campaigns. And yet often we aren’t able to convince executives or clients that they should keep investing in brand communication, now more than ever. Especially when their ambitions remain the same. (more…)
“Coolest Job in the World”
Friday, January 20th, 2012In 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…)
“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…)