WARC reports on how digital media are managed at Unilever. It's clear that at Unilever digital is becoming an integrated part of their marketing communications. No more siloes, but digital integrated into everything they do.
"Digital media offers a unique way of connecting with consumers, and is now "woven" into all aspects of the marketing strategy employed by Unilever, the FMCG giant, according to Rob Master, its North American media director.Speaking at the recent OMMA Global conference, Master said that just two years ago it was difficult to see how brands like Hellmann's Mayonnaise and Lipton Tea could successfully embrace the growing range of digital tools available."Could I have been that unimaginative? The answer is 'Yes, I was.' At Unilever, we've gotten a lot more focused and a better understanding of where the consumer is going," he argued.As part of this process, social media is "woven" into the Anglo-Dutch's company's commercial communications, and has a "role underneath everything we're doing."Indeed, Master suggested that the "scale we got with the 30-second spot no longer exists. Social media is less about a channel and more about the fabric of our campaigns."
Monday, September 28, 2009
Diet Coke webisodes
Personally I haven't seen any of the webisodes, nor was I aware. Also, I would like to see more real facts about the success of the previous campaign.
Yet, what is important is that we try, experiment, measure, learn from what we do, replicate what worked and change what worked less well.
Our TG is interested in the content we bring: let's keep that. 5 min is too long: let's make it shorter. This is the only route to innovation.
Click on the title to read more...
Yet, what is important is that we try, experiment, measure, learn from what we do, replicate what worked and change what worked less well.
Our TG is interested in the content we bring: let's keep that. 5 min is too long: let's make it shorter. This is the only route to innovation.
Click on the title to read more...
Tuesday, September 8, 2009
What a plan...
I must admit I'm impressed.
When I first read about Reckitt's $20M investment in on line video I was in doubt. Do they know more than we do? Is this a negotiation tactic? Are the really serious about this? Reckitt? Can't be!
As it turns out, they are people with a plan, or rather: a strategy and a plan.
They knew what they wanted, how to get it, what to pay for it and how to measure it.
Now that, that I call a plan.
Click on the title and be inspired!
When I first read about Reckitt's $20M investment in on line video I was in doubt. Do they know more than we do? Is this a negotiation tactic? Are the really serious about this? Reckitt? Can't be!
As it turns out, they are people with a plan, or rather: a strategy and a plan.
They knew what they wanted, how to get it, what to pay for it and how to measure it.
Now that, that I call a plan.
Click on the title and be inspired!
chocolate or whipped cream: both
WARC's US editor Geoffry Precourt report on a presentation by Carat's Mike Hess to ad:tech Chicago 2009.
Whilst I spare you the technical details, there is so much truth in the underlying analysis, which I quote here: '...The '80s were about forecasting models, about multi-varied analysis that supported psychographics. In the '90s, the emphasis was on panel data and marketing-mix modeling. In recent years - the naughts or the '00s - it's been all about the Internet and, finally, presenting data from the Internet in an integrated way. And while we don't have all the answers, we're moving toward them."
The biggest obstacle to integrating various sources of research, he said, is that "offline and online data have been operating in silos. The goal now is to integrate them and take advantage of their complementary nature."
Whilst I spare you the technical details, there is so much truth in the underlying analysis, which I quote here: '...The '80s were about forecasting models, about multi-varied analysis that supported psychographics. In the '90s, the emphasis was on panel data and marketing-mix modeling. In recent years - the naughts or the '00s - it's been all about the Internet and, finally, presenting data from the Internet in an integrated way. And while we don't have all the answers, we're moving toward them."
The biggest obstacle to integrating various sources of research, he said, is that "offline and online data have been operating in silos. The goal now is to integrate them and take advantage of their complementary nature."
Friday, September 4, 2009
On line or TV, On line AND TV
A couple of days ago I reported on a piece of research about what are most effective days of the week to reach your consumers with on line video.
Ad Age is now reporting on what day parts are growing faster for video.
What this shows is that people mostly watch on line video at times when they normally do not watch TV: daytime (when they're supposed to be working...)
Next to that on line video is growing fast during early morning and late evening. This would indicate that prime time remains very much TV prime time.
Now, this is my theory: people have an unsatisfiable hunger for audiovisual images. On line is offering that in places and at times when TV is not available, or when TV content is not at it's best. So people do it all: watch TV during prime time and on line video during other day parts. This might explain why TV audiences are not really going down in majority of markets. click on the title for more details.
Ad Age is now reporting on what day parts are growing faster for video.
What this shows is that people mostly watch on line video at times when they normally do not watch TV: daytime (when they're supposed to be working...)
Next to that on line video is growing fast during early morning and late evening. This would indicate that prime time remains very much TV prime time.
Now, this is my theory: people have an unsatisfiable hunger for audiovisual images. On line is offering that in places and at times when TV is not available, or when TV content is not at it's best. So people do it all: watch TV during prime time and on line video during other day parts. This might explain why TV audiences are not really going down in majority of markets. click on the title for more details.
Wednesday, September 2, 2009
all videos are the same, however some are more...
Click on the title to read this excellent article and proof that 'the internet' is slowly becoming a more mature touch point.
Whilst learnings from the entertainment industry, more precisely the movie industry, might not apply to any other industry, in fact it most probably won't, this article learns us is that we should not just dumb our TV content on line.
Do you know what is the best day to reach your Target Audience with on line video content?
Whilst learnings from the entertainment industry, more precisely the movie industry, might not apply to any other industry, in fact it most probably won't, this article learns us is that we should not just dumb our TV content on line.
Do you know what is the best day to reach your Target Audience with on line video content?
Tuesday, September 1, 2009
How Deep Are Marketing Budget Cuts?
From eMarketer
Shared via AddThis
eMarketer reports on a Survey amongst marketers about what direction they expect their marketing budgets to go. What's your best guess? Up or down?
Well, as might be expected the outlook is still not very positive. I guess there is still a lot of unclarity about the economy and how this is impacting performance of companies.
At the same time, it's less negative than in the first half of the year. Another sign of slow recovery?
Shared via AddThis
eMarketer reports on a Survey amongst marketers about what direction they expect their marketing budgets to go. What's your best guess? Up or down?
Well, as might be expected the outlook is still not very positive. I guess there is still a lot of unclarity about the economy and how this is impacting performance of companies.
At the same time, it's less negative than in the first half of the year. Another sign of slow recovery?
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