June 2011
3 posts
Google it.
It was recently announced that ‘Google’ has added “interest based ad targeting” to Adwords enabling it to “target search ads based on previous browsing activity”. In my previous post on behavioural economics I discussed how placing and wording adverts in a particular way can influence a consumers choice, which is one reason why personally I believe this to be a...
Storytelling
Transmedia storytelling can be a hugely effective tool for brands looking to create loyalty and high involvement with their consumers. The use of multiple media platforms to tell a story has become common amongst media enterprises. The idea behind transmedia storytelling is that just watching the advert or consuming the product is not enough to create strong bonds between the consumer and the...
May 2011
1 post
This Waters new digital campaign....
Today Marketing Week reported on how ‘This Water’ has introduced a new digital strategy to take them through the next few years. In what I have learnt about online campaigns two things I have been told have stood out as the most important. This being that either a campaign is so good that it will receive great media coverage and will carry a brand for a few years or… a campaign or viral can...
April 2011
1 post
Behavioural economics and digital communications
“A theory stating that there are important psychological and behavioural variables involved in the economic decisions of consumers” Business Dictionary (2011)
Behavioural economics is a subject that keeps emerging within my course and one that I am intrigued by. This theory suggests that as consumers we are motivated by additional factors in the subconscious. According to Thaler (2008) these...
March 2011
4 posts
Being Social
The growing power of social media means that it can affect a brand whether they choose to engage in it or not. With many social outlets online such as Facebook, Twitter, MySpace, Blogger etc. people are having conversations about brands whether or not the brand itself is involved. The video below shows Evan Williams, the co founder of Twitter, talking about how this social network allows us to see...
Digital Privacy
“Trust is a belief or expectation that the word or promise by the merchant can be relied upon and the seller will not take advantage of the consumer’s vulnerability”.
Jarvenpaa et al, 1999
This subject has become one of high sensitivity and one that I have touched upon lightly in previous posts. For me, it’s simple, if you don’t want organisations having information about you then don’t put it...
Search Engine Marketing
‘Search engine marketing (SEM) has become a strategic tool …to promote and advertise online’
Fesenmaier et al.
Search engine optimization (SEO) is based on two main tools; keywords and links. The specificity of the word is key in ensuring that the URL of the site is found. The thought given to choosing a URL is predominant in whether the website will be reached by the target...
February 2011
7 posts
The Seamless Brand
‘A range of new marketing mediums can be leveraged to keep people tuned in and seamlessly integrate brands into their everyday lives’
Martin and Todorov
A seamless brand is one that goes beyond a single touch point with the consumer. Incorporating everything related to it part of an experience. A seamless brand constantly asks what emotional connection can be created at that moment in time, thus...
Mobile Technology
‘The mobile phone has become a central cultural technology in its own right’
Stump & Gong et al.
Mobile advertising is thought to reach twenty billion in revenue by the end of 2011. Demonstrating just how popular and revolutionising this technology is and can be. Daily, brands are releasing new advertisements through mobile technology to try and engage with their audience. Hyundai, for...
Ubiquitous Connectivity
‘Interactivity…seems to have a longevity that goes beyond surprise and novelty’
Sheizaf Rafaeli
Interactivity is ‘’the facility for individuals and organizations to communicate directly with one another without regard to distance or time’ (Deighton & Kornfeld, 2007). As interactivity becomes more integrated in digital media it gives more power to the marketer and how they...
Is digital communications detaching us from ‘real...
“The production of too many useful things results in too many useless people.”
Karl Marx
Communication is something that has become invaluable to our culture. Whether it be through texting, phoning, ‘pinging’, instant messaging, facebook, twitter, email- we are constantly in contact with other people. I, for one, am absorbed by this way of living communicating with friends, family and...
“The real voyage of discovery consists not in seeking new landscapes, but in...”
– Marcel Proust
