Advertising v3.0 by Chris Schaumann: Future

Sharing Ideas in Flat vs. Round Worlds

Wed, 27 Aug 2008 06:25:32 GMT

Download the electronic version of Chart free of charge.

The Exploding Referral Spectrum

Sat, 23 Aug 2008 14:42:07 GMT

Nielsen//NetRatings - Presentation Library

Thanks to the Web, the referral/recommendation zone is growing dramatically:

Social Media Integration: Where the CGM/social media platform combines with an existing property in a meaningful way so as to
enhance the customer experience and drive increased value for the organization.

Lower barriers to providing feedback have opened up gates to CGM, and brands are both amplified and implicated in the ensuing digital trail:

In this environment, satisfaction and retention is no longer enough; nurturing and managing advocacy becomes mission critical
Advocacy is nurtured from “total brand experience,” including service -- before, during, and after the purchase cycle
Business operations impact advocacy: consumer affairs, HR, employee training, product quality. Understanding ‘talk drivers’ is critical. Employee ownership (Heskett/Sasser) is more important than ever
Think beyond quantity to “quality” of conversation (bad quality is viral)
Opportunity space is huge for getting this right, from CGM measurements and Brand Advocacy Quotients (BAQ) to highly participatory Web 2.0 tools

Download the electronic version of Webniar: BAQ free of charge.

IBM and the Future of...

Mon, 11 Aug 2008 08:35:34 GMT

IBM | Syndication | Podcast

Podcast series presents interviews with thought leaders on how technology will change our experience of different aspects of everyday life, and how a shift in the economics of a system can dramatically improve its performance and value. Upcoming topics include the future of traffic, work, intelligent energy, water and rivers, environmental care and more.

Download the electronic version of Future of Smart IT Podcast free of charge.

New Products

Fri, 01 Aug 2008 07:52:54 GMT

Adaptive Path's Subject to Change @ Google Tech Talks

The way most organizations think and work on products and services isn't suited to the unpredictable world we live in. Instead, companies need new ways of think...

Snippets from ad:tech Singapore 2008

Mon, 30 Jun 2008 04:40:22 GMT

ad:tech Conference in Singapore

Last week, I had the honor to speak and the pleasure to netork at this year's ad:tech. ad:tech is a digital marketing conference that attracts interactive agencies, clients, brand specialists and media planners. This is the 11th year of ad:tech conferences.

[Google Keynote]

Some snippets from ad:tech:

Every time when the 'G' index refreshes, 25% of the content is new
118 bio email & IM sent every day
Of all searches 67% are influenced by 'some offline', 37% by TV and 30% from Print
29% of Amazon sales come from partners
"It is about making domains social rather than making social domains" - Brad Garlinghouse, Yahoo! Vice President of Communications and Communities (great title!)

[Google Keynote]

More snippets [via Andrew Agbay, Universal McCann]:

Question: Why do we need SEM if your brand is already the top result in organic search? Answer: "Sum is greater than the parts." In one study (iCrossing Search Synergy Natural & Paid Symbiosis, March 07), the % increase in clicks to the website when SEM is used with SEO was 91.8%
If there are ad networks in online advertising, there are also ad networks in mobile advertising
Users of social media are increasing, however, engagement is flat! Thus, making social media more "social" is critical. Social networking sites should start connecting to other websites the targets use
The most popular widget in the world is the...clock

FusionBrand

"Here are some [more] random notes [from Fusionbrand] that were either sufficiently disturbing or interesting enough to merit being jotted down on the back of my speaker's badge. Also included are some hit-or-miss inspirations that occured to me during the event:

10 hours of video are uploaded to YouTube each hour
Before long, 40-60% of all traffic on the internet will be video
New business idea?: centralized "dashboard agency," which would provide the necessary integration among multiple sets of numbers and linkages to corporate goals
No sleep?: 18-25 year olds were asked what they would do with an extra 15 minutes a day. A healthy percentage said they would spend it on social networks

[Google Keynote]

What's tired:

"Positioning": Amazingly, I did not hear this relic from the 1970s mentioned once
"360-degree marketing": The audience laughed when this term was heard
"1:1 marketing": Experts agreed that failures with 1:1 marketing were making it difficult to sell segmentation today
"Viral marketing": Usually referred to in the sense of a prehistoric ancestor to social networking

What's wired:

Engagment: Every speaker mentioned it at least five times. However, some speakers only mentioned in the sense that "we want customers to engage with us." Engagement must be a two-way street
Measurement: Once measurement was a dirty word among creative-driven executives and agencies. Now the entire marketing world seeks to be data-driven
Entertainment: The primary tool for engaging with consumers on the Internet
Mobile marketing: After a decade of hype, everyone kept promising that yes, really, I swear, this is the year that mobile marketing takes off
A lot of pokes: There are 530 million users on social networks worldwide
So that's why you need 15 minutes extra a day: 20% of all Internet users have visited a social network within the last 30 days
Three types of media: Owned (internal), bought (advertising, etc) and earned (WOM, etc.)
Emperor-has-no-clothes speaker insight: Why do we have campaigns with a beginning and an end? It just requires so much energy and money to start a new campaign. With social networks, promotion never ends.
New buzzword to learn: ROPO (Research Online, Purchase Offline)
Best quote heard: "A lot of companies think social networking means, 'We want you the consumer to tell us how great our products are.' -- Josh Sklar, Global Chief Creative Agency, BLUE
Best case history: Coke Zero in Australia. Coke tried to pave the way for a product introduction by mimicking an "underground" slackster/hipster movement. Of course, it was outed. Lesson: Always be authentic.
Most overused case history: The UGM effort to promote Tahoe. It backfired when environmentalists used the UGM effort to blast the Chevy gas-guzzler. However, Chevrolet won brownie points by letting the critical videos remain online.
Sign of times: Nestle in Philippines upped its digital marketing budget from 9% to 25% this year.
New boy toy: After the conference I bought the Creative Labs version of the hot-hot-hot Flip video camera. The New York Times called it "one of the most significant electronics products of the year." If this takes off like the iPod, pretty soon 80% of the traffic on the Internet will be video."
[FROM Nick Wreden; EDITED]

[Google Keynote]

Advertising Trends, Social Media & Web 2.0

Mon, 02 Jun 2008 03:37:15 GMT

Remix Conference - Southeast Asia, Bangkok May 2008

Digital Advertising Trends (by Chris Schaumann)

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Video: Future Shape of Advertising

Video: Bring the Love back

Video: Hygea – Case Study from the Future

Download the electronic version of Digital Advertising Trends free of charge.

Social Media & Web 2.0 (by Chris Schaumann)

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Video: The Machine is us/ing us

Video: Digital Lifestyle

Video: Nike Japan – Kimewaza Case Study

Download the electronic version of Social Media & Web 2.0 free of charge.

The Brave New World of Advertising

Wed, 14 May 2008 11:52:58 GMT

MIX | Sessions

Worldwide – Approximately 6,000 Advertisers account for >80% of all ad spending (~5,000 in US account for >90% of US ad spending)

Advertising Needs Massive Automation
Market is manual (phone calls and email drive everything)
Market is opaque (no pricing transparency)
Market is inefficient (loads of remnant inventory drives prices lower – see #2)

Along comes the ad exchange:

Add transparency to the mix
Increase liquidity by letting all advertisers bid / buy across all networks
Drive market efficiency
In a world where exchanges exist, every impression can be evaluated and a bid price can be set – in real time
When this is possible, the price can be adjusted up and down based on confidence of driving a campaign goal
Campaign goals in search today are generally based on performance (Driving a sale)
In the future, the system can optimize against other goals – such as driving awareness of a brand, or changing perceptions of the audience, or changing purchase intent

The Brave New World of Advertising

Nano Technology drives more devices, more flexible scenarios
Hyper-targeting with personalized advertising
Personalized Product Offerings
Projectors, OLED and Disposable Video
- Low Resolution Video Projectors are becoming incredibly cheap
- OLED is printable and flexible
- Siemens Printable Video Displays – with printable batteries
Tracking and Measuring Advertising Offline like Online
- RFID
- GPS Phones
- 2D Bar Codes (QR & other)
- Bluetooth & other methods
- Neural Scanning Technologies

Download the electronic version of Presentation free of charge.

What's Next In Marketing & Advertising

Mon, 12 May 2008 15:54:57 GMT

SlideShare

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Journey to a Parallel Universe

Wed, 30 Apr 2008 09:33:54 GMT

Higher !nnovation Blog

And Intel Engineer a couple of years ago projected 16 and 32 core processors on a single die within the next five years. He went on to say that cores could be dedicated to graphics and audio subsystems to create deeply engaging simulations that are cinematic in quality and life-like in experience.

It's two years after that Intel conversation, the shift from multi-core computing to many core computing is on the horizon. Recently, Microsoft published The Manycore Shift White paper on its stake in the many-core transition and what it means to both business and personal computing:

User experience is undergoing a radical transformation. The computing experience for end-users is going to take a quantum leap from what's possible and cool today.

Download the electronic version of Manycore Shift White Paper free of charge.

Universal Search: a First Look

Mon, 28 Apr 2008 04:36:10 GMT

Data from comScore Voices and iProspect

comScore revealed exclusive universal search data that showed many more searchers than expected are seeing blended search results. The data gathered during one week in January, showed that there were 220 million universal search results, of the total 1.2 billion search queries in the U.S. That means 17 percent of all searches on Google showed at least one result with video, news, images, maps, weather, or stocks. comScore's findings support the assertion that the search result page is transforming from a directional guide to a destination.

iProspect came out with more research emphasizing the prevalence of blended search results, and the way they change the behavior of searchers. The data showed that searchers are much more likely to click on image, news, or video search results when they are presented in a blended format.

Download the electronic version of iProspect Study free of charge.

Hygea - Case Study from the Future

Wed, 02 Apr 2008 19:54:36 GMT

MSN Video

Eight business technology trends to watch

Fri, 14 Mar 2008 16:12:03 GMT

McKinsey Quarterly - Information Technology

In the recent issue of McKinsey Quarterly, the business journal of strategy consultants McKinsey & Co, James Manyika, Roger Roberts and Kara Sprague discuss Eight Business Technology Trends to Watch In 2008:

Managing relationships
1. Distributing cocreation
2. Using consumers as innovators
3. Tapping into a world of talent
4. Extracting more value from interactions

Managing capital and assets
5. Expanding the frontiers of automation
6. Unbundling production from delivery

Leveraging information in new ways
7. Putting more science into management
8. Making businesses from information

Download the electronic version of 8 Trends free of charge.

Customerism

Fri, 14 Mar 2008 15:58:01 GMT

One word for many trends

Donal Reddington regularly reports about developments, company announcements, and new technologies in the mass customization and personalization domain.
Recently, he posted a great feature on "Customerism", explaining different recent trends in business and technology seem to be converging into a new business model, that includes mass customization but also user innovation, crowdsourcing, and other developments.

Notes and ideas on mass customization, personalization, customer integration, and open innovation -- strategies of value co-creation between suppliers and customers.

Download the electronic version of Customerism Big Picture free of charge.

FreEconomics

Sun, 02 Mar 2008 22:25:20 GMT

Wired

Thanks to Gillette, the idea that you can make money by giving something away is no longer radical. But until recently, practically everything "free" was really just the result of what economists would call a cross-subsidy: You'd get one thing free if you bought another, or you'd get a product free only if you paid for a service.

Over the past decade, however, a different sort of free has emerged. The new model is based not on cross-subsidies — the shifting of costs from one product to another — but on the fact that the cost of products themselves is falling fast. It's as if the price of steel had dropped so close to zero that King Gillette could give away both razor and blade, and make his money on something else entirely. (Shaving cream?)

Once a marketing gimmick, free has emerged as a full-fledged economy.

The rise of "freeconomics" is being driven by the underlying technologies that power the Web. Just as Moore's law dictates that a unit of processing power halves in price every 18 months, the price of bandwidth and storage is dropping even faster.
Which is to say, the trend lines that determine the cost of doing business online all point the same way: to zero.

Webmail Windfall How Can Air Travel Be Free? How Can a CD Be Free? How Can a DVR Be Free? How Can Directory Assitance Be Free?

Web 3.0: What's Next After What's Next

Sun, 02 Mar 2008 18:19:47 GMT

Networking & Communications | bMighty.com

Among the biggest Web 3.0 (and beyond) buzzes right now is the pursuit of the semantic Web.

What the semantic Web's enthusiasts promise is the transformation of everything on the Web — documents, videos, e-mails, music, images, everything — into elements of a database.

This one database will stretch across, and through, the Web, and will be increasingly searchable in natural language – the language you, and more important, your customers, use.

The goal? Far more effective searches from far more natural queries, generating far more specific and appropriate results from within Web pages, documents, videos, exclusive of the applications in which they were created or housed, rather than the morass of Web sites and pages that searches return now.

Think of it as mashups on steroids. The difference is that the machines — your tools, programs, and software agents — do the mashing for you and your customers.

Wikipedia

Experience the Message

Thu, 28 Feb 2008 06:05:01 GMT

New XM Research...the mouse roars

Spending in this area is set to grow as marketing budget holders now believe that it offers considerable advantages over other marketing tools, especially in building brand loyalty and encouraging word of mouth recommendation amongst consumers.
The majority of respondents (80 per cent) described experience-based activities as being important within their marketing mix, accounting for around one third of their entire marketing budget; a percentage set to rise in the future.
But a lack of training or suitable measurement tools is holding the discipline back causing it to be seen more as a tactical tool rather than a strategic activity. And there is still a clear need to clarify and define the media options that sit within this discipline.

Download the electronic version of Experiential Marketing Research free of charge.

Flipping the Funnel

Thu, 28 Feb 2008 01:59:41 GMT

Logic+Emotion -

Give Your Fans the Power to Speak Up

"Seth Godin is known for many things—but his true gift is articulating thoughts in a clear and simplistic way. That's why 'Flipping the Funnel' is such a rewarding read. Seth does a really nice job of capturing the strength of transforming consumers into active participants that can do a better job of marketing any product or service than most professionals. The trick? Get them engaged. Seth Writes:

"What if we flip the funnel and turn it into a megaphone?
What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people—your friends and prospects and customers who are willing to do this—your fan club.—"Turn strangers into friends. Turn friends into customers. And then... do the most important job: Turn your customers into salespeople."

Download the electronic version of Flipping the Funnel eBook free of charge.

The end of advertising as we know it

Thu, 28 Feb 2008 00:15:17 GMT

IBM - Institute for Business Value studies

Traditional advertising players - broadcasters, distributors and advertising agencies – will need innovative new approaches to respond to major industry shifts underway.

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.

Imagine an advertising world where... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated "impressions." Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

Download the electronic version of Business Value Study free of charge.

Battle Of The Advertising Superpowers

Wed, 27 Feb 2008 08:00:31 GMT

Online Advertising Made Simple

Google acquiring Doubleclick, Microsoft acquiring aQuantive, WPP acquiring 24/7 RealMedia and AOL acquiring AdTech AG to go along with what they already own in Advertising.com.

Additionally, there are still some other large players who are also in the game such as News Corp./Myspace/Strategic Data Corp, and IAC/Ask.com.

Obviously this is a big land grab for these large companies, combined with trying to get innovative companies who are pushing things forward in online advertising. The Wall St. Journal talks about the ad exchange concept and how it relates to these acquisitions.
"Exchanges could eventually handle 50% of all display ad sales."
"The underlying assumption to that is you're buying a commoditized product that anyone can sell you."

Who’s Got What?

After the acquisitions are all complete, we need to stack up all the areas that matter in the online advertising battle that’s taking shape. (A checkmark means they have an asset, the 1/2 means they do to some extent but not to the same level as the other companies).

Advertising Marketplaces: DoubleClick, Google, Yahoo, RightMedia, Microsoft, Atlas

Neurological Market Research

Mon, 25 Feb 2008 04:44:14 GMT

ANA Marketing Musings

Trends to Watch in 2008

Going beyond traditional focus groups and consumer surveys, market research will embrace scientific approaches that literally tap consumers' brains to learn how they neurologically respond to commercial messages and make brand choices. The Four A's and ARF have begun researching this topic in earnest with an intensive study, "On the Road to a New Effectiveness Model." In 2008 we will start to see practical applications of these insights as advertisers and shops begin to truly understand engagement.

A Radical Report Hidden Between the Pages of a Whitepaper
Response to The Advertising Research Foundation report on Idea Engagement, “On the Road To a New Effectiveness Model”
by Verse - The Narrative Branding Company
A new report by The Advertising Research Foundation (ARF) should cause all of us in branding, advertising and marketing to stop, question and re-evaluate the way we see our world. The report is titled, “On the Road to a New Effectiveness Model.” No, it isn’t a revision of the Kerouac novel. But it is no less radical.
The report summarizes fi ndings from a three-year taskforce looking at the underlying principles and theoretical constructs of advertising effectiveness. We actively participated in the taskforce during that time and agree with the conclusions and implications, particularly the statement, “The fi ndings of this project require us to completely rethink how advertising works.” And rethinking advertising isn’t even the half of it. The findings shake the very bedrock upon which advertising, branding and marketing as a whole are built.
The findings indicate that “brand positioning” is perhaps the most misguided marketing idea in the past 30 years.

Download the electronic version of this response free of charge.

Digital Future Trends

Sun, 24 Feb 2008 21:05:30 GMT

iMedia Connection: iMedia Podcast

Jeff Cole, director of the Annenberg School's Center for the Digital Future, describes five emerging trends to leverage.

The Center for the Digital Future, led by Jeff Cole, studies the impact of online technology on people's lives, and society in general. Its Digital Future Report examines the behavior and views of a national sample of 2,000 internet users and non-users, as well as comparisons between new users -- those with less than one year of experience -- and very experienced users, defined as those with seven or more years of experience.

The World Internet Project is a long-term longitudinal look at the effects of computer and internet technology on all aspects of society, which is conducted in over 20 countries. At the announcement of the project in June 1999, Vice President Al Gore praised Cole as a “true visionary providing the public with information on how to understand the impact of media.”
In today's presentation, Cole describes five new emerging trends that your organization will want to leverage.

Download the electronic version of PodCast: Digital Future Trends free of charge.

This year's report contains a large module looking at on-line communities and social networking in great detail. Readers can compare the social networking data and correlate it to seven years of attitudes and behaviors on-line. As usual, the report continues to track off-line media use, purchasing both off-line and through e-commerce, social and political activity and a wealth of other data.

Download the electronic version of 2008 Digital Future Report Highlights free of charge.
Download the electronic version of 2007 Digital Future Report free of charge.

Serious business: Web 2.0 goes corporate

Mon, 18 Feb 2008 16:05:05 GMT

FAST - News & Events - Press Releases

Web 2.0 has moved from buzzword to reality in many of the world’s largest corporations, according to a survey of 406 senior executives worldwide by the Economist Intelligence Unit. The survey found that 79% of respondents see the collaborative web as a way to boost revenues and cut costs. Perhaps the most interesting finding is that a full 85% of C-suite executives see the sharing and collaboration aspects of Web 2.0 as an opportunity to increase revenue and/or margins, versus 75% of middle management. These findings point to a possible disconnect between the corner office and the rest of the organization on how to best incorporate Web 2.0 practices into business.

The most-cited effect of Web 2.0 – a collection of Web-based services that emphasize online collaboration and sharing among users – is to transform the way that companies interact with their customers. The study, which consisted of in-depth interviews with corporate leaders as well as a global survey of senior executives, found that large companies are already using Web 2.0 tools and methods in a variety of ways. So far, companies have focused their Web 2.0 efforts mainly on the creation of online communities that can help with product marketing or product development. In second place is the establishment of blogs or wikis to initiate conversations and share knowledge inside or outside the company.

In the future, companies expect Web 2.0 methods and tools to be the single biggest factor changing the ways their company interacts with customers (according to 68% of executives), or on how employees interact with each other and the company (49% of survey respondents).

Download the electronic version of Serious business: Web 2.0 goes corporate free of charge.

The future of marketing: From monologue to dialogue

Mon, 18 Feb 2008 16:01:17 GMT

EIU.com

Until a few years ago, marketing was a monologue. Marketers invested time, talent and money to broadcast messages designed to correspond with each stage of a theoretical buying cycle: awareness, research, consideration, testing, negotiation and transaction. The past two years have witnessed the first examples of true two-way marketing "conversations" between customers and some of the world's leading consumer brands. Driven by a confluence of innovation, competition and big shifts in consumer behaviour, the dialogue between brands and their customers is replacing the traditional marketing monologue.

Among the key findings:

Chief marketing officers (CMOs) will need to rethink four basic elements of their work--branding, integration, measurement and accountability, and internal organisation--in order to conduct online and offline marketing activities that are relevant, measurable, and accountable to the C-suite in terms it understands, such as top-line growth and speed to market.
In the area of branding, the survey and in-depth interviews with senior marketers reveal that online marketing enables marketers to create interactive brand experiences that also contain a path to action for the consumer. The result is that online branding has the potential to become the central marketing expression for organisations.
The Internet blurs the line separating creative media and media planning/buying functions, offering marketing executives new scope to integrate these activities. Online tools, especially search engines, help marketers combine two important elements for truly integrated marketing: intelligence into customer thinking and intentions generated by other media.
Marketers are dissatisfied with their current ability to measure results of marketing campaigns, both offline and online. The ability to measure results will improve, however, given that CEOs are requiring direct evidence of a return for marketing investment. Return on investment (ROI) is accountability by another name and a burning concern of CMOs.
As the role of marketing expands to affect other corporate activities such as joint ventures, alliances and even product development, top marketers recognise a need to create new incentive structures in order to prepare their internal organisations for the increased level of accountability.

Download the electronic version of The future of marketing free of charge.

Online marketing needs better accountability and integration with offline campaigns, new survey finds

Mon, 18 Feb 2008 15:57:57 GMT

EIU Media Directory

A major new survey by the Economist Intelligence Unit finds that businesses will focus on international over domestic markets in the next three years

Leading companies recognise the growing need to measure the effectiveness of their marketing campaigns, but admit that they spend little executive time doing it, according to a global survey compiled by the Economist Intelligence Unit.

Half of all respondents think that the level of accountability for all marketing activities is "rising dramatically".
Executives spend less time assessing the performance of marketing campaigns than either planning or executing them.
Between a third and a half say they don't know how to measure the impact of several of their online marketing activities either.

Broadband: Remaking the Advertising Industry

Sun, 17 Feb 2008 09:52:21 GMT

Havard Business School - Working Knowledge

Evolving from the Marlboro Man in the 1960s to the Subservient Chicken in a recent Web campaign, advertising is undergoing a radical transformation. Harvard Business School professor Stephen P. Bradley, who is cowriting a book on how broadband technologies are remaking many industries, discusses how advertising is responding to the challenges. Key concepts include:

Traditional advertising vehicles such as television are becoming less interesting to advertisers because of fragmented viewership and inadequate user data.
Broadband technology is becoming more important to advertisers because of its ability to move the consumer closer to a transaction decision and to deliver clearly segmented audiences.
The advertising industry is wrestling with this transformation in part by merging with media companies and by launching creative ad alternatives.

Future Shape of Advertising

Mon, 11 Feb 2008 12:00:31 GMT

Future Shape of Advertising

Bring Back the Love

Mon, 11 Feb 2008 11:57:57 GMT

Advertising v3.0

Mon, 11 Feb 2008 11:40:17 GMT

The disparity between consumer media consumption habits and advertising spend offers smart marketers competitive advantages, if they move quickly! Utilizing consumer insights, latest technologies and new engagement techniques, while measuring buzz, participation and analyzing conversations they can truly engage in targeted and meaningful ways delivering RoMI.
Looking at the media landscape in the past decades it becomes evident, that advertising has evolved into an era before and after the rise of the internet. Hence I would position the time before the internet as 'Advertising 1.0' and the time after as '2.0'.
With the rise of the Web 2.0 the standard online advertising has and needs to further evolve into a 3rd version or phase.

The emancipation of the consumers powered by global communication platforms (over 1.2b online users) and advances in software services as well as consumer electronics have given way to digital social networking, blogging/citizen journalism and prosumerism, where consumer are taking over control.
Advertising needs to evolve...quickly! 86% of consumers don’t believe what brands say about themselves (advertising), whereas 78% believe what others say about them.

How can brands facilitate and encourage positive conversations among consumers? Easy! By producing great products people will enjoy and talk about!
Unfortunately not all products are created equally (great). Advertising has to work harder to encourage and spark these conversations, by not only attracting the right audience, at the right time, but by engaging them and exciting them. The engagement has to be immersive, interactive (no more 1 message fits all and not advertising monologues, but dialogues) and participatory!

Join me in exploring these exciting times of another advertising paradigm shift...