Posts filed under ‘Market’

Nastiness Trending

When we started using Google Trends to glean some trend insights, it was all business at first. Then, it became a tool look at some trends no one likes to talk about. We started entering stuff like “Porn” or even worse “child porn” or anything nasty. Hence, I coigned the term “Nastiness Trending”. It’s quite a sublime thing, from which to derive a weird, negative pleasure. The pleasure part comes from knowing which countries have the nastiest google users, and being lucky if your country isn’t in the Top 10.

Obviously, we weren’t the only one with this idea, in fact a German newspaper made an article about it.

However, the whole thing is a bit tricky, because you have to choose the keywords in a certain language, so you cannot definitively say that, e.g. in the porn case, South Africans are the nastiest.

I am waiting for the day where you can do compound trending in different languages.

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July 9, 2008 at 4:36 pm Leave a comment

The long tail: digital myth or not?

The “long tail” has been a theory accepted as fact in the digital community. It described and explained what we believed in so well, and it all makes sense. In fact, to some of us it was a source of credibility for whatever it was we’re doing, selling, or referring to: the power of the individual, individual experiences, tailored and customized offerings in a distributed and digital world that makes all of that possible.

Now, some people are rocking the boat and saying that it was all a hoax. Not a surprise, really. Every theory has a counter-theory. Surprising is that it took this long.

http://tinyurl.com/3rg5gp

Found on Alan’s friendfeed

July 2, 2008 at 4:35 pm Leave a comment

A trend report of the funny kind

One of the funnier sites I have come across recently (thanks, Marco!) is a pre-web2.0 blog site by a guy who calls himself Maddox. I can’t believe I didn’t find this earlier, because the site is basically a collection of rants about all sorts of cultural and consumeristic phenomena. Reading the text aloud, I get a slight feeling it could be comedian Lewis Black doing a one of his famously irate and arcimonious skits.

For instance, the latest post is entitled “Fashion tips for women from a guy who knows dick about fashion” which made me laugh fairly hard, because at the end, you feel like vindicating the whole story as is.

Check it out and enjoy.

 http://maddox.xmission.com/

February 20, 2008 at 5:50 pm Leave a comment

Reputation Defender

Doing some research, we found a site called reputationdefender.com. The concept is very simple: as more and more of people’s lives are becoming transparent as they sign-up to a plethora of social networking sites, write blogs, comments on other blogs and give opinions on products and services or describe their experience, the question is: does it damage my reputation? What can people construe about me that could ultimately be bad for me?

In comes reputationdefender.com which will scour the Internet for you and inform you about your visibility and “destroy” things you don’t want. I am not sure how they go about that aspect, but it’s an interesting idea. Also, the site allows you to protect your privacy against direct marketing and telemarketing, as well as your child.

January 17, 2008 at 10:10 am 1 comment

Duh 2.0

How nice. Finally some people are waking up to the fact that web2.0 is sort of a hype consisting of stuff that has been around for a lot longer, except that you got some more bandwidth and the fact that your granny might be on the interweb too.

I congratulate the analysts at Gartner who caution wild marketing sprees into the virtual and web2.0 worlds without any understanding for the channels used, and construed based on the mere pressure of: “crap, we need something on second life, cuz the others do too.” Come on, we’ve had this thing happen before. Let’s not make bubbles where no bubbles are due.

Read the article here:

http://news.com.com/Gartner+Risky+business+in+virtual+worlds/2100-1043_3-6201899.html

or in German:

http://www.zdnet.de/itmanager/kommentare/0,39023450,39157048,00.htm

August 17, 2007 at 12:16 am Leave a comment

The Problem with Viral Marketing (Part II)

Just recently I posted something on the problem of viral marketing, naming some of the reasons why it doesn’t always work. Just days later I found an article on Adage about an Math Professor explaining it his way, rooted in a much more fundamental theory that some of the readily-accepted theories like “tipping points”, “social network media” and “influencers” may actually not be all that true.

One really interesting point he is making is that it’s not just that you need a viral idea, you need to seed it where you get contagion. So in a way, what planning can do, if anything, is find some potentially advantageous contagion parameters and that, actually, specificity of the target and choosing influencers over “normal” people to spread the idea aren’t necessarily the ones who make a viral idea contagious. As the article states, “sounds a lot like mass communication, doesn’t it?”.

Not only does this fly in the face of Malcolm Gladwell’s Tipping point theory, and the hype of social network’s importance for viral ideas, it also says you can’t actually expect an agency to come up with a viral idea that works, except to see if it maybe will work. AND, it also insinuates that the whole discipline and task of marketing in itself, which is dependent on strategies derived from tested insight, does not apply here.

I am totally torn on whether to say: “Duh” or “Wow.” All I can say is: thank god to the math whizzes for providing a contradictory insight that helps us question how we accept theories and let us fine-tune our process to get a more successful communication outcome.

http://adage.com/digital/article?article_id=119274

July 18, 2007 at 11:52 pm 2 comments

More news about the death of the 30 second spot

Based on Tivo Stopwatch, a research tool which tracks how TV viewers forward through advertising, some new insights have been generated. Used by Publicis’ Starcom, second-by-second analysis of viewer behavior is being made available to advertisers.

The finding? The commercials least forwarded aren’t the award winning creative ones but the “boring” salesy ones: Direct response ads.

I guess everyone had better brush up on their sales pitch tonalities and get with the program.

Anyhow, the more positive way to describe it is that communications needs to be more and more geared to specific needs that consumers have instead of bombarding them with context-insensitive, over-emotionalized and unauthentic brand messaging. For me that does not mean being more salesy and less creative. It means adapting to market needs. After all, communication ideas are just a product too, so agencies should heed the new needs of the consumer, also when it comes to how he/she wants to be communicated with.

Read the article here:

http://adage.com/article?article_id=119267 

 

July 17, 2007 at 1:25 pm Leave a comment

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