Branding

A new definition of “digital” – the collection of habits and expectations of modern users

By defining “digital” as not the technology, device, or channel, but rather the habits and expectations of modern users, we are able to make practical decisions about which marketing tactics, technologies, devices, and channels to use to match these users’ habits and expectations.  If you know their habit is to search, then you wouldn’t blow your whole budget on TV ads and have nothing for them to find online when they search. if you believe they expect to be able to find information from their iPhones, then you wouldn’t make your whole site high bandwidth, flashy, and Flash because they wont be able to view it at all.

Thank you all for your comments and retweets.

HamiltonWallaceA New Definition of Digital: http://bit.ly/2deV5u Article nails how “digital” is changing behavior. Listen-up marketers!

glenngabeA New Definition of ‘Digital’ http://bit.ly/2deV5u via @acfou on ClickZ

belindaangRT @randymatheson: Do we need a new definition of ‘Digital’? | ClickZ http://ow.ly/qZ4N

randymathesonDo we need a new definition of ‘Digital’? | ClickZ http://ow.ly/qZ4N

jonnylongdenRT @arkley68: Good post by @acfou – A New Definition of ‘Digital’ – http://www.clickz.com/3635052 #measure #roi

BennaPReading: the new definition of ‘digital’ from @acfou -via Clickz – excellent and informative read http://www.clickz.com/3635052

bwhigamInteresting POV – A New Definition of ‘Digital’ – http://bit.ly/2deV5u

MJinNYCRT @acfou – Branding is dead; targeting is dying; social media is not media- A new definition of digital? – http://bit.ly/TTTPC

acfouBranding is dead; targeting is dying; social media is not media – if you believe this new definition of “digital” – http://bit.ly/TTTPC

SgtWiggidyA new definition of Digital – http://bit.ly/2deV5u – Good Read!

jacqueswarrenNot so hot about his definition of digital, but this is certainly an action packed article !! http://bit.ly/2deV5u

Adtraction_RAJ_The new definition of digital – not just websites anymore. http://bit.ly/pAfEP

arkley68Good post by @acfou – A New Definition of ‘Digital’ – http://www.clickz.com/3635052 #measure #roi

MPPR755DCSRT @kathymbaird Defining ‘digital’ http://tinyurl.com/yb5f9tq I work with a ‘digital’ team I teach a ‘digital’ course. This about sums it up

jeanaandersonI just had this conversation at an interview Tues: Is Digital killing the brand? Is creative losing its pull? http://www.clickz.com/3635052

RaynaNyc‘A New Definition of Digital’ http://bit.ly/Xn2Gr Thought provoking post by @acfou (via clickz)

HeidiPatmoreRT @Jussipekka Reading A New Definition of ‘Digital’ (via @DaGood) http://www.clickz.com/3635052

kathymbairdDefining “digital” http://tinyurl.com/yb5f9tq. I work with a “digital” team. I teach a “digital” course. This about sums it up.

mktmobileA New Definition of ‘#Digital’: is not about products, it’s all about habits and expectations http://bit.ly/iTH67

fsdigitalA New Definition of ‘Digital’? : http://bit.ly/moxhd

konsultantasRT @baltix A New Definition of ‘Digital’ http://htxt.it/ZnVv

JussipekkaReading A New Definition of ‘Digital’ (via @DaGood) http://www.clickz.com/3635052

baltixA New Definition of ‘Digital’ http://htxt.it/ZnVv

sunshooter81A New Definition of ‘Digital’: Many people actively search for things online. And the moment they type i.. http://bit.ly/19irO8

DeanLandRecommended reading. Good piece from AC Fou: RT @acfou: How do you define “digital”? I define it thusly … http://bit.ly/TTTPC

acfouHow do you define “digital”? I define it thusly … http://bit.ly/TTTPC

LevickHow the new definition of “digital” is shaping marketing trends (from @acfou) http://bit.ly/Xn2Gr

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Thursday, September 24th, 2009 digital No Comments

This is what happens when 99% of the inefficiencies are cut out of a system (advertising industry)

Update: Including Q3 09 numbers

Source: http://adage.com/agencynews/article?article_id=140125

While no holding company’s results are pretty these days, Interpublic Group of Cos. last week posted particularly poor numbers, swinging to a net loss of over $35 million for the first nine months of 2009 from almost $60 million in profit during the same period in 2008. IPG’s third-quarter revenue fell 18% compared to declines of 14.4% at rival Omnicom Group, 8.7% at WPP (factoring out the effect of acquisitions and currency shifts) and 5.3% at Publicis Groupe. WPP’s reported revenue, including revenue from its big Taylor Nelson Sofres acquisition, rose 16.7%. In the same quarter, net income attributable to IPG tumbled 47.3%, more than double the drop of Omnicom (down 22.5%).

wasted-ad-dollars

Google changed the game by changing the business model from paying for impressions to paying only when the advertiser gets the click.  This helped to cut out the 99% of waste and inefficiency which existed in the industry.


WPP Profit Dropped 47% in Second Quarter More Than Half of Company’s Revenue Came From Nontraditional Advertising

NEW YORK (AdAge.com) — Using words such as “severe” and “surprise” to describe the recession’s impact on its business, WPP, the world’s largest advertising conglomerate, today said its profit was down 47% for the second quarter. And WPP Chief Executive Martin Sorrell said it will be a while before marketing executives begin to spend and take chances the way they did just a few years back.

FULL ARTICLE – Source: http://adage.com/article?article_id=138673

______________________________________________________________________

In a first half earnings statement released this morning, WPP Group announced that digital and direct marketing-related services now comprise 25% of its body.

WPP Group owns labels like 24/7 Real Media, Mediaedge:cia, MediaCom, Mindshare, GroupM and Outrider.

Digital and direct garnered $1.7 billion in revenues in the first half of ‘09, with a projected annual run rate of nearly $3.5 billion total. But it is digital media and advertising that appear to be dominating the segment.

Overall, first half revenues fell 2.9% to $6.4 billion in the first half on a reported basis, MediaPost reports. Like-for-like, however, total revenues slid 8.3% against the first half of 2008.

According to WPP, traditional advertising and “media investment management” have been the hardest-hit amidst the economic downturn.

“On a constant currency basis, advertising and media investment management revenues fell by 7.5%, with like-for-like revenues down 7.8%,” it stated.

Branding and identity, healthcare and specialist communications — which includes direct, internet and interactive — were least affected.

The media conglomerate committed to prioritizing the growth of digital communications, customer insights and strong geographic markets.

Related topics: Online Advertisers, Data Updates,

Sourcehttp://www.marketingcharts.com/updates/digitaldirect-marketing-now-25-of-wpp-group-10211/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Thursday, August 27th, 2009 digital 1 Comment

brands are no longer what advertisers say they are

brands are now what consumers say they are and what they tell their friends

•78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung)

•54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners)

•85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)

• 91% of consumers are likely to buy on reccomendation (source: http://www.slideshare.net/kameran/word-of-mouth-marketing-techniques-womm

Creating Buzz – Kameran Ahari Napa Consulting Group)

• Most influential information sources in purchasing electronic goods:WOM from friends & family 33%, newspaper coupons 25% magazines 4%, TV 4%, radio 3% (Source: CMO Council’s Retail Fluency Report, 2005)

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Friday, July 31st, 2009 digital No Comments

Top Posts for Week Ending July 26th

  • Notes from the front lines: Facebook advertising metrics and benchmarks
  • crispin porter bogusky’s beta site
  • The Perfect Babe – Megan Fox (pics)
  • The hardest thing to do in web 2.0 …
  • marketing misconceptions, advertising misconceptions, social media misconceptions
  • What is Web 3.0? Characteristics of Web 3.0
  • Bing is bigger than CNN, Digg, Twitter? Not so fast!
  • Smaller social networks are losing even the few users they have…
  • Harry Potter and the Half-Blood Prince and other Harry Potter Movies
  • Branding is still a useful activity? Reach and frequency is still a useful metric?
  • Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

    Monday, July 27th, 2009 digital No Comments

    Top Posts Week Ending July 17, 2009

  • Notes from the front lines: Facebook advertising metrics and benchmarks
  • crispin porter bogusky’s beta site
  • The hardest thing to do in web 2.0 …
  • The Perfect Babe – Megan Fox (pics)
  • marketing misconceptions, advertising misconceptions, social media misconceptions
  • Bing is bigger than CNN, Digg, Twitter? Not so fast!
  • Smaller social networks are losing even the few users they have…
  • Branding is still a useful activity? Reach and frequency is still a useful metric?
  • What is Web 3.0? Characteristics of Web 3.0
  • Merovingian Knot (video)
  • Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

    Tuesday, July 21st, 2009 digital No Comments

    Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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