Imagine something remarkable

1:1 / 2009 / Activity Based Advertising / Activity Centered Design / advertising / Brand / Branded Utility / Collaborative Creativity / Content Marketing / Context / Everyday life / Future / Herd / Identity / Incentives / Innovation / Interaction design / Interactive Advertising / Just a thought / Marketing / New Digital / Online Advertising / Participation / Perspective / Planning / Post Digital / Presentation

A company’s ability to engage and connect with people has to do with its imagination and not the product or product category. A couple of days back a quite popular and knowledgeable blog wrote, as a small part of their quite smart overview on social media, that some brands don’t belong in it. I do…

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November 24, 2009 4

Online advertising is changing because the media business model is changing

2009 / Activity Based Advertising / advertising / Brand / Branded Utility / Business / Collaborative Creativity / Content Marketing / Context / Everyday life / Future / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Online TV / Participation / Perspective / Planning / Post Digital / Publishing / Search / Social Graph / Social Marketing / Social networking / Storytelling / The Internet of Thins

Online advertising will change fundamentally during the next year to four years. The reason is more unexpected, and with larger consequences, than anticipated. I’ve written previously on how both the competition to the online ad product (ie. earned media) and our citizens’ change in online behavior should be forcing online media to innovate its advertising…

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November 15, 2009 11

Companies sell stuff, people buy stuff

1:1 / Brand / Branded Utility / Business / Collaborative Creativity / Content Marketing / Context / Everyday life / Future / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Participation / Planning / Post Digital

Presenting at the iab Interact 2009 in Amsterdam at the end of November, I have been asked to talk about new marketing under the theme of the conference: “It’s the people stupid”. As my bio states: “…As technology becomes invisible, the opportunity for companies to connect with participants arises from its understanding of its fundamental…

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November 10, 2009 2

Mobile Abilities Map Presentation

1:1 / 2009 / Activity Based Advertising / advertising / Analytics / Augmented Reality / Blog / Brain / Brand / Branded Utility / Business / Collaborative Creativity / Content Marketing / Context / Data Vizualisation / Design / Emotion / Event / Everyday life / Future / Gaming / Herd / Identity / Innovation / Interaction design / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Online TV / Participation / Perspective / Planning / Post Digital / Presentation / Social Graph / Social Marketing / Social networking / Storytelling / The Internet of Thins / Trend / Value Providers / Viral marketing / Widget / Word of Mouth

Mobile is at the forefront of representing a completely new way of thinking about marketing. But in order to understand this we need to look beyond the SMS and the text voting, and start exploring the real potential of the platform. Since the Mobile Abilities Map pdf, published two weeks ago, has received a great…

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October 25, 2009 7

Stop buying customers

1:1 / 2009 / Activity Based Advertising / advertising / Brand / Branded Utility / Collaborative Creativity / Content Marketing / Context / Design / Everyday life / Future / Innovation / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Participation / Perspective / Planning / Post Digital / Trend

Every traditional marketing campaign is a customer purchase, that is no revelation: ROI and CPC, CPM, CPA are all standards. But I suggest there is something wrong with that mindset. In fact, with the uncertainty of the future of media, everything might be wrong with that mindset. Display advertising might still be around at the…

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October 15, 2009 4

2×2 on availability

Activity Based Advertising / advertising / Branded Utility / Content Marketing / Context / Everyday life / Future / Interaction design / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Participation / Perspective / Planning / Post Digital / The Internet of Thins / Uncategorized

Availability can not be underestimated, two reasons for this: 1. First, a minor mindset thing: People want to choose their own arenas, not be forced into one because the company finds it sufficient to only make their stuff available in one place. 2. Then the bigger thing: The missing link between something being a tool…

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October 4, 2009 0

Context, Value & The New Marketing Economy

2009 / advertising / Brand / Branded Utility / Context / Everyday life / Interactive Advertising / Just a thought / Marketing / New Digital / Participation / Post Digital / Storytelling

I’ve been invited to do a five minute presentation on Context at Paris 2.0 this Tuesday. Working my way through the script I decided to put the whole thing into the presentation and upload it. Love to get some feedback on this before Tuesday :o) Thank you in advance. (View slideshow at slideshare.net) View more…

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September 17, 2009 2

The four horsemen of Digital Media

2009 / advertising / Branded Utility / Business / Content Marketing / Everyday life / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Participation / Perspective / Post Digital / Uncategorized

Understanding the challenges affecting digital media as a marketing platform introduces some new creative challenges. What we are seeing is very solvable, and they are triggering the start of a much more diverse and interesting time for marketing and advertising. There are four main challenges disturbing the effect of marketing investments on digital media [DM]….

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September 13, 2009 6

How much is irrelevant

2009 / advertising / Brand / Branded Utility / Business / Content Marketing / Everyday life / Future / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Participation / Post Digital

Display advertising was designed to work inside a traditional media format, tailored to a certain context of media use. As this use-context changes with the accessibility of new technology – as readers become participants, as media gets integrated into everyday life and exported outside the browser – these formats don’t fit the context anymore and…

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September 9, 2009 0

This is not the time for Big Lazy Brands

1:1 / 2009 / Activity Based Advertising / advertising / Brand / Branded Utility / Collaborative Creativity / Content Marketing / Context / Design / Emotion / Everyday life / Future / Gaming / Interactive Advertising / Just a thought / Marketing / Mobile / New Digital / Online Advertising / Online TV / Participation / Perspective / Planning / Post Digital / Presentation / Word of Mouth

What are the challenges for FMCG brands in today’s post digital landscape? Especially, how does Digital Media facilitate good marketing opportunities in the Every Day Life? The five ideas / suggestions presented are the following: 1. Marketing online has to impact how people feel about the brand. (it’s about ideas, not technology). 2. Build direct…

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September 7, 2009 2