Blog categorized as Advertising

Futher following-up on the trend of  'Customer Made' by Springwise, Scott Karp has this nice post on the role of intermediaries if this trend gains traction:

If marketers can get their own consumers to create marketing messages for them, and then get those same consumers to propagate those messa...

Springwise has some great examples of co-creation case studies in their May 2006  trendwatching briefing called CUSTOMER MADE.

What's Customer Made?

“The phenomenon of corporations creating goods, services and experiences in close cooperation with experienced and creative consumers, tapping into...

Read this thought provoking post by Scott Karp on how media companies should plan to monetize in the future, as their business model is changing rapidly:

"In media 1.0, brands paid for the attention that media companies gathered by offering people news and entertainment (e.g. TV) in exchange for...

Michael O'Leary, Chief Executive of Ireland's Ryanair (Research), Europe's most profitable airline, wants to make air travel free. Not free as in free from regulation, but free as in zero cost. By the end of the decade, he promises, "more than half of our passengers will fly free."

The airl...

Here's a lovely example of how brands can build "conversations" with customers.

All it needs is imagination and an interested mind!

JetBlue setup this area with a booth that records people's experiences and thoughts about JetBlue.  Read & see more here.

thro' John Winsor

"Auto makers can either sell cars without passion and struggle with shrinking production, or they can sell cars with passion." - Carlos Ghosn, Nissan CEO.

This is what the auto industry has been going thro' - Circle of Discount Addiction

thro' brandautopsy

Much has been written about YouTube. But, what's impressive is the traction it is getting from big brands. If you are a marketer, it pays to give this some attention. Here's an article from USA Today:

Nike, Warner Bros., MTV2 and Dimension Films are among the firms seeding the site with commercial cl...

Here's a great roundtable on WOM. Listen to Steve Rubel, Rick Murray and Jack Trout on their views of Word-of-mouth marketing.

Here are some great quotes, I heard:

• " Marketing is about identifying people's dreams and helping them achieve it"
• " Coke has to reach out to the evangelists ou...

The Advertising Research Foundation (ARF) presented its working definition of "engagement" at its Re:Think conference in New York last week. Marketers are pondering the implications.

The working definition, presented by the ARF's Chief Research Officer Joe Plummer, is: "Engagement is ...

An article of mine that appeared in The Hindu Business Line on this topic.

Here are some excerpts:

While there are several concepts and research streams which may be evolving in marketing literature, technology and increasing customer information available with marketers makes it important for them to...