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Whats the Buzz on Google’s Buzz?

Posted by John Horniblow on Feb 12, 2010 in General, Online Media, Social Media Marketing, User experience

Reposted from http://blog.label.ch

When in logged into my Gmail a few nights ago I got a screen that introduced me to Google’s Buzz. At a first glance I skipped over it not wanting to go to deep into a distracting setup that stopped me from doing what I had originally set out to do : check my email . In hindsight I am left questioning whether Google’s BUZZ has any buzz? Buzz will probably have impact on the digital marketing world overtime but its not that apparent at the moment. However, we should take notice of this change. Buzz is a service that aims to compete in the social networking space not unlike the services of Bebo, Orkut ( owned by Google) Facebook, Twitter to take on the likes of Facebook and Twitter, across devices like the PC and mobile phone.

What Buzz is attempting to do is add the social networking features in the burgeoning number of Google’s services, over the top of the existing number of contacts a person has in their Gmail accounts. It has 97million users at its disposal to do this but it does pale in consideration of Facebook’s 400 million users, Myspace’s 130 million user and Friendster’s 115 million users. Google’s published rationale for Buzz is to work a more centralised and sorted approach to social services, sorting out the noise and organising information into a a relevant experience for users. On its blog it says ” With more and more communication happening online, the social web has exploded as the primary way to share interesting stuff, tell the world what you’re up to in real-time and stay more connected to more people. In today’s world of status messages, tweets and update streams, it’s increasingly tough to sort through it all, much less engage in meaningful conversations. “

Read more…

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Embracing enterprise social software and social network analysis – Gartner’s near term predictions on Enterprise 2.0

Posted by John Horniblow on Feb 10, 2010 in General, Social Media Marketing, User experience

Last week Gartner released five predictions for social software for 2010 and beyond. What is interesting for me is that the fast moving, consumer driven, internet always finds itself leading the technology shifts that are ultimately or stubbornly embraced by IT departments for the remodeling of enterprise communications, information exchange, information publishing and distribution. Enterprise 2.0 while in its nascent days has had a steady stream of adoption inside a large number of companies. They have adopted certain collaborative and social technologies into or in addition to their existing intranets, team rooms etc. The emulation of the consumer web inside companies allows the speed and ease of information distribution and social communication and work collaboration inside enterprises to increase significantly . These can be enterprise to employee or employee to employee communications or working groups spread across many locations.

Gartner predicts that :

1. By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.

“Greater availability of social networking services both inside and outside the firewall, coupled with changing demographics and work styles will lead 20 percent of users to make a social network the hub of their business communications. During the next several years, most companies will be building out internal social networks and/or allowing business use of personal social network accounts. Social networking will prove to be more effective than e-mail for certain business activities such as status updates and expertise location.”

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IFood assistant : Kraft’s killer IPhone application

Posted by John Horniblow on Mar 5, 2009 in General, Mobile and wireless, User experience

Who would have thought that a food company could sell an iPhone Application  not just for ordering its product?
kraft ifood assistant
The iFood assistant developed by Kraft,  the world’s second largest food company, has turned the tables in mobile marketing for FMCG. Kraft is currently enjoying a rather prominent promotion on Apple’s website and in the App Store, which features video interviews with executives involved in the app’s development.

What’ s great or interesting about this is that Kraft has looked at where it adds value to the its on shelf products and developed a consumer proposition that is purely experiential and consumer focussed. Kraft tapped into its pre existing content base of recipes , cooking videos , add the notion of a meal planner and then added a store locator . The lessons for marketers based on Kraft’s success with this iPhone application are many and that the consumers brand experience goes well beyond the product on shelf , or at home in the kitchen or the real moment of truth when its consumed . The experience can manifest as useful helper in everyday activities. Its about the brand but all   all the services and value added content surrounding the brands , packaged as a “paid for” but highly useful portable electronic assistant that is “always on” in your pocket or bag. One touch away. Its also that fact that it is a conduit or exclusive channel for brand communications that can be entertaining and engaging and that it can extend offers , and potentially coupons as well.

kraft recipes

Kraft is cleverly  delivering its brand through the application, and using it as a advertising platform but it’s also driving new revenue streams from its cut of sales on the App Store — its a shining star in the field of branded iPhone applications. Why? because user experience is centred around  and wanted  valuable services and their  info-tainment value , not just being branded advertising app.  

View Apple’s co branded article about Kraft  

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Hi5- the other social network to watch

Posted by John Horniblow on Feb 6, 2009 in General, Social Media Marketing, User experience

Click for full-size image.

You may not know it but Hi5 is the third largest social network in the world  polling into position behind Facebook and MySpace.  What make its different from the other two is clearly its audience. It has around 60 million  unique visitors  per month , 40% of whom come from Spanish speaking countries. This makes it the largest Latin American or Hispanic social network . While virtually unheard of in the United States the UK or some of Europe  there are reasons to believe that this could change.  The key information to be aware of  is that more and more people in the U.S. are discovering the site, a trend line that will likely keep bending upward in the next 12 months. What would be interesting to track is whether this  new US  based  audience is  ethnically and demographically  the young Hispanic and creates a parallel spanish speaking social network the covers the Americas and Spain . As of mid-2007 the Hispanic community  in the US, the largest  minority group , accounted for 15.1% of the total U.S. population and also since 2000  have accounted for more than half (50.5%) of the overall population growth in the United States 

Hi5′ s music and video applications rival those of other, more popular social networks, and Hi5′s mobile app is first rate.

Hi5 won’t be bigger than Facebook  by the end of the year, but it will have grown significantly, and it will have given many people  an attractive alternative to try out

What will be interesting to observe in the near future is whether the identities of one social network can or will be able cross register with the other using the concept of Open ID.

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Online Rich media advertising and Mobile advertising will be the winners in the media meltdown of 2009

Posted by John Horniblow on Jan 8, 2009 in Mobile and wireless, Online Media

The advertising outlook  for 2009 looks resoundingly is bleak. Following a downturn in revenues for 2008 and the fact that most forecasters see this continuing  through  2009 and 2010: the worst years of decline since the Great Depression. But !  and there is a big but here,  Online and digital advertising channels are the the only ones predicted to outshine the doom and gloom and  grow even in a downturn . This forecast view seems to be apparent across a number of forecast agencies , from the digital to traditional , there a a glimmer of optimism  in the air.

In Jack Myers’ recently -updated Media Business Report, he forecasts traditional media outlets will  take major hits in 2008 and 2009;
“The brunt of the 6.9 percent fall-off in 2009 ad spend will be felt by newspapers (-15.0%), Yellow Pages (-14.0%), consumer magazines (-13.0%), radio (-12.0%), local television (-10.5%), business-to-business and custom publishing (-9.0%), and broadcast network television (-4.0%). Even online media will feel the pain, with projected overall growth of a meager 2.7 percent. Online display ads are forecast to grow only one percent, with search engine marketing increasing 8.0% and online video, search engine, widget advertising increasing at a 25.0% rate to $1.5 billion. Online growth will pick up again in 2010 with overall 8.5% increases.”

What’s forecast to grow, if anything?  Search marketing, online video, (rich media) widgets and Mobile advertising. The real star being mobile that  jump 30 percent this year and another 15 percent next year. By the time the economy begins to regain steam, mobile advertising will jump another 30 percent in 2010, he forecasts.

So why is there a shine or  bright spot?
In rich or video media its a “no brainer”  for entertainment and brand advertisers.

Rich media and it recent upgrade to Digital Interactive media has  greater increases in brand metrics than standard web ads. Experientially they impacts attitudinal metrics, such as message association, brand favorability and awareness, more than non-rich media and allow the  incorporate video streaming of original content and help drive users to generate it and share it. With the coupling of transactional systems scuh as CRM and e commerce , the media buy can become a pure sale or pure consumer acquisition.

Mobile is definatly the flavour of next coming years . With SMS or text messaging is running hot as “Texting” has reach and ubiquity . Its simple  medium with reach of  160 characters and   the possibly of a  hyper link . MMS banner ads on WAP sites are a little richer in content and interactivity but are not ubiquitous because few people have data plans that can access WAP pages the estimates being between  10%  and 15% of all cell phone users.

Where the predictions for mobile seem to be going  it just might Voice!  Voice or sound is an interesting medium as it has no barriers to the existing  5 billion phones in the world. Just how intimate or intrusive it will be is another question. If my cell phone became a message bank a for un-announced  advertisers I would not be happy but if I am opted in to a premium audio experience  it’s richness because of its intimacy would make it  influential and experientially based . It may well be the way  to  reach a massive audience with a unique , engaging and compelling experience.. And everybody can get it regardless of plans and standards.

 

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Digital Marketing ?

Posted by John Horniblow on Jan 6, 2009 in General

The many faces of  Digital Marketing

Is it a website,  a media campaign, a banner ad or pay per click?, rich media ?  Is it  an email campaign,  mobile campaign or maybe a microsite, SMS or Intelligent Voice Messaging (IVM)? consumer generated content ? 

What  about blogs, Twitter, Social Media Networks , Bebo,  Hi-5,   Linked-in, e-acadamy and Facebook, or Web2.0 dynamic, distributive content-driven websites. Does it include optimized keyword searches (SEO), SEM SSM, Digital PR or buzz? Is it e commerce , widgets, or mobile location-based marketing?

Digital marketing is all of the above – born out of the information age  at the end of the 20th century  it’s simply marketing in the digital age.  Consumers’ lives have becoming increasingly connected. Convergence and “always on” connectivity is becoming  increasingly mainstream, and new important channels of communication and opportunities are opening to marketers.

Social Media Marketing is emerging as one of the most important, if not the most important, source of information for the consumer but also for the marketer in listening too, responding and measuring consumer sentiments. 

Marketers have now gained the ability to enhance, empower, interact, converse and otherwise live within ever deeper segments of consumers’ lives, well beyond the reach of traditional media.  In the 21st century, the database is the marketplace and the way in which a consumer interacts or engages with a brand and vice versa may well be a new form of marketing . And one thing is clear – data is and  will be at the centre of it all. 

Digital marketing is  not digital for the sake of digital but an application of established marketing practices  re-thought or re engineered in the digital world. It is  all about permissioned based , persuasive and at times pervasive consumer engagement.

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Bladedigital

Posted by John Horniblow on Dec 21, 2008 in

About Bladedigital

Bladedigital is a strategic digital communications , digital marketing and development company, trading under Bladedigital LLC and Bladedigital Ltd and has been operating since 2001.  Bladedigital works across territories in Australia, USA, Europe and North Africa providing strategic consultancy and digital service to companies, NGO’s and government agencies. Bladedigital has provided consultancies and services to Nissan Global Interactive Marketing, Nike Digital, Qantas’ NA CRM program, The Museum of Contemporary Art;San Diego, The Phoenix Art Museum, Santa Barbara Museum of Art, The Geffen Playhouse, Activision, Nestle, US Mission to UN, Nestle Maghreb, P&G,  Institute of Media and Global Governance , and Richemont amongst others.

Bladedigital , DBA Bladepictures is the developer and publisher of Photojournale : Photo documentary stories from around the world

 

The Daily Slice

Digital Marketing? Convergence and Convergence Culture? Transmedia

This blog seeks to inform on ideas , trends and best practices but  it also seeks to provide a contextual framework for digital convergence , the behaviours , trends in consumer uptake of technology and their effect on communications and marketing.

So what is Digital Marketing?

Is it a website,  a media campaign, a banner ad or pay per click?, rich media ?  Is it  an email campaign,  mobile campaign or maybe a microsite, SMS or Intelligent Voice Messaging (IVM)? consumer generated content ? What  about blogs, Twitter, Social Media Networks such as  Bebo,  Linked-in, e-acadamy, myspace  and Facebook, or Web2.0 dynamic, distributive content-driven websites. Does it include optimized keyword searches (SEO),  SEM , SSM , Digital PR or tacking buzz ? Is it e commerce, widgets, or mobile location-based marketing?

Digital marketing is all of the above – born out of the information age  at the end of the 20th century  it’s simply marketing in the digital age; a hyper connected world  where technology provides no barriers  for entry for instant communication, publishing and expression of ideas and needs and platforms whereby brands can interact in the daily lives of their consumers. Consumers have  become increasingly connected, as convergence and “always on” connectivity become increasingly mainstream and part of daily life , new important channels of communication are opening to marketers.

Communicators and Marketers have now gained the ability to enhance, empower, interact, converse and otherwise live within ever deeper segments of consumers’ lives. These are relationships that the go far beyond the reach of traditional media, the age of take it , ignore it or leave it marketing.

In the 21st century, the relationship database, the social eco system in which a consumer navigates and the inherent behaviours of convergence culture are the marketplace. The key to deeper consumer engagement and  understanding lies in the sophisticated use of key consumer data points and intelligent use of these data points.

Digital marketing is not digital for the sake of digital but an application of established marketing practices  re-thought or re engineered in the digital world. Then applied as performance based marketing , real time marketing and these day in the social relationship. It is all about permissioned based, personalized, persuasive and at times pervasive consumer engagement.

This blog is published and maintained by John Horniblow AKA BladeDigital ™ : On the Cutting Edge
Copyright Bladedigital LLC, Bladedigital Ltd

 

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