The man who gets the most satisfactory results is not always the man with the most brilliant single mind, but rather the man who can best coordinate the brains and talents of his associates. (W. Alton Jones)
Monthly Archives: November 2006
Improving online media – Customized banners…why not?
Yesterday I was thinking on how online advertising has being improved since my first steps at the internet. I still remember the first floaters or Layer that really shock me, It was a Nike one, you was navigating a publisher’s website and a Shark’s Fin starts swimming around the screen like in the movie, like trying to frighten you, this really token my attention and finally the Nike logo was displayed with a very catchy phrase that I can not remember right now. This was I guess in 1999. Simple, creative and then, catchy.
This days is not that simple to take user’s attention since was shocked with thousands awesome advertisings. On the other hand some of those creative advertising were so inefficient in generating awareness or brand positioning, literally the advertising used to eat the brand and the communication it self. So today the users became more selective, so creative is not the only answer, now we also need to think on pragmatisms and customization.
Regarding pragmatisms, I´m talking about results, the advertising has the objective of communicating something, for selling or building brand awareness, or whatever more advertising goal is pays people´s attention, communicate a message and make the people remember the message.
So a very creative and catchy advertising does not promise you that people will remember your brand, your offer or promotion at the moment the need arise. So in my opinion is not possible to launch a media campaign without two pre-testing weeks.
On the other hand we need to better communicate with a one to one approach, and I presume that the good new is that ajax open an awesome possibility. The possibility of having tailored banners, I mean inside the banner body you could communicate in a tailored way to your customers by taking the information from a database, by adding a cookie to the user, or by taking the information from another user’s interaction source.
This last point is something that I guess will rule the short term future of advertising, its technically possible but not so easy to implement at this time, probably we could see the first advertising using this approach in a few months. I hope so…
Juan Manuel Damia
analytics + digital businesses
Reframing Conflict
This month as every month I´ve received the Oracle Magazine, in which I´ve fount a very interesting post that I want it to share with you.
Where there are people, there is the potential for conflict. And it doesn’t take an HR expert to realize that unresolved conflict in the workplace can be costly—in terms of low morale and productivity, litigation, sabotage, or even violence—which is why organizations increasingly view conflict resolution skills as a core competency for many employees.
Does viral marketing make any sence?
One of the very interesting presentations in MKTG 2.0 was Greg Johnson’s. He talked about innovation, and one of the topics he mentioned was Viral marketing. Even when some of the previews presenters mentioned their viral campaigns, Greg’s doesn’t doubt in criticize the concept in my opinion in a very exaggerated way.
