<div style=”margin-bottom:5px”> <strong> <a href=”http://www.slideshare.net/savannah-strategies/savannah-2020-conference” title=”The Future of Communications” target=”_blank”>The Future of Communications</a> </strong> from <strong><a href=”http://www.slideshare.net/savannah-strategies” target=”_blank”>Savannah Strategies</a></strong> </div>
Very nice infographic that nails the key issues.
Image Credit: ioVentures Inc.
- Top Execs Are Leaving Apple After Jobs Era (AAPL) (businessinsider.com)
- Why I am leaving Goldman Sachs (NY Times)
- Tip #1 to Retain Top Talent (cmcacorner.com)
- The Talent Barometer: Moving HR Out of Babylonian Times (engageconsulting.wordpress.com)
- Why Top Talent Leaves: Top 10 Reasons Boiled Down to 1 (beckersbest.wordpress.com)
Apple unveils iAd
Apple has revealed details of its new mobile advertising platform, allowing advertisers to run campaigns that “combine the emotion of TV with the interactivity of the web”, as the company targets delivering one billion ad impressions a day. The platform, called iAd, will be pre-installed in the new iPhone 4.0 operating system, set to be released this summer, and will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.
What iAd Won’t Do For Marketers
For online marketers, there is a lot to like about Apple’s mobile ad platform, the iAd: an ad that stays inside the app doesn’t force the consumer to choose between the app or leaving the app to satisfy a passing curiosity about an ad (and guess who usually wins in that scenario).
Zenith Forecast: In ’09, Only Online Grows (paidcontent.org)
Top Digital Marketing Trends for 2010: Flash, Crowdsourcing, Info-Art
As 2010 fast approaches, digital marketers are gearing up for yet another year of changes that will incorporate both the transformational and the incremental. From the economy’s influence on the burgeoning “do-it-yourself” culture to an increasing reliance on collective wisdom, information-based art, and remote computing, digital experts at Last Exit (via MarketingCharts) have put together the following list of top digital marketing trends they believe will play out in the year ahead.
Judy Franks believes that if the industry can begin to look at the media landscape as a whole and less at its parts, and understand the ways in which it is changing, 2010 can still be the “year of the good idea.”
- Value is the new black: Consumer spending, even on sale items, will continue to be replaced by a reason-to-buy at all. This may spell trouble for brands with no authentic meaning, whether high-end or low.
- Brands are increasingly a surrogate for value: What makes goods and services valuable will increasingly be what’s wrapped up in the brand and what it stands for.
- Brand differentiation is brand value: The unique meaning of a brand will increase in importance as generic
features continue to propagate in the brand landscape. Awareness as a meaningful market force has long been obsolete, and differentiation will be critical for sales and profitability.
- “Because I said so” is over: Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so. The consumer will decide, making it more important than ever for a brand to have measures of authenticity that will aid in brand differentiation and consumer engagement.
- Consumer expectations are growing: Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive and prosper.
- Old tricks don’t – and won’t – work anymore: Consumers are on to brands trying to play their emotions for profit. In the wake of the financial debacle of this past year, people are more aware then ever of the hollowness of bank ads that claim “we’re all in this together” when those same banks have rescinded their credit and turned their retirement plan into case studies. The same is true for insincere celebrity pairings – such as Seinfeld & Microsoft or Tiger Woods & Buick. Celebrity values and brand values instead need to be in concert.
- Consumers won’t need to know a brand to love it: As the buying space becomes even more online-driven and international (and uncontrolled by brands and corporations), front-end awareness will become less important. A brand with the right street credibility can go viral in days, with awareness following – not leading – the conversation.
- It’s not just buzz: Conversation and community is increasingly important, and if consumers trust the community, they will extend trust to the brand. This means not just word of mouth, but the right word of mouth within the community. This has significant implications for future of customer service.
- Consumers talk with each other before talking with brands: Social networking and exchange of information outside of the brand space will increase. This – at least in theory – will mean more opportunities for brands to get involved in these spaces and meet customers where they are.
- Engagement is not a fad; It’s the way today’s consumers do business: Marketers will come to accept that there are four engagement methods: The platform (TV; online), the context (program; webpage), the message (ad or communication), and the experience (store/event). At the same time, they also will realize that brand engagement will become impossible using out-dated attitudinal models.