it has been so nice lately spending some time with a the most diverse people you could imagine. From a swedish guy in who ended up in Barcelona with a passion for Porsche to some dear colleageu digital marketeers moving back to their home country ... but most of all meeting up with the old gang of my team was such a blessing.
during my last visit to London i took the opportunity to meet up with some relations from the industry and we start discussing the future of digital marketing. With Ashley Friedlin from the e-consultancy group i had a very nice discussion on the shift that is taking place within marketing. We discussed that Sir Martin Sorell was right when he said that the traditional marketeers are in no position to react properly to digital marketing, but they are desperately trying. This results in digital marketing being concquered by the old habits without regarding the specificity of digital.
We must keep in mind and never forget that digital marketing is the marriage between technology and marketing. This marriage needs to be based on mutual understanding and respects for each limitations and possibilities. It is now in that balance that lies the challenge for the marketeers. Contrary to the traditional forms of marketing, digital requires a certain skill set that goes beyond putting a good idea and some creative people together and at the same time goes beyond having some whizz kids that can do magic with technology.
Digital is not an advertizing medium that has a passive audience sitting there and absorbing the message, but put the user in control on how they want to interact with your brand. Digital consumers want to have the choice and they judge with the mousse by clicking onto information they can relate to or engage with.
Digital needs to be and remain a center of excellence that services and initiates marketing programs and campaigns from out it's own specificity: the marriage between creativity, usability and technology.
Anyhow it leaves us with the never ending challenge to convince marketeers around us that bringing digital under marcoms or advertizing is not a step towards a better integration, on the contrary since it is underestimating the need for a digital marketing approach in all customer facing layers of a company. Thus the struggle and fight for a truley integrated digital marketing departement (technology and marketing) on the same level as marcoms and brand continues.
Happy travels
Thursday, April 27, 2006
Monday, April 17, 2006
.... a thought ...
Memories come down and me once again
caught without an umbrella
memories come down and me once again
caught without an umbrella
... in London today and that is how i felt .....
caught without an umbrella
memories come down and me once again
caught without an umbrella
... in London today and that is how i felt .....
Tuesday, April 11, 2006
... The big thrill and the big chill ...
well, it's been a while that I took the time to write something for which I feel guilty I must say ... it feels good to stay in touch with all of you that read the blog and it gives me the feeling that I'm still amongst a group of friends that I do not see that often anymore ...
so many things have happened the last month. I finally had the house warming party and sorry James, but the bottle of whisky was opened. I will buy a new one for the day you come over to Belgium. The party was complete madness :-) 50 people in the house and a swinging party till 5 o'clock in the morning. It was good to have some many people around that enjoyed themselves. A complete wonder that the cops did not pass buy since we were playing the music loud with the windows open ...
The week after everything needed to be prepared to go on the ski holiday with the family ...
.... Riens and Lauran even took up snowboarding, something that we did not do before. It was a week to cherish as a treasure .. everything was really relaxed and all troubles seemed so far away .... It is in that period that you suddenly realize that the time you spend with the people who you love and the ones that make you happy is way to short ....
It was also nice to talk about other business with our friends. We were three couples with kids there. One of them Jan has his own company in the world of design. You should check out www.domani.be .. I like the website.
although I have known Jan for already quite some time it was fascinating to hear him talk about his business and especially his clients. I know people who would be jealous to know the he has a very famous client list featuring Will Smith, Melanie Griffith, Nicole Kidman, .... and has been selected to decorate Ground Zero in the new project .... And that when in a sense he is still just Jan to us .... by the way you should try the trick with the spoon at the office ... I know somebody who manages very well ....
Also Bart another friend is doing really cool stuff.... building factories, warehouses and industrial buildings around the globe. Not to mention Catherine (Jan's wife) and Nathalie (Bart's wife), both working for the Museum of Art History. They just opened a new Museum for Japanese art ... maybe time to invite Sasaki-san and Kawagoi-san ....
From the Swedish Japanese front I hear that there is a lot of motion and commotion. On the one hand there is the tremendous succes of the results , on the other hand a number of people are moving on. Next week I have the pleasure to be in London for some days, so I'm trying to meet up with some of the old gang.
In the rubber world all is moving along in a steady pace. It is a very tough business that is transforming completely. From an car supplier to a marketing organization, sometimes you don't realize, but it feels like being on a ship in the middle of a storm ..... It is sometimes difficult to convince people of new ideas and new ways of working, but it is in that that lies the challenge .... I guess future will tell ..
happy travels
Toon
so many things have happened the last month. I finally had the house warming party and sorry James, but the bottle of whisky was opened. I will buy a new one for the day you come over to Belgium. The party was complete madness :-) 50 people in the house and a swinging party till 5 o'clock in the morning. It was good to have some many people around that enjoyed themselves. A complete wonder that the cops did not pass buy since we were playing the music loud with the windows open ...
The week after everything needed to be prepared to go on the ski holiday with the family ...
.... Riens and Lauran even took up snowboarding, something that we did not do before. It was a week to cherish as a treasure .. everything was really relaxed and all troubles seemed so far away .... It is in that period that you suddenly realize that the time you spend with the people who you love and the ones that make you happy is way to short ....It was also nice to talk about other business with our friends. We were three couples with kids there. One of them Jan has his own company in the world of design. You should check out www.domani.be .. I like the website.
although I have known Jan for already quite some time it was fascinating to hear him talk about his business and especially his clients. I know people who would be jealous to know the he has a very famous client list featuring Will Smith, Melanie Griffith, Nicole Kidman, .... and has been selected to decorate Ground Zero in the new project .... And that when in a sense he is still just Jan to us .... by the way you should try the trick with the spoon at the office ... I know somebody who manages very well ....Also Bart another friend is doing really cool stuff.... building factories, warehouses and industrial buildings around the globe. Not to mention Catherine (Jan's wife) and Nathalie (Bart's wife), both working for the Museum of Art History. They just opened a new Museum for Japanese art ... maybe time to invite Sasaki-san and Kawagoi-san ....
From the Swedish Japanese front I hear that there is a lot of motion and commotion. On the one hand there is the tremendous succes of the results , on the other hand a number of people are moving on. Next week I have the pleasure to be in London for some days, so I'm trying to meet up with some of the old gang.
In the rubber world all is moving along in a steady pace. It is a very tough business that is transforming completely. From an car supplier to a marketing organization, sometimes you don't realize, but it feels like being on a ship in the middle of a storm ..... It is sometimes difficult to convince people of new ideas and new ways of working, but it is in that that lies the challenge .... I guess future will tell ..
happy travels
Toon
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