the great pretender ....
I love the Dove commercial for one thing: it highlights that authenticity is on the rise. But how can a brand be authentic to its users. Dove achieved that people in general start to think more in a way close to reality. It is giving people a meaningful alternative for the projected and distorted image portraited by media and marketing.
Authenticity & meaning .... two key words for tomorrows reality in marketing. Brands will have to start to accept that being perfect is more a negative than a positive. Web 2.0 is in someway a sign of people looking to work around the unidirectional messaging from them to us to an environment where you could share your view with people who you feel are putting meaning to your life or where the simple act of sharing put meaning to your life ...
So far 2.0 has been hijacked to transform itself to a narrowcasting machine of google ad words. Did you know that Google is storing your and mine data on their databases till 2019 :-) .... we are still accepting it and marketeers are still drooling over it, but what is the actual value to the users and how long will we accept this ..
for now i do not worrie about it, but it makes me think on how to be indeed authentic and meaningfull in the next wave of marketing ....
Happy travels
Toon
PS my son had his final results today from school: he's an A
Tuesday, June 26, 2007
Friday, June 15, 2007
.. the new communication style ...
I guess we can safely say that this time and age we have never been communication so much. There are abundant ways of getting touch with each other and the information coming our way is so massive that one could wonder what the impact is ...
Well taking the morning tube in London and spending time in a very big landscape office has made me draw one very big conclusion: we communicate but are forgetting to TALK ....
Take the test yourself ? unplug your ears of the ipod, get your nose out of the free morning newspaper, stop typing the SMS's or e-mails on your device and just sit on a a bus or an underground and try to start a conversation with somebody ...
get in to the office and sit down and have a look in the huge landscape to see all heads down, tapping away the office symphony ... not even taking the time to look up when somebody comes in ...
most frightening: a meeting or a conference call starts but not everybody is there yet. In the old days we would just talk a bit to get to know the background, discuss issues and share opinions . Today the GAP filler is the inevitable: put it on Mute or do some e-mail ...
Do not get me wrong, i love the new communication style, it allows me the advantage of like with this blog to saty intouch with all of you in a broader way. every Thrusday evening i'm out there myself reading the blogs of people i know and looking for new ones to enrich my views on the world ... Web 2.0 delivers on my hunger for information provided by people that i stangly enough trust ...
But at the end of the day i want to close the loop outside the virtual world. That is also one of the biggest challenges for us as digital marketers. Are we not too much focussed on the web part only.
Where do we close the loop and stay authentic with the people ... we know perfectly how to treat the people only, but how will we react when we are eye to eye with our customer - friend - family - acquintances ....
A challenge that i would like to take on that challenge to convince companies to make that step to go full circle. And that is full circle in more than just making sure they all use the same image, but that the experience is full circle ....
my friends therefor: MIND THE GAP but the positive and negative of this new communication style ....
Well taking the morning tube in London and spending time in a very big landscape office has made me draw one very big conclusion: we communicate but are forgetting to TALK ....
Take the test yourself ? unplug your ears of the ipod, get your nose out of the free morning newspaper, stop typing the SMS's or e-mails on your device and just sit on a a bus or an underground and try to start a conversation with somebody ...
get in to the office and sit down and have a look in the huge landscape to see all heads down, tapping away the office symphony ... not even taking the time to look up when somebody comes in ...
most frightening: a meeting or a conference call starts but not everybody is there yet. In the old days we would just talk a bit to get to know the background, discuss issues and share opinions . Today the GAP filler is the inevitable: put it on Mute or do some e-mail ...
Do not get me wrong, i love the new communication style, it allows me the advantage of like with this blog to saty intouch with all of you in a broader way. every Thrusday evening i'm out there myself reading the blogs of people i know and looking for new ones to enrich my views on the world ... Web 2.0 delivers on my hunger for information provided by people that i stangly enough trust ...
But at the end of the day i want to close the loop outside the virtual world. That is also one of the biggest challenges for us as digital marketers. Are we not too much focussed on the web part only.
Where do we close the loop and stay authentic with the people ... we know perfectly how to treat the people only, but how will we react when we are eye to eye with our customer - friend - family - acquintances ....
A challenge that i would like to take on that challenge to convince companies to make that step to go full circle. And that is full circle in more than just making sure they all use the same image, but that the experience is full circle ....
my friends therefor: MIND THE GAP but the positive and negative of this new communication style ....
Wednesday, June 06, 2007
let's create a viral ...
I love that phrase in the current marketing lingo .... maybe i'm just to anal when it comes to digital, but it seems that a lot of people are forgeting the fact that in a Web 2.0 world the viral aspect is the embodiement of the powershift to the users.
It are the webusers aka the customers that will create the viral, not the marketing people themselves. we can only do our best to make something with a viral potential or capacity ...
just a thought , i know i'm being a digital purist now but had to set that straight
It are the webusers aka the customers that will create the viral, not the marketing people themselves. we can only do our best to make something with a viral potential or capacity ...
just a thought , i know i'm being a digital purist now but had to set that straight
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