Trends: Nostalgia?

Last week's Knack featured a special on Nostalgia. In the past everything was better, and nowadays people are reaching back to the safe haven of the past is the hypothesis.

Are we stepping into an era of a reviving past? I think this is highly questionable. A year ago think BBDO's trends study already indicated an uplift of nostalgia and melancholy.

Nostalgia and melancholy are expressions of temporarily hiding from the vital era we live in today. Contrary to what Knack seems to suggest, today's society is one with a firm belief in the future and a strong urge to explore the unknown. This is not a frightened society that grasps back to past for support. On the contrary, it's a society where people are not afraid to take a step outside and open up. Probably the most iconic example is YouTube and the whole Web 2.0, or Time Magazine's person of the year: You.

De Kijk van Van Dyck: The year of extremes

2006 was - as expected - a year of extremes. It was a year of violence and murder. Think of the Mohammed cartoons in Denmark and the strong reactions to it in the muslim world. On the other hand it was a year of solidarity and togetherness. The vital consumer is getting more and more to the forefront. This new consumer is individualistic, but this does not exclude him from fighting for a better world. It enriches him as an individual; collective self-interest, you could say.


Here in Belgium we witnessed a massive expression of these feelings of solidarity last weekend in Leuven with Studio Brussel's 'Music for Life' campaign. Three radio DJ's locked themselves up in a house of glass and gathered 2,5 million euros for the battle against landmines.

Read all about it in this week's column.

De Kijk van Van Dyck: 'Just let go'

Marketeers nowadays should 'let go'of their brands and bow to consumer wants and needs. This is the very outspoken vision shared by P&G CEO A.G. Lafley. Marketeers, he believes, are most likely to succeed and be 'in touch' when they let consumers be in control.

P&G is really putting this philosophy into practice with its Tide to Go website. There, consumers can post comments and even severe criticism to the brand, without censorship.

Read all about it in this week's column.

Sneak preview: Trends study

The new Honda commercial by W+K London is out. And it's already in think BBDO's newest trends study!

The ad features Asimo, the humanoid robot developed by Honda. This ad is a very nice expression of the belief in technology and the future. Or, how Honda again succeeds to ride the waves of time.

You can see the commercial here.

Research: Parent segmentation

This month's 'brand strategy' features a nice and interesting article on different segements of parents written by Warwick Cairns, planning director at Brandhouse.

He identifies the following six segments:Stage-school parents:
Tap dancing, tennis, guitar lessons,... Whatever it takes, their child will win at all costs.

Microwave mums:
Home is an advanced digital entertainment multicomplex. Children have their own TVs, Sky subscriptions and DVD players. Sit-down family meals are rare, not least because there is no kitchen table.

Disciplinarian strivers:
Ties, shiny shoes and ambition all matter - you will be an accountant. Native disciplinarian strivers have been boosted by hard-working first-generation immigrants, determined that their children will become respectable professionals.

Laid-back traditionalists:
Children learn basic manners and values and are expected to behave at school. The rest is free-range 'benign neglect' until it is time to find a job. This come via luck and natural ability, the family business, a local big employer or, failing that, through calling in favours.

Pushy progressives:
Relentlessly 'on-message' about most things. They disapprove of selective and private education and feel that 'ordinary' people would benefit from more children like theirs attending their schools. Unfortunately, the local school is just too bad, so they pull strings for entry the right state school on the other side of town.

Fairtrade families:
They choose home schooling, or the failing local comprehensive with a varied social mix and high murder-rate, to broaden their children's horizons.

Source: brand strategy (Dec 2006/Jan 2007)

De Kijk van Van Dyck: The USP is back

The Unique Selling Proposition is back. Thanks to technological innovations. Microsoft's new Zune is a great example. Its technological feature of being able to wirelessly share music with other Zune owners discerns it form its biggest competitor, the iPod.

On top of that the Zune is being launched under 'Welcome to the social', which in turn offers it a clear positioning. The USP is back.

Read all about the importance of innovation and our present urge to 'explore' and 'bond' in this week's column.

Research: Children and advertising

One could expect a greater ad influence on younger children because they are less ad 'literate'; they are used to advertising. However, Livingstone & Helsper found that this is not the case. They found that advertising has a greater effect for 7-16 year olds than on 2-6 year olds.

Source: S. Livingstone, E.J. Helsper. Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice. Journal of communication, nr. 3 2006, p. 560-584.

Research: News and gender

Men and women react differently to news items. Men prefer (they are more physically aroused) negative news items, and on the contrary, women prefer positive news items. Men and women also remember and better understand more from respectively the negative and the positive news items.

A very interesting, though quite controversial finding if you ask me.

Source: M.E. Grabe, R. Kamhawi. Hard wired for negative news? Gender differences in processing broadcast news. Communication research, nr. 5 2006, p. 346-369

De Kijk van Van Dyck: The Long Tail

The 80/20-rule in marketing is history. In his book The Long Tail Chirs Anderson states that, in the internet age, 20 percent of the customers are no longer responsible for 80 percent of a company's turnover.

Anderson argues that products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough. Examples of such mega-stores include the online retailer Amazon.com and the online video rental service Netflix.

Here you can find Anderson's blog, and more information about his book.

Read the column here.

International Marketing Congress (Ghent): Jaffe Juice

Saturday morning Joseph Jaffe kicked off with a discourse on his book 'Life after the 30-second spot'.

The most important thing that I take home from Jaffe is his hypothesis: The internet is the integrator. Internet will lead integration efforts in the next wave of the evolution of marketing, he states. Jaffe thinks all communications should evolve around the internet.

On De Standaard Weblog you can listen to the discourse he gave last Saturday. For those who prefer sound accompanied with images, here is a video of Jaffe at PICNIC '06: Cross Media Week, past September in Amsterdam.

For more info on his book go here, his weblog Jaffe Juice you can find here.

International Marketing Congres (Ghent): Old Leaders - New Leaders

Past Firday and Saturday Stichting Marketing (the Belgian Marketing Association) organised its 25th congress in Ghent. It was again an edition its name of international congress worthy.

For 25 years now, the Marketing Congress has inspired and stimulated an entire generation of marketers. The theme of this year's edition was well chosen: Old Leaders - New Leaders.

I think in this light the revelations of this year's congress were Baudouin Meunier of DePost and Dan Germain of Innocent. What I learned from them is that Old and New Leaders have 1 thing in common: passion for their job.

De Kijk van Van Dyck: Golf

How important it is to ride the waves of time is sadly illustrated nowadays in our small country. During the last decades Volkswagen failed to tap into consumer trends in the automotive market, and model after model sales dropped. Now Volkswagen is withdrawing the production of the VW Golf from its production facility in Vorst (Brussels). Dramatic consequences for the VW workers. Read all about the Golf histroy and marketing causes of today's drama.

Research: Babyboomers rock the music industry

Something interesting I read in The Guardian yesterday. US research shows baby boomers and beyond now account for the largest share of music buyers. Figures compiled by the Recording Industry Association of America show that consumers over 45 accounted for 25% of music sales last year, more than twice the share of any other age group, and up from 15% a decade ago. Perhaps most surprisingly, the over-50s were responsible for 24% of the music industry's online sales.

Brands: Philip Morris does NOT want its brands in movies

An interesting news item in Advertising Age (Nov. 20, 2006). Philip Morris is doing a print ad campaign to urge the entertainment industry NOT (!!) to use PM brands and imagery in their works. Philip Morris argues it does not want to influence childrens' decision to smoke.

Critics however say that the effort lacks muscle since the company didn't threaten to take any action against filmmakers who use its brands. They find the timing of the campaign a little curious because Philip Morris policy already denies all requests for permission to use its brands in movies and tv shows since 1990.

De Kijk van Van Dyck: Santa and his marketing

We're in the middle of November, but you'd think it was Christmas Eve looking the way some stores are decorated. Ad age reports that according to a survey by Big Research, 40,4% of American consumers started to shop for Christmas before Halloween this year, up from 40,1% in 2005. A lot of retailers in the US, are doing their best to be the first to get Santa in their stores.

Getting out early in the top-of-mind, at least theoretically, should help retailers log fatter margins. But Roger Adems, chief marketing officer of Home Depot, argues they want to maintain the integrity of each holiday. 'If you got too early you can violate the sensibilities of the public and people can sometimes resent that', he thinks.

And in Belgium, things are still more complicated. There's the 'Good and Holy man' who comes on December 6th, right in between Halloween and Christmas. Our 'Sinterklaas' and Santa are competitors. And they see themselves confronted with difficult marketing questions. Read all about it in this week's column.

Advertising: The keys to strategic success

Laurence Green, planning partner at Fallon London, identifies 7 key steps to stategic success in Campaign (10 Nov. 2006). She does so identifying the key parallels between the winning papers of this year's IPA Effectiveness Awards.

The key steps:
1. Sit media at the top table
Effective campaigns not only boast media thinking that delivers the communication, but that also drives it to a greater or lesser extent. E.g. Virgin Trains using media along parallel strategic tracks: the requirement to win both hearts (TV and cinema) and minds (cue surgical use of press, poster and online).

2. Don't worry 'bout the size of your budget
Spent creatively and responsibly, small budgets can trigger commercial return. The web and branded content conttribute to an increasingly 'pull' media model, instead of a 'push' media model.

3.Think long term, act short term
This year's winners show the contributing effect of short-term sales to the enduring commercial competitive advantage afforded by strong brands, and vice versa.

4. Integrate. Then integrate some more
Integration is not about using lots of media to get your message across, but it's about the disciplined aligning of the media you do use.

5. Put product centre stage
If your product or service is a powerful source of competitive advantage, shout it out.

6. Be creative in the round
Creativity is not only the creative's job, but also the strategist's and the media planner's job.

7. Get yourself a saint (or a sinner): celebrity still sells
Celebrity endorsement can have a multiplier effect.

Conclusion:
For me, the most renewing conclusion is number 5: consumers choose for strong brands WITH strong and innovative products. The first does not go without the latter, and vice versa. A lot of brands, however, seem to forget this sometimes.

If you'd like a full version of the article, just let me know.

Research: Negative emotions work

Negative emotions do work. Research, conducted by Ameritest, shows that negative emotions, when properly used, can be a powerful driver of commercial performance.

The most engaging ads have a strong correlation with negative emotions. The ads were rated to be interesting, involving and unique. Such a correlation was not found for ads with positive emotions.

How to properly use negative emotions?
Negative emotions play an essential role in creating drama in an ad. The key to successful advertising is introducing the brand at the boundary between the negative and the positive emotion states, when emotions turn. This way the brand gets credit in consumers' minds for the change in emotions. Just like in a good old fairy tale.

I wonder whether negative emotions are as impactful for political candidates when frontally attacking their opponents, like we witnessed recently in The Netherlands, in France and in the United States.

Source: Admap

De Kijk van Van Dyck: The 'conservative' generation

Last week there was growing a true generations debate in the media. The new generation youngsters, now -18, would be a racist and homofobic generation. Where is the world going? Youngsters that are becoming more and more conservative?

I'd like to plead for a little bit of common sense in this debate, and not condemning this generation to being conservative without asking the right questions.

Read all about it here.

Research: Market research needs to be creative

There's a shift in focus from methodology to creativity, Wout Van der Wijk (director Blauw Research) says in MarketingTribune. There's a new generation of researchers, he says. They see themselves as part of the marketing team and they want to help in taking the right marketing decisions. Market research is no longer research for the sake of doing research.

Creativity in research is the effective translation of a marketing question into a questionnaire. There's not just one road to Rome, there are different ways to reach your goal. Creativity makes the researcher's job more exciting and the client is better off.

I couldn't agree more.

(Read more about it here)

Brands: PS3

The Playstation 3 is coming. BusinessWeek's newsletter I received last week was about the new console war between Sony's new PlayStation 3 and Microsoft's XBox 360.

Sony kicked off last weekend in Japan. Introduction in Europa is foreseen for March 2007.

Sony is bound to win the war says BusinessWeek. Five reasons:
1. XBox's mindshare among gamers cannot compare to that of PlayStation, which is way higher.
2. The XBox 360 is tracking below market expectations.
3. To win the worldwide battle, one needs strong positions in North America, Europe ánd Japan. The XBox 360 was an outright failure in Japan, and despite renewed efforts Microsoft continues struggeling in Japan.
4. Blu-ray (a kind of new high capacity DVD) provides PS3 developers with much more storage space.
5. PS3 will offer full online gaming and other online features completely free from day one, while XBox is still charging for some services.

In six months time we'll probably know who will pull the longest string.

Meanwhile TBWA\Chiat Day L.A. unleashes new commercials for PS3. This is one of them:


It's a quite daring ad. Will it contribute to the success of PS3, or will it do more harm than good. What do you think? Feel free to comment.

Brands: Dove - YouTube beats Superbowl

Here you can see the newest ad for Dove: 'Evolution'.


It was shown in the US during the Superbowl, but most importantly it is heavily watched on YouTube, worldwide. YouTube created a larger traffic to Dove's website CampaignForRealBeauty.com than the Superbowl.

YouTube beats the Superbowl. Remarkably, when one thinks of the heavy advertising expenditures that Unilever must have made for advertising during the Superbowl. This American football event is traditionally the heyday for advertisers to show off. And to spend a lot of money buying media space.

Source: Molblog

De Kijk van Van Dyck: Seducing children

'De Kijk van Van Dyck' is my weekly column in the Flemish newspaper: De Standaard.

Banking and insurance companies can "seduce their consumers, but they may not mislead them". Meanwhile, there are financial institutions that go after children to get hold on their parents. Seducing or misleading?

The advertising world should take up its responsability, before other do it for them. Read all about in this week's column.

Brands: Pepsi Max - UGC

UGC: User Generated Content is a hot item in the land of marketing. Pepsi Max in the UK actively taps into this trend. A beautiful case.

Pepsi Max built a YouTube channel linked with their website www.maxyourlife.com. Web users are encouraged to create and upload video clips showing how they would 'max' their day with 1000 Pounds.

Pepsi has invested significantly in its Max brand following rival Coke's launch of Coke Zero.

Consumer: "Generation Y won't produce any great leaders"

I was surprised reading the very defensive commentaries from employers on the latest SD Worx study (De Morgen, 31 Oct. 2006) about the new generation employees. Youngsters (- 30 year-olds) would not be prepared to work hard anymore, they are running away from their responsabilities and they are not loyal anymore. This is a quite negative point of view. I think this is because they do not fully understand this new generation.

The findings of the SD Worx study confirm what we already found more than a year ago in our Youth Study. We prefer to call this new generation, 18-30 year-olds, the New Pragmatics.

We found that this generation is still prepared to work hard. In contrast with perception of some HR managers, it seems. But their spare time is at least as important to them. They want the best of both worlds. And I think they actually succeed in doing so.

Here you can find more information on our research. For more information on the New Pragmatics and their working attitudes, do not hesitate to contact us, think@bbdo.be.

De Kijk van van Dyck: Eco-marketing

'De Kijk van Van Dyck' is my weekly column in the Flemish newspaper: De Standaard.

This week's column is about eco-marketing.

Consumers are getting more and more socially and ecologically aware. Clever maketers are already actively tapping into this growing awareness. Read all about it at here.

Economy: Positive economic growth expectancies

Belgian analists think the Belgian economy will grow stronger than expected next year. De Tijd 26/10/2006 (Dutch)

Business expectations in the entire eurozone are better than expected.
www.ifo.de

Consumer confidence is thus likely to grow. I believe a confident consumer is a vital consumer. Today's consumers are very self-confident, they are open to the world and other people and curious by nature. This is very briefly put, the message of our trends study. If you want to knwo more, do not hesitate to contact me: think@bbdo.be

Research: Urban Youth

Marketing features an article about Youth Marketing. Urban youth, it states, is one of the most important, but perhaps least understood, segments of society.

Interesting, as we conducted our own youth research at think BBDO, last year.

Marketing features 5 common mistakes in researching youth:
1. Getting down with the kids is not simply a case of putting a group of them in a focus group. Effective communications are based on dialogue.
2. Urban slang is a code that will be changed as soon as outsiders think they have cracked it.
3. Middle-class, middle-aged marketers cannot even begin to understand 18-year-olds. Talk to people who do.
4. Avoid tokanistic communications. Understand the aspirations of the audience and build a relationship with them from which they also benefit.
5. Young people are fiercely tribal. Each group mus be targeted accordingly.

Brands with urban appeal: New era, Ecko, Red Bull, Nokia, Adidas, Nike.

You can get a copy of the article e-mailing to think@bbdo.be

Meanwhile...: at the movies. Borat

November 1 you can go to 'Borat', the new movie of the British comedian provocateur Sacha Baron Cohen. Some might know Baron Cohen from the also fictional character Ali G.

Borat Sagdiyev ("born" July 30, 1979 in Kuzcek, Kazakhstan) is a fictional Kazakhstani journalist. Subtitled 'Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan', the film is a low-budget mockumentary comedy. The distributor of the film is 20th Century Fox and the director is Larry Charles. It debuted at the 2006 Traverse City Film Festival.

As could have been expected Borat has already been the cause of some controversy, mostly related to his frequent displays of anti-Semitism. Sacha Baron Cohen (who plays Borat) has also been accused of his character being a racist portrayal of Kazakhs.

brandchannel starts a debate about Borat. Is he the best thinkable advertising for Kazachstan, or is he deadly for the country's reputation?

More about Borat:
Borat film
Wikipedia

Media: P&G goes interactive on VTM

P&G is the first advertiser in Belgium to launch an interactive platform behind a TV show. It concerns the VTM show 'Schoon en Meedogenloos'.

'Schoon en Meedogenloos' features two ladies that clean dirty houses of people. P&G now attaches an interactive platform to the show, accessible for digital tv watchers. The digital platform promotes the P&G cleaning products that are used in the show.

Source: VMMtv Newsletter, Oct. 16, 2006

Media: Mobile marketing

Marketing of October 11 features a special report on Digital Mobile.

These are the topics, with some interesting insights.
- Mobile advertising starts to take shape
Brands are only starting to be convinced of mobile's benefits.

- Search struggles take off
Brands and users still need to be convinced by mobile search.

- Problem of intimacy
SMS marketers must be more imaginative to realise its full benefits

- Integration for an instant response
Mobile can add an element of immediacy to the marketing mix

- Mobile lexicon
Know your GPS from your GPRS and your MMS from your WAP

It's all quite premature, but definitely interesting.

Want a copy of the report? E-mail: think@bbdo.be

Marketing: The importance of brands and reputation in B2B

Scot McKee, managing director of the B2B communications consultancy agency Birddog, writes an interesting article in Admap on the importance of brands and reputation in B2B.

He says B2B is all too often seen as the poor cousin in marketing terms to its B2C counterparts. B2B brands are, however, encountering themselves in increasingly competitive marketing environments where products and services are ubiquitous and differentiation is difficult.

This is an opportunity for marketers in B2B to take up their responsibility and to proove what added value they can offer in B2B by creating brands that hold value and communicating the value effectively.

De Kijk van Van Dyck: Put a celebrity on your brand (Tue. Oct. 24)

'De Kijk van Van Dyck' is my weekly column in the Flemish newspaper: De Standaard.

This week's column is about 'celebrity branding'. You can read all about it at De Standaard Online.
(After Tuesday Standaard-passwoord required)

Exceptionally we offer the opportunity to read the column after Tuesday. You can find it here.

Marketing: De klantenkaart is terug

Deze maand in Tijdschrift voor Marketing heeft men het over nieuwe opportuniteiten voor de klantenkaart. Nieuwe klantenkaarten worden een instrument van een customer community waarin de klant een actieve rol toebedeeld krijgt.

Brands: Corporate Social Responsability II

"Wat goed is voor mij, moet ook goed zijn voor de planeet." Dit is een quote uit het jongeronderzoek van think BBDO (2005). Steeds meer merken begrijpen dit. Een paper op brandchannel heeft het over de consument die producten en merken wil kopen, waarvan hij weet dat ze goed zijn en doen voor de wereld. Die consument heeft echter geen zin om iedere aankoopbeslissing zorgvuldig te onderzoeken, noch wil hij al zijn producten kopen in de Wereldwinkel.

Hier ligt een opportuniteit voor merken. Het RED-productengamma speelt hierop in. Het RED-label is een kwaliteitslabel dat de consument het onderzoekswerk bespaart. Een RED-product kopen = goed doen voor de wereld.

De Kijk van Van Dyck: op zomermode 2007 (di 17 okt.)

Lees de column van deze week het op De Standaard Online.
(Na dinsdag Standaard-paswoord vereist)

Brands: Luxemerken vechten tegen klonen

Luxemerken als Chanel en Louis Vuitton vechten, meer dan wie ook, tegen namaak. Deze klonen lijken vaak als twee druppels water op het origineel. Enkel experts kunnen het onderscheid maken. De merken proberen terug te vechten. Op Brandchannel vind je een interessante paper.

Brands: Coke Zero kanibaliseert

Coke Zero, de nieuwe suikerloze variant van frisdrankproducent Coca Cola, kanibaliseert zowel haar lightzusjes als haar originele broertjes. Volgens AC Nielsen (Marketing, 27 Sept. 2006) heeft Coke Zero in de UK 62% van haar verkoopsvolume in september gekannibaliseerd haar zustermerken Diet Coke (32%) en regular Coke (30%).

Brands: Coolste jeugdmerken

Coca-Cola, Nike en Apple zijn volgens een peiling van MTV Networks Benelux de drie coolste merken in België. De enquête werd uitgevoerd bij 650 jongeren tussen 13 en 30 jaar.

De top 10:
1. Coca-Cola
2. Apple
3. Nike
4. Puma
5. Adidas
6. Nokia
7. Esprit
8. Bikkembergs
9. Diesel
10. O'Neill

In vergelijking met 2005 boekte Apple de grootste vooruitgang: van 2,1 procent naar 4,6 procent in 2006. Het bedrijf deelt de tweede plaats met Nike, meteen na Coca-Cola. Met uitzondering van Apple is Nokia het enige technologiebedrijf in de top-10 van coolste merken in België. In tegenstelling tot Apple, dat een opvallende groei noteerde, zakt Nokia weg naar een zesde plaats.

Bron: De Standaard, 29 sept. 2006

Case study: Adidas, Impossible Field

Deze campagne, ontwikkeld door 180 Amsterdam, won de Grand Euro Effie 2006. De hoogste prijs in Europa voor effecitiviteit van campagnes.

De strategie:
Het tot leven brengen van de 'Impossible is nothing' baseline van Adidas door (ster)spelers te laten spelen op een onmogelijk terrein, waar enkel de lijnen betreedbaar zijn.

De resultaten:
Met een mediabudget dat substantieel lager was dan dat van Nike wist Adidas bewonderenswaardige cijfers te halen:
- Groei van het wereldwijde marktaandeel in de voetbalmarkt tot 26,5% (vs. 23,3% in 2004). Dit is de sterkste groei tov al zijn concurrenten.
- Het enige merk dat marktaandeel wint in het jeugdsegment van 12-24 jarigen.
- Adidas wordt beschouwd als 'het meest inspirerende voetbalmerk'.
- De associatie van 'Impossible is nothing' met Adidas groeit aanzienlijk.

Gegevens:
- Periode: juli tot september 2005
- Markten: Duitsland, Frankrijk, Polen, Nederland, Griekenland, UK, Portugal, Turkije, Romenië, Tsjechoslowakije, Rusland, Cyprus, België, Spanje, Ieralnd, Bulgarije, Italië, Slowakije, Pan-Europa (Eurosport, MTV)

Hier zie je de TV-spot van de campagne:

Media: De snelst groeiende webmerken

Nielsen/NetRatings vergeleek het aantal unieke sitebezoekers in juli 2006 met dat van juli 2005. De cijfers betreffen het webbezoek in de VS. Alleen sites met een minimum aantal unieke bezoekers van 750.000 zijn meegenomen.

Conclusie: Sites waar de gebruikers informatie leveren en delen met anderen (user generated content) zijn sterk vertegenwoordigd in de top 10.

De top 10:
1. HSBC (+394%)
'The world's most local bank'
2. Sonic Solutions (+241%)
Een grote speler op het terrein van software voor digitale media (branden cd's en dvd's)
3. Associated Press (+234%)
Het persbureau voegde streaming video toe op haar website.
4. ImageShack (+233%)
ImageShack laat toe dat plaatjes van websites gratis op andere sites worden geplaatst.
5. Heavy.com (213%)
'The internet nr. 1 broadband destination for wasting time.'
6. Flickr (+201%)
Digitale foto's kunnen worden gedeeld, die via zoektermen terug te vinden zijn. Flickr is onderdeel van Yahoo!.
7. Artist Direct (+185%)
Via deze site kunnen duizenden nummers en clips legaal en gratis worden gedownload.
8. Partypoker (+184%)
De grootste pokerkaartkamer online.
9. MySpace (+183%)
Webstek waar mensen een eigen profiel kunnen aanmaken met blog, muziek en sociaal netwerk. Van alle webmerken op deze lijst trekt het ruimschoots de meeste unieke bezoekers: ruim 46 miljoen in de afgelopen julimaand.
10.Wikipedia (+181%)
De online encyclopedie waarvan de inhoud tot stand komt door de bijdragen van de gebruikers zelf. Wiki zou niet moeten onderdoen voor de online versie van de Encyclopaedia Britannica qua accuraatheid van informatie.

Bron: Marketing Tribune, 5 sept. 2006

Research: Nood aan dynamisch marktonderzoek

In het Tijdschrift voor Marketing van voor de zomer houden Sabine Rats en Wim Buedts van het Nederlandse strategisch merkenbureau High Value een interessant pleidooi voor dynamisch onderzoek. Consumentenonderzoek moet verklaren en voorspellen, eerder dan meten, observeren en valideren.

3 tips voor een dynamische invalshoek bij marketing:
- Week bestaande onderzoeksmethodes los van het waardenkeurslijf. De consument gedraagt zich als een kameleon, en wordt gekenmerkt door 'schizofreen' gedrag.
- Formuleer inzichten op basis van de aspiraties van consumenten en niet op basis van beschrijvende factoren.
- Streef naar een systematische manier van integratie en synergie tussen het verklarende/exploratieve karakter van kwalitatief onderzoek en het metende/validerende karakter van kwantitatief onderzoek.

Een kopie van het integrale artikel kan je bij ons verkrijgen.

Brands: Corporate Social Responsability (CSR)

Het Engelse tijdschrift Marketing tackelt het issue van CSR. De stelling: CSR moet een intrinsiek deel van merkmanagement worden.

Agency life: De toekomst voor communicatiebureau's

Digitale televisie, search marketing, gaming, mobiele en 'user-generated content'. Welke impact zullen deze nieuwe technologieën hebben op de structuur van communcitiebureau's?

Campaign (1 sept. 2006) belicht de zaak en geeft een aantal tips mee.

The Future for Agencies

Media: YouTube: de revolutie

Forbes magazine wijdt een coververhaal aan internetfenomeen YouTube. Het tijdschrift gewaagt van een revolutie. 9 artikels worden aan YouTube gewijd.

Forbes: The YouTube Revolution

Consumer: Identiteitsstress op het werk

Een studie van Vodaphone onder 2.500 Britse werknemers wijst uit dat de meerderheid van de werknemers een andere persoonlijkheid aanneemt op het werk. Zes procent verandert zelfs zijn identiteit om erbij te horen, en leidt bijgevolg aan 'identiteitsstress'.

De oorzaak hiervan is dat ze niet dezelfde normen en waarden hebben als het bedrijf waarvoor ze werken. Bovendien gelooft bijna tweederde eenvoudigweg niet in de producten of diensten van zijn onderneming.

Eén van de besluiten luidt dat een remedie ligt in het formuleren van een begeesterende visie voor het bedrijf waar elke werknemer, welke ook zijn persoonlijkheid, zich achter kan scharen.

Een uitgebreid rapport vind je hier:

Working Nation

Media: Markt van mobiele reclame groeit

Een onderzoek van Informa Telecoms & Media rekent uit dat de wereldwijde markt van reclame via de GSM binnen vijf jaar $11,35 miljard zal waard zijn.

Bron:

WARC

Consumer: Fantaseren. Wat zijn onze geheime verlangens?

Psychologie Magazine (sept. 2006) onderzocht wat de diepste fantasieën van de Nederlanders zijn.

Top-5 fantasieën (niet-seksueel):
1. Reizen, vakantie, emigreren (94%)
2. Een andere baan (90%)
3. Een ander leven (80%)
4. Iemand iets betaald zetten (70%)
5. Een andere partner (70%)

Top-5 seksuele fantasieën: Met wie ga jij in gedachten vreemd?
1. Een ex-geliefde (32%)
2. Een anoniem persoon (29%)
3. Een collega (25%)
4. Een beroemdheid (16%)
5. Een partner van een vriend(in) (12%)

Voor meer informatie: Surf naar de website van Psychologie Magazine

Psychologie Magazine

of mail ons voor een kopie van het artikel
chantal.eyckermans@bbdo.be

Case study: Lynxjet (Axe, Unilever)

Axe/Lynx zette een geïntegreerde campagne op om de band met het oudere segment van hun doelgroep - 17 tot 25 jarige mannen - aan te halen. De campagne won de Media Grand Prix in Cannes 2006.

Hier kan je de TV-spot bezichtigen:


Onder de volgende links vind je meer achtergrond over de campagne:

Op adforum.com

Op canneslionslive.com

Brands: Interbrand Best Global Brands 2006

Met welk bericht kunnen we deze blog beter beginnen dan met het jaarlijkse lijstje van meest waardevolle merken ter wereld van Interbrand: Best Global Brands 2006.

Onder de volgende link vind je het pdf-rapport:

Best Global Brands 2006