Some minor issues

Question 4 in Philippe’s new marketing FAQ: “How can impressions be compared to television GRPs?”

First the terms.
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Question 3 in Philippe’s FAQ: “Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?”

Why is this such a hard question? Because it’s the only one in the questionnaire that’s intrinsic negative! If somebody explains you new marketing, and your response is “are there examples of thing that went wrong”, you’re not really listening. You don’t seem to give it a chance.
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Yesterday I had the pleasure to meet Michel Bauwens again on a seminar organized by IAB Belgium. I’m familiar with his work, but it’s nice to see his presentation evolve over time. Afterwards we had a long and interested group discussion about peer to peer principles and uses.

It’s clear for Michel peer to peer is a way of life. Peer to peer is beyond software, although software is part of his philosophy. But not p2p software (like bittorent) per se. It’s more about the creation process.
Michel approaches society from a p2p point of view. Central in this approach is the free will of the individual, bound to a certain goal. It’s by combining these individuals that great things can happen (like Linux, youTube, Wikipedia, ..).

To get an introduction to p2p, I really would recommend to listen to this podcast in dutch, or choose one in English from the directory.

Some more link love
- p2p blog (English)
- p2p blog (Dutch)
- p2p foundation / Wiki

Michel is a very nice person to speak with, he’s intelligent and has some pretty good insights. So if you got the chance to meet him, don’t hesitate. I know he’s back in Belgium June 1 – 15. It might be a good opportunity to organize a session, I’m sure he’s up to it. Keep in mind it’s not technical, it’s society and principles. Would be great to see Michel speak to politicians for example. If you’re interested to meet, you can email him: michelsub2003-at-yahoo.com

Being a proud owner of a Nokia N80, I experience Nokia’s multimedia capabilities on a daily basis.

To open the communication, Nokia started a blog/vlog: Nsights. To quote the intro, which says it all: “we’ve invited visionaries from across the technology world to share their insights into different parts of the future that got here early.”
The results are some very nice video’s with expert opinions. These are of course just the beginning of the conversation, so you’re all invited to participate.

The main focus is on the fields Internet, Music, Photo/Video and GPS. The first 2 subject are open at this point, more to come.

Phillip’s second question “Is online advertising making sense without a decent website?”. See his own answers, I agree.

So yes, online advertising is making sense without a decent website. If it wasn’t, traditional advertising wouldn’t make sense at all, does it. People tent to forget the traditional goals of advertising, which Phillip listed nicely. It’s not because it’s non-traditional advertising these goals no longer apply, it would ignore the human mind.

But I do believe in interactivity. It sticks the brand. An active prospect is paying attention, and more easy to convert. And I mean conversion in the broad sense: turning people into a customers, but as well getting to know the brand, understand brand values, .. the advertising goals again.

Just make sure to pin down your goals before you start planning and creating online campaigns. You need to figure this out first, because whatever you choose will affect the best practices.

Rich media formats are diminishing the need for a landings page anyway. You can build the interaction in your ad. Look at the eyeblaster examples. It’s less aggressive, since you don’t want to pull people out of their trusted environment. You don’t say: YOU NEED TO FOLLOW ME! You just say: look what I got to offer; you might want to check it out. More about interaction rate in Q6.

But there are other ways to advertise online. Branded entertainment for example. Look for a partner that may benefit from a collaboration (financial, but functional as well) and integrate your brand. Or why not evaluate online PR.
The sky is the limit.

However, if you can create a website, I think you should. Your site (and brand) will benefit from the campaign aftermath. People might remember your brand, and link it to their online experience. So if they want to check you out again, they’re going to look for your website. At that point it would be great to offer them what they are looking for, and if you don’t, your competitor might.

To the Joost crew: please contact me

Check it out!

As I mentioned before (you might want to read this post first) I’m answering 8 new marketing questions.

Question 1
“How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?”
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Philippe Deltenre, Media Strategist at Microsoft Belgium, distillated 8 new marketing questions out of his client sessions. He’s answering them himself on his blog, and involves some other marketeers (like Jaffe) as well.

I thought it would be nice to give my opinion on these questions. I’m fully aware it won’t always be that much different from Philippe’s or somebody else’s opinion, but I try to answer with my particular experience. I hope you guys contribute, and Philippe got some beef out of it

It would be a good idea to do a question per day, but I know myself and my blogging frequency, so we’ll see how it works out.

Learnt about it from Kris’ blog.