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The internet is a public domain.
We have focused for a while now on how the diminishing borders between the user as a professional and as a private person have caused B2B and B2C to converge into the user-centered philosophy of B2U. Businesses must communicate, and deliver, to real users. No matter which arenas they meet them in.
During the first dot-com wave, confusion reigned as to whether the internet could function as an advertising medium.
Continue reading ‘Do Banners Work?’
By: Arild Haraldsen
Case:
When Hydro’s oil and gas division was split off and merged with Statoil to become StatoilHydro in 2007, the core company, Hydro, was faced with the challenge of re-building its image.
Continue reading ‘The Hydro Challenge’
is the opposite of permission marketing, based on the notion that if it is provocative or annoying enough, it will create attention and hopefully some interest. Like e.g. the Dole banana ad in Japanese. Watch it on youtube.com. Disruptive marketing can also be employed, with some success, as banner ads.
is an online strategy that encourages individuals to pass on a marketing message to others, creating exponential growth in the exposure and influence of the message. Like viruses, such strategies take advantage of rapid multiplication, spreading the message to thousands, to millions, e.g. via email or mobile phone.
is a term used in e-marketing, where marketers “ask permission” before they send advertisements to prospective customers. It is also a new concept within online marketing which requires a more humble approach to the market and a new way of communicating with stakeholders.
By Ian Cocoran (Allworth Press; 2007)“The Art of Digital Branding” is written by Ian Cocoran, a regular contributor for Interbrand’s Brandchannel. He has extensive experience with digital branding and has been reviewing websites for Brandchannel since 2001.This book, Cocoran’s first on this topic, is a well-written and often humorous look at the web, how it is best utilized for branding and why many online branding attempts fail. Drawing on real-life examples, it covers both the psychology and the practicalities of online branding. It shows that if you intend to live your brand, it must be lived online as well.
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