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POPSMarketing budgets squeezed Just a few short months ago marketing agencies did not seem as worried as they are today even though data seemed pretty bad.
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POPSTighter legislation of online and interactive marketing In yet another sign of a maturing market for new generation marketing and communications services, stricter legislations and rules are being enforced in Europe. The clipmark is about the UK market where legislation has been tightened considerably over the past few years. For example, the legislators have taken steps to make it impossible to target children with dedicated web sites and online activities. Now techniques of influence marketing are being regulated in a stricter manner to limit if not eliminate manipulation of consumers. The interesting question of course is whether legislators will apply the same kind of logic to politicians and their spin doctors...
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POPSWhere's the agency? Quite an interesting trend in the space of advertising as online media, especially those that have a participative audience, are now reinventing the value chain of marketing communications. This does look like a validation for those of us who feel the role and mission of agency is to undergo dramatic changes in the months and years to come. Watch this space!
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POPSA Voice in influence marketing Quite an interesting initiative showing that influence marketing is increasingly recognized as a separate discipline requiring dedicated attention and assets.
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POPSMomentous changes in advertising early 2007 This article is a great summary of all the momentous changes that happened over the past two years in the advertising business: the advent of digital / interactive media, the first time ever that marketing services generate more turnover than advertising...
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POPSWhy Google is prime target for Microsoft and Yahoo Key differences in the revenue generation of online marketing services show why Google is the player to stop for Microsoft and Yahoo... probably not only for them as marketing budgets are gradually being reallocated to better cover interactive online and on-demand channels and practices.
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POPSIs mobile advertising really a good idea? For the past few years we've been hearing a lot about mobile advertising and how it would be so great to be able to deliver "context-specific" ads to people on the move. Arguably, the mobile phone is one of the very few media & communications devices that has not been colonized by advertising (yet). Will that happen? Is mobile advertising ever going to be a good business? How strong is the public's resentment at the violation of one of the few remaining areas of relative privacy? And if the mobile phone can be used for ads, then why not your fridge or youf kitchen table? Probably the next frontier, but until then, pondering on mobile advertising is relevant for anyone in the business of marketing services as well as for brand marketing managers. The way I see it, mobile devices are probably the very best way to bridge the gap between offline and online campaigns and I have a few specific ideas that I will keep for my customers :-)
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