Tony Surtees

WEB  We like what we know other people like. Increasingly as consumers we relate to brands through each other. This explains the power of user ratings and "e-pinion" sites. So we are becoming a "confetti economy", a million little specks of influence. We are our brothers' keeper and now...judge. We are reference points, as well as peers. Edelman PR research clearly quantifies how we trust each other increasingly more than our leaders who are our traditional sources of influence. Why? Well perhaps we are overwhelmed by brands and ideas who are competing for our stretched and limited attention. All this noise confuses....challenging our capacity to discover and draw conclusions. So we will tend to like what we know other people like and have already declared to be good. Social media provides the means to connect constantly to each other and as social beings, we do so enthusiastically. We discussed these ideas at Ross Dawson's "Future of Influence" conference this week. My thanks to Stilgherrian from Crikey who wrote the following article and kindly saw fit to include my thoughts.
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Tony Surtees

ADVERTISING & MARKETING  You can tell when someone is mad at you, can't you? Try having that same conversation blindfolded with no intonation of voice to help you out. Body language is responsible for transmitting the emotion, context and meaning of conversations. But what happens when you're in a conversation with thousands or millions of people? Computers help make sense when crunching numbers, but they crunch feelings too! The web is our largest catalogue of intention. Social media is a real-time barometer of community sentiment. Advertisers recognise that their brands need to have "persistent presence" across everywhere their target markets are and the influence that networked individuals have over their peers and followers is immense. In this article adapted from the New York Times we examine how sentiment measurement is becoming increasingly effective as part marketing and corporate intelligence and as part of an ongoing community conversation.
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Tony Surtees

ADVERTISING & MARKETING  More evidence to show that TV and Internet are the "word of Web" media, where consumers exercise their freedom and choice of media to support those brands that reach them across both in combined and integrated campaigns. Cross platform advertising using TV and online together is more than synergistic, they are essential partners in reaching audiences who have more money and exercise greater discretion in buying power. They are also more likely to either be or become "alpha" users in Social Media and more influential as opinion leaders amongst their cohort. With acknowldgement to Netimperative of the UK, here are the details of the research;
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Tony Surtees

ADVERTISING & MARKETING  Some months ago I wrote that "a recession unleashes pent up energy and creative, reorganising forces." Actually there is a chance - the first for many years, for a bit of a marketing meritocracy to emerge.
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Tony Surtees

ADVERTISING & MARKETING  Two years ago I started making a case for why the combination of TV and online make a message more persistent. Now both NBCU and IAB UK research show why, especially in a budget constrained market, advertisers and marketers would be nuts to buy one without the other. Curiously both claim over 40% lift (47% for IAB and 41% for NBCU) in advertiser brand recall.
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Tony Surtees

WEB  If no one under age 30 had turned out on Election Day, McCain would have drawn even with Obama (49-49 percent) in the nine key swing states. In the rest of the country, by contrast, Obama won narrowly, 51-48 percent, among all voters 30-plus. What media influences people under the age of 30?
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Tony Surtees

ADVERTISING & MARKETING  How a packaging design and brand expert and a digital wonk end up agreeing on more than you'd think.
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Tony Surtees

ADVERTISING & MARKETING  "Recession, what recession?" - Eric Schmidt CEO Google. Maybe this is the time you have been waiting for!
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Tony Surtees

ADVERTISING & MARKETING  The recent Booz Allen, AAAA, IAB US tracking study about big themes in marketing called "HD Marketing 2010" makes the point dramatically. Marketers must "Institutionalise experimentation and media innovation". The same study also quotes Carla Hendra CEO of Ogilivy North America who said "experiment with 15% of your media budget...or get in trouble" and David Kenny CEO of Digitas is quoted as saying the "Media Mix should be adjusted every 36 hours". John Lafey CEO of P&G (the world's largest advertiser) says the brands are now controlled by consumers and that brand owners need to "begin to let go".
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Tony Surtees

INDUSTRY TALK  Does the existence of strong minded expressions of outrage or robustly argued logic in political blogs mean that we are "leaving the era of persuasion and entering the era of confirmation" as Matt Bai argues? That is - if someone doesn't like what they read, that rather than having to entertain an uncomfortable clash of ideas or philosophies that the reader and the blogger simply seeks out another validating web site or blog.
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Tony Surtees

ADVERTISING & MARKETING  In his best-selling book The Tipping Point, Malcolm Gladwell argues that "social epidemics" are driven in large part by the actions of a tiny minority of special individuals, who he calls "connectors" but they are often called "influentials".
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Tony Surtees

ADVERTISING & MARKETING  It is increasingly recognised that successful advertising comes from understanding how the consumer ‘works'. Our ‘typical' consumer is morphing at high speed. Some of the most recent studies indicate a rise in ‘multi-tasking'- that is, consumers will watch TV, while searching the Internet, not so much diluting their attention - rather, expanding their pool of content.


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Tony Surtees

ADVERTISING & MARKETING  "Local news outlets speak to the keen, unique interests of the users they serve, and thereby combine trustworthiness with relevance to become authorities on a myriad of regional topics"
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Tony Surtees

WEB  It's not really news to anyone that consumers are driving the transformation of online. But what is interesting is the amount of research that is now available showing consumers to be profligate multi-taskers, consuming more media simultaneously than ever previously thought.
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Tony Surtees

INDUSTRY TALK  I am a digital immigrant. Like you I was quietly hoping that this thing called the digital revolution would just limp along. "Well it hasn't ... it won't ...They (consumers) want control over their media, instead of being controlled by it.
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Digital People - 2012 Roll Call

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Welcome to the roll call where we offer an overview of all profiles appearing in 2012. Read on



 

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