As we look back on the CES conference of 2009, it is clear that there have been some notable and exciting announcements. The unveiling of the new Palm Pre, the Polaroid PoGo and the implementation of wireless charging just to name a few. Wired Senior-Editor Dylan Tweney expects to see more electronic manufacturers pitch more affordable gadgets as the economic situation tightens wallets and even noticed that this years CES was more subdued than previous years. Check out his full report.
After thirty days of shouting, cheering up and suffering (I am Argentinean!), the 2010 World Cup is over. As football involves strategy to beat competition, working with teams and of course luck, I got to thinking that must be some useful learnings for brand teams. So, blow the whistle ref, and let's go...
All across the planet, entire nations were gripped by every moment of the FIFA World Cup, while here in the States another early exit by the U.S. side virtually guaranteed four more years of American indifference toward the sport of soccer. But even the most ardent soccer novice can admire the sports marketing successes of this global spectacle. So here are five World Cup lessons you might consider incorporating into your own marketing efforts.
While there is still plenty of football left to play, it looks like the FIFA World Cup games are already making marketing dreams come true: Adidas -- one of the major sponsors of the FIFA World Cup games -- says it has already set a new sales record, selling double the number of jerseys compared to the 2006 games.
Nike’s “Write the Future” 3-minute video campaign has attracted more World Cup-related mentions than Adidas, Coca-Cola, Sony and Visa, according to a new report by Nielsen. The video, which we discussed when it first launched, has created significantly more online buzz – based on an analysis of blogs, message boards and social networking websites – and developed more of an association to the World Cup than any other brand’s efforts to date.
The world’s most widely viewed sporting event, FIFA World Cup 2010, begins today. And for the first time ever, the World Cup is playing in the digital age. During the last World Cup, social media was barely kicking: Twitter hit the field on July 2006; Facebook wasn’t public until September 2006. In 2010, it’s a whole new World Cup.
The first decisive marketing goal of World Cup 2010 was scored nearly three years before the opening match of the soccer tournament, in which Mexico will face South Africa on Friday. It came when Nike, the American sports shoe and clothing maker, acquired Umbro, a British supplier of soccer gear that is a longtime sponsor of the English national team. The deal signaled a new determination by Nike to challenge Adidas, the German soccer apparel powerhouse, on its European home turf.
Global marketers such as Coca-Cola, McDonald's and Nike are describing the 2010 FIFA World Cup as a larger event than even the 2008 Beijing Olympics. That scale -- combined with the intensity of interest in the sport, the national pride of fans and the fact that it's the first major global sporting event ever held on the African continent -- figures to sell a lot of sneakers and soft drinks.
Chiquita, Victoria's Secret, The GOP, Amnesty International. They all use marketing and invite trust in a distinct belief system. They're all, to one degree or another, brands. For a brand, nirvana is when your good name is so widely endorsed that it enters the language. "Pass the Kleenex." "Google it." But that's the top of a long and slippery slope--look at Toyota and Tiger Woods. A healthy brand drives up your stock, and vice versa. These are the things we thought we knew. It's 2010--are they still true?
A year ago, as television executives prepared for the 2009-10 season, they suffered double-digit percentage losses in advertising revenue because the economy weakened demand among marketers for commercial time. Now, as those executives get ready for the 2010-11 season, they are optimistic for a rebound in revenue, and higher rates, because demand has improved in recent months.
A belated blog on Hits and Misses for 2010. Please vote by clicking here. Then we meet back in a year and see how we did.
I was asked to give this talk to invite you to think deeply. For those who don’t know me… I'm an ethnographer. I study how social media has become a part of daily life. I'm also an activist, driven to making the world a better place through the production and dissemination of knowledge. And I'm also a geek and a blogger. I've been blogging for 13 years, determined to communicate to the world what I've had the privilege of witnessing. I love technology but I also love to be critical of technology. What keeps me up at night is trying to make sense of how social media transforms society and, more importantly, what it helps make visible about humanity. Technophobes love to talk about how technology is ruining everything and technophiles obsess over how everything is radically different. I like to wade through the extremes to see the subtle inflection points. Reality is always in the details. My goal today is to invite you to step back and ask: what hath we wrought?
The seemingly continuous commercials during the coverage of the Winter Games on the networks of NBC Universal gave a new meaning to the term “snow job.” It was as if every spot showed snow, or ice, or both, in which skiers, skaters and snowboarders cavorted. That made it difficult for ad-weary, ad-bleary viewers to distinguish the commercials from the actual coverage of the Vancouver Olympics. Perhaps that was the sponsors’ fiendish intent: to perpetrate the ultimate blurring of the line between advertising and content.
As the first project in its new GeoBranding Center, the CMO Council (CMOC) is partnering with South Africa to measure the impacts of the country's branding efforts and co-sponsor a crowd-sourcing advertising contest leading up to the FIFA World Cup tournament this summer. The council is forming the GeoBranding Center as a global knowledge resource center dedicated to the marketing of countries, destinations, places of origin, attractions, venues and locations. Geobranding experts and marketers will be invited to contribute insights, opinions, case studies and best practices, and a series of research initiatives will explore the impact of campaigns using B-to-C and B-to-B digital and traditional advertising and marketing campaigns. The center's microsite will launch March 15.
Since the Vancouver Winter Games began on Feb. 12, the networks of NBC Universal have presented hundreds of hours of coverage — and thousands of commercials. Here is a look at some of the highlights, sidelights and lowlights of the spots so far.
Starbucks coffee was the No. 1 brand tried by consumers in the coffee/tea category in January, earning twice as many mentions as No. 2 Dunkin' Donuts coffee and No. 3 Celestial Seasonings tea in a consumer survey conducted by Market Force Information, a worldwide leader in customer intelligence solutions.
NBC Universal’s television coverage of the Winter Olympics in Vancouver this month is exhaustive, as viewers have come to expect. But its Web coverage, at least when compared with the Summer Games in Beijing 18 months ago, is limited. NBC’s Web site is live-streaming fewer sports than it did in Beijing, marking a step backward in online access to marquee events. The company is making no secret that it would prefer for viewers to watch the Olympics on television, especially in prime time, even though a growing number of people are accustomed to watching TV on the Internet.
NBC calls it "the world's biggest focus group." With an estimated 185 million unique viewers over a 17-day period, the Olympic Games provide a special audience microcosm, and one that NBC believes will be particularly useful for measuring new-media consumption habits and trends. NBC touts all the different platforms it is bringing to bear for the Games, which began Friday in Vancouver. Viewers can watch on the network, NBC Universal's many cable channels and NBCOlympics.com. They can download clips to their iPhones and receive mobile updates on a favorite skier or figure skater.
Procter & Gamble, the consumer goods company behind products such as Tide and Pampers, hopes the Olympics will help it score with penny-pinching shoppers. The Cincinnati company rolled out a $10-million ad campaign Monday, integrating corporate and brand messaging, to win over consumers watching the 2010 Winter Games. The goal? To convince shoppers to buy its premium products. TV and Web ads, themed "Thanks, Mom," announce P&G's efforts to subsidize travel costs for every mother of a Team USA athlete.
McDonald's is tapping Olympic athletes to help lend credibility to a message it has been pushing for the past four years: that it uses only quality ingredients. The company today hosted a media event featuring Olympians Katarina Witt, Shawn Johnson, Picabo Street and Cassie Campbell to preview its smoothies, set to launch this summer, for assembled media in Vancouver. It's part of a push launched in 2006 to infuse its marketing in every country with messages about food quality.
Anheuser-Busch InBev has kept largely mum on its marketing plans for this summer's FIFA World Cup, but it tipped its hand a bit late Friday when agency DDB put out a casting call for an apparent Bud-themed reality show. "Budweiser is looking for passionate fans of each of the 32 FIFA World Cup qualifying countries to participate in the ultimate football getaway!" read the notice that was posted online. "If you are selected to represent your country, you will be flown to Cape Town, South Africa, for the 2010 FIFA World Cup. Luxurious accommodations, thrilling excursions, and the opportunity to have the kind of access few fans ever have.
NBC has embraced a novel twist on the user-generated content phenomenon: it plans to broadcast more than a month's worth of athlete generated content, or "AGC," via Vancouver Olympics programming over its cable stations and web sites. I can't help but think such a decision comes from the same ideology that gave us a Jay Leno comedy show in primetime: unscripted programming is cheaper to produce than scripted entertainment, while ad rates are determined by viewing eyeballs, so the profit margin is potentially higher for shows that are even marginally based on reality. And since NBC paid $2 billion just for the rights to broadcast the 2010 and 2012 Olympics, it has every incentive to repurpose that AGC wherever and whenever it can.
There certainly will be advertising winners (and losers) on Super Bowl Sunday but let's hope that the Monday morning quarterback chatter doesn't obscure the larger shift at hand for marketers this year. 2010 will be the year of the "platform" for advertisers. Unlike a website, banner, Facebook application or 30-second spot, a platform is an always-on digital environment that allows brands to run specific or multiple programs. The goal is to meaningfully engage consumers on multiple levels.
Corporate USA is on track to report one of the best quarterly earnings seasons on record in terms of the number of companies that beat market expectations with their profits. Nearly four out of five S&P 500 companies that have reported fourth-quarter earnings have beaten consensus forecasts on the back of higher-than-expected jumps in revenue, according to data compiled by Thomson Reuters. S&P companies are now set to break a run of nine consecutive quarterly declines in profits. But the performances have not translated into increased optimism over the outlook for 2010, with many analysts cautious over the impact of the withdrawal of economic stimulus programmes and reduced rebuilding of inventories held by companies.
When the Vancouver Olympic Games kick off on Feb. 12, visitors will find café furniture made from pine-beetle-salvaged wood, drink out of bottles made from 30% plant-based materials, and their beverages will be delivered via hybrid vehicles and electric cart. All are elements of Coca-Cola's first zero-waste, carbon-neutral sponsorship. The effort has been years in the making, beginning with a relatively simple recycling effort for the Athens Olympic Games in 2000. Since then the company has layered in additional elements, like environmentally friendly coolers and shirts made out of plastic bottles.
As we focus our attention on 2010, clearly the global marketplace is redefining itself. Not only in economic terms but more importantly in consumer terms. Consumers are more diverse, demanding and connected than ever before. To help give you a clearer look into what’s ahead, Nielsen has assembled videos from our global team to deliver insights into what consumers watch and what they buy. With evidence of a recovery emerging, understanding the global trends and local conditions is essential to success.
The Ford Motor Company earned $2.7 billion in 2009 and said Thursday that it now expected to be profitable in 2010 as well. The profit for 2009, equal to 86 cents a share, was a swing of $17.5 billion from 2008, when the company lost $14.8 billion. It is Ford’s first full-year profit since 2005. The company ended 2009 with $25.5 billion in cash reserves, nearly twice the $13.4 billion it had at the start of the year. It also expects an operating profit in 2010, which is a year sooner than executives had previously said the company would become consistently profitable.
2010 is the beginning of a new era for business. We've mastered quality. Squeezed every drop out of efficiency. Saturated the marketplace with innovation. And we're using advanced information and communication technologies to reshape the very fabric of our marketplace concepts and relations. So what's next? Certainly not "branding;" at least not in the conventional sense. The notion that a marketplace offering is a static, transactional thing that needs the right injection of cosmetics and communication to bring it to life is flawed thinking in today's environment.
The Winter Olympics start in 23 days, and NBC expects to lose $200 million on them. But it didn’t have to be that way — even with an economy that has shredded NBC’s advertising assumptions. In June 2003, executives from NBC, ESPN and Fox gathered at the International Olympic Committee’s headquarters in Lausanne, Switzerland, to bid for the television rights to the 2010 Winter Games, which had not yet been awarded to Vancouver, and the 2012 Summer Games, which would be given to London.
I typically don’t jump on the annual prediction bandwagon since too many cycles are spent defending some of the crazy things I come up with. However, I will go out on a limb and predict that 2010 will be the year of global search marketing. I have been advocating the use of the internet to reach overseas markets since 1994 when professors and students laughed at me while defending my business school thesis on that topic. A year later, an international marketing journal published an updated version of that paper. This time I was even more out there advocating the pure craziness of using search engines as the mode of entry.
In 2010, Social Media will rapidly escalate from novelty or perceived necessity to an integrated and strategic business communications, service, and information community and ecosystem. Our experiences and education will foster growth and propel us through each stage of the Social Media Marketing evolution. As MarketingSherpa observes, “2010 is the year where social media marketers gain the experience required to advance from novice to competent practitioner capable of achieving social marketing objectives and proving ROI.” It’s a powerful prediction and it’s one that I also believe. This is your year to excel, teach, and create your own destiny.
Farewell and good riddance to the Decade of the Zeroes, when many people felt reduced to nothingness after two big economic bubbles burst. Welcome to the 2010s, a chance for a fresh start — sort of. The year opens with four trends that gained momentum in the past decade.
The 2010 Consumer Electronics Show doesn't officially kick off until Thursday, but some forthcoming gadgets, including tablet-like wireless devices and phones that can show live TV, are already getting buzz here.
The first ten years of the new century may go down as the decade to forget. Terrorists attacks, devastating natural disasters, scary increases in CO2emissions, Wall Street scandals and two market crashes. The stock market is down 26% since 2000, median household income is also down, and unemployment is up. The price of oil has more than tripled, health care costs have spiraled out of control and there appears to be no end in sight to corporate bankruptcies and the mass exodus of loyal employees.
Happy New Year! I hope you had a great holiday and you are as excited as I am about kicking off 2010! After the long hard haul of 2009, I’m eager to see business get off to a fresh start this year. It’s impossible to know exactly what the New Year will bring, but I’m confident more attention will be paid to brands and brand-building. That’s because there are at least three key areas that I see brands having an immediate and significant impact in.
Call it 2010. Call it twenty-ten, or even 2K10. No matter how you refer to the last year of the first decade of the 21st Century, everyone in the marketing is wondering what the past few sobering years will mean for brands and consumer behavior. It doesn't take a seer, or even a branding professional, to declare that consumers will continue to demand value, no matter which direction the economy goes. Consumers have learned--some the hard way--that financial discipline is a must. They will also demand that the values practiced by the companies with which they choose to do business are good and honest and trustworthy. And lest any company thinks it can put one over on anyone, a text, a blog, a YouTube video or a Tweet will quickly prove otherwise.
A new decade. I like the sound of that. I'm a bit late on these, but for some reason these predictions refused to be rushed. I haven't had the contemplative time I usually get over the holidays, and I need a fair amount of that before I can really get my head around attempting something as presumptive as forecasting a year. So I'll just start writing and see what comes. While past predictions have focused on specific companies and industry segments (like Internet marketing), I think I'll try to stay meta this time. Except for Google, of course, which is still the only company in the Internet economy that can be seen from space. For now. But we'll get to that.
It’s hard to believe that at the beginning of the last decade, there was no Facebook, iPhone, Wikipedia, or YouTube. Almost shocking, considering how those entities have shaped a culture around the Internet, disrupted business models and impacted how and what information was shared through the Web. So what big Web themes might we see emerging into the next few years? Based on reporting and informal chats with venture capitalists, here’s a quick guess at what might be big in 2010.
Yesterday we posted the first five digital-marketing predictions from Millward Brown and Dynamic Logic, which looked at mobility, geo-location, viral marketing, gaming and online display. Today, we bring you the final five. And we want to know -- do you agree? What do you think will be the big issues of 2010? Here's the rest of the predictions for 2010.
In our discussions about what will happen in the digital marketing industry during the next 12 months, one overarching trend emerged: The basic rules of brand building are just as important for innovations in the digital space as they are for traditional forms of communication. Using new technology won't in itself bring success; your digital communications still need to be creative, engaging and relevant if they are to cut it during the second decade of this century. Here are the first five of our top 10 trends for 2010.
Companies gambling that they can shake up the portable-computer market plan to lay some cards on the table in Las Vegas next week. The 2010 Consumer Electronics Show will be a coming-out party for a new breed of ultra-small laptops that act more like smart phones—designed to be always on and connected to the Internet via 3G cellular networks, ready to call up a Web page or post an update on Twitter. Promoters of the new devices have been pushing the term "smartbooks," partly to distinguish them from the low-end portables called netbooks that have been the hottest thing in the PC industry over the past two years.
The economy may continue its gradual recovery next year, but advertising is expected to show the influence of the recession through 2010. Don't expect a letup in the rough-and-tumble sales pitches that hit the airwaves, Web and magazines this year, as advertisers like Campbell Soup and Verizon Wireless, owned by Verizon Communications and Vodafone Group, took direct aim at their competitors. Advertising executives expect such barbed comparison ads to continue. Other companies, meanwhile, will be showing their softer sides. In the bleak aftermath of the recession, many marketers think consumers will respond to brands they perceive as giving back to the community.
As a rough 2009 draws to a close, the digital marketing world is looking ahead to 2010, hoping to deliver stronger growth in the sector, which is one of the few bright spots in the media world. What lies ahead? We identified 10 trends that are sure to make waves in 2010.
“There are three kinds of lies: lies, damned lies, and statistics.” – Mark Twain Remember that quote. In 2010 the very best marketers, PR professionals, and social media consultants will put data at the center of everything they do. For anyone unfamiliar with these concepts, just as with social media, data marketing may seem opaque or intimidating at the beginning. The only way you ever learn is by jumping in headfirst — become a data nerd, because data nerds are changing the world.
Now that the leaves at the bottom of the old gypsy's teacup indicate that the 2008-09 recession is in reverse, it's time for us to accelerate the synergy across the disciplines of finance and marketing. Will things return to normal in 2010? If our idea of normal includes the notion that marketers manage their discipline as a cost, then no, that's no longer normal. This kind of thinking has long been in decline, and the recession has hastened its obsolescence. Especially entering a positive economic cycle in 2010, CMOs must absolutely lead their corporations in generating profit and growth. Marketing is no longer a cost center; it's a profit-and-growth center.
After a dismal 2009, venture capitalists are preparing to ramp up their investments, injecting much-needed cash into start-ups. Some venture-capital firms have loosened their purse strings in recent weeks and are starting to invest new money. That has resulted in several deals, such as last month's $52 million infusion into social-networking advertising and software company RockYou Inc. and the $57 million invested in online textbook-rental service Chegg Inc. In addition, many venture capitalists say they have been meeting investment bankers and working with their tech start-ups on filing for initial public offerings next year.
Social media is evolving quickly. What are the three trends on the horizon that business leaders absolutely must keep up with?
This time last year, I wrote about the 10 ways social media will change 2009, and while all predictions have materialized or are on their way, it has only become clear in recent months how significant of a change we've seen this year. 2009 will go down as the year in which the shroud of uncertainty was lifted off of social media and mainstream adoption began at the speed of light. Barack Obama's campaign proved that social media can mobilize millions into action, and Iran's election protests demonstrated its importance to the freedom of speech.
Amid some 200 analysts, investors and media last week, Coca-Cola CEO Muhtar Kent made a confession. "There was a period when our company did lose its way," he said. "We were too internally focused and not focused enough on the changes taking place with our consumers and customers. In essence, we were too busy looking at the dashboard and were not sufficiently paying attention to the world outside of our windshield." While Coca-Cola remains the dominant beverage company in the world, and controls nearly 51% of the global carbonated soft-drink business compared to Pepsi's 22%, according to Beverage Digest figures, it had, perhaps, been too focused on soft drinks at a time when other beverage categories were on the rise, said Bill Pecoriello, CEO at ConsumerEdge Research.
As 2009 draws to a close, with Twitter undoubtedly this year's media darling and Facebook continuing on its path to global domination, you may wonder which social-media service will become tech's poster boy in 2010. Among the Web's early adopter set, the answer is nearly unanimous: Foursquare. While the technology landscape is ever-changing, I'd argue that Foursquare already has aligned itself to become next year's mainstream hit.
First of all: It’s going to be another interesting year. Has the global recession really, officially ended? And if so, will the aftermath cause pains for years to come? Whatever the outcome, we find ourselves spotting more recession-proof opportunities than ever before. Why? Consumers, recession-stricken or not, still value innovations that are pragmatic, or exciting, or those that save them money, or entertain them.... oh well, you get the picture.
Looking ahead to 2010, marketers will be facing Olympic hurdles that will require steadfast agility just to stay in the game, much less to hit the finish line ahead of the competition. Here are 10 ideas, wrapped in Olympic glory that should deliver the gold.
Question: Google has it, Hoover has it (in the UK anyway), TiVo had it, lost it and has somewhat got it back. Xerox had it, but nobody really cares anymore. So what is it? It's when a brand name becomes the verb associated with its use. So rather than searching, you Google, or TiVo when digital recording a television show. Arguably an even more powerful synonym is when a brand becomes a noun, such as Polaroid, for instant developed photographs, although that didn't end so well. The newest one would seem to Facebook, although it has two meanings.
In less than two months, a new year will arrive, along with a new decade. Each year in the current decade has been spoken the long way, as in “two thousand nine,” rather than the short way, as in “twenty oh nine” (or even “twenty ought nine”). In 2010, however, another option will present itself, echoing how people referred to years starting in the second decade of the 20th century: “twenty ten,” just like “nineteen ten,” rather than “two thousand ten.” Most people will have a couple of months to consider how they will refer to next year — but not the automakers, because a model year runs from Oct. 1 through Sept. 30.
While the year 2009 was marked as the 'great recession', we won't feel its full effects until 2010. Both marketers and their marketing services agency partners are dealing with reduced resources in terms of head-count and budgets. We won't likely see enough breakthroughs in the marketplace, simply because marketers and agencies alike have to remain focused on 'getting the work out the door'. The only way to 'do more with less' is to align resources toward a single and powerful integrated marketing solution. Individual marketing tactics will simply become marginalized and highly tactical with 'less'.
1) Inconspicuous Consumption: Consumers respond to the social moment by taking consumption into the closet. As when we talk about going to Fred's (in-store restaurant), not Barney's. Or, ask to have new purchases shipped, rather than be seen carrying a branded shopping bag. Or, decide to have shoes repaired and last year's jacket altered. Spending as a covert activity. No bragging rights.
To help address all that before the 2010 Olympics, the committee has been sponsoring a global campaign carrying the theme “The Best of Us.” The campaign, by Cole & Weber United in Seattle, part of the United unit of WPP, enters a second phase on Wednesday with the introduction of what the committee is calling The Best of Us Challenge. Young people ages 12 to 19 will be invited to create video clips in an effort known as consumer-generated or user-generated content. The clips are to show them responding to challenges from athletes like the beach volleyball player Natalie Cook, the pole vaulter Yelena Isinbayeva, the snowboarder Lindsey Jacobellis, the gymnast Shawn Johnson, the tennis player Rafael Nadal, the swimmer Michael Phelps and the skier Lindsey Vonn.