I just saw an interesting diagram posted by Todd Defren at PR-squared that shows the evolution of advertising vs. public relations in this Social Media era. “As you can see, PR is becoming increasingly interpersonal: there is a daily flow of interaction, responsiveness and adaptation going on amongst PR people and their ever-expanding publics. […] Meanwhile, the advertising folks are coming to embrace more and more user-generated content, but as PAID media (versus EARNED media). Advertising’s intrinsic, long-term value to the corporate brand is declining in the Social Media era. And the PR industry is the happy beneficiary.” The diagram is really insightful and yes, I agree with Todd, but the counterpart of this is that nowadays in Latin America (for example), there are no agencies that can advice corporations on a complete Digital PR strategy. Of course, you will find the traditional PR agencies that will offer some kind of “exercises” Seguir leyendo
Online Marketing
Monopoly – I want it all
Hasbro Mexico launched this website to promote the National Monopoly Tournament. There are many prizes and the winner will have the chance to participate in the worldwide tournament to be held at Las Vegas. The site’s quality is excellent and allows users to have the real Monopoly experience through a nice crafted interface. Try it, you can also play as guest. It was developed by LeoBurnett. Via Deutsch.blog
Digital Public Relations vs. Digital Marketing
The web is a two way communication channel that permits people interact with others and share information of common interest. Some companies have been able to identify this and start conversations with their audiences directly. Those conversations, when managed correctly, can evolve into really strong and engaging relationships. In the past, public relations were supposed to focus only in maintaining a good relation with the media, journalists, editors and specific groups of interest. Within the Internet era, this whole new environment has forced companies to adapt their PR strategies to also include the audiences that can be reached online. Companies, in their effort of jumping into online conversations must consider that, besides journalists, editors and specific groups of interest, in the online world the audience is millions of people that daily use search engines and subscription services to stay alert of the topics they are interested in. Corporate Digital Public Seguir leyendo
What would you do with a Camaro 2010?
Chevrolet Mexico has recently launched the teaser website for the Camaro 2010. Quite disappointing for such a famous car. As almost all car-related websites around there, we expected a more engaging experience, but there isn’t. On this website you can only see a 360° view of the car, submit your answer to the question “What would you do with a Camaro 2010?”, subscribe for a newsletter and see a timeline showing photographs of the car. Don’t click. Vía Deutsch.blog
The First Worlwide Site Where Nothing Happens
KitKat delivers the first website where nothing happens and invites everybody to have a break. Vía Adverblog
The Corona Beach
A great one-try-and-never-come-back experience: The Corona Beach. It is a really well done website with a nice interface and effects. The bad thing is the lack of content. As Martina asks: Is it worth to spend a lot of money in a website that is not going to generate repeated visits? I think it doesn’t. The guys at Grupo Modelo should re-think their online strategy for a while… btw… why do they make these kind of nice and well-crafted websites for other countries and such awful ones for the Mexican market?
New rules of Marketing & PR
Nowadays Marketing and Public Relations are not what they used to be. In the past those where considered as separate fields with different audiences and tools. As technology evolves and the digital era is more and more within us, it is more difficult to define a clear separation between these two fields. That is why David Meerman Scoot, on his book “The new rules of marketing & pr” states the new rules: Marketing is more than just advertising. PR is for more than just a mainstream media audience. You are what you publish. People want authenticity, not spin. People want participation, not propaganda. …for the next five rules it is highly recommended to read the book. More on digital PR & online marketing soon.
In an absolut world…
It is impressive how good Absolut maintains absolut.com with attractive and innovative content. Following the “In an Absolut World” campaign and doing more that just copy-pasting the mass media versions to the online world as some other brands might be doing, Absolut has launched a site in which the visions of artists, writers and actors from around the world have been collected and arranged in an interesting interface that, according to Martina, is powered by Flash and Papervision 3D. In this website the visions of twelve selected persons are shown but it also lets the users to submit their own vision. For more visit absolut.com
7-Top Online Marketing Trends for 2008
Back in January, Heidi Cohen published in ClickZ her list for the 7-Top Online Marketing Trends for this year: Social media growth will come from expanded niche products. Search marketing will continue to extend its reach into other formats, including social, local, and mobile search. Analytics and related measurements will become more sophisticated. Behavioral targeting will become more widespread and will provide improved customer experiences, offering customers more relevant information to consumers and better targeted ads to marketers. Integration of on- and offline will continue as retailers update technology. E-mail communications will evolve. The market will disrupted by a new technology or a shift in how existing products are used. Moreover, she highlights some of the main metrics to measure: customers, revenues, expenses, margins, external factors and buzz. For a more in-deep explanation on each one read ClickZ