Archive for the 'Digital marketing tools' Category

How Marketers use Social Media in 2010

Below an overview of what marketers do with social media in this year. How will it be in 2011?

Everybody’s Doing It: How Marketers Are Utilizing Social Media In 2010
Flowtown – Social Media Marketing Application

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Kiss the principle

Jumping Brain by Emilio Garcia
Image by “lapolab” via Flickr

Every 1 out of 5 clients offer you a brief and end it with the acronym: K.I.S.S.. Likely they add words like result, target, goal. and ROI. “OMG – There we go again, headache!”

Reading K.I.S.S. in the brief used to put me off … “Excuse me! You don’t want my fantastic new and never-seen-before ideas? You don’t want me to be truly creative and rock the consumer’s world?” It feels like the worst repulsive thing to tell a creative director to keep it simple and STUPID. When a brief said explicitly K.I.S.S. I replied: “my ass. “I didn’t want the job. Simply because I didn’t believe K.I.S.S. would lead to better results. I believe in Engagement in Discovery. I want to treat the consumer as smart, able to think, and digest a message.

Maybe it’s age or weariness. Since a year or so I’m following K.I.S.S. as well without rebellion. Two mandatory reasons:

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The Avatar Effect

Image representing Facebook as depicted in Cru...
Image via CrunchBase

Online communication is focused on getting people to click, participate and –in the end– buy our product. With this old school approach we fail to use the knowledge on click behavior. This click behavior makes the online user leaving a digital footprint which is larger than life, countable and reliable. I call it the Avatar Effect.

So what is the Avatar Effect and how can we use it?

To answer the last question first; how can we use it? Officially we can’t but for sure bright people can build in tracking systems, secret click counts, by-passes and hacks to research and use this ending source of information.
I even used it once in a silly little DM mailing to potential clients in the fashion industry. They received a DVD with a promo on how to become a better and stronger brand in 6 essential questions. The last screen was built to send us a hidden message notifying our sales manager that this client was watching the DVD. Only because we were the answer to that last question. Six out of the ten we called  invited Artmiks for a talk.

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Reputation Management on the Internet. Start NOW!

Online Reputation Management
Image by s_falkow via Flickr

While you are reading this post, your customers are writing about you on the web. Good things, but also bad things. With that they leave an indelible impression on the Internet about your company. When more people add to a bad write-up about your company on some forum or blog, it gets harder to manage. If you keep a close look on what’s being said about your company, you can pick out the bad stuff and give your comments there. Either apologize and come with a solution, explain to the customer regarding his complaint or ask him more and try to make him happy again.

If you wait too long, other people may have added their remarks and your comment may end up on the bottom of the list where nobody looks anymore. Then you are too late! The damage is done and it is recorded for ever! Nothing you can do about it anymore. So don’t wait! Start today following what is said about your company on the web and manage the bad stuff by reacting ASAP!

Gert-Jan Scheers

An example of how to trace the buzz on the web.