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Op YouTube kun je naast UGC content ook veel materiaal van bekende mediamerken vinden. Sinds kort kunnen ook Nederlandse adverteerders met een branded channel extra aandacht claimen voor hun merk op het meest populaire videoplatform ter wereld. In dit artikel het verschil tussen partner en branded channels, een overzicht van de features en een aantal praktische tips. Lees verder

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Tom Peters (onder meer co-auteur van het standaardwerk In Search of Excellence) heeft via zijn site een geweldige presentatie beschikbaar gesteld. “Re-Imagine! – Business Excellence in a Disruptive Age” is de titel van zijn verhaal dat hij afgelopen donderdag voor Astral Media in Montreal gehouden heeft.

Enkele quote’s.

- “600 foreign R&D labs in China, 200 new per year”

- “A focus on cost-cutting and efficiency has helped many organizations weather the downturn, but this approach will ultimately render them obsolete. Only the constant

pursuit of innovation can ensure long-term success.”

- “Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play.”

- “75% of admin, back room, finance digitalized in 3 years.”

- “Wealth in this new regime flows directly from innovation, not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”

- “How do dominant companies lose there position? Two-thirds of the time, they pick the wrong competitor to worry about.”

- “E-commerce is happening the way all the hype said it would. Internet deployment is happening. Broadband is happening. Everything we ever said about the Internet is happening. And it is very, very early. We can’t even glimpse IT’s potential in changing the way people work and live.”

- “Ebusiness is about rebuilding the organization from the ground up. Most companies today are not built to exploit the Internet. Their business processes, their approvals, their hierarchies, the number of people they employ, all of that is wrong for running an ebusiness.”

- “Growth Projections 2003-2010: Narrowcast media 13.5%, Mass media 3.5%”

- “If we look over just the last half-dozen years, our media mix has shifted in the U.S. from two-thirds on prime-time network TV to two-thirds not on prime-time network.”

- “Experiences are as distinct from services as services are from goods.”

- “Clients want either the best or the least expensive; there is no in between.”

- “Re-imagine the Fundamental Selling Proposition: It all adds up to THE BRAND.”

- “We’re now entering a new phase of business where the group will be a franchising and management company where brand management is central.”

- “Companies will thrive on the basis of their stories and myths.”

- “1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Women’s Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Women’s Market = Opportunity No. 1.”

- “18-44 is stupid, stupid!”

- “2000-2010 Stats: 18-44: -1%; 55+: +21% (55-64: +47%)”

- “Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood.”

- “The leaders of Great Groups love talent and know where to find it. They revel in the talent of others.”

- “AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure.”

- “What did predict economic success was a willingness to take risks.”

- “If things seem under control, you’re just not going fast enough.”

- “Fail faster. Succeed sooner.”

- “A leader is a dealer in hope.”

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Internet speelt een steeds belangrijker rol in de marketingstrategie van ondernemingen. Dit blijkt uit een onderzoek naar de evolutie van het internet als instrument bij Reebok International, Saturn Corporation en AB Dick. Gebruikten deze ondernemingen het internet eerst vooral als het medium voor e-commerce activiteiten, de rol van internet is sterk veranderd en is strategischer van aard geworden. Dit heeft verschillende oorzaken. Dit zijn:

1) een toegenomen klantfocus van de onderneming;

2) voortschrijdende technologie;

3) toenemend internetgebruik onder klanten, partners en leveranciers;

4) veranderingen in de waardeketen en

5) een veranderd bewustzijn, machtspositie en verwachtingspatroon van de consument.

Het internet heeft er drie belangrijke functies bij gekregen. In de eerste plaats is het een vehikel geworden om de waardeketen efficienter te maken. Een tweede functie is het managen van relaties met klanten en ketenpartners en de derde functie is communicatie en branding. [Journal of Interactive Marketing 18 nr. 2 thanks to MarketingFacts]