Importancia de la comunicación offline entre personas, incluso en esta economía conectada // By Isra Garcia


 

Isra García. Human media. Más allá del social media.

No importa lo mucho que estemos vinculados o enganchados a Facebook, Twitter o Pinterest, tampoco a nuestro lector RSS o email, ni siquiera a los blogs. Todavía preferimos el contacto humano, mirar a los ojos cuando hablamos con alguien, conectar con los alumnos en clase, comprobar la reacción de la otra persona al vernos, emocionarnos con historias humanas o sentir el calor de las personas, que gran noticia. Es maravilloso saber que aún tratamos de permanecer humanos, a pesar de Internet y la web social.

Métodos preferidos de Comunicación

 

Leer más “Importancia de la comunicación offline entre personas, incluso en esta economía conectada // By Isra Garcia”

Los mejores spots de coches de los últimos 25 años | marketingdirecto.com | Muy buenos :D


marketingdirecto.com

La industria automovilística invierte miles de millones de dólares cada año en sus spots televisivos, pero sólo unos pocos echan verdaderamente raíces en nuestra memoria. Hay muchos, de hecho, que es mejor olvidar.

Para ayudarnos a refrescar la memoria y recordar aquellos anuncios de coches que sí merecen la pena ser recordados, The One Show acaba de presentar su lista de los mejores spots de coches de los últimos 25 años.

La lista, presentada en el marco de la feria “North American International Auto Show”, que se celebra actualmente en Detroit, ha sido confeccionada con la ayuda de más de 70 ejecutivos de publicidad y periodistas.

Según los expertos consultados por The One Show, una organización que se califica a sí misma de “guardiana de llama de los creativos publicitarios”, los spots de coches que recoge a continuación Business Insider son los mejores del último cuarto de siglo:

1. Honda: “Grrr” – Wieden + Kennedy Londres (2004)
http://www.youtube.com/watch?feature=player_embedded&v=KagSgWKaE_8

2. Honda: “Cog” – Wieden + Kennedy Londres (2003)
http://www.youtube.com/watch?feature=player_embedded&v=_ve4M4UsJQo

3. Volkswagen: “The Force” – Deutsch (2011)

http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0

4. BMW: “The Hire” – Fallon Mineápolis (2001)
http://www.youtube.com/watch?feature=player_embedded&v=nK87YLmagt4

5. Saturn: “Sheet Metal” – Goodby, Silverstein & Partners San Francisco (2002)
http://www.youtube.com/watch?feature=player_embedded&v=_yh3Gi8gcZw

6. Chrysler: “Born of Fire” – Wieden + Kennedy Portland (2011)
http://www.youtube.com/watch?feature=player_embedded&v=T3guZ7dMAkc

7. Nissan: “Toys” – TBWA Chiat Day Los Ángeles (2007)
http://www.youtube.com/watch?feature=player_embedded&v=V42Tbm8w2Ak

8. Volkswagen: “Lamp Post” – BMP DDB Londres (1998)
http://www.youtube.com/watch?feature=player_embedded&v=eARUX3NP8D4

9. Volkswagen: “Milky Way” – Arnold Worldwide Boston (1999)
http://www.youtube.com/watch?feature=player_embedded&v=QPBrN3qJGqs

10. Jeep: “Snowed Covered” – Bozell Worldwide / Southfield (1994)
http://www.youtube.com/watch?feature=player_embedded&v=m_hjxfBhWzA

 

Amabilidad, esa cualidad que perdimos


Un pequeño acto de amabilidad de parte del personal del café estadounidense Panera Bread resonó con miles de usuarios cuando los protagonistas contaron la historia en las redes sociales. Ese acto se convirtió en sensación porque ya la amabilidad no forma parte de lo cotidiano.

Todas las semanas hay una historia en Internet que gana viralidad y conmueve a los usuarios. En este caso se trata de un nieto, su abuela y la cadena estadounidenses de cafés Panera Bread. Se dio a conocer cuando uno de los protagonistas contó la historia en la página de Facebook de la compañía, resaltando la conexión entre marcas y consumidores que por momentos excede lo comercial.

La historia apareció en la revista digital AdWeek. Brandon Cook, un chico de New Hampshire que fue a visitar al hospital a su abuela enferma de cáncer, se encontró con que ella se resistía a la comida de ese establecimiento. Le dijo que lo que más quería en el mundo era un plato de sopa pero que las que le ofrecían ahí eran un desastre. Deseaba, en particular, una sopa de almejas que hace la cadena Panera Bread. Como cualquier nieto que se precie de tal, Brandon llamó a Panera para ver si la podían hacer, aunque la cadena solo la sirve los viernes. Rápidamente encontró una respuesta: habló con la gerente de la sucursal, Suzanne Fortier, que no solo le regaló la sopa sino también una caja de galletitas de parte de todos los que trabajaban allí. Leer más “Amabilidad, esa cualidad que perdimos”

Behance.net Photography Served Art AMERICA THE GIFT SHOP


Pearltrees, a company offering a novel interface for sharing and finding content

Pearltrees launched in December 2009, and the company says it has been growing consistently at 15 percent per month, and that users have now created 15 million pearls which were assembled into 2 million trees. The startup reached 1 million unique visitors adding up to 30 million pageviews last month. Lamothe tells me that the company’s goals for 2012 include continued multi-platform development (it’s already available on the Web and for the iPad, with an iPhone app coming soon), an API, and beginning the move to HTML5.

Previous investor Groupe Accueil led the new round.


http://techcrunch.com/

by Anthony Ha is a writer at TechCrunch, where he covers media, advertising, and startups. Previously, he was a staff technology writer at Adweek, worked as a senior editor at the tech blog VentureBeat, and was also a reporter at the Hollister Free Lance, where he won awards from the California Newspaper Publishers Association for breaking news coverage and writing….

pearltrees discover

Pearltrees, a company offering a novel interface for sharing and finding content, has raised 5 million euros ($6.7 million US) in new funding. Leer más “Pearltrees, a company offering a novel interface for sharing and finding content”

Mobile Marketing Association to Address Smartphone Privacy Issue

This post is part of our ReadWriteMobile channel, which is dedicated to helping its community understand the strategic business and technical implications of developing mobile applications. This channel is sponsored by Alcatel-Lucent. As you’re exploring these resources, check out this helpful resource from our sponsors: Cultivating a Developer Ecosystem: Understanding Their Needs

apps_150x150.pngAs Apple faces a class action lawsuit where it’s being accused of sharing users’ personal information with advertising networks without their consent, the Mobile Marketing Association (MMA) is now stepping in with plans to develop a set of mobile privacy guidelines for the industry.

The new guidelines will complement the group’s existing Global Code of Conduct, and will attempt to address the growing need for marketers and consumers to have a “transparent, accepted understanding,” in its words, as to how information on a mobile device is collected and what’s being done with it.


http://www.readwriteweb.com/mobile/2011/01/MMA-addressing-smartphone-privacy-with-new-guidelines.php

This post is part of our ReadWriteMobile channel, which is dedicated to helping its community understand the strategic business and technical implications of developing mobile applications. This channel is sponsored by Alcatel-Lucent. As you’re exploring these resources, check out this helpful resource from our sponsors: Cultivating a Developer Ecosystem: Understanding Their Needs 

apps_150x150.pngAs Apple faces a class action lawsuit where it’s being accused of sharing users’ personal information with advertising networks without their consent, the Mobile Marketing Association (MMA) is now stepping in with plans to develop a set of mobile privacy guidelines for the industry.

The new guidelines will complement the group’s existing Global Code of Conduct, and will attempt to address the growing need for marketers and consumers to have a “transparent, accepted understanding,” in its words, as to how information on a mobile device is collected and what’s being done with it. Leer más “Mobile Marketing Association to Address Smartphone Privacy Issue”

Online Marketing and Advertising: How your peers provide and communicate value to customers

In Wednesday’s free Web clinic – Optimizing Landing Pages: The four key tactics that drove a 189% lift – Flint McGlaughlin (the Director of MECLABS Group) will discuss the “value exchange” theory that is foundational to all online marketing campaigns.

But before we share our foundational theory, we wanted to hear your thoughts about value. So we asked marketers, “What is the most important aspect of communicating value to customers/prospective customers?” Here are a few of our favorite answers…

Commercial teaching

I liked a recent explanation I heard from Katherine Evans from the Marketing Leadership Council. Use “commercial teaching” to educate prospects on a need they weren’t aware of, let them know the importance of the need, then show how your offering is distinct in satisfying that need.

Also, at Intuit, we’ve published an Online Marketing Toolkit to help small business owners with online marketing.

– Jay Badenhope, senior marketing manager at Intuit [Más…]

Understand what your customers think is valuable

I think the most important aspect to communicating value is to first understand what your target perceives as value. I remember years ago as a new marketing person, I thought everyone would be as excited about my stuff for the same reasons I was.

Boy, was I disappointed when my campaigns did not produce results. Once you understand what they REALLY want, I think giving it to them is the easy part.

– Kimberly Dubbeld, marketing trainer and author

Social Proof

Communicating “value” is tough, since clearly, it’s very subjective – what may be valuable to one person, may not be to another.

However, there is one thing that creates value for everyone – “Social Proof.” People simply feel more comfortable purchasing something online when there are reviews or testimonials of others who have also found value or success in the product or service.

“Social Proof” builds value. We live in an age of “prove it” – you have to prove your value, you can’t just say it.

Seriously, how many times have you read “Ultimate Value,” or “Best Deal Online!” on a website? Chances are those words alone would never be enough to sell you on it. Now, if there were a bunch of authentic testimonials backing up the claims, you’d probably feel more comfortable that you were making the right decision.

Using “Social Proof” is a tried and true method to boost conversions and build value.

– Dan Antonson, analytics & user behavior specialist at the Revived Group


In Wednesday’s free Web clinic – Optimizing Landing Pages: The four key tactics that drove a 189% lift – Flint McGlaughlin (the Director of MECLABS Group) will discuss the “value exchange” theory that is foundational to all online marketing campaigns.

But before we share our foundational theory, we wanted to hear your thoughts about value. So we asked marketers, “What is the most important aspect of communicating value to customers/prospective customers?” Here are a few of our favorite answers…

Commercial teaching

I liked a recent explanation I heard from Katherine Evans from the Marketing Leadership Council. Use “commercial teaching” to educate prospects on a need they weren’t aware of, let them know the importance of the need, then show how your offering is distinct in satisfying that need.

Also, at Intuit, we’ve published an Online Marketing Toolkit to help small business owners with online marketing.

Jay Badenhope, senior marketing manager at Intuit Leer más “Online Marketing and Advertising: How your peers provide and communicate value to customers”

Digital Special Issue: Gaming

Gaming has come of age. Joystick-obsessed guys who once hunkered down in basements for hours and dominated the medium now have guests. Women and kids are latching onto smartphones and other devices to play. Whether families—armed with Wii remote controls—bond bowling the night away or consumers on the go play individual or social networking games, the medium is reaching new audiences and heights.

Marketers are tapping into the zeitgeist that people like to play and that their lives are more fun when a little competition is involved. As David Griner reports, smartphones have transformed the world into one, big game board. Marketers have the digital tools needed to help consumers interact with brands in unprecedented ways while they go about their lives. So why aren’t they all getting in on the game?


– AdweekMedia Editors
Gaming has come of age. Joystick-obsessed guys who once hunkered down in basements for hours and dominated the medium now have guests. Women and kids are latching onto smartphones and other devices to play. Whether families—armed with Wii remote controls—bond bowling the night away or consumers on the go play  individual or social networking games, the medium is reaching new audiences and heights.

Marketers are tapping into the zeitgeist that people like to play and that their lives are more fun when a little competition is involved. As David Griner reports, smartphones have transformed the world into one, big game board. Marketers have the digital tools needed to help consumers interact with brands in unprecedented ways while they go about their lives. So why aren’t they all getting in on the game? Leer más “Digital Special Issue: Gaming”

Hilton Launches Agency Search


Andrew McMains and David Gianatasio, Adweek

Young & Rubicam is defending in a global review of creative duties on the Hilton brand, sources said.

The assignment includes corporate brand image duties as well as efforts backing Hilton’s honors program, sources said. Account revenue is estimated at less than $5 million. Y&R’s offices in Chicago and Irvine, Calif., handle the business.

The competition comes just a few months after Hilton moved its headquarters from Beverly Hills, Calif., to McLean, Va. That move resulted in changes in Hilton’s marketing ranks.

A Y&R representative did not return calls and the New York consultancy managing the process, Joanne Davis Consulting, referred queries to the hotelier.

A Hilton representative would say only that the company has initiated “a closed review of a small number of agencies,” but declined to reveal any parameters of the process.

The competition is limited to the Hilton brand and does not include the hotelier’s other units. Hilton’s broader roster of creative agencies includes Omnicom‘s BBDO in Atlanta, which handles Embassy Suites, and IPG‘s Draftfcb in Chicago, which has Hampton Inn and Homewood Suites.

WPP-owned Y&R added Hilton following a review in 2005. IPG’s FCB, now part of Draftfcb, was the previous lead shop. Omnicom’s OMD added media chores at that time.

Global ad spending on the Hilton namesake brand was not immediately available.

Domestic ad spending on the Hilton brand was $4 million last year, way down from $33 million in 2008, per Nielsen. All told, Hilton spent more than $50 million last year in U.S. measured media across its portfolio, down from more than $90 million in ’08.

http://www.brandweek.com/

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4A’s: What’s Delaying Ad Addressability?


– Steve McClellan, Adweek
The ability to target ads to individual households on a scaled nationwide basis is a technique that’s been in development for decades. And how long full-scale implementation will take is anybody’s guess, but it’s probably years away.

What’s the hold up?

“It’s complicated,” said Bill Harvey (shown), vice chairman of TRA Inc., speaking Tuesday at an American Association of Advertising Agencies Transformation Conference session on the ins and outs of addressability. “The big problem is the money,” he said.

By that Harvey meant how all the interested parties would divvy up potentially hundreds of millions of dollars (possibly more) in additional spots that media owners could add to their inventory if they adopted addressable TV platforms. Leer más “4A’s: What’s Delaying Ad Addressability?”