Proximity BBDO

Off course you allready know all about: The Secrets of Marketing in a Web 2.0 World by attending the DigitalNatives sessions and reading our recommendated readings. Just in case you missed out on that I’d like to point out an outstanding article in the business section of The Wallstreet Journal. It talks about how Consumers are flocking to blogs, social-networking sites and virtual worlds. And how they’re leaving a lot of marketers behind.

When consumers are invited to participate in online communities, they expect marketers to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community.

Read more

Meer dan 2 miljoen belgen zijn vandaag aanwezig op sociale netwerksites, zoals Facebook en Netlog.
Wat zijn de gevolgen van zo’n virtuele aanwezigheid, en hoever rijkt jouw digitale schaduw.
Bekijk op de link hieronder de uitzending. (deze link blijft maar enkele dagen actief)

http://www.deredactie.be/cm/de.redactie/mediatheek/1.433716

Pepsi heeft zich via Twitter geëxcuseerd voor de zelfmoordplegende calorie-advertenties. B. Bonin Bough, director social en emerging media bij PepsiCo reageerde op een tweet van een redacteur van Adage.

via MarketingBlog
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Na plaatsing konden de printadvertenties rekenen op flink wat negatieve aandacht in social media, waaronder Twitter. Pepsi belooft de uitingen nooit meer te zullen plaatsen.
Abrahams concludeert na deze actie dat grote merken echt niet meer aan dit soort nichemarketing kunnen doen. De hele (online) wereld kijkt tegenwoordig mee en heeft direct een reactie klaar (die nooit meer weg te poetsen is)

Hieronder een gedeelte van de mail naar Abrahams:

I saw your tweet and I just wanted to make sure I responded personally. We agree this creative is totally inappropriate; we apologize and please know it won’t run again.

Thanks, Bonin

via Molblog

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Lees meer:
• Pepsi Apologized to Me for Its Suicide Ads (4 dec 2008)
• Pepsi Opens a Vein of Controversy With New Suicide-Themed Ads (2 dec 2008)

Vertical Industry Portal is a portal Web site that provides information and resources for a particular industry. Vortals are the Internet’s way of catering to consumers’ focused-environment preferences.

Vortals typically provide news, research and statistics, discussions, newsletters, online tools, and many other services that educate users about a specific industry.

As the Web becomes a standard tool for business, vortals will join and maybe replace general portal sites like AOL and Yahoo! as common gateways to the Internet.

Pilot Gabrielle Adelman and photographer Kenneth Adelman decided to photograph the entire Californian coastline. Singer Barbra Streisand insisted that photos of her house be removed, which was about as effective as trying to get rid of a hornet nest by hitting it with a baseball bat. Of course, the resulting publicity caused people to copy the photo and post it to sites all over the Net, easily found using Google Image Search on “Barbra Streisand house”.

Mike Masnick, a blogger for Techdirt, coined the term Streisand effect for events where attempts to remove content from the Internet cause it to spread braodly instead. So not only is Barbra Streisand’s house still visible online — now her name has become synonymous with futile attempts to remove content from the Net.

You can read all about the Streisand effect in Forresters Groundswell.

I’m sure that
Kris, Fabrice, Jens, Pieter, Bart, Kristof, Mark, Yves, Bram, Yannick, Jef, Henk, Goedele, Nicolas, Niels, Clo, Peter, Sam, Bert, Benjamin, Jonathan, Vincent, Veerle, Luc and Dominique
will enjoy reading this bestseller as well, I know I did.