I am reading a book published by Forrester Research on the effect of Groundswell.
Groundswell in the internet age refers to the use of technologies to influence public behaviour and to foster opinion. The most popular groundswell technologies include: Blog, Wiki, Social Networks (MySpace, Facebook, Friendster), BBS, Forum, and Chat program (Yahoo Messenger, MSN Messenger, AOL, etc).
The book provided many case studies of groundswell effect. A few notable examples include how General Motor (GM) started a blog to market its new products, how the blue-ray disc encryption code was revealed via blog, how Firefox gained a steady growth and captured 25% of market share, how Linux is an open source product which relies on groundswell to determine how it will function.
I will elaborate more on this in my next blog.
Sunday, October 12, 2008
Monday, October 6, 2008
Chinese Music in Advertisement
Ever wondered why is there a distinct knowledge when traditional chinese music is applied to advertisement? You might think that this is because the musical instrument used? You might think that those tunes are wellknown chinese tunes?
Music has always been used as a medium of marketing. Pepsi Co. has a group of artists singing their theme song every year, some of these songs even make it to the charts and became hits in billboards.
What is distinctively chinese comes from the unique composing technique that utilizes only 5 of the vocals instead of the 7 we are so familiar with. Typical traditional chinese song composing technique uses Do, Re, Mi, So, La only. Fa and Ti are excluded in most compositions. Chinese think that Fa and Ti are not full tone vocals and this might have shaped the chinese flavour that we know today.
For musician readers, you might have a question whether Chinese only know about Do, Re, Mi, So, La? The answer is NO. Chinese is perhaps the first who discovered the full 7 vocal tones with the escavation of an ancient chinese musical instrument named: Pian Chong. It is a gigantic musical percussion instrument which can be considered as the first complete tone intrument. In fact, the first chinese musical artifact was dated 7000 year old. It is an egg-like wind instrument made of clay.
Remember Tan Dun who created the theme song of Crouching Tiger, Hidden Dragon? You might be interested to revisit the song again to differentiate the tones. Cheers.
Music has always been used as a medium of marketing. Pepsi Co. has a group of artists singing their theme song every year, some of these songs even make it to the charts and became hits in billboards.
What is distinctively chinese comes from the unique composing technique that utilizes only 5 of the vocals instead of the 7 we are so familiar with. Typical traditional chinese song composing technique uses Do, Re, Mi, So, La only. Fa and Ti are excluded in most compositions. Chinese think that Fa and Ti are not full tone vocals and this might have shaped the chinese flavour that we know today.
For musician readers, you might have a question whether Chinese only know about Do, Re, Mi, So, La? The answer is NO. Chinese is perhaps the first who discovered the full 7 vocal tones with the escavation of an ancient chinese musical instrument named: Pian Chong. It is a gigantic musical percussion instrument which can be considered as the first complete tone intrument. In fact, the first chinese musical artifact was dated 7000 year old. It is an egg-like wind instrument made of clay.
Remember Tan Dun who created the theme song of Crouching Tiger, Hidden Dragon? You might be interested to revisit the song again to differentiate the tones. Cheers.
Thursday, October 2, 2008
Click Click Click
Advertisement is using all the means to have an idea delivered across to a wide public community. Effective advertisement usually means the idea reaches the right community causing the right impact based on the original marketing objectives. In many other cases, advertisement is about "letting everyone know"
In the mobile advertising business, the most common way is to have advertisement appearing in electronic devices. However, there are many ways which can accomplish and complement this, such as:
1. Cost Per Click
2. Cost Per Impression (CPM for 1k impression)
3. Cost Per registration
4. Cost Per lead
In short, the advertisement banner, words, links would encourage people to know about certain brands, provide convenient ways for people to register through the advertisement, attract people to click on the advertisement which might lead to new website, or just merely, by bombarding user devices daily to cast a lasting impression.
The internet advertising technologies such as AdWords, AdSense would enable some checking to ensure there is accurate statistics of the advertisement. Counts do not count for: reload of webpage, access to webpage via multiple internet communicators from the same IPs, etc.
We have seen that email newsletter during the advent of Internet age 10 years ago has very much transcend (or some may have evolved) into SPAM mails. People are using less time to check these advertisement nowadays due to the high amount of SPAM. This is when "PULL" advertisement comes about. SPAM is considered "PUSH", most of the time unsolicited traffic delivered to our accounts or devices. However, "PULL" is totally the contrary concept. Users are usually required to register to receive these mails or advertisement. I reckon that this may seem like a good model at this moment, but whether it will evolve into mobile SPAM advertisement in the future, we are yet to know. Let's see how long will people be content with the existing mobile advertising ideas before a stable ecosystem is formed.
In the mobile advertising business, the most common way is to have advertisement appearing in electronic devices. However, there are many ways which can accomplish and complement this, such as:
1. Cost Per Click
2. Cost Per Impression (CPM for 1k impression)
3. Cost Per registration
4. Cost Per lead
In short, the advertisement banner, words, links would encourage people to know about certain brands, provide convenient ways for people to register through the advertisement, attract people to click on the advertisement which might lead to new website, or just merely, by bombarding user devices daily to cast a lasting impression.
The internet advertising technologies such as AdWords, AdSense would enable some checking to ensure there is accurate statistics of the advertisement. Counts do not count for: reload of webpage, access to webpage via multiple internet communicators from the same IPs, etc.
We have seen that email newsletter during the advent of Internet age 10 years ago has very much transcend (or some may have evolved) into SPAM mails. People are using less time to check these advertisement nowadays due to the high amount of SPAM. This is when "PULL" advertisement comes about. SPAM is considered "PUSH", most of the time unsolicited traffic delivered to our accounts or devices. However, "PULL" is totally the contrary concept. Users are usually required to register to receive these mails or advertisement. I reckon that this may seem like a good model at this moment, but whether it will evolve into mobile SPAM advertisement in the future, we are yet to know. Let's see how long will people be content with the existing mobile advertising ideas before a stable ecosystem is formed.
Wednesday, October 1, 2008
Next Wave Marketing?
The mobile ad markets are ballooning?
Frost & Sullivan has forcasted in their Sept 2008 report that, Mobile Ad revenue would rise to S1.9 billion in US in 2008. According to its research, 85% of US population subscribes to mobile services. That translates to about 250 million mobile phone users. Gartner has forcasted earlier this year that, the Mobile Ad revenue should rocket to $11.8 billion worldwide in 3 years time (2011).
A study on these figures shows the potential of this emerging market. AdMob is still the leader in the mobile ad arena, but with heavyweight player joining the game, could AdMob hold on to its lead for long? One of these aggressive expansions is done by BuzzCity Pte. Ltd., little known company in the US, but has long and firm grip in the developing countries since 1999. Google, Nokia, and Yahoo are starting their campaign in the mobile world as well, especially after the introduction of the popular iPhone. However, US might be the big money spender in advertisement, we should focus in emerging potential markets which are having phenomenal growth in the mobile advertising world. One of them to keep an eye on is - Indonesia
80 million Indonesian, or 34% of the population has subscription to mobile phone services. The average per customer at Telkom cellphone unit is recorded at $8.40 for the first 6 months of 2007, with data services contributing 38% of its revenue. Telkom is the second largest South-East Asia mobile phone service provider. The plan to increase data, internet and multimedia services is timely as according to Indonesian Internet Service Provider Association statistics, the number of Indonesian to have access to internet services would rise 73% to 43 million users by year 2009. Indonesia has a population of 234 million people, and is deemed as the 3rd largest democratic country after US and India. With Hutchinson CP Telecommunications, a unit of Hong Kong Tycoon Li, Ka-Shing joining the Indonesia mobile services scene in mid 2007, we are forecasting that the rate of subscription would dive even further, making way for creative or flat data plans which will encourage further influx in this country mobile industry.
With the accelerating rate of mobile service adoption in developing countries, we will expect the influence of mobile networks to increase in the field of advertising and branding. Some brands would just want to have their footages in these communities instead of having high traffic to click on their advertisement. Nike, Coca-Cola, Microsoft, Kraft, etc, all these household names would want to reach out to the households of these markets to expand their branding activities. We might be seeing the next wave of marketing taking shape within the short period of 3 years from now. I will take a more detail study into these markets in future entries, expect to see more articles on the study of US, India and Indonesia markets.
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