Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword or section
Like this
11Activity

Table Of Contents

I wrote a short book called ‘Survival Guide for the 21st Century Retailer’
It was my application of much of what you find within Cluetrain
A typical demo of ‘mobile advertising’ today goes as follows:
Is it? Is that what individuals/customers/users want? Have we asked?
You are still in my front room and I didn’t invite you in
It’s like this
It’s gone too far
It’s not enough just to use the terms
I mean really….I am on a car site so you think I want a car advert?
I am just one of the 95%+ who don’t engage but I WOULD IF YOU GAVE ME THE CHANCE
Wanna know when the ‘year for mobile is’ and why it hasn’t happened yet?
Example –
DO Co-Create / Sponsor the content Co-Create / Sponsor the tools / platform
DON’T Interrupt the content Attempt to charge for the tools / platform
Mobile will sit within Direct Marketing as it is an engagement media
As David Armano says:
Vacuum cleaners used to be Hoovers but now they are Dysons
Internet Search used to be Yahoo or Alta Vista but now it is Google
- I found that the thing doesn’t work in the way I expected or wanted it to
- Someone I know said that the thing didn’t work in the way they expected
And it won’t be a day too soon
Let’s try an experiment
Here’s a question:
If you said ‘a’ then that would be consistent with most other people. Congrats!
I buy: Brands I purchase or brands I use to purchase
I use: Utilities that facilitate my life
The guy’s question above raises a valid point. My answer?
They care about what they think and what their friends think. That’s all
Now there’s a thing
But I would challenge this; I argue that collaboration improves communication
We have to ask ourselves – are we trying to innovate within restriction?
1. Transparency of Offering (allowing crystal clear understanding)
2. Relevancy of Communication (not assumed but assured)
3. Value of Incentive (not necessarily monetary)
4. Ease of Interaction (enabling intuitive interaction)
It’s not free. It costs money
1. Those who didn’t want a coffee
2. Those who didn’t like that particular brand of coffee
3. Those who didn’t like the brand
1. The incentive itself contains no hidden catch (Transparency)
3. The incentive is worth the payout (Value)
None of the above is revolutionary. This isn’t rocket science
Wiki History and usage of the term
Were they brilliant? Do they have the skills? Are they change junkies?
It’s beautiful
0 of .
Results for:
No results containing your search query
P. 1
Every Single One of Us - Vol1 - The Communication Ideal

Every Single One of Us - Vol1 - The Communication Ideal

Ratings:

4.74

(23)
|Views: 8,422|Likes:
The Communication Ideal is a collection of theory and practice that drives the interaction between brands and people – now and in the future.

The Communication Ideal is an examination of the principles underlying effective dialogue and a bold prediction about the future of advertising, marketing and personal brand communications. It is an essential book for people working with brands, agencies, PR companies, marketing services and those involved in the print, recording, radio, television, cinema, internet and mobile industries will all find this book centrally relevant to them.

This volume is also vital for those who are learning about the above industries with a view to being involved in media and communications. Jonathan MacDonald would like to thank Carl Taylor and Peggy Ann Salz for their editorial help and the network of colleagues and associates behind the scenes.

Ongoing discussion of these subjects can be found and joined at: www.jonathanmacdonald.com and at www.everysingleoneofus.com

Jonathan MacDonald is the Managing Director of the solutions agency: JMA (www.jma.co.uk)
The Communication Ideal is a collection of theory and practice that drives the interaction between brands and people – now and in the future.

The Communication Ideal is an examination of the principles underlying effective dialogue and a bold prediction about the future of advertising, marketing and personal brand communications. It is an essential book for people working with brands, agencies, PR companies, marketing services and those involved in the print, recording, radio, television, cinema, internet and mobile industries will all find this book centrally relevant to them.

This volume is also vital for those who are learning about the above industries with a view to being involved in media and communications. Jonathan MacDonald would like to thank Carl Taylor and Peggy Ann Salz for their editorial help and the network of colleagues and associates behind the scenes.

Ongoing discussion of these subjects can be found and joined at: www.jonathanmacdonald.com and at www.everysingleoneofus.com

Jonathan MacDonald is the Managing Director of the solutions agency: JMA (www.jma.co.uk)

More info:

Published by: Every Single One Of Us on Feb 24, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/25/2012

pdf

text

original

You're Reading a Free Preview
Pages 4 to 7 are not shown in this preview.
You're Reading a Free Preview
Pages 11 to 64 are not shown in this preview.

Activity (11)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Filip Pelgrims liked this
Uli Hubatschek liked this
iur_m_sepol5810 liked this
iamgfc liked this
Silo0104 liked this
Planaj liked this
malenkayaalina liked this
Ivo Skribis liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->