We have seen films in which James Bond (or his „friends“) stands in front of tranparent TV screens, planning to save or change the world. We have seen Minority Report where Tom Cruise catches whoever and whatever in an impossible mission which becomes mission possible before it even happens. And we have seen visions of future screens here and here.
These were films. Are we living in this cinema world soon…?
Well, this „Smart Window“ technology Samsung which is being promoted at CES 2012 is somehow groundbreaking and breathtaking. Lovely Ashley Esqueda is definitely real and checks out the new Samsung technology at their booth with a little demo of the window.
Would you want that „Smart window“ in your living room where you can switch from looking out at the blue sky and watching Roger Moore or Samantha Morton at the beach? Or would you just be happy to have one more free wall without a black screen? I would.
PS: And if this is going to be the future, then I doubt the Accenture study forecast that states consumers will buy fewer TVs. How about you…?
Sure, we were not sure what the future will bring. However, that day we were realizing some critical development that people define themselves through blog posts (like our fathers did with books), reviews (Amazon and the likes), ratings (in communities and networks, not only social ones…), and comments on articles and posts on websites all over the world. We saw that CV’s might loose their relevance for job search as there was an option to recommend a person’s capabillities and intelligence just by checking their digital engagement, output – their digital DNA. The feeling that humanity and ethic values will have a massive effect on how people might be defined from the outside world was obvious to us. Just like „perfect“ snow flakes have somehow perfect formats than others. They have scored and thus indexed themselves as superior to the others.
Today, I know, see and read that scoring and indexing becomes a crucial part of our lives, our individuality, and our identity. Although it might just affect those who are really active social web users… for now. Still, the trend is alive. Platforms are tracking our digital footprints, our shopping behaviour like Blippy, our deepest desires, and try to predict our future purchase decision. The question is not whether we will continue to score value to our index, and/or if others will follow. It is more like… Will social pofiles, writing status updates, and sharing brain value enhance our individuality, and thus how will this influence our credibility? And who or which organization or association will be judging upon it? Or even more important, who will secure the validity of such an index process?
Just imagine we had some kind of trusted source or association that knows our scoring index on the personal likelihood of sharing some piece of information, the potential of reach and relevance? Ideas, news, rumors, and visions around brands, products and services would be addressed to that person via a newly-created trust agency. Agencies and brands would be much more interested in the long-tail ad market, in bloggers or in social medians in general. Artifical user reach would be shifting to real personal relevance. Brand intensity could be enlarged by user credibility. If the users voluntarily share their believe in brands, products and companies. But is this realistic? It must be, or how could Facebook pages have become so important for some of us? We love to score, define and index ourselves via the social web. And personal search engines like 123people or yasni are just two examples of possible scoring index platforms that undermine our aasumptions.
Obviously the social web will be changing into a pervasive web which people need to be aware of (and understand). Semantic impact needs to evolve, become a trustworty basis for credible metric which people could rely upon. And how does the amout of time invested in web engagement pay into the credit of our professional individuality? Is less more, or more less? How will Google change it’s algorithm and thereby the impact on our personal scoring index? Should we invest in Facebook, Diaspora or on Path (which by its definition may become the real base for our personal brandvangelism). And just think about the possibilities if you can match the personal index in a room via mobile and augmented reality tools? There will be no way around a personal web manager controling, checking and optimizing your personal branding in the future. Don’t you think?
“Like Larry Page and Sergey Brin changed the way websites are measured with their Pagerank, reputation scores will change the way people will be treated in the future. Reputation scores will change the classical customer relationship management as it was done bei companies in the past and will enable them to identify opinion leaders within their customers and attract them with special offers and treatment in order to use them as evangelists for their products. Knowing who the most valuable peers are provides marketing experts a complete new angle of doing campaigns – offline and online,” says Marcel Hollerbach, CEO of SiRANK (…a company that is working on a business model on indexing people’s reputation).
I am just waiting that there will be a platform that aggregates all the data that we leave as score data on the web, and that this platform then indexes us. Or is that a threat? Already becoming reality when we look at Klout, the first personal scoring index? Or is it just an assessment of social media influence?
Today, the snow flakes keep falling down…. Many of us have built an intense relationship on the basis of sharing and matching our most inner brain credentials. We work on our personal scoring index and hope whenever we need to differentiate ourselves from others, our social graph can enrich our digital identity.
Definition „Personal Scoring Index“: Unique individual selling proposition based on scores humans achieve during their lifetime via i.e. school, university, business, hard knowledge skills & qualification, soft personal identification skills & personal network.
Do you still wonder if and in which way some format of Personal Scoring Index (PSI) could become alive…?
The talk around Google Street View seems to be never ending by the elder generations. Parents get upset that Big Brother visions have become reality, grand parents see geo-data services as a threat well known from the times when war was a child of their past. When people think about the potential of the latest social web technology opportunities they fear that foreigners or even neighbour’s interest might make those spy out their privacy.
Not so the younger generation it seems. It handles data exchange cooler, or more naive? Privacy data protection worries the younger generation less. Although they won’t leave or share their passwords online which a survey showed this year. Do they really understand that Google Street View is just taking photos of a street that is not interactive, or cannot be zoomed in like the Google Maps version?
Young people love to log in on Facebook Places. By updating their status they make available the place they have stayed to all of their friends. They do social badging on mayorships via Foursquare. Or they use location-based marketing bargains offrered through services like Groupon. Privacy topics are not interesting to them – although there are reasons for cyber-bulling threats out there.
On a flight last week I had a very interesting discussion with some teacher from a university. The woman I was talking provided the following thesis…
„There is a new generation on the rise. This young generation can be called the non-privacy generation. It does is not afraid of having somebody chasing them in the virtual or offline world. Or obeying them whereever they go. Or finding out secrets about their privacy. They just enjoy the opportunities that the social web has to offer. Networking and exchanging data. Sharing ratings and reviews on purchases or events. Exploring the future…“
Well, obviously there is some value and a lot of truth in this statement. In our conversation we came across other platforms. She asked why nobody has ever talked about Bing Maps. A platform that takes advantage of pictures by Blom. A company you have probably not even heard of yet, right? They offer pictures of a cross-view of buildings, making backside views of gardens available to everyone. Connected with phone book data, it becomes a great privacy data source – not only for marketers.
The non-privacy generation even uses platforms like Openstreetmap, and thus competes with the Google Street View model. They take pictures with their GPS-enabled iPhones or smartphones and share them on the platform. Other platforms could be mentioned like Gigapan, a panorama photography – patchwork of tiny pictures put together giving most exact insights in areas. Or even Apple mobiles could be mentioned that in a 12-hour-period tell the head-quarter the position of Wifi hot spots and mobile masts. And Vodafone above all shares their users‘ activity data with TOMTOM to improve traffic forecasts as they say.
Is the non-privacy generation not aware of what they are doing to their future? Are we heading away from an age of Big Brother visions? Of old-fashioned fears where people have been chased by the „unknown but realistic“ bad, or anything similar to it?
Looking forward what you think about this view on the non-privacy generation…
Das Lotus JamCamp war für mich ein sehr inspirierender Eintages-Gedankenaustausch, auch wenn die Veranstaltung zwei Tage ging. Teilweise erreichte mich die professionell organisierte Veranstaltung (IBM Standard eben…) mit positiven, teilweise mit kritischen Einblicken in ein modernes Enterprise 2.0 Offline-Brainstorming.
Der Input der Beteiligten war allemal wertvoll und damit mal mein dank an die Organisatoren.
Vor allem der Vortrag ‚Strategie am Limit – Studienergebnisse zum Kulturraum Internet‘ von Frank Schomburg, verdeutlichte eindringlich den Kulturwandel, der zwar in die Gesellschaft eindringt, aber für Unternehmen und ihre Entscheider eine große Herausforderung für die kommenden Jahre darstellt. Die Wertepräferenz der Digital Residents nach mehr Eigenverantwortung und veränderten Unternehmens-Spielregeln versus der die traditionelle Norm wahrenden Unternehmensführer der Digital Visitors steht noch an einem Scheideweg. Die ideologische Zusammenführung wird wohl noch ein paar Jahre dauern dürfte. Was über Jahrzehnte als bewährt galt, lässt sich nunmal nicht in einem Jahrzehnt reformieren.
Eine beruhigende Erkenntnis war, daß die Unterschiede in der Wertediskussion zwischen Digital Natives und Digital Residents (zumindest bei ‚heavy usern‘ – Basis der Studienbefragten) keine Altersproblematik in sich birgt. Zeigt es doch, daß Offenheit ein Umdenken ermöglicht. Der Beteiligungs Boom im Social Web geht dennoch erst langsam richtig los und mit ihm verschiebt sich die Macht auf die Anbieterseite. Unternehmen sollten vor der glimmenden Lunte der Netzwerkresonanz Vorsorge treffen, so der Rat vom Schomburg. Er resumierte, daß der Erfolgsfaktor der Unternehmen in der Fahigkeit liege, zwischen Netzwerk und Hierarchie zu wechseln (schön illustriert am Beispiel des Chaos-Pendels).
Eine wichtige Bemerkung von Dr. Peter Schütt, Leiter Knowledge Management IBM Software Group EMEA, aus seinem Vortrag „Führen im Enterprise 2.0“ sei hierbei nicht unerwähnt. Beim Thema Crowdscourcing und Ergebnisfindung weist er auf eine feinen Unterscheidung zu James Surowiecki hin, der sich mit meiner Erkenntnis deckt. Letztendlich entscheide nicht der Mittelwert der Masse, sondern es gilt die „Leuchttürme in den Crowds zu identifizieren, um die Weisheit der Masse zu erkennen“.
Barcamp als Eventmodus
Allerdings sind für mich, offen gesagt, Barcamps bzw. Open Space Offline Sharings mit Businessfokus immernoch nicht unbedingt in meinen persönlichen Arbeitsalltag übergegangen. Das hat verschiedene Gründe (Feedback an IBM)…
Zeit ist eines unserer wertvollsten Güter für die und in der Zukunft. Als Als Familienvater hat man auch im Zeitalter des Social Web seine Verpflichtungen und seine Wertevorstellung von Zeit für die Familie – früher sagte man mal Wochenende. Wenn BarCamps am Wochenende stattfinden, brigt das Konfliktpotential für Communities wie den heimischen Familienrat oder auch den auf dem Camp zahlreich angesprochene Betriebsrat.
Wenn es ein Business-Event ist und trotzdem BarCamp Charakter hat, kann es ruhig unter der Woche stattfinden. Ob es dann nun als BarCamp tituliert wird, oder nicht, ist zweitrangig für die obigen Communities. Der Austausch des Input bringt den Erfolg der Veranstaltung. Bekommt die Veranstaltung zusätzlich noch einen inhaltlich und organisatorisch-traditionellen Eventtag, so birgt es allerdings die Gefahr, daß Teilnehmer dem offiziellen Tag zuviel Aufmerksamkeit widmen könnten.
Die Location Ehningen als Standpunkt halte ich auch weiterhin für sehr sinnvoll. Ehningen ist die Basis des Unternehmens IBM (in Deutschland) und ein klares Bekenntnis zum gelebten Kulturwandel. Große Unternehmen wie IBM müssen den Geist und die Inspiration der modernen Event-Kommunikationsformate anderen Großunternehmen vorleben. Eine Auslagerung würde den Anschein erwecken, daß das Format nicht von der Unternehmsführung anerkannt wird.
Entscheidend für die positive Infizierung weiterer Unternehmen „Pro Social-Web“ ist es sicherlich, mehr Business-Entscheider als Listener für eine solche Veranstaltung zu gewinnen. Da das Format den Eindruck eines traditionellen Club-Charakters („Aktionismus ist gefragt“) erweckt, kann das gerade diese Personen davon abhalten, sich die Zeit zu nehmen. Und, wer nicht firm ist, will sich nicht mit einem Beitrag die Blöse geben… schon gar nicht als Top-Entscheider.
Mein Beitrag „Karriere der Zukunft – Zwischen Personal Branding und Produktivität“ wurde eingehend diskutiert. Die anschließende Diskussion drehte sich um den Gedanken des unbezahlten Zweitjobs, den zeitlichen Aufwand, Monetarisierung und die Vision des Personal Web Managers als gangbares Hilfsmodel zum täglichen Aufwand, den das Social Web im Business fordert. Mein vorangegangener Gedankenaustausch mit Dr. Peter Schütt beim Mittagessen und der Besuch seines Vortrages zeigte mir zahlreiche gemeinsame Strategie-Denkansätze. Vor allem die Erkenntnis der Zerstreuung der Mitarbeiteraufmerksamkeit durch Soziale Medien und die damit notwenidge Refokussierung von Resourcen durch das Management deckte sich: „Führen bedeutet heute immer mehr, die Aufmerksamkeit der Mitarbeiter zu lenken“.
PS: Hätte man auch enden können… ‚im Sinne des Unternehmensauftrages zu inspirieren‘?
A recent survey by the Direct Marketing Association (DMA) and Social Media Council (SMC) in cooperation with HeadMix shows that almost 60% of marketing and management professionals think social networking can have a significant influence on their company’s brand awareness. But there is also a negative side of the coin: Not even 25% are saying they are „actively engaged“ with it.
The survey is based on the response of 3.400 people, which includes feedback from nearly 40% of the Fortune 100 companies. It states that most of the respondents are still in the „learning mode“ (“starting to learn” or “middle of the pack”). Not even 15% see social networking platforms as a core part of their business. Nevertheless, one-fourth are currently evaluating their strategy.
In order to keep up with innovation speed, staying competitive in the market and improve employees productivity, over 70% of the marketing professionals surveyed are already using external social networks, also for internal collaboration purposes. Among the rising stars for collaboration are blogs, Twitter, mobile applications and RSS.
The necessity of gathering customer feedback and insights is well known amongst the marketers – but not used as a dominant method. 45% see social networking as a critical part for their future business success. The way it is done today: online customer satisfaction surveys, feedback directly from employees, and capturing feedback via online customer forums. Quite a difference to what is needed and how it is done today…
The value of social networking is quite clear to marketers. The old-fashioned way seeking customer feedback is outdated. Customers want answers asap. The standard is high, set by some trendsetting companies using Twitter or Facebook for customer service.
The old research strategy does not offer real-time feedback for businesses. Customers using social media tools today, might let this fact result in bad word-of-mouth damaging brand values. Using the right social networking strategy can keep away negative word-of-mouth as it ‚promises‘ a quick feedback and solution to the customers needs and problems.
However, barriers are still obvious as questions are not answered yet on… quantifiable business value, security and privacy concerns, and potential for time-wasting. However, Neil O’Keefe, DMA VP of catalog & multichannel merchant segments, is positive seeing these results…
“These survey results will help quantify the benefits of internal and external social media and social business software” (…) “Both marketers and businesses will benefit from these results by capitalizing on the power of direct and digital centric marketing in the multichannel landscape.”
Personal branding is the way to stand out of the crowd and being noticed in some special way in the business world which makes you unique. It is your value proposition for the future of your career. In a session at the webinale09 I held a speech about ‚Career 3.0 – split between personal branding and productivity‘ and gave some projections on the relevance of social media activities and how these affect your career development.
Today, we want to learn from Dwight Cribb, founder of his successful recruitment agency, what professional recruiters think about personal branding and what is the relevance for personal branding. You can follow his offline and online thoughts via his Twitter account.
Q: What is the first thing you do when somebody is being suggested as a perfect candidate?
Dwight Cribb Of course I will first probe what the relationship between the candidate and the person suggesting him is. Supposing that the recommendation is made during a phone conversation, I will in parallel check the candidate’s profile on Xing. If that does not provide the information I require I will probe deeper with people search engines.
Q: Let’s imagine somebody is not doing anything for personal branding. This person is not blogging, micro-blogging or social networking. Does this have a positive or negative impact on your perception of that person?
Dwight Cribb This largely depends on the type of position I am recruiting for, both in terms of seniority and discipline. I would normally expect someone in a directly client facing role or someone who communicates directly on behalf of a division or company to have at least some presence on the web. It is, however, true that not being on a social networking site is today more of statement than being on one. A few years ago one could be forgiven for thinking of people who had not yet discovered Xing, LinkedIn and facebook as being somewhat backward or conservative. As it is today largely impossible to not have noticed these networks flourish, we must assume that those not on them have shunned them on purpose. This may be a good strategy if one relies on others to communicate with clients and the public, especially as a senior manager. A C-Level executive will through his utterances on social networks have a severe impact on the brand communication, it thus needs to be 100% in line with the other communication, if not it will cause at best confusion and at worst it will undermine the credibility of the brand.
As for blogging, I think that is a very personal decision and I would never think badly of anyone who did not blog. I may, however, think badly of someone who blogs badly or in a manner inappropriate to his or her position. So overall it would not reflect badly if I found out nothing about a person online, it would just peak my interest and make me more curious to receive other information in the form of a CV or a recommendation from a third party.
Q: Will personal branding and the individual online reputation replace the traditional CV some day?
Dwight Cribb I doubt whether it will replace the CV, it is more likely that it will continue to augment the CV. Online reputation is a fantasy product. We each spin our profiles in a manner which we feel supports the image we want to convey. It is self marketing. A CV is more strongly based in chronological fact and provides a picture which comes closer to the reality than the pictures which get drawn in communities.
Q: If everybody has a strong personal brand, don’t companies fear these people could get chased by some competitor and recruiters? Or that employees just work for their own career purpose?
Dwight Cribb Most successful employees work for the own career advancement. But in the long term they will only achieve this by delivering results to their employers, because people are very good at spotting meaningless self marketing and will not fall for it for long. Good employees have always had a strong personal brand (also called reputation). It has been true in all areas and across the ages, if you do something well you will be admired by your peers and your reputation will spread. This means that others will try and employ your services, sometimes via a recruiter.
Q: What is your advice on how companies have to handle personal branding of the employees in the future?
Dwight Cribb Let people define themselves what they are comfortable with. Give them a clear guideline what company resources and what company information they can use to build their reputation and to what extent they must make clear what is their opinion what the company’s.
Q: What do you think of the personal web managers vision?
Dwight Cribb There are instances where this makes perfect sense, but I belive they are far and few between. This is a role which has precedence in the offline world, many high-profile business people, politicians and celebrities employ someone with this brief. Whether they do their job online, offline or in both really does not make much difference. We have come to expect that the picture we get presented of these people has been scripted and planned in detail. We even often admire the way in which they craftily manipulate their image. But I think we would be less inclined to condone or accept this level of abstraction in communication in our closer environment of colleagues, family and friends. A facebook status update from a friend loses relevance if I know that it was posted his or her personal web consultant, who was busy making them be liked by their friends and acquaintances.
Q: Give us 3 tips how to create a personal brand, please.
Dwight Cribb Be yourself, be honest, laugh at times.
Thank you for your time and your advice, Mr. Cribb.
A recent study by Hitwise reveales that UK Internet users are spending more time browsing online media than ‚going‘ online shopping. In March 2009 9.8% of all UK Internet visits were directed to social networking websites and 8.6% to online retail websites. Compared to 2008, the figures turned around (online retailers 9.7% – social networks 8.2%).
In the passed year, online retailers sawe a downsize in traffic from paid search like sponsored or paid for links on search engines (i.e. like Google, Yahoo!, Live and Ask) – 2009: 8.9% and 2008: 10,1% of visits to online retailers came from a paid search listing.
“The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumer’s online time in the UK has been devoted to online media,” commented Robin Goad, Hitwise’s Director of Research.
The traffic that Facebook, Twitter, MySpace, YouTube and the likes generates for online retailers increased in one year from 5.2% to 7.1%. And social networks now generate 58.3% more traffic than webmail providers (Hotmail, Yahoo! Mail and GoogleMail). The best performing categories in 2009 were Auctions, Fashion and Department Stores.
“Social networks are a relatively small but fast growing source of traffic for online retailers,” commented Goad. “At present, only a minority of retailers pick up a significant amount of traffic from social networks, but many of those that do have seen a positive impact on traffic. For example, fashion retailer ASOS has a strong presence on Facebook and in March received 13.3% of its traffic from the social network. Another example – in a very different market – is online bookseller Abebooks, which currently receives a quarter of all its UK Internet traffic from social networks, more than it gets from search engines.”
Is this showing a trend that people are willing to buy products in social networks? In the UK, it sounds possible. It could be the next step. We all know that the easy purchase process is a winner – for companies and customers. Thinking of the future of social networks, companies should consider engaging with customers much more on social networks while also integrating ‚light‘ e-commerce opportunities in their Facebook Fan pages or in their company profiles at XING. Or at least indicate and lead the way for customers to some good offers or marketing activities. And re-thinking efforts on big spendings for paid search is definitely something that needs to be thought about…
If you are on Twitter there are three things we don’t like: people that talk to much, the speed of the service and the interruption time. Now, there could be a new alternative to Twitter called Flutter.
This nanoblogging service will restrict users to blogging in 26 characters or less. A new blogging trend? At least if you believe in the theory of Matt Ibsen, founder of Flutter…
The cool idea about Flutter would be that you can update your updates from other social media sites and Flutter will automatically cut them down to the 26 character limit. A brevity which all our followers and friends will appreciate…
Sure, this is a fictitious parody on the latest innovation drive in the ’social media industry‘ by the Slate Magazine. The world needed someone to make some fun out of the latest madness around Twitter.
Some questions we do not need to ask for evaluating Flutter: Did we all get the benefit of the business? What is their business model? If it is really a great concept… why do we see such a ‚poor‘ delivery on the concept by the execs? Why don’t the execs explain the essence of their business model in 26 characters? This could be an interesting approach for Twitter’s 140 as well…
In some way this parody reminds me of…
Human beings, in a biological sense, get their uniqueness defined by their dna. By chromosomes that show the personal uniqueness in tiny details. Now, what does a unique digital dna contain? It’s getting defined when endless pieces of web activity, of engagement, of usage, of content or other defining elements are being generated by a human being 2.0.
Using web 2.0 platforms we all get the urge to self-expression which results in defining our digital dna by adding personal details, details, details. People spend endless hours on browsing the web while creating and leveraging their digital personality. Just like global companies invest a fortune in brand building every year in the pursuit of sustaining their powerful brands. Some people know about the value and the risk of personal online branding, some don’t. Online branding, some call it online reputation, is influenced by loads of factors: publishing, commenting, sharing, micro-blogging, reviewing, networking, communitying or just engaging in your personal interests on relevant sites. All part of a process that define the personal digital dna.
Creating a digital dna blueprint is not easy. This is just a blueprint of the most influential technologies, platforms, communities and networks – probably one of the most powerful blueprints for a digital dna on todays web – in terms of audience reach, variety of interest and quality of network options. This picture of a digital dna is an idea on what are the most leveraging web chromosomes that define your unique personality. Imagine how influential your digital dna might be when elaborated precisely according to this blueprint.
What purpose do these web chromosomes serve? They enable, define, aggregate, control and brand your web ID. So, the personal digital dna is the system that creates a unique personal branding by using web standards, technologies, social networks, communities and special interest sites.
In our world of social media and social networking we are leaving more and more information on the web, pushing personal data through portals of companies, and creating individual profiles which are all investments in our personal brand building. All pieces of information that lead to a UNIQUE digital dna that in the future will be your online CV, your web ID and your unique selling point (USP) for your career.
„Digital Shadow” is, all the digital information generated about the average person on a daily basis – which now surpasses the amount of digital information individuals actually create themselves.
Now, digital shadow is a nice metaphor for the average internet user. The digital dna is the sun that creates this shadow. And we want to spot on the modern brand building individual. The career-orientated, ambitious and ‚web social‘ ones who actively push their personality via the digital way …and maybe in some years these people have the ability to turn around company brands with their unique online brand – better than any magazine, newspaper or news site does today.
Personal branding in our modern web world becomes more, more and more important for our successful individuality for obvious reasons. The web globalizes as well as forces the ambitious human being 2.0 to build a strong, recognizable personal brand on the web. This personal brand can catalyze your career in a way no other offline possibility does (i.e. speaker opportunity, client meetings, fair visits, etc.). It does not replace those options, but it adds to the extent of a highly-rated online (and offline!) reputation, resulting in a strong personality ratio.
We should all be aware which platforms we use, which pay in and which don’t, and which are of lasting value for brand building. BRAND YOUr personal digital dna.
Pushing personal branding via this digital dna idea seems to me an intelligent option as it is resulting in a great audience reach you might never achieve in the offline world. Managers you might never become acquainted with might ’stumble upon‘ your digital dna. And you might find peers in mind and friends in visions. It can expand your personality globally, spread your thoughts and ideas faster and get more recognized in times where social bookmarking, micro-blogging and networking become the gatekeeper of your personality brand creation. Maybe you think this is quite philosophical, maybe visionary, maybe too abstract. Some see a world where online personalities create, control and change company brands – or become social vips for brands. Think about what you have done for yourself to create a strong branded digital dna around your personality. Is it a unique footprint on the web? Can you see your digital dna clearly in front of you on the screen? As you can see from the micro-buttons below on the blog, I am still working on it.
Looking forward to hear about your views on digital dna…
(Picture Source: National Human Genome Research Institute)
„… online video will play an increasingly critical role in all interactive campaigns… survey results demonstrate the strategic importance of online video in the overall marketing mix… as well as more sophisticated video experiences.“ Matt Kaplan, VP of Solutions and Chief Strategy Officer, PermissionTV
Interestingly enough the past argumentation is still valid: Brand awareness is staying the top-ranked ‚justification‘ for video advertising.
What the survey does not show is a concrete breakdown of different ad formats. Which are working best compared to online video? Are we still talking of Pre- and Post-roll as well as Overlay? How about results for traditional banner ads surrounding videos? A lot of unanswered questions which could give the study some more weight.
Is this a self-serving study of an online TV service company? Especially when we see JP Morgan analyst Imram Khan’s negative outlook for online video. Plus, when we count in ‚results like 40% of the online video initiative budget going into video production. Isn’t monitoring and tracking, often called efficiency, far more elementary in the eyes of marketers?
One thing is sure: the ‚good old cp-whatever-x model‘ must be replaced by an new value ROI model based on in-depth personalization, a community parameter which guarantees and results in improved targeting.