State of the Market Report: Internet of Things 2016

Pin It

IoT Coffee MachineThe Internet of Things is said to have a major impact on the business world according to Jared Newman. Goldman Sachs even thinks that IoT opportunity for industrials could amount to $2 trillion by 2020. Connected cars, connected utility, connected houses, connected vineyards, connected streets, connected everything – the opportunities seem incredable bearing in mind that with IoT everyting can be addressed in the future.

Now, a recent report called „State of the Market: Internet of Things 2016,“ shows that the Internet of Things (IoT) is already mainstream.

The motivation behind the high adoption rate is quite obvious: The opportunity for revenue growth drives many managers towards IoT adoption with data being the monetization engine behind it. Still, just 8% of the respondents make use of more than 25% of their IoT data these days.

Not suprisingly, the report also highlights that enterprises are turning to startups to help accelerate their IoT growth. In 2015, enterprise IoT startup companies outpaced funding for consumer startup companies by 75%.

Verizon’s experts think that IoT will continue to be a revenue driver for businesses both large and small due to the confluence of five macrotrends:

1. Consumer usage of smartphones.
High expectations to automation possibilities as of simplified interface. 81% of IoT adopters in the public sector believe that their citizens increasingly expect them to offer enhanced services from data and IoT.

2. Data monetization is wanted.
By 2018, almost 50% of businesses expect to be using more than 25%of their data. Descriptive data collection will become predictive and prescriptive data analytics. Paradigm shift from „big data“ to domain experts expected.

3. Regulatory landscape will bring right ecosystem partners together to drive industry standards.
In the US, with the Drug Supply Chain Act manufacturers until late 2017 will implement systems to electronically transfer and store transaction histories for their prescription drugs including shipment information across their distribution and supply chain. Result: Thwart counterfeiting drugs and savings of $75 billion annually according to the World Health Organization.

4. Democratization of innovation by network connectivity, low power devices and IoT platforms.
Businesses can scale their IoT deployments from millions to billions of connections more cost-efficiently. With the new 5G, autonomous solutions such as cars and robotics will become a reality and new categories of uses cases will evolve, such as virtual and augmented reality for IoT deployments.

5. Security experts keep up with the development of technology by looking to arising threat vectors
Some old, some new – that will impact IoT deployments and ongoing operations. Data privacy, protection and processing will remain the biggest challenge for security experts.

Spot On!
Sometimes reports do not look at the data challenge of the IoT development in my eyes. The interesting aspect is that IoT offers some incredible opportunities to improve our lives, simplify our ways of health tracking and be informed about the status of our cars and houses. However, most of the use cases are often based on some cloud services that people do not trust in as the generated data is stored in some unknown data center somewhere in the world. I sometimes wonder, why companies don’t start to save the data in a personal private cloud that can be added as an add-on service to the IoT business.

But hey, maybe I am asking for too much at this stage of the IoT status. Thoughts?

Internet of Things (IoT): Three Outlooks and Data Overviews

Pin It

The Internet of Things (IoT) has become on of the most discussed topics in the digital landscape these days. Based on sensors, mechanisms, processes, the cloud and big data sets, companies as well as people try try to rethink how we can better use the Internet for our homes, our cities and the daily business.

We have collected the three most impressive pieces of content that came up lately to give you an overview of the potential and the challenges involved when using IoT.

1. IoT and legislation
A recent post by Cyberlex is discussing in details the approach of the European Union with their „Alliance for Internet of Things Innovation“ (AIOTI) and Digital Agenda for Europe on IoT against the American Federal Trade Commission with their Staff Report on the Internet of Things in order to deriver some logic for a Canadian IoT approach.

While the European guideline makes clear that the future regulations will lie on security, privacy, consumer protection, functioning competition and choice. The American discusses the issues of privacy, security and is trying to give guidance whether legislation is required to regulate the Internet of Things.

2. IoT and Social Media
Over at WT Vox a post is discussing the opportunities and the challenges that the combination of the IoT with social media generates. Although we might be seeing the power of commerce data to understand the mindset of the next customer, there might be more business impact on the image, machine and health data for our future lives when it comes to the value of IoT. However, they make clear that the all deciding question on the future of IoT will be how everybody is handling their „digital persona“ over the next years and whether we open up or step back from giving out personal data to people and companies we have got no idea what, how and why they derive data via smart health, smart home technology or smart city.

Gartner sees a more and more connected world and predicts there will more than 6.4 billion connected devices by the end of 2016. Cisco goes even further and forecasts that by 2020 even 37 billion connected devices will be in the world. McKinsey even estimates that IoT is expected to have an economic impact of $3.9 trillion to $11.1 trillion per year by 2025 (representing up to 11% of the world’s economy).

3. IoT and Investments
The infographic that delivers data by Venture Scanner that we came across via the guys at Appcessories gives some good impression of how much investment goes into the IoT development and in which industry sector most most investments and innovations are produced.

Appcessoires-Venture Scanner State-of-IoT-infographic 2015

Spot On!
In all of those posts it becomes clear that there is a demand for companies to enable and ensure processes that make people aware of how they use data and technology to understand the consumers development and movement. Furthermore, it is wanted to see a continuous progress in monitoring and improving peoples‘ privacy and security. And finally, the question is whether companies and regulation units need to give clearer guidance and legal advice on compliance and data collecting and processing laws in order not to loose the trust of customers and consumers.

Hey MINI! Not interested in brand advocates?

Pin It

My MINI Paceman - So much fun with it!

My MINI Paceman – So much fun with it!

Listen BMW and MINI! This is not a story made up. This is real. This is me.

When the MINI Paceman was first promoted at the Detroit Motor Show in 2011 as a concept car, I said and wrote to my fans, followers and friends: „This is gonna be my new car!“ To some of them, it came as no surprise. Some knew of my passion for the MINI brand. Some recalled my words from brand strategy workshops, from keynote speeches or marketing seminars. Some remembered pictures of me in front of my former white MINI Cooper, and they were surprised I am selling it. Some responded and asked questions about features of the new Paceman; even I could not answer those days. Today I can.

But… Many of them did not even know of the new concept, the new brand, the new design, the new small SUV category that MINI kind of invented, and so on. I did. I saw the potential. I just got infected by the brand. I wanted a new MINI Paceman. I loved the outlook: Getting the keys handed out for a MINI Paceman.

I have thought a long time about writing this post, or just forgetting about it. But I am a challenger…

Today, the IAA 2013 is opening their doors in Frankfurt. Car brands are proudly presenting their latest auto concepts. Managers posing in front of their new innovations in modern steel or carbon. They are shaking hands with those that make them look good. But who does really make them stand out? The technical suppliers? The revenue driving resellers? The social influencers? Or those who hold up a sign in the streets without being incentivized or getting cash saying: „I love this brand!“ Those who stand out, and those who make stand out: the brand advocates?

Maybe today is the right time to write a blog post and tell a story that to many of my fans, followers and friends sounds unbelievable – but MINI, I tell you, it is the absolute truth. I write it in the night when other people are sleeping. My clients tomorrow won’t care whether I had enough sleep, or not. I write this, when there is more important things on the desktop than leveraging a brand that does not listen, nor understand. Am I mad? Am I not clever? No, I am honest. I am what I am. I am a real MINI Paceman advocate.

Beginning of February 2013, I sat down with my MINI car sales representative and told him that I want to buy a Paceman. I wanted to be one of the first in Munich. I wanted to sign the contract. Now. And I asked whether he could open doors to the marketing, PR or social media department at MINI when an idea hit my brain just in the minutes when I sat there: Two of my clients have called me their „pacemaker“. The word transition from pacemaker to paceman was not too far off for me. So, some brilliant thought (at least in my mind) awoke in my head: Why not call yourself „Mr. Paceman“?

A concept created in a brain flash: Website domain. Web space. Web blog. Unique content published in a Paceman. The life of a Pacemaker in a Paceman. Lifestyle. Design. Speed. My life.

While the reseller configured my MINI Paceman, I bought the website domain, set up the blog with a little help of a friend and scribbled the whole concept on my smartphone. I told my MINI sales rep about the idea when I had signed the contract. He was enthusiastic about the concept and saw a lot of other potential cooperation opportunities.

I was ready to start publishing. Publishing about the pleasant participation for my MINI Paceman. The color. The design. The coffee holders. The changing interior lights. The engine. And so on. Publishing about the pace of my days, my experiences with the new Paceman, my life in a MINI Paceman nutshell. I wanted to share pictures of MINIs. I wanted to post design ideas of other MINI freaks, and find the first MINI Paceman pics, I might come across. And a lot more…

Now, obviously I knew about brand protection and brand rights. I knew that -before I started buying the domain- I should get in touch with some MINI brand contacts and get some formal permission to use the brand name. I thought: „Just do it!“

So, I wrote emails to MINI, their PR department, their marketing department, their social media people, and their agencies. I even contacted strategic partners from MINI. I wish I hadn’t done it. I felt like a little unloved kid being pushed from one corner to another in order not to cause any trouble for anyone, in order to shut up. MINI did not move. I continued. The answers I got where just some lines making clear that I am not allowed to use the brand for my purposes.

Hang on! My purposes? Is that the power of a big modern brand, is that arrogance, hubris or simply ignorance?

If I promote a brand I like, invest time, offer to wear their branded merchandising clothes and have even bought the brand product before (and maybe a far too expensive brand product), why should I not be allowed to do marketing and PR for that brand to my fellow peers? A target-group that MINI is chasing with banners, print ads, wallpapers, outdoor marketing, newsletter mailings and a lot more.

Doesn’t this mean, I am actually doing what MINI pays others for; marketing agencies, PR people and media houses with the old „quid-pro quo“ game: editorial coverage for advertising dollars? Those institutions that create corporate publishing products for brands which cost these brands a fortune?

Shall I then be happy and not get crazy, when I get the feedback: „We might consider that you are writing a guest post on our official MINI blog.“ Hurray! What an outcome of my activities! Sorry MINI, you missed the point! I am not just a buyer. I am not a normal influencer. I am more. I am a MINI Paceman brand advocate, if you know what this means MINI. If not, you might just read the study by Ogilvy)?!

A brand concept. Still waiting for MINI to understand the value of brand advocates.

A brand concept. Still waiting for MINI to understand the value of brand advocates.

More than seven months later, the blog is still online – online without any content at The case has been mentioned by me in at least 20 seminars and on several stage appearances at events. Events where even the BMW marketing departments or some of their agencies participated. I saw people shaking heads, heard their words asking how ignorant and un-clever brands can be, and read their tweets and updates trying to get reactions to this case from MINI. MINI did nothing. For seven months now, the MINI brand managers did nothing.

Yesterday, some silver surfers passed by my MINI Paceman. One of them, a man in his seventies approached me when I got out of my Paceman: „Great car. Cool design and colors. Is this new? Have never seen this car before…“ His wife replied: „This is one of these new SUV cars but just in a MINI format. Nice high access. Like it!“

Would this make up for a really cool advertisement? Now, just imagine, I had written about such stories, shared a picture with these older people and spread the word around the world about my life in the MINI Paceman. Don’t you think these stories, these emotions, these experiences might have made a difference in the way the MINI Paceman gets positioned, promoted and had pulled sales leads?

„Advocacy goes deeper. Advocacy is emotion-driven. Advocacy is loyalty. Loyalty is commitment. Loyalty is passion. Loyalty let’s forget the rules of logic, of facts, of the rational. Advocates drive on the streets of loyalty and breath it’s air.“ Martin Meyer-Gossner on brand advocacy, September 2013

Did I make the benefit of brand advocates clear to you, MINI? Ok, then get into the next MINI Paceman and drive to me. Let’s speak!

PS: All of you out there who think MINI should make a move towards brand advocacy, share this post and maybe that will make them clear what opportunity they might have missed. And let’s hope some other brands learn from this case…!

Outlook: Five new job titles for the future of web strategy

Pin It

Credits: Pixelio

Credits: Pixelio

Some days ago, I wrote on our German blog about those annual reviews all of us bloggers create at the end or beginning of the year. Do those reviews make any sense at all? And if so, how much new input do they offer in our days of information overload? Especially, when there are no opportunities to escape the news and updates flow of the day. And finally, what is the value of one single and unique opinion in a blog review? Will it offer any sustainable essence? Well, after reading this post, you may decide…

Most professors might answer in a diplomatic manner: „There is always two sides of the coin!“ Smart bloggers love to look into the future and prefer outlooks to reviews. However, those always rely on findings and insights which bring them to life in the end.

So, I have dared to head for an outlook in 2015, into the future of web strategy. As many managers are not quite familiar with the term „web strategy“, let me define it our way. In 2012, we have often realized that there is quite some misunderstanding what web strategy really means:

„Web Strategy translates the organisational targets and values in roadmaps for the top management and their teams in terms of all generated and doable business processes via the Web. Web Strategy creates a picture of the future of client communication which connects the networking trends of the Internet and the tools of modern web development with the individual business tactics of a cooperation in order to develop a superior company vision. ©The Strategy Web GmbH 2012“

Bearing this in mind, I have written a blog post that defines a futuristic view on some new job titles. It shall illustrate which old job roles might become critical as well as which new challenges arise in companies when changing or restructuring organisational frameworks in companies. So, let me define some new job roles that clever managers should be thinking about. Each top management should be thinking carefully whether or not they will need one of these job roles in their company. I am quite sure that these job roles will become important in the future on web strategy.

And don’t be surprised when I give those job roles kind of a hierarchy. The formula behind it is quite simple…Knowledge x Data x Content x Culture x Clients = Company Success

a.) Corporate Knowledge Officer
The main challenge for any HR department is to tie the pearls of the corporate value chain long-term. These employees are the knowledge of the company, the pillars of productivity. If one of those pillars leaves the company behind, the person takes the knowledge with them, and often all of their knowledge gets lost. But what if employees understand that the feeding hand of a company offers less pension protection by 2025? What if by 2020, Millennials, the generation that will make up almost 50% of the global workforce, will deny the traditional workplace mentality and start making their knowldge available more on a project basis? What if knowledge workers stop working for one company but prefer to share their knowldge in a „buy-my-brain“ mode?

Leaders who believe in Social Business, those who want to secure knowledge and make it „always-on“ available shall consider the position of a Corporate Knowledge Officer. They are game changers for analysts, market researchers and leading consulting corporations.

b.) Corporate Data Scientist
The world speaks Big Data. Buzzword or biz value? There were not many words you could hear in 2012 at web events, where „web stategy“ still often is a foreign word. Why Big Data rules? Well, just look at how much data is being generated in 60-Minuten on the web, or how fast reactions and conversations evolve. That’s why data is becoming a challenge for the whole value chain of the company. However, which business is able to accomplish a job role which is said to become one of the sexiest in the future according to Harvard Business Review? Where is this person located in the excel sheets of businesses that unites the capabilities of a logician, explorer and mathematician in one person? There are not many avalaible yet. Corporate Data Scientists are those brains who know how to turn the process of 0 and 1 upside down in order to draw some conclusions for new content and values.

Leaders that don’t want to stop at data mining or business intelligence processes should figure out the value of the Corporate Data Scientist. They are challengers for PR and marketing decision makers who need to prove their credibility by showing facts to their CEOs.

c.) Corporate Content Officer
Content forms data. The problem? Content is the weakest production department of companies. In most cases PR experts or publishing houses have taken over the content production. Although most media companies are struggling themselves with unique content generation. But who is meant to do the content research? Who is able to write and schedule stories? Who can prioritize, aggregate and curate content? And where will companies find the publishing expertise to become a media company? If content marketing is the future, who will pioneer on the path from PR and marketing to the journalistic hybrid of corporate publishing and community management in the company?

Leaders who see conversations as an opportunity and understand the sense of integrated communities in websites will evaluate the position of Corporate Content Officers. They are the media coaches and editors-in-chief of businesses who bring all company departments to produce content for their special business area.

d.) Chief Culture Officer
The modern development in content and data generation as well as a new understatement for knowledge management is walking on the stage of change management. A stage that Grant McCracken featured in his book. Employees need to find the deeper sense in the evolution of new platforms in business processes. Employees need to understand the complete benefit of tools and tactics before they will be forced to make use of them. Especially, for those employees who do not like email communication but shall start working with communication streams and updates all of a sudden. Stream-Working is a culture of openness and transparency which is not everybody’s friend. And sometimes the best lighthouses might not embrace those changes.

Leaders who know about the challenges of working with multiple project platforms will appreciate the additional benefit of a Chief Culture Officer. This job role will be the prolonged arm of the management team, the „personified culture geek“ and at the same time working very close with the HR team.

e.) Chief Customer Officer
Customer change the rules of the game via open communication, praise and critic. What was top-down is now bottom-up. Customers are kings. A sentence that made people cry some years ago. Today, the 3R’s of the social customer -Rating, Review, Recommendation- make managers and leaders start crying. They let whole revenue streams start shaking at times. Those managers who get their experience from digital conversations with customers, who appreciate when data becomes content, and who create a culture of cooperation and collaboration, then you live and breathe the values of empathy that customers are longing for. Then companies create the right fascination for brands, products and their own company.

Leaders who accept the community of customers as the ecosystem of perception, and who believe in brand advocates, critics and moaners as equal process partners will think about integrating a Chief Customer Officer as an institution that is meant to drive business growth. They will be game changers for sales people and customer service employees.

Never before have I spoken about and discussed so much about new job definitions and job roles in my life like in 2012. On congresses as a moderator, on B2B events as speaker, or as a rebellious start-up panelist.

Will one or some of these job roles become reality? You decide…

FaceDeals checks-in customers via facial recognition…for deals

03.09.2012 von  
Kategorie Sales

Pin It

Most of our shopping experience through Social CRM solutions are not seamless yet. However, a new solution might challenge the past days of manual check-ins… and deals. FaceDeals comes up with one of the freakiest social innovation we have seen so far. The deal platform is connected to a camera that gets positioned at the entrance of a shop or a restaurant. When customers are coming in the camera checks them in automatically to the place they enter via facial recognition detection. Then, the system is delivering some text message that people can get at the bar, cash point or point of sale.

PS: I can already hear people arguing about data protection, security risks and so on. Still, I think this is a nice innovation. What do you think?

The idea of the non-privacy generation

Pin It

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…

News Update- Best of the Day

30.07.2010 von  
Kategorie Daily Top 3

Pin It

The question for marketers working with the social influencers is often how can we integrate those opinion leaders into our marketing strategy. Just found a post with 3 tips that give some guideline on how to interact with influencers to increase your marketing output.

Social Media, well… let’s says strong relationships, will make our life last longer – the same way as if we stop smoking. This is the suggestion a long-time study by the Utah’s Brigham-Young University provides. I am glad I stopped smoking and instead using my time getting engaged in the social web discussion four years ago…

„Our social relationships are important not only to our quality of life, but also our longevity. Throughout human history, we have relied on others for survival such as protection and food, and despite modern advancements that may [help with] certain aspects of survival so that we can live more independently, it appears that our relationships nonetheless still impact odds of survival,“ says Dr. Julianne Holt-Lunstad

„Our social relationships are important not only to our quality of life, but also our longevity. Throughout human history, we have relied on others for survival such as protection and food, and despite modern advancements that may [help with] certain aspects of survival so that we can live more independently, it appears that our relationships nonetheless still impact odds of survival,“ Holt-Lunstad

Stats on web usage are always helpful for presentations and argumentation around getting engaged in the social web with a business. This little tool taking data from the Web Index might be of some help…

As we can read from the stats social media usage is growing in every country. England seems to be leading the crowd. This video by SimplyZetsy provides great stats on the UK grwoth…

CMO study: Marketers fear increase in brand infection

Pin It

In times of a slow economy, marketers see a lot of danger for brand integrity by fakes, frauds and infringements. The Chief Marketing Office (CMO) Council asked in a global audit of 306 marketers, sponsored by MarkMonitor, how marketers view threats to online and offline brand attacks. The results reveal that top marketers see online threats heating up but still struggle to understand, monitor and measure the impact of the increased sophistication of brand hijackers and product knock-offs on consumer trust and confidence. The good point is: they plan to increase spending on brand protection.

The study “Protection From Brand Infection” shows that marketers are reporting a greater number of incidents or fraud online than offline. In terms of chief vulnerability online (29.5%) has surpassed offline (22.6%) already. The brand value, trust, integrity and reputation is being eroded and damaged, reply the study respondents. The main problems companies are fighting grey market knock-offs, phishing attacks, cyber squatting, email scams, trademark abuse, copyright and patent infringements.

“Sophisticated and savvy brand extortionists and cyber scammers on the Internet are boldly preying on unsuspecting consumers with bogus brand name email/web sites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection,” said Donovan Neale-May, the CMO Council’s executive director. “Marketers have awakened to not just the threat to bottom line business issues posed by trademark trespassing, but also the costs of lost brand value, integrity and consumer trust.”

Liz Miller, VP of the CMO Council, referred to these changes in a phone call with me that brand corruption is not new to companies and markets but developing with the web quicker than expected.

„This is not a new phenomenon, but a new face and a new outlet of brand infectious attacks. Wherever there is a monetary gain, people find a channel for it, and the speed at which this happens exponentially increased in the modern digital age. Years ago, we were talking about credit card abuse via phone based options, then it went on to email based scams and phishing issues and now, it presents in instant mass communication – also through social media, the one to many factor needs to be obeyed with a critical and professional eye.“

Key findings of the Protection from Brand Infection study
– The top six market segments with the highest prevalence of abuse are digital media, luxury goods, software, footwear and apparel and Internet e-commerce (tied), and consumer electronics.
– 30.3% said their company has a specialized brand protection group with another 17% choosing to outsource those efforts with a third party provider or leaving it up to their industry trade organization.
– 27.4% reported they spend less than $100,000 on brand protection annually and the same number reported they have no budget allocations. Another 29.1% report they don’t know. 9.8 percent say they’re spending more than $500,000 while 2.7% say they’re spending more than $5 million.
– The value and integrity of brand assets suffered the greatest impact from counterfeit products, knock-offs or online brand hijackings, with 41.2 percent of marketers rating this highest followed by 35% blaming it for undermining revenue and margins and 26.7 percent saying the activities raised unnecessary customer concerns and anxieties.

“Brand attacks, whether through online scams, phishing or cybersquatting, impact brand integrity and reputation immediately because the malicious activities are customer-facing and affect the heart of what contributes to underlying brand value – customer perception,” said Frederick Felman, chief marketing officer of MarkMonitor. “This expanding use of the digital realm to hijack and misuse brands is unchartered territory for many marketers who have been focused on optimizing their online strategies to communicate brand value and now realize that they must also elevate their efforts to protect brand assets online.””

The leading strategy marketers have employed to combat online attacks is online monitoring and using third-party providers to root out cyber squatting and misuse of brands and trademarks. Marketers say they place an emphasis on prevention and monitoring misuse because recovery of lost value or actual damages is difficult.

Spot On!
Although there is a big threat in brand infection, only one third of marketers planning (30,3%) plan to increase spending on brand protection, while 33,3% won’t change their habits. Most marketers still do not understand and measure the size of trademark trespassing and knock-off confusion. The impact of brand hijacking on sales is significant: 39.6% say the cost is greater than 5% of sales, and 8.2% even state it exceeded 20% of sales.

Another interesting finding is that not marketing holds responsibility for brand integrity in most companies – and over a third of the marketers said they don’t know the business impact of knock-offs, gray market product or bogus brand cloning on sales.
– 42% of companies have assigned this responsibility to legal, finance or IT
– 20% reported they didn’t know the impact on brand equity or goodwill.
– 15% of marketers lead brand protection programs
– 6% of the executives surveyed have official brand protection departments

A lot of room to improve the way brand protection is handled, especially when watching the rapid development of the web and it’s selling possibilities and communication options.

Safer Internet: Social Networks want to protect children

Pin It

Let’s hope this was kind of a historical day, yesterday… The day against ‚Cyber-Mobbing‘ was called the Safer Internet Day. One reason why 18 companies signed a new kind of declaration of a self-imposed obligation named the Safer Social Networking Principles for the EU contract.

In order to prevent the misuse of new technologies companies go hand-in-hand on their social networking future. Probably, much appreciated from parents is that big social networks have signed the agreement, i.e. MySpace, Facebook, Habbo or Bebo – but also Google and Yahoo belong to the group of signatories.

Spot On!
Children and young people face many risks with new technologies: i.e. cyber-bullying, grooming, privacy violation or exposure to harmful content (pornography, racism, etc). The contract is like a company-grouped agreement to protect young people online more than European legislation already does. As a dad of two kids I definitely appreciate the effort and will keep an eye on it.