AS "FRAQUEZAS" DO MARKETING VIRAL
Sinopse de um interessante artigo publicado por
Douglas Holt (Professor de Marketing em Oxford) na
Harvard Business Review:
"Viral marketers attempt to use
word-of-mouth, the
Internet, and other below-the-radar methods to
convince trendsetters to create a buzz about their products. Though a powerful tool, a viral marketing program
can quickly be eclipsed when the next hot topic comes along.
Com outro tipo de argumentação,
John Hegarty (Fundador da
BBH)considera que uma das fraquezas das campanhas de marketing viral reside na sua
falta de contexto: O produto é real? Quem deve ser 'accountable' pela mensagem transmitida? Deve ser levado a sério?
Diz-nos
Hegarty: "What is in danger of being lost in the viral world is the value of context. Where an idea comes from, who said it, why they believe in it, are all vital components of what makes an idea powerful."
Numa carta
em resposta ao artigo de John Hegarty, um
leitor observou o seguinte:
"The point is that digital technology
has given consumers control over their own media. It allows people to avoid what they don't like, pass on what they do and generate and publish their own content to a mass audience. And whether it's called citizen's media or consumer-generated media, it's greatest strength is that
people trust it.
Anacom impôs à Novis a suspensão do serviço Optimus Home, que tem de no prazo de cinco dias notificar os assinantes da cessação do serviço.
NEW YORK (AdAge.com) -- Crispin Porter & Bogusky said it has resigned the advertising account for Swedish furniture-maker Ikea account, ending a nearly three-year relationship that garnered a number of awards for the Miami-based agency. "For quite some time, it has been clear to us that we do not share the same vision for Ikea's business," the agency said in a written statement. Ikea could not be immediately reached for comment"
OSAMA: Aquela "marca"
"COMPRE ESTE PORQUE ..."
As últimas tendências demográficas e novos hábitos de consumo parecem influenciar directamente o aumento do consumo do vinho em detrimento da cerveja nos mercados ingleses e norte-americanos.
"After winning Subaru early this month, DDB's Lee Garfinkel sat in his Madison Avenue office-bare white walls, an acoustic guitar sitting nearby-and contemplated the significance of the victory."
