HP’s BTL in Publicis

Publicis managed to keep HP’s global account for direct marketing both in Europe and Middle East. Really good for Publicis since we are talking about an account that worths 200 million dollars. I should also mention that the company won a competition among other high profile companies such as Proximity, Wunderman and DraftFCB.

Richard Pinder, Chief Operating Officer in Publicis, stated that HP is always trying to find new ways in marketing to promote its printing technology. It is fundamental for that purpose to co-operate with a high prestige company. HP considers Pubicis as a strategic cooperator as it has a great reputation on its domain and ‘develops a holistic and culturally relevant communication solutions’.

Velti in the Chinese Market

Velti is about to enter the market of China by buying out 33% of Casee, the greatest corporation in the exchange of mobile advertising in China. Casee was established in 2006 and contains advanced technology tools and services, which create an advertising market via the use of mobile phones, among companies active in the area of Mobile Internet and advertising. Through Casee, Velti will be given the opportunity to offer advanced services in the category of mobile marketing in China, completing its existing opportunities in Europe, North America and other countries in Asia.

Velti will offer Casee its experience in the mobile marketing and advertising sector, as well as its relationships with other multi-national advertising corporations and mobile telephony providers. This is great for Velti as it will have the chance to develop access in the Casee’s technology of mobile advertising exchange and then launch it in other countries.

Direct e-Marketing as part of Webmarketing 2008

I recently read an article on an online source about a list that constructs webmarketing for 2008. I was very interested when I saw direct e-marketing in that list, defined as the method that uses all available media in the internet to get the message across to the customer via emailing, newsletter, and so on. It’s pretty well-known that during 2006 and 2007 the rage of customers was increased, mostly because of spammers and excessive advertising that can become disturbing. So for instance, when the popular French website www.rueducommerce.fr, which was very appealing in the begginning because of its low prices in electronics, computers, and so on, but after a while it was characterised as causing ethical disturbance to its customers as it kept sending about 15 adverts to each one of them on a daily basis. In my opinion, the ethical lesson from this could be that bad use of e-marketing is suicide for the user.

Speed of change – Marketing

The traditional model of marketing keeps changing due to technological evolution, whereas comsumers demand know all the information, marketers come face-to-face with the new methods and processes of customers’ engagement and the term ROI is always in their vocabulary. In this time of radical change, Communication changes as well as the character of Agency, which becomes more of a Marketing Services Provider. Brand Advertising and Direct Marketing merge to a new Agency format, which is Channel Agnostic as it is not included anywhere in the media that modulate the communication’s final shape.

Whether in online or offline environment, we always have a goal in our mind. For the consumer to be on an engagement mood, a mood built if we follow the steps below, which are fundamental for the success of online maketing:

1. Reach
2. Acquire
3. Convert
4. Retain

Living in a world of great developments of technological, economic and social character, I realised those steps have a great impact in communications and advertising. In these evolutionary years, creation explodes as in a little ‘box’ of 300×250 pixels you can combine image, sound, video, real time data, and so on. And as technology becomes more advanced, it gets cheaper and then it becomes even more familiar to everyone, whether consumers, advertisers, etc. The notion of Multinational Marketing gets stronger and stronger and the traditional models (tourism, education, consulting services, real estate) are reallocated in all levels. In addition to this, the evolution of the market and economy by establishing a digital personality, illustrates the new face of Agency, which is Digital at Heart!

Event Marketing, Arts & Blogs

I recently read an article on event marketing and I found really interesting the way it was connected to the arts. It is true that the world of events has many similarities to the world of arts and there are plenty of times it borrows elements in order to be successful. At the same time, Arts seem to borrow tools commonly used by events communication, for instance professionalism in organization, which has increased their sensation. Video art, multimedia installations, happenings and performances include similar elements in both worlds that are exchanged without any discernible limits. In my opinion, this exchange and experimentation are in favour of both sides. Blog generation is a reflective and challenging generation.  It easily distinguishes the setup from the impulsive, the affected from the authentic, and so on. That differentiation, that choice or rejection include for the new generation a type of ‘political piece’. So, event marketing’s professionals would better take into consideration that new cuture.