September 19, 2008
I’ve never seen so much talking about Microsoft. Actually, after almost 3 years at Microsoft I never talked so much about Microsoft myself… This is maybe the reason why I don’t receive comments on my blog anymore :). CPB managed amazingly to put Microsoft at the center of the conversations. First with the Seinfeld/Bill Gates series and now with the “PC pride” (aka Life without walls).
Of course, Microsoft won’t become the coolest brand in the world overnight (see this post).
Yesterday evening I tried to explain to my son the concepts of reason and passion and the strange relations between those two concepts. And the PC/Mac dichotomy is much more about passion than about reason. I really like this quote on youtube by a user called prmd142 who wrote: “Get over it people…. buy only Apple products… Apple will eradicate poverty from the world… it’ll bring peace & prosperity to everyone… Steve Jobs is God’s messanger…. He alone can lead you to salvation… amen! “. Prmd meant this as a joke of course but I’m pretty sure it’s the state of mind of a lot a Mac users who really believe that, for some reasons, Apple is not truly a capitalist company.
I’m not a Mac. I’m a PC and I practice brazilian Jiu Jitsu, I’m a PC and I don’t shave every day, I’m a PC and I thank you for reading this post.
September 15, 2008
If I had to rank the bloggers on the quality of their content, Peter Kim and David Armano would be on top of my list.
About Armano, look at this funny technorati bug:
14137 days ago, I was 4 weeks away from being born. Time flies…
September 12, 2008
Chapter 2 is online. Jerry and Bill are already back for the second episode of the Seinfeld-Microsoft saga. This time it’s a 4.30 minutes episode and it’s even more seinfeldish than the previous one.
Episode 2 will be even more praised and hated than Episode 1 and that’s OK.
I had a good laugh, I hope you will
Edit: I like what Dion Hughes wrote about the campaign after the first episode:
Everyone is piling on. When was the last time this many people had anything to say, positive or negative, about a Microsoft communication?
read Dion’s full post
September 9, 2008
Dynamic Logic and Millward brown already published very interesting studies on the impact of online video advertising… by far the most impactfull online format on the traditional campaign metrics (brand awareness, ad awareness, purchase intent,…). We also know that the pre-roll advertising if they are not too long (less than 20 seconds) are very much accepted by the users.
On august 21st, Dynamic Logic presented the first Mobile advertising impact averages. Surprisingly, the deltas are even better than the video deltas.
The sample is still limited (aggregation of 21 impact studies) and mobile advertising benefits from the youth, the innovativity and the scarcity of the format.
Nonetheless, seen this result, you might expect high CPMs and probably high returns on mobile formats.
September 7, 2008
I might be the biggest non-american Seinfeld (and Larry David) fan alive and I was extremely happy to hear recently that Seinfeld had been chosen to defend the image of Microsoft.
Here is the first and already controversial Seinfeld/Microsoft video. The Youtube statistics are impressive. The rating is average and there are some critics on the ad. but that’s probably partially because people like to hate Microsoft. I can already tell you that it’s gonna be less popular in Europe than in the US. Personally, I’m happy to see Microsoft going in that direction and see a Microsoft advertising where you don’t hear the word “technology”
September 3, 2008
Kudos to Matt Dickman who released a free ebook with essential data about Facebook.
The first part of the 24 pages ebook covers the stats (reach and socio-demo) of Facebook and the second part explains the marketing possibilities. What I really like about Matt’s work is that he’s only presenting facts.
Here is the link where you’ll find 2 versions (high and low def) of Matt’s ebook. Enjoy!
August 14, 2008
I joined through linkedin a Cross Media Experts group. The conversations going on in the forum are pretty interesting. One of the discussions is about the efficiency of online advertising. Basically, we all agree to say that online advertising is highly measurable, targeted, potentially entertaining, that it allows constant optimization of the campaigns based on response rates and that it can have a synergetic impact on cross media campaigns.
Among the reactions in this online advertising thread, one approach was somehow disruptive
“Online comes in handy when vetting different creative executions for inclusion in press and other offline media. Step 1: Run a series of creative across a network. Step 2: Monitor response differentials across these creative. Step 3: Run with the most responsive in a press or outdoor medium. Response and interactivity information gleemed from online will go a long way to boost offline media effectiveness”
Is it a good idea to use online to test what will become your future offline campaign? What’s your opinion about that?
August 4, 2008
No rational person could possibly believe that there is any tension between ‘mainstream’ and “alternative’ culture”
This provocative quote comes from “Rebel sell, why the culture can’t be jammed”, a brilliant and thought provoking (but also pretty mocking) book by Joseph Heath and Andrew Potter. The culture-jammers (represented today by people like Naomi Klein) state that rebellion and disruptive behaviors endanger the capitalist system and mass society that encourages conformity. This has been the subject of very popular movies like American beauty, fight club or maybe even Wall-e. It’s also very present in advertising. Heath and Potter believe the exact opposite and that counter culture relies on a vision of society that is totally biased. Watch this interview
Unfortunately, there is nothing about web 2.0 in rebel sell (the book was released in 2005) and I would very much like to read their opinion about the participative web (there are a few lines about net neutrality)
Anyway, the book made me realize why Microsoft wasn’t (perceived as) cool: It’s not about quality of products, it’s only about counter culture values. Google and Apple are supposedly counter cultural, anti-system, dissent, rebel and “authentic” (as stated in Apple’s 1984 commercial) while Microsoft is supposedly a symbol of conformity and an agent of the system. Google achieved to be a culture-jammer through their battle for net neutrality and by their “do no evil” motto, Mac thanks to their disruptive/1984/think different marketing strategy.
But are they a menace to any system? I don’t think so.
What about us?*
* bloggers and other social media users
July 29, 2008
I had my first 2 visits brought by Cuil, the new sensation in search engines. They claim to have the web’s largest index. I made a few test-searches.
I typed “Marketing blogs” as a first test of Cuil: the first results page links to fellow bloggers like Toby Bloomberg (divamarketing) or Tom Walls, but mainly to blog directories (Junta42, blogcatalog, blogrankings, toprankblog,…)
Then I tried with “Marketing blog” and received maily links to blogs with titles like “internet marketing blog” “pharma marketing blog” or “legal marketing blog“
I tested searches on Belgian major press titles like “La libre Belgique” (very satisfying results) and “Het laatste nieuws” (not satisfying at all)
As a final test, I “cuiled” my own name and YES, the results are very relevant.
The next big thing in search will probably be released by Microsoft. I can’t wait to test it.
Edit: also read Toni’s opinion
July 24, 2008
A bunch of my colleagues experienced the delta skelter.
About 10% of the Microsoft people travelling from Atlanta to Brussels on july 21st couldn’t find their luggage in Brussels. Some of the luggage are still missing today. Among the retrieved ones, the suitcases of my lovely colleagues Valérie and Virginie… in a very bad shape (see picture). Valérie called Delta today to discuss a compensation but they asked her to call again within a week. They obviously don’t have the time to handle her complain.
Bad goes around