Pe http://www.manafu.ro un link foarte util catre “The Razorfish Outlook Report 2010″.
Un paragraf extras din acest raport:
New ways to think about media investments
The media department’s job has changed. In the past, media was a job focused, in part, on the purchase of media. While that is still true today, the growth of social media in particular has altered the role of media’s relationship with content providers and creators. And it also requires advertisers to rethink their definitions of what “media dollars” really means. Increasing one’s investments in “earned” and “owned” media means radically shifting how those dollars are spent. Rather than going directly to media companies, dollars need to flow to content creators, social media strategists, community moderators, etc. We can still view the connection between marketing investment and customers similarly — a communication connection with consumers that results in an interaction, whether that is a sale or a more positive impression of the brand — but passive spending on media is quickly becoming a thing of the past.
Capitole din raport care mi-au placut in mod special:
- How to Become a Social Brand (Six Steps to Realign Your Marketing Around Social Media)
- One-to-One Marketing to the Masses (How Can YouExtend Personalized Communication Beyond Your Existing Customers?)
- Retail Therapy (A Guide for Building Shopping Experiences Around Today’s Consumer)
- The Fragmented Consumer (Creating Sustained Engagement Amidst the Chaos)
