MV newsletter - November 2005

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We have always been impressed by iMedia.

Their articles appear every day in our email inbox. We read them, we leave them, we delete them without reading them, but every day they have made a brand impression.

For us, that it so understand the new possibilities of the low tech, low cost, brand management the Internet allows.

Sure, many will unsubscribe, but many others just sit there and take in their headlines.

So when they talk about media trends, we believe them, especially, as in this case, when we agree with them. They are right, and we agree.

In a recent publication, Peter Sealey announces the latest ten media technology trends.

You can read them for yourself, but several combine into a common theme. Marketers will sooner or later become day traders.

Peter talks about AdID which tells marketers exactly where their ads ended up. Combine this with RFID, and you can know whether the ad generated sales into the home. We think that there is a simpler solution in store, advertising to a shopper according to their loyalty card which then helps pinpoint the subsequent purchase or otherwise, but it is the same principle.

He also talks about consumers printing their own coupons from online. Why waste all those distribution costs? You make the coupon available online, you know the level of genuine take up of the coupon, and the level of redemption, and who redeemed it. It is a true conversion model.

Smart products can tell you whether products are picked up and basketed, or picked up and returned to the shelf. You may be able to correct the problem in real time.

A store in Germany provides differential pricing by time of day, and by customer.

Sooner or later, all of us marketers will be sitting at keyboards, watching the statistics whiz round, and flying into frantic activity as our world goes pear shaped or we hit a winning streak.

Who will have time to see the advertising agency? We will be too busy at the slot machine!

Up and coming brands

If you are bored by Coke, GE, IBM, and Microsoft as the biggest brands in the word, you may find the most successful brands of the moment much more interesting.

Toyota, of course, make it into the top of both lists.

As with all Forbes lists, read and turn green.

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© 2005, Mud Valley ™ brand marketing community.

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