• The Digital Age has changed helped PR practitioners to communicate with a vast amount of publics in various locations.
• Serious matters such as privacy issues, the protection of intellectual material, job security, and media convergence have been raised as a result of the Digital Age.
• Although technology has changed our world drastically, when sending a message the content of the message and the medium chosen still depend on the audience, purpose, and values.
• The most important job for PR in the future is to stay up-to-date with new and advancing technologies.

Meu timming foi quase perfeito. Esse post esteve aqui em draft por alguns dias e só agora há pouco finalizei.

Dai que acabei de ir ao blog do Michel Lent para mencionar o post e vi que ele fez uma palestra que justamente discute alguns pontos que coloquei nesse post, durante o Digital Age, intitulada. Aliás, a apresentação está disponível lá no Viu Isso?. Aproveitem!

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Dias atrás perguntei no Twitter se alguém tem alguém conhecia alguma pesquisa comparando retorno de mídias on e offline. A idéia é estudar a eficiência da web em relação a outros meios de comunicação, marketing e publicidade e discutir a distorção entre investimento e resultados nessa estória.

Pois hoje eu li no Viu Isso?, do Michel Lent Schwartzmann uma pesquisa que alimenta a discussão. O post é sobre uma pesquisa da eMarketer sobre como jovens americanos conhecem novos produtos e apresenta o gráfico abaixo:

No gráfico, publicidade e conversar com amigos foram as formas citadas por 62% e 61%, respectivamente. Enquanto websites institucionais ou de produtos ocupam 23%, outros sites 22% e blogs 7% e em cima disso comecei a especular:

Se blogs, brand website e "others sites" recebesse o mesmo volume de investimento financeiro e atenção que publicidade tradicional, não chegaria bem perto ou ultrapassaria bem perto os "líderes" Shopping/Browsing e Advertising com uma relação custo/benefício muito maior?

Pensemos: 7% dos blogs é mais que 10% do valor percentual de propaganda (65%). Acredito que o volume investido no primeiro não chegue a 3% do que é investido no segundo.

Continuando, Brand website aparece com 22%. E por experiência própria, sei que o valor investido não chega a 5% do que normalmente é investido em propaganda. E mais, o que é investido em Other sites (consideremos de mídia social, publicidade online, sites afins, internet press releases a links em sites de parceiros e assuntos relacionados ao produto).

E especulo um pouco mais: qual o custo e qual o ROI efetivo de ações online bem posicionados e outdoores, mídia externa, TV?

E estou querendo saber de quantidade de consumidor engajado, indo à loja, comprando, número reais e relevantes (não aqueles números criados pelo David Copperfield) ou mera medição de buzz, que muitas vezes só vende ego e a própria agência em Cannes.

Exemplificando, no A Vida Secreta, de junho de 2008 para cá, ocorrerm 3 ações promocionais: 2 publieditoriais e 1 "combo" conto + reviews: Um publieditorial para a Pantene, um para um site de relacionamentos e o combo para um fabricante de acessórios eróticos. Todas as ações com boa visitação, todos com uma média razoável de tempo gasto na página (ou seja, o usuário realmente tomou conhecimento do produto) e tiveram uma taxa de conversão (pessoas indo ao site destino da campanha, a partir do post) acima de 10% no primeiro mês e 5% após isso. Com detalhe de que a ação continua enquanto o site continuar e que a pertinência da ação e adequação ao nicho do site aumenta exponencialmente a chance de atingir consumidores qualificados e interessados no produto/serviço.

gora, a pergunta: um comercial de TV na Globo (brigando com o TiVO e o Zapping), um anúncio de página dupla na Veja (concorrendo com outras 70 páginas de publicidade) ou um outdoor em ponto nobre demandam quanto de investimento e geram quanto de engajamento (e faturamento, afinal) do cliente desejado? E se compararmos o alcance dos meios? E a audiência bruta, aquele monte de gente vendo o nome de sua empresa, marca, produto ou serviço? (Aliás, o Michel questiona essa desproporção entre investimento e visibilidade em websites numa das edições do PodCrer)

E a pergunta filha: não passou da hora do mercado repensar a sua lógica e seu funcionamento?

Pensem nisso agências, produtoras e anunciantes.

'braços

PS: onde lemos "Talking to friends" está incluso conversar através de serviços como MSN Messenger, Google Talk, Meebo e redes sociais como Orkut, LinkDin, Via6, et cetera?

Been awhile since I've been out with a few good women. Partying and drinking and shouting at each other through the loud blaring music and smoky air.

It was good, it was fun. We were shaking our thang on the dance floor and there were the usual suspects that made small talk in hope of a shag. Fine, call me cynical but hey, it's true no? And let's face it, it works both ways.

Funnily enough, it was a bit of a "reflective" clubbing session. Almost like a Zen moment in the most un-Zen place. I had a completely different perspective for once and I mean literally. I sat down amidst standing dancing people and had bums and crotches in my face. While I avoided lit cigarettes and elbows, suddenly the world inside looked very much like the world outside. Let me explain.

Everyone here made an effort to look hot (at least presentable). They've put on their sexiest, whipped out dancing shoes and gone to the ATM or checked their credit and braved the KL Traffic AND crazy parking to be here.

Why the effort?

For fun, friends, alcohol, music, sex or even love? Perhaps to drown their sorrows and forget for awhile.

I think not.

I looked around and I realised that the universal truth that keeps the outside world going keeps the world here going too.  

And I believe that the truth is this - we cannot be by ourselves. We are constantly looking for some form of connection; a kindred spirit. Our fight for individualism is only validated when it is a collective. A cool collective perhaps, but still, a group affirmation. I think perhaps it is worse now, especially for my generation (which I term the lost generation) because we're an interesting but fucked up concoction of -

1 part Old World : 1 part Modern/Western : 1 part Digital Age

This combination has made us multi-tasking, parental approval-seeking, English speaking and culturally confused abnormalies.

We try to seek our own space and I am certain that we enjoy our private time. But quite frankly, my generation -more so than the one before and after- are distraction addicts. We are absolute rubbish at being alone yet at the same time, we've forgotten how to make real connections. Our dilemma lies in the fact that we want too many things at the same time without "compromising" our individualism so much so we end up with half-assed relationships and purple livers.

Perhaps I'm being a bit too narrow-minded here. Or maybe it's a projection of my own weakness upon others. Whatever it is, I reckon that anyone who reads this can relate, even if it's just a little bit.

(Via Mashable!.)

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HT: (Via Marathon Pundit.)

ACORN: A very bad nut

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www.foxnews.com

Originally uploaded by paulswansen

What happens when the Headline writer and the story writer don't talk?

HT: (Via Ace of Spades HQ.)

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HT: (Via NewsBusters.org - Exposing Liberal Media Bias.

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I was just wondering is all, can anyone help me understand the whole process.

I was in a Christian bookstore the other day that was successful for many years and it was closing its doors. The owner said he was "getting out of the business," which of course means that he couldn't make any money doing it anymore. While I don't always appreciate the $19 CDs at the Christian bookstores or the Christianized logo ripoffs, I do feel a little sad that this store is no longer with us. It makes me recognize that things are more temporary than I realize.

Christian bookstores aren't the only ones who cannot compete with Amazon.com and eBay. Stores like Barnes & Noble, Borders and many record stores are also closing or scaling back. As a consumer online competition drives prices down, but if there are no physical stores where will we take our Christmas presents back? Yet we must realize that it's only a matter of time before the government manages to take a bigger cut on online sales.

The net is great for buying all sorts of items, but I wonder how long stores like K-Mart, Sears, Best Buy, Circuit City, Microcenter and others can hold on before "going the way of the bookstore". How can a store compete with an online business model that has no overhead? Well, I guess I'm not too worried because I know that there will always be things that are too big and too expensive to ship. And until Wal-Mart goes out of business the retail stores will stick around.

Comedy duo Tim Heidecker and Eric Wareheim have graced us with a parody of the madness that is the branded TV show one often finds on cable. The two created a fake TV show called "Jim & Derrick" that is heavily sponsored by the fictional adult beverage Turbo Fuel Energy Drink and the equally fictional Vista Fresh Mobile. Geared toward 18-30 men obviously, this reveals the blankness of how marketers think: since this crowd isn't paying attention to ads, we'll force the brands into the entertainment. The show is light on content, high on post-production, and full of name dropping.

[vodpod id=Groupvideo.1534597&w=425&h=350&fv=id%3D8a2505951bc80ed4011c0b2ed14d038f]

Jim & Derrick