Rupert Murdoch isn't a man fearful of competition. Indeed his business is grateful for it, as the man in Cannes announced, whilst neatly shooting across the bows of Facebook with a 'flavour of the month' barb. (Admittedly, for quite a few months now). As budgets get tighter, the competition will hot up from an advertising perspective regarding comparative media value, but the social computing trend continues to grow and develop depending on the usefulness of the environments and the 'free' media exposure from search and social applications remains the biggest threat. We need to reach eyeballs with messaging, but applications (widgets and so on) whilst still relatively small in terms of uptake, provide good return in terms of time spent with a brand or usefulness. I was reminded yesterday of the David Ogilvy comment paraphrased as - don't allow your consumer to enjoy the ad too much as he may remember it but not what it's for - in the case of applications that live in social media environments, it's pretty clear who it's for and why it's useful. If we can link them to sales, even better.
Alastair Duncan
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Member since: 03 Jun 2008
Last login: 17 Nov 2009
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