simbly change

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Simbly Change

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Simbly Change

When i decided to add a blog to my Linked-in profile, it took me to the WordPress application. And presto! I needed to fill in a few forms, including this one – what would you like your title of your blog to be? And in the next few moments i had to rake my brains for a suitable title, and after dismissing a few, settled for “Simbly Change”

So why “Simbly Change”?

To start with “Simbly” is spelt wrongly, it should be “simply” and not “simbly”, and so i have knowingly chosen it. But why? To make a point that we all need to break free of our shackles and question “so what?” and if it does not harm any living thing, think afresh and move up to a better life or on to greater heights.

For example, if “simply” is spelt as “simbly” and we all understand it as “simply”, then why do we say that it is wrong? If “simply” is pronounced as “simbly” which is common by malyalees in the state of Kerala in India – why is it considered wrong? If you can have UK english, and US english, where spellings and diction differs, then why not Indian english, or malyalee english???

So this blog is going to be about change, innovation, and ”so what ???”… Its going to be about exploring new boundaries, and questioning current thinking and practices… Its going to be about earthlings and not americans or chinese or indians… its going to be about making planet Earth a better place to live in, and its going to be about exploring new frontiers in this universe and beyond…

So welcome to”SIMBLY CHANGE”…

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Written by christief

January 16, 2009 at 6:53 pm

Future of Advertising – Digital Pull Advertising

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Advertising in the digital space

The future scenario – circa 2013:

The year Jan 01, 2013, planet earth is recovering from a major catastrophe. People are beginning to consider themselves as earthlings instead of American’s or Chinese or Indian’s. IP addresses have become the defacto standard for identification of an individual. The number of website url’s have come down to less than hundred. Wireless internet is there everywhere, and information flows fast. All financial, academic, commerce, entertainment, medical and governmental transactions are through that nano mobile device one wears around the wrist, coupled with a ear stud for speech and hearing. Information display jumps effortlessly from ones wrist to a bigger screen or an audio device.

Brands have lost their power to influence buying, and can no longer take advantage of off-shore manufacturing in low cost centers.

Consumers are networked based on their needs, and they decide what they want to be manufactured, and the price they are willing to pay for it. And the brand name that goes on it. The consumer is finally the KING.

This is a scenario that can happen, but like its our wont, lets keep it aside and focus more on the digital convergence scenario that is unfurling around us and how it affects our marketing communications today. So let’s go back a little where the digital era started, focus on where it is today, and what it can be tomorrow.

The start of the digital era…

The internet started creeping on us gradually, from “i am connected to the computers within my workplace, to wow i am connected to a lot of computers around the world. And i can access information about companies, products, services, news, entertainment, tidbits from across the world. Information that normally is difficult to come by, costs a lot, or necessitates travel. I am no longer dependent on the sales guy for information about the latest products, or the service engineer for a driver upgrade for my device, or for that matter the postman for my letters, or the newspapers for my news. And now i watch television less, because i see all the videos – be it news, sports or entertainment, on the internet, whenever, and wherever i am, at my convenience. So no more rushing back home to catch a programme on TV. And finally shopping, the boring everyday needs of mine, can be done online, and have it home delivered, and so too my ticketing, and banking. I am a social animal, and with the internet i can be social, while i am alone! I meet more friends, interact with a lot more of them, am aware of their existence, and they of mine, all from the confines of my keyboard. I can say a hello, to a hundred of them all at once, even though they are all in different geographies, with just a click. And i make more new acquaintances based on my subject interests. So now i go and do what i want, and no longer have to do what comes to me – Whether its reading the news from that newspaper at my doorstep, or the TV programme at 7, or the music from my radio at 10. I do all of it from my laptop, yes its replaced my newspaper, radio, tv and more. Welcome to convergence, one device many applications, and its not just a computer, its also phones, and its slowly moving to TV sets, refrigerators, cars, billboards, and more…

The decline of traditional media and the rise of digital media

Traditional media – print, radio, & television, have always been constrained by time, place and cost. And surprisingly with the internet, media is no longer constrained by time, place or cost. Which poses both opportunities and threats. From a defined demographics and psychographics to a fragmented audience, from a fixed time audience to an audience anytime. From a geography defined audience to an audience from anywhere in the world.

For a consumer, finally he was free to consume content from anywhere in the world, whenever he wanted, and at almost no cost. Newspapers now have their e-versions, TV Channels have their video’s and more online, radio is available online, and most of them for free! Out went the encyclopedia and in came the wikipedia, out went the library and in came the Google (which is going on to digitise most of the books in the world). Out went the atlas and in came google/yahoo maps. Companies & products, brochures, catalogs, videos are all available online. Sites like Joost offer you entertainment from around the world. And for a virtual experience, there are sites like second life, that provide you an avatar to transform into when you are in a virtual world. Online gaming, now allows you to challenge anyone anywhere in the world to a game, and have partners playing with each other, even from the 4 corners of the world. All this without too much of interruptive advertising. Till, someone figured out that there was money to be made from advertising online.

Online Advertising

Online advertising, is presently dominated by technology companies, who have suddenly realised that there is more money to be made from advertising than from selling their technology, and so we have Google, which started off its existence as a technology company developing a search engine, becoming the biggest advertising company online.

Online Advertising has a number of formats available – Adwords, Banner ads, interactive banners, rich-media banners, video advertising etc. which are based on push advertising & Some of the different forms of pull advertising is Exhibition, Blogs, Online Games, Entertainment content, Contests, Information content, Applications, Social causes, opt-ins for updates etc…

The consumers preference would be for Pull advertising, and not Push advertising which is intrusive, interruptive, and might not be relevant.

Brands, Advertising Agencies, Media Buying Houses & Marketing Consultants would need to find the right balance between push & pull advertising to get across their target audience and deliver their brand communications.