Our Spotlight column in the Jun ‘08 edition of ESOMAR’s Research World. Grab your copy here.
Ladies and gentlemen, we are privileged to witness the start of a new movement. A movement that is revving up to do what The Cluetrain Manifesto did for marketing communications. Welcome to VRM.
Remember ‘The Cluetrain Manifesto’? It’s the book co-authored by pre-eminent marketing practitioners including Harvard University’s Doc Searls. It coined the phrase “markets are conversations”.
Well, Mr. Searls is at it again. Not satisfied with inspiring consumers to use the web to redress the balance between marketers and consumers (e.g. via blogs), he wants to move things up a gear. And blogging strategist Adriana Lukas is along for the ride.
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Our Spotlight column in the Dec ‘07 edition of ESOMAR’s Research World. Grab your copy here.
Barely nine years old, few would deny that Google has had a significant impact on the world. But does Google bode well for the MR sector?
Mainak Mazumdar, VP of Measurement Services at Nielsen//NetRatings, probably sums it up best: every time, he notes, someone steps on a Google property, Google gets a bit more insight into their behaviour and, as a result, a bit smarter.
And as attention continues to shift online, and Google solidifies its position as a dominant destination, it is clearly becoming more adept at understanding not only consumer behaviour but also intention – i.e., when you enter a search query, you’re telling Google what you want to see, read, buy, do etc. And Google takes advantage of that to give you ever more relevant results.
So could this understanding one day trounce what MR has to offer?
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9mins
STARRING
Max’s career to date has covered internet measurement (Media Metrix, comScore), WoM and CGM (Nielsen Buzzmetrics). He’s a well known and respected marketing blogger and is passionate about making advertising compelling and relevant (so much so that he moved to online advertising firm Clickable shortly after this conversation).
The conversation covers Max’s views on engagement, defensive branding and, increasingly an issue, the trade-off between advertising-driven business models and consumer privacy, a la Facebook’s Beacon and Google’s purchase of DoubleClick.
BTW, Max and I briefly met at Nielsen’s eery-feeling Manhattan HQ, during a recent US trip. After a relaxing sushi lunch, we headed back to the office to record the above chat and props to Max for making time even though it compromised his prepping for a major client conference.
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“Part of my job description is to get into trouble…we’re supposed to be thought-leaders.”
EXCLUSIVE BT’s Futurologist, Ian Pearson, on the increasing impact of technological change, being a thorn in BT’s side, the growth of podcasting and social media, increasing concerns over privacy, and trends that affect the research industry
STARRING
Recorded live at ESOMAR CONGRESS ‘06
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Standard Podcast [18:44m]:
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GUEST Lucy Green, VP of Marketing, Nielsen//NetRatings
TOPICS Cinema advertising income up 10%; Surveys can influence purchase decisions; BIG summer party; ESOMAR Congress preview; Weekly show hiatus
NETRATINGS: Internet survey meters; Panel size; Privacy issues; NetRatings vs. comScore; Social media/blog/podcast measurement; NetRatings rolls out expanded panel; Custom analytics; NetRatings vs. online researchers
NOTABLE MENTIONS BIG, comScore, David Riley, David Smith, Duke University, ESOMAR Congress, Gailynn Nicks, Gavan Fitzsimons, Gfk NOP, Google, IAB, Illuminas, IPSOS, Nick Thomas, Nielsen Media Research, Phyllis Macfarlane, Royal Bank of Scotland
Music 2006 Pl@stic Soul and Irene from the PMN
Series:MarketingTalk Series:AdTalk
Series:Weekly
Standard Podcast [26:59m]:
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