Case Study: Four Seasons’ Digital Media Strategy
In a study recently published by world-renowned hotel chain Four Seasons, digital media were hailed as an absolute ‘must-have’ for marketing and branding activities in luxury travels. For a relaunch of the hotel chain’s website, the company had surveyed their target groups world-wide asking for the expectations and needs of travellers. The results were not [...]
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Why an e-mail address is still worth more than a Facebook-like
E-mails are out. E-mails are a thing of the past. Companies like the French IT-service provider Atos Origin publicly announce that they intend to pass on e-mails in the future and to completely reorganize their corporate communication – by using nothing but social media tools. ‘The 2010 U.S. Digital Year in Review’, a report of [...]
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Case Study: Traditional advertising goes digital
Digital media, increasing mobility and social media radically transform the advertising market. Advertising in 2015 will be digitalized and personalized like never before. Traditional, linear advertising will become more interactive. In the following we have collected some exciting examples to showcase how advertising will look like tomorrow. Have fun watching! 1. Interactive road movie: Mercedes-Benz’ [...]
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The Battle for Reach: Online vs Mobile
Penetration rates in Germany According to AGOF, 72% of Germans aged 14 or above are active Internet users, meaning that they were online in the last three months. The active Internet community is made up of male and female users at almost equal numbers (53% and 47% respectively). Only 13% of Germans make use of [...]
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Top US Viral Campaigns in February
More than 230 million views! Two weeks after the Finals the Super Bowl advertising spots still receive a huge number of hits. Still on first place and thus the winner of February’s top US viral campaigns is Volkswagen’s “The Force” spot featuring Darth Vader – 3.5 million views last week only. Ever since the launch [...]
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Award-worthy BMW advertising – not created by BMW
The potential of digital media for emotional brands seems to be unlimited. Without any efforts of the brand itself, social media could make everyone a passionate and credible brand ambassador. Take American user Bill Costello as an example: Bill’s father has been a proud owner of a legendary BMW R50 motorcycle from 1958. The son [...]
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US Top Ten Viral Advertising Campaigns in January
Almost every day a new video clip makes the headlines on the Net. Recently, the most popular clip was the one about Ted Williams, a homeless individual who is gifted with a quite extraordinary voice. The clip featuring “the man with the golden voice” was clicked 31 million times. His voice not only made him [...]
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Google predicts golden age for display advertising
Google executives announced last month at the IAB Mixx Conference in New York a paradigm shift in display advertising: While the market today is characterized by static display ads, they should become much more attractive within the next five years, especially through the integration of video content and social media. In addition, a more than [...]
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Apple’s new money making machine? iAd
“We think most of the mobile advertising really sucks”. With these less than eloquent words Steve Jobs tells us what he thinks about current mobile advertising methods. During the launch of the new iPhone OS 4.0 operating software in early April he unveiled Apple’s new business idea: iAd. This feature will allow developers to integrate [...]
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