Browsing: Opinion

Opinion
Charity begins at home (and ends up here)
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There is often great creative work found coming from charity and social messaging. It may have to do with the fact that often the only measure of success is if it gets people talking. Also, it is often done for free, so there are fewer pressures put on creativity by clients asking to ‘improve’ ideas. And perhaps ad creatives believe in the product more than if they were flogging toilet cleaner. Whatever the reason, there is plenty of good stuff to be found. 

Opinion
Radio changes stations and social media goes pro
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In this installment of Michael Carney’s Marketing Week: What’s the frequency, Kenneth? Big corporates to social media: ‘Hey, you can actually make us money’. So how can New Zealand businesses tap into it? Virtually possible: eWestfield on the cards. Rupert Murdoch begins his paid content experiment in earnest as the timesonline.co.uk closes its doors. Close enough is not good enough when it comes to advertising, as one Christchurch car yard recently found out. Google plans its next assault. This time, music.

Opinion
Made-up number used to show benefits of World Cup ‘victory’, non-sponsors ambush e-chatter
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After the stunning All Whites victory last night, which 593,800 Kiwis watched on TV One and 150,500 watched on Sky, FIFA’s worst nightmare, a New Zealand vs South Africa final, is still on the cards. And while a range of lying geeks pull numbers out of the air in an attempt to quantify how much the “lost productivity” will cost the nation, stunning new research by StopPress reveals the victory has actually made the nation more than $45 million in terms of increased patriotism (text received after final whistle: “I am having kittens. I have died and gone to heaven. I love sports.”) and vuvuzela sales. Anyway, everyone knows the result of the match (apparently we’re part of Australasia now). But who’s winning the World Cup brand wars?

Opinion
McDonald’s turns on the gaydar
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This week on Wammo, Pound and Mash, fast food gets political in France; Australian cuckolds up in arms after an Ashley Madison ad gets banned; Hi-Tec ignores the laws of physics and tricks the gullible by inventing a fictional sport; and Google gets a slap in the face with a fish from one of its competitors. 

Opinion
Trade me jumps on the e-commerce bandwagon
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In this installment of Michael Carney’s Marketing Week: Trade Me gets with the daily deals programme iAds steam ahead in the US The BBC begins what might be a new paradigm for paid content online Social media reaches the tipping point RIP, Independent What will this year’s most popular sales and lead generation strategies be? Get your names in the hat for the third Social Media Marketing eCourse. And there’s even a new option available for the ‘time-poor’.

Opinion
Dolphins frolick gleefully, eventually go under
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Close your eyes for a moment and think about insolvency. What do you see? Financial despair and suffering? Complicated court proceedings? Defamatory anonymous comments on websites? Aggrieved creditors chasing dodgy shysters through the woods with pitchforks and flaming sticks? Or frolicking dolphins, leaping about playfully in the ocean?

Opinion
Facebook: it’s about money, not privacy
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There have been lots of conversations recently about privacy, specifically in social media. Mark Zuckerberg, founder and head-honcho at Facebook, got very sweaty when discussing the topic recently. So if Mark Zuckerberg, one of the pioneers of the share everything world we live in, is getting sweaty about ongoing privacy concerns, then perhaps we should all be worrying.

Opinion
Television and the ravages of time-shifting
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In this installment of Michael Carney’s Marketing Week: As TV watching habits change, audience measurement is changing with it. Is social buzz leading to more ka-ching? Nielsen says ‘meh, not really’. Online video is hot. And B2BTV hopes to tap into it for the New Zealand market. Can our internet infrastructure actually handle the iPad? Whitcoulls launches an e-reader. But, without cellular connectivity, will it be able to compete? Data-driven coupons show their worth. Survey your way to a fitter, healthier marketing you, and expand your mind by getting a spot in the third Social Media Marketing Course.

Opinion
Recounting the commodities cost
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I read with interest in the latest edition of NZ Marketing magazine about the issues around media being commoditised and how the four representatives of the CAANZ media committee propose addressing it. Strangely, these representatives are quick to put the blame on advertisers and procurement people but don’t acknowledge that media agencies have been responsible for the commoditising of media – not just overseas, but here in New Zealand.

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