On Wednesday I had my first visit ever at a publisher. I was excited and thrilled, but also a little overwhelmed by the great trust laid on my shoulders by my old thesis supervisor who kindly asked my to join in on the next edition of his legendary book “Tilrettelæggelse af information: Kommunikations- og kampagneplanlægning”. Even though the last book was published in 2006, the evolution in the field and especially on the digital front makes even yesterday feel old. So we have been talking for a while about re-writing it with a more digital perspective, and with a more cross-media campaign overall view.
This lead to this meeting Wednesday and it looks like we are starting up with the project right now. But our first big issue will be handling how to integrate the whole digital perspective on a book which doesn’t really discuss media, but more ground theory on how to plan. Where does digital fit in here? If it is awarded a chapter it will look like an area isolated from the overall strategy, which is the main attitude I try to fight everyday working with strategy and comms planning. But if we don’t address the digital issue of planning directly, will the readers be able to understand how the theory applies to digital?
This really is a hard question and we been back and forth a couple of times, but I think the solution will be to address digital as just another channel, and use cases and exercises to highlight how the discussions and theories can be used just as well on digital media. This is the solution. I’m happy about it. But means I have to write up a whole lot of digital cases during the weekends to come.
I had the pleasure speaking at a seminar yesterday arranged by Jørn Moesgaard and just want to thank all people there for a nice and interesting afternoon. Preben Mejer made a fashination presentation on Innovation Labs thought of the future.. Eventhough it was hard to see the audience in the very bright spotlight, I got some nice interesting comments afterwards and it seems that this subject is on all marketers mind these days.
We started talking about this at our zoomsession at Aegis in february, and from this we wrote a little summary. So I put it here for download if anybody is interested.
This website is a great example for how companies has to be consious about respcting peoples time spend on their communication. I love the idea about giving the possibility on how long time you’ll choose to “give” the company and the idea of seeing advertising as time-bandit, which is a good point here.
I just need to say that I’m properbly a little bit coloured due to my cooperative (isobar and carat is joined in the aegis network) with isobar, but anyway – I like it a lot.
Watch it here or here http://www.isobar.net
Give them a bit of your precious time 🙂
All that talk about engage the consumers – Nokia did it very explicitely. And who said traditional advertising is dead? If we start to reinvent the notion on CPM and reach and start interacting with the consumers, traditional ads – used untraditionally – can be very usefull.
Linked from Wired and Darias blog.
We often discuss if the future media user is willing to pay for high quality on-demand content. The creators of Jalipo must think so, and after a while browsing the (still limited) content and interface I think I’ll agree for now. If the pricing is right – as it seems here – and the interface is easy to access, have a smooth feel and appeal I think it will be able to attract customers. Can’t find much content there yet, but it works and if they manage to broaden the catalogue I’ll definitely be back…
The thing I admire most and which seems most innovative is the idea of paying per minute which leaves the opportunity to quit something I really don’t wanna see anyway..
Posted in content, digital, digital TV, Everyday life, interactive TV, Jalipo, mass-media, online, online video, pernille fruensgaard, TV