Hope you enjoyed your Easter break from the daily routine – and took the opportunity to go over the subjects we’ve covered together already. You know you can access the presentations in the Slideshare section at all times. This week, in LIVErtising #5, we are going to make an inventory of online advertising, blowing some myths(…)
<update March 7: timetable for the book dating sessions has been added at the bottom of the page> Book dating is an ideas exchange during two lectures when everyone will get an opportunity to lead an exchange of ideas around their book. In turn, you’ll each be responsible for such an “ideas table” during half(…)
Here are the student notes for our next lecture. We are going to get a glimpse of the technologies that fuel the participatory web. NOT because the technology is important as such, BUT to get an (approximate) idea of the main elements that make the web what it is today: an enjoyable multimedia participatory experience.(…)
Next Saturday, March 9, IHECS is to host a session of the renowned TEDx Talks: TEDxIHECS. The organizers, all IHECS students or alumni, introduce their project in this way: Inspired by TED talks and their genuine ability to move, connect and create a new sense of awareness and community, six current and former alumni at IHECS decided(…)
Our next lecture will deal with the art of listening, so fundamental in any good conversation! Yes, also in marketing communication. And this is pretty new in the field of marketing! Help yourself to the notes to facilitate your job, and please bring comments or questions. Please note that some slides (#2, 9, 10, 11(…)
Apparently a few students have not yet awoken to the potential of RSS as the fuel that enables networked communication to run smoothly. In a nutshell, the advantages of RSS are: to decide on your permissions: what content do you find interesting / useful enough to give it the permission to reach out to you;(…)
Research shows that reading is both a very economic and really efficient way of keeping contact with a language. In the LIVErtising course you’ll be invited to read a file of articles that are closely linked to the topics we are to cover in the lectures. You can access all the material of this “Background(…)
Here is the student handout for LIVErtising #2. It is subtitles: from interruptive advertising to networked communication over permission marketing. A journey through the three stages advertisers need to go through to tune in to today’s market. From now on, I’ll ask my students to download the document, print it in the format that suits(…)
You’re probably eager to know how well Doritos scored on the latest Superbowl! Right? This infographic from Whisprgroup gives you a glimpse of Superbowl stats, showing the UGC approach that Doritos has taken for several years now (remember the 2007 Live the Flavour video?) is still a safe bet: their amateur video garnered a positive(…)
Each year February sees the start of a new LIVErtising term for Masters students majoring in Advertising at IHECS, Brussels. The course focuses on the radical change that has been taking place in society over the past decade. Those changes have introduced new ways of connecting, which means new ways of communicating, which in turn(…)
Always eager to enlarge its footprint, Google now offers a very useful tool for online marketers, if not for marketing communication more broadly. It is entitled the Media Planning Toolkit. In Google’s own terms: “Planning campaigns can be tough, but Google can help you make the right decisions. Use this toolkit to find which Google(…)
Surprise this morning. Browsing my newsfeeds I came across the following two items. First, a newsletter item about the reach of social media among Belgian companies, provided by Digimedia. About 97% of Belgian companies are not active on social networks, while those who are active there only boast an average of 250 fans on their(…)
In his book Socialnomics, Erik Qualman draws attention on a basic fact: the time it took the radio to reach 50 million users was 38 years – TV took 13 years to do so, the Internet only 4 years, the iPod 3 years, while Facebook added more than 200 million users in less than a(…)
In a recent post Gaëlle Bodson made a clear statement of the relative pros and cons of the big three players in online advertising: Google Adwords, Facebook and LinkedIn. Three good examples of online interruptive/top-down advertising. Even more recently, the results from a Reuters/Ipsos survey throw some light on(…)
Here is a post intended for my admasters students at IHECS. It provides some background for their oral exam and confirms the indications I gave earlier, while being more concrete and complete. Basically, besides the “book dating” document, the exam will be based on three concepts from the course. You’ll draw at random three cards(…)
In a series of two blog posts specifically devoted to online advertising, we first listed nine important reasons why online has a bright future and cannot be ignored or ill-considered by marketing communication people. In the present post, Gaëlle Bodson, Belgian webmarketeer and Google Adwords Expert, outlines the respective advantages and downsides of Google Adwords,(…)