LIVErtising September exam

LIVErtising September exam

Some of you have been wondering about this: the second session oral exam schedule. No more: here is it! Switches are possible, as long as they involved two people, not just one! OK? I wish you the best, really! Share this with your friends…

Bridging the gap to LIVErtising

Bridging the gap to LIVErtising

The course in English in Master 1 at IHECS is called “Issues in Marketing Communication” and is scheduled in the second term. It is branded LIVErtising. In order to bridge the gap in your English curriculum between September 2014 and February 2015 I’ll ask you to team up in pairs to select and read one English book.   Reading for Marketing Communication The book should bear a clear connection with your major,…

Digital Marketing in Concepts

Digital Marketing in Concepts

Digital is not a medium, it is a channel. Digital is a chameleon: it may be interruptive, inbound or networked. Digital is not mainly a technology, it is an approach where the technology is the engine, data is the fuel and people, the human, are in the driver’s and in the passenger’s seats. Digital is an exploding professional field with real job opportunities. Oh, and digital is increasingly mobile! But digital is…

The Digital Advertising Landscape: LIVErtising 14.8 student notes

The Digital Advertising Landscape: LIVErtising 14.8 student notes

Scanning the digital techniques for advertising Possibilities to use the web to advertise are exploding in number and nature. “Digital advertising” is so rich in possibilities that it is now an empty word as long as you do not specify what you have in mind. Here are a few of the techniques that make up the job of online advertising practitioners – please tick those you are familiar with:   affiliation RTB…

LIVErtising 14.7 Advertising goes online

LIVErtising 14.7 Advertising goes online

  In a very recent document the IAB, Interactive Advertising Bureau, partnered with PWC to publish the latest Internet Advertising Revenue report. This is key information for anyone interested in the evolution and present state of online advertising. Here is the document:   One of its key indications is that while cable TV advertising revenue was already outpaced by internet advertising revenue two years ago, in 2013 broadcast television revenue  worldwide was…

Social TV: Havas Media lecturing at LIVErtising (2/2)

Social TV: Havas Media lecturing at LIVErtising (2/2)

LIVErtising welcomes Erwan Bras from HAVAS Media to introduce social TV SRP metrics   With this second post devoted to Social TV (here is the first post) and its implementation in Belgium by Havas Media I want to thank Erwan Bras and Corinne Verstraete for introducing us to the views, insights and practice of a major player of social tv in Belgium. Here are some main elements in Erwan’s presentation: the present…

Three stones of knowledge: LIVErtising exam information

Three stones of knowledge: LIVErtising exam information

I am answering here questions from my admasters students at IHECS concerning the course exam. What will you be expected to do? Looking for the schedule? Scroll down the page! Read the small type if you want to move the date forward to June 3. The exam will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To illustrate what I mean, here…

Social TV: Havas Media lecturing at LIVErtising – welcoming Corinne Verstraete

Social TV: Havas Media lecturing at LIVErtising – welcoming Corinne Verstraete

One of the tenets of #LIVErtising is the statement: “Media have become more like people : they are social again”. This means we cannot understand what is happening today with the traditional opposition between top-down (interruptive / intrusive / traditional / one-way) and bottom-up (inbound / two-way / permission) communication. A third element is needed: networked communication. I illustrated this previously in this way:   There is a close connection with the…

8 Listening dashboards: Social Media Monitoring102

8 Listening dashboards: Social Media Monitoring102

  In SM101 we discussed why Listening has become (again) a necessary stage in our interaction with our audience, our conversation. The question how to set up a social media monitoring facility is developed in our LIVErtising 14.5 slides entitled “Listenomics”. Starting at the beginning, we covered the listening fundamentals together during the lecture: RSS – vertical search engines – Alerts . No more about this here. I consider you have started…

Bookdating: taking care of the language side

Bookdating: taking care of the language side

Last week we held our first #Bookdating session – in very uncomfortable conditions. Still, you grasped the opportunity to have interesting exchanges based on your book reading, in English. Next to this, most of you have now uploaded their abstract to the Bookdating Forum. The next step is to start communicating on the forum, commenting the abstracts. A requirement is for everyone to make (at least) two comments based on an insight…

Social Media Monitoring 101

Social Media Monitoring 101

The fifth stage in our journey through participatory advertising focuses on Listening. The  Advertising Research Foundation defines “listening” in these terms:   The study of naturally occurring conversations, behaviours, and signals that may or may not be guided, that brings the voice of people’s lives into the brand (Stephen Rappaport, 2011 – see the ARF’s Listen First Blog) Many major advertisers have started taking this activity very seriously. One of the first big…

Studentsourcing – how IHECS students curate

Studentsourcing – how IHECS students curate

In this short post I am glad to share with you. LIVErtising is about participation, and it is based on participation too. Master 1 students in marketing communication at IHECS have taken to content curation to contribute to the course we’re building together . To give extra visibility to their content selection, I have started a new list on List.ly  I use List.ly as a social bookmarking platform to share content I have…

Today’s consumer decision journey

Today’s consumer decision journey

  Last week I invited LIVErtising students and followers to make a mental switch to “mobile first” communication. To introduce the “mobile first” mindset we watched this video from Guatemala. It shows how a retail chain was creatively able to hijack buyers from its competitors. Here is is again, to view more at ease:   One insight we may gain from this video is how important it remains today more than ever…

The state of mobile february 2014

The state of mobile february 2014

  When last week we analysed the evolution the consumer has presented recently we had to leave out the last change we need to cover to set the background of our LIVErtising – participatory advertising – journey. The consumer is decidedly mobile – but even more, they are increasingly always ON. Here is an infographic that illustrates the rise of mobile today. It is entitled “25 statistics that will drive the future…

Book dating 2014

Book dating 2014

All LIVErtising student have selected a book in line with marketing communication and have also written an abstract. This only becomes meaningful when you can share the insights you won in this way with other interested people. This is what Book dating is about. Here is more information. Book dating is an ideas exchange during two lectures when everyone will get an opportunity to lead an exchange of ideas around their book. Taking turns,…

The Changing Consumer – LIVErtising 14.2 Student Notes

The Changing Consumer – LIVErtising 14.2 Student Notes

As promised, just on time, your notes to print and bring to our next meeting!  This is an embedded Microsoft Office presentation, powered by Office Web Apps. Share this with your friends…

LIVE update

LIVE update

  Just a few elements intended for #LIVErtising students, or anyone interested! On Wednesday April 23 at 7 pm IHECS and Master 1 #LIVErtising students will be welcoming Tom Palmaerts. Tom works with Trendwolves, a trendwatching agency, and has recently been awarded the “Trendwatcher of the Year 2013″ award in Amsterdam. Trendwolves present their activities in this way:             We are a research and marketing office with…

LIVErtising 2014 ready to go

LIVErtising 2014 ready to go

February is here again with its usual load of advertising adrenaline, the American Superbowl among its most prominent events. This year more than ever, word of mouth surrounding the game takes place before the moment itself, in approximately 8 hours’ time as I am writing this post, as much as during and after the clash between Seahawks and Broncos. Indeed, 30 of the Superbowl ads are already to be seen online to feed…

Do Twitter and Facebook help you climb up Google?

Do Twitter and Facebook help you climb up Google?

  Of course you want to be found on the web. Of course you want to feature in good place on the Google results page. How you achieve that is called SEO, Search Engine Optimisation. SEO is a subject we have already addressed on the LIVErtising blog , as it is a cornerstone of any online presence. One questions that keeps many people on their toes is whether you can leverage your Twitter…

10 dream jobs for your future?

10 dream jobs for your future?

I remember when I was a kid, don’t we all? One of the many questions that grown-ups kept asking me was “What will you do when you grow up?”. Tough question I was never able to answer, except for the youngest years when I imagined myself “being an Indian”, like in “cow-boys and Indians”! Children today probably have an even tougher time answering that question, as the professional world is far more…

Belgian TV goes social

Belgian TV goes social

  What’s cool about Foursquare is that you’re sharing your location and being seen in all kinds of places. But checking into a lot of different TV implies you’re a couch potato. So we need to answer the question: How do you make watching a lot of TV cool? _ Ryan Osborn, Director of Social Media at NBC News, cited by Proulx and Shepatin, Social TV, 2012. “Being a couch potato!” The expression…

Get to trust (Belgian) eTailing

Get to trust (Belgian) eTailing

eCommerce is booming worldwide. As the consuming world is increasingly “always on” and “mobile”, it is also more and more buying online from eShops. A recent survey from PwC enables us to focus on hard data to get a better understanding of the progression of online retail in many categories, around a dozen countries, drilling down the data with from very specific angles and with a wide range of questions. This is…

To get response, be responsive

To get response, be responsive

  You do not need to be a communication guru to claim that SO-LO-MO is not just a buzzword. Communication is now inherently social, local and mobile, which does not prevent it from keeping seemingly contradictory characteristics: it is for example GLObal as well as LOcal. This is something we’ve been hammering on in the LIVErtising approach. One major consequence for e-mail marketers shows in the inescapable fact: consider that very soon…

Three stones of wisdom: LIVErtising exam concepts

Three stones of wisdom: LIVErtising exam concepts

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. The exam will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To help you realise if you are ready to take the…

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