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, [...]
An element that came up in our journey in online advertising is the importance of landing pages. If the visitor to your site lands there after clicking on a link or banner – on a referral website, in an email or an a social platform – you must welcome them on a page that answers [...]
There is no reason to give up our good habits: here are the students’ notes well in time for you to print them for next lecture on Monday May 7, 2nd period, BV2. This is a catch up lecture for last week. So: print them for you to complete these notes during the lecture. Your [...]
In our analysis of online advertising there is one aspect that stands out: search. Search advertising, mainly on Google, is indeed the heavyweight in terms of adspend, because search is an important activity on the web. This is shows again in the latest IAB Adspend report. Globally this is called SEM, or Search Engine Marketing. [...]
Once in a blue moon (I like this expression, find it very poetic) it is good to return to the basics. Also in terms of language. I am offering here three exercises based on bookdating sessions. They are intended to get rid of some annoying language inaccuracies, ugly things you want to do away with [...]
Before analysing online advertising in depth in our last lectures, it is worth wondering: does online advertising have a real future beyond the present interest it is getting, and if so, why? The massive answer is: YES, online advertising is there to stay. Even more, its share is certain to grow steadily bigger.. It is [...]
One of the cornerstones of any communication is trust. When you consider entering in a real conversation with your audience, trust becomes even more important as a baseline. This shows the importance of the recent data published by Nielsen in their Global Trust in Advertising and Brand Messages report. It surveyed over 28,000 respondents in [...]
On May 3rd 2012 we are to take the Elevator Pitch for the Raz*War campaign introduced by David Hachez. Regarding the assignment for the pitch here is a short summary of your challenge. Principle : The Elevator Pitch Format : Work in groups of 4 with at least one man per group. Each group will [...]
At the heart of networked / participatory / interactive communication, there is a key activity. An activity that is involved in any real conversation. An activity that is new to advertisers, as it was completely absent from the “television advertising complex” (Seth Godin). You see what I mean? Yes: listening. When you’re involved in a [...]
Last week, twenty student from IHECS (first major in advertising and marketing communication) had the chance to go to the annual Netexplo forum (Netexplo is global observatory of the digital society), which takes place yearly at the UNESCO headquarters in Paris. This forum dealt with the new innovations in the digital world, and rewarded the [...]
Hear, hear: this week we’ll have the pleasure to welcome David Hachez aka The After. David is a Belgian social media practitioner. He has set up various ventures, among which Brandialog and, more recently, Raz*war, “A revolutionary shaving brand proposing quality shaving at fair prices”. This enabled David to garner the Bizz Starter Award (2010) and [...]
Time flies by! Here are your notes for lecture 3 already. It is entitled “The technical engine” and will make us peep at the functioning of participation in technical terms. DO download and print the documents NOW. I publish them well on time for you to do so and be ready to take notes. DO [...]
Book dating is an ideas fair during three 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 an hour, with five tables working at the same time. All the other students who are not animating [...]
Here are the notes for the second part of our LIVErtising course. It is entitled “Social Branding”. I recommend printing these notes and bringing them to class this Thursday. First, the PDF version, which is easier to print out. Second, the PPT version. Added Feb 27 – here is the embedded video from the PPT. [...]
If you look up at the header of the blog you’ll see the different pages – one of them is the “video gallery“. This gives you access to most of the videos we’ve watched together. For you to watch again later. Now, some of them provide some key information to understand the LIVErtising mindset, the [...]