Posts Tagged "top down"

Facebook ad failure?

Jun 07 2012

             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 the efficiency of Facebook adcampaigns:  Four out of five Facebook Inc users have never bought a product…

The Last Advertising Agency on Earth

May 25 2011

In order to answer some questions I got recently, I am going to re-use part of a blog post I wrote some time ago, as it comes in nicely here. Society, media, consumption and media use are changing. Advertising must follow suit and evolve/adapt… or disappear. It is doing so, moving on a continuum from top-down over permission to participation: traditional marketing communication: push – attention – interruption – one-way – top-down…

Livertising 5: Interruption – Inbound – Interaction

May 10 2011

Last but one. One more lecture this week before next week’s pitch. To make your life easier while making notes, here are the handouts, in two parts. First I’ll conclude Livertising 4. Then I’ll highlight some more specific aspects of Inbound communication and Interactive communication – some elements that may also put some major elements of the course into perspective – and improve understanding! We’re going to use some monitoring tools to…

Heineken says “thank you”. Conversational, right?

Mar 04 2011

In a recent marketing move on social media, Heineken got massive “Likes” on their Facebook page. Now, if you’re on social media for the right reasons, you have understood what the difference is between top-down and permission marketing. And you have clearly opted for the second type. This is clearly the case with Heineken, with a video where the beer giant says “thank you” to its fans, thank you for “liking” the…