advertising
How to win at classifieds
First off, let’s be clear. We have to kill the phrase ‘online classifieds’. At best, it has the weary note of strained metaphors, like moving staircases and horseless carriages. At worst, it’s symptomatic of a dated way of thinking about the world. These days, winning in classifieds really means winning in markets. And that, dear readers, is a much tougher job.
Media shake up – only the moguls will gain
The Packer deal took everybody by surprise. It coincided perfectly with the media reform announcements, but in fact had more to do with maximising shareholder value than with media reforms.
Here we go again
Everyone knows that business is all about cycles. What goes down must go up, and vice versa. With my dot-com scars so recently healed, I am loathe to be trumpeting another technology boom. But things are certainly afoot.
For miracle sales, get a halo
It seems like every bus shelter you pass features a back-lit silhouette of a dancing girl or boy with wires coming out of their ears. You don’t have to read the logo to know that it’s another ad for iPod. But did you know that the ad is doing wonders for Apple PCs?
Marketing: The media interview
Don’t be caught unprepared if a journalist calls your office requesting an interview. Preparation is the difference between good publicity and bad publicity. Here are some simple things you can do to maximise the outcomes of a media interview.
Media tips
One of the many reasons I love the work I do as a freelance journalist is that I get to spend a lot of time talking to emerging Australian technology companies. There is a vast wealth of incredible innovation in this country, embodied within hundreds of companies that will reshape the world in their own small way.
Marketing: what’s the buzz all about?
It’s a concept that has taken on many names in recent times, including buzz marketing, viral marketing, word-of-mouth, word-of-mouse and stealth marketing. Whatever you call it, the concept is simple: using customers to create a conversation about a product or service.
The power of tittle-tattle
Greetings Anthillians! I’ve been sipping a glass of fine wine and contemplating the grapevine. Word of mouth has to be the most powerful form of advertising. How else could a brief conversation by the water cooler precipitate the purchase of a $300 dollar bottle of plonk? Professional antagoniser, Ray Beatty, is on the case.
Ant Bytes — AA17
If you’ve ever received an invitation to a wedding being held interstate or overseas, you’ll know that sharing the love can be expensive and time consuming. But with technology doing more and more of our leg work these days, more palatable options were bound to emerge.
Australia’s innovation blind spot
I recently had the good fortune to host the Commercialisation EXPO 2006 conference held in Melbourne. It covered all the right areas and was a great success, but it is clear that one troubling issue remains – the chasm between innovation and marketing is as wide today as it has ever been.
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