Couple of weeks back, I was in Malaysia, attending a 5 day workshop on Advertising during these times (read tough times). Everyone was of the unanimous opinion that times are indeed tough, especially for the advertising industry. With lower profits, bleak economic forecast, companies are cutting down their budgets – especially their marketing budgets.
While the overall mood was somber, everyone were gung-ho about digital medium. Internet / Mobile they say are the way to go. Advertising can be measured, sales quantified, and at end of the day – the client gets to see the ROMI (Return on Marketing Investment)
What makes digital such a favorite amongst marketers and advertisers is the fact that controllable, measurable, and all on real-time basis. Until the advent of Internet, most marketing campaigns were like a bullet released – you could only aim and shoot; once the trigger is pressed, you had no control on it… however, now it is like a guided missile – you can target, shoot, change direction in mid-air, change target, do anything and everything till the last minute – this greater degree of control is what everyone likes.
The marketers and advertisers are saying that - Consumer is the King. This is the biggest hoax. No Brand or company would like to leave the control of what they own into the hands of the multitude. No, it is only that they (Marketers & Advertisers) want the ‘consumer’ to ‘believe’ that they are the King. When was the last time you changed your toothpaste saying that “I do not like this company/brand anymore”. Closer to the digital world – there are numerous blogs, BBs, comments, about Microsoft and its offerings…. Reading those bits online would make one believe that half the internet population is against Microsoft and its products… but Windows/Microsoft products are by far the ubiquitous thing that is in 90% of the personal computers in the world.
As humans, we tend to ‘quantify’ everything… it is our ability to ‘count’ that helped us reach where we are today in the evolution process . Performance of any individual or activity needs to be measurable. The success depends on the measurability factor. Advertising of all the promotion activities used to make up for most of the budget, but was the least directly measurable activity, thus far. The digital advertising opportunities, with the measurability factor put in is a boon for all the marketing managers – here is something that has proof of performance attached – not just the creative or something vague like “brand connect”
The rise of social media in the digital world has brought in a new problem – consumers have began talking in the cyber-space; this worries the brand managers and advertisers – as this gives the consumers a platform to vent their feelings (especially if negative)about a product attribute or service guarantee denied to their expectations.
But a good brand manager would know what it takes to make the consumer believe that he / she is in control… while actually the story would be something different… very different
Cheers
Santosh
Jumat, 07 Agustus 2009
Random thoughts on Digital Marketing
Couple of weeks back, I was in Malaysia, attending a 5 day workshop on Advertising during these times (read tough times). Everyone was of the unanimous opinion that times are indeed tough, especially for the advertising industry. With lower profits, bleak economic forecast, companies are cutting down their budgets – especially their marketing budgets.
While the overall mood was somber, everyone were gung-ho about digital medium. Internet / Mobile they say are the way to go. Advertising can be measured, sales quantified, and at end of the day – the client gets to see the ROMI (Return on Marketing Investment)
What makes digital such a favorite amongst marketers and advertisers is the fact that controllable, measurable, and all on real-time basis. Until the advent of Internet, most marketing campaigns were like a bullet released – you could only aim and shoot; once the trigger is pressed, you had no control on it… however, now it is like a guided missile – you can target, shoot, change direction in mid-air, change target, do anything and everything till the last minute – this greater degree of control is what everyone likes.
The marketers and advertisers are saying that - Consumer is the King. This is the biggest hoax. No Brand or company would like to leave the control of what they own into the hands of the multitude. No, it is only that they (Marketers & Advertisers) want the ‘consumer’ to ‘believe’ that they are the King. When was the last time you changed your toothpaste saying that “I do not like this company/brand anymore”. Closer to the digital world – there are numerous blogs, BBs, comments, about Microsoft and its offerings…. Reading those bits online would make one believe that half the internet population is against Microsoft and its products… but Windows/Microsoft products are by far the ubiquitous thing that is in 90% of the personal computers in the world.
As humans, we tend to ‘quantify’ everything… it is our ability to ‘count’ that helped us reach where we are today in the evolution process . Performance of any individual or activity needs to be measurable. The success depends on the measurability factor. Advertising of all the promotion activities used to make up for most of the budget, but was the least directly measurable activity, thus far. The digital advertising opportunities, with the measurability factor put in is a boon for all the marketing managers – here is something that has proof of performance attached – not just the creative or something vague like “brand connect”
The rise of social media in the digital world has brought in a new problem – consumers have began talking in the cyber-space; this worries the brand managers and advertisers – as this gives the consumers a platform to vent their feelings (especially if negative)about a product attribute or service guarantee denied to their expectations.
But a good brand manager would know what it takes to make the consumer believe that he / she is in control… while actually the story would be something different… very different
Cheers
Santosh
While the overall mood was somber, everyone were gung-ho about digital medium. Internet / Mobile they say are the way to go. Advertising can be measured, sales quantified, and at end of the day – the client gets to see the ROMI (Return on Marketing Investment)
What makes digital such a favorite amongst marketers and advertisers is the fact that controllable, measurable, and all on real-time basis. Until the advent of Internet, most marketing campaigns were like a bullet released – you could only aim and shoot; once the trigger is pressed, you had no control on it… however, now it is like a guided missile – you can target, shoot, change direction in mid-air, change target, do anything and everything till the last minute – this greater degree of control is what everyone likes.
The marketers and advertisers are saying that - Consumer is the King. This is the biggest hoax. No Brand or company would like to leave the control of what they own into the hands of the multitude. No, it is only that they (Marketers & Advertisers) want the ‘consumer’ to ‘believe’ that they are the King. When was the last time you changed your toothpaste saying that “I do not like this company/brand anymore”. Closer to the digital world – there are numerous blogs, BBs, comments, about Microsoft and its offerings…. Reading those bits online would make one believe that half the internet population is against Microsoft and its products… but Windows/Microsoft products are by far the ubiquitous thing that is in 90% of the personal computers in the world.
As humans, we tend to ‘quantify’ everything… it is our ability to ‘count’ that helped us reach where we are today in the evolution process . Performance of any individual or activity needs to be measurable. The success depends on the measurability factor. Advertising of all the promotion activities used to make up for most of the budget, but was the least directly measurable activity, thus far. The digital advertising opportunities, with the measurability factor put in is a boon for all the marketing managers – here is something that has proof of performance attached – not just the creative or something vague like “brand connect”
The rise of social media in the digital world has brought in a new problem – consumers have began talking in the cyber-space; this worries the brand managers and advertisers – as this gives the consumers a platform to vent their feelings (especially if negative)about a product attribute or service guarantee denied to their expectations.
But a good brand manager would know what it takes to make the consumer believe that he / she is in control… while actually the story would be something different… very different
Cheers
Santosh
Random thoughts on Digital Marketing
Couple of weeks back, I was in Malaysia, attending a 5 day workshop on Advertising during these times (read tough times). Everyone was of the unanimous opinion that times are indeed tough, especially for the advertising industry. With lower profits, bleak economic forecast, companies are cutting down their budgets – especially their marketing budgets.
While the overall mood was somber, everyone were gung-ho about digital medium. Internet / Mobile they say are the way to go. Advertising can be measured, sales quantified, and at end of the day – the client gets to see the ROMI (Return on Marketing Investment)
What makes digital such a favorite amongst marketers and advertisers is the fact that controllable, measurable, and all on real-time basis. Until the advent of Internet, most marketing campaigns were like a bullet released – you could only aim and shoot; once the trigger is pressed, you had no control on it… however, now it is like a guided missile – you can target, shoot, change direction in mid-air, change target, do anything and everything till the last minute – this greater degree of control is what everyone likes.
The marketers and advertisers are saying that - Consumer is the King. This is the biggest hoax. No Brand or company would like to leave the control of what they own into the hands of the multitude. No, it is only that they (Marketers & Advertisers) want the ‘consumer’ to ‘believe’ that they are the King. When was the last time you changed your toothpaste saying that “I do not like this company/brand anymore”. Closer to the digital world – there are numerous blogs, BBs, comments, about Microsoft and its offerings…. Reading those bits online would make one believe that half the internet population is against Microsoft and its products… but Windows/Microsoft products are by far the ubiquitous thing that is in 90% of the personal computers in the world.
As humans, we tend to ‘quantify’ everything… it is our ability to ‘count’ that helped us reach where we are today in the evolution process . Performance of any individual or activity needs to be measurable. The success depends on the measurability factor. Advertising of all the promotion activities used to make up for most of the budget, but was the least directly measurable activity, thus far. The digital advertising opportunities, with the measurability factor put in is a boon for all the marketing managers – here is something that has proof of performance attached – not just the creative or something vague like “brand connect”
The rise of social media in the digital world has brought in a new problem – consumers have began talking in the cyber-space; this worries the brand managers and advertisers – as this gives the consumers a platform to vent their feelings (especially if negative)about a product attribute or service guarantee denied to their expectations.
But a good brand manager would know what it takes to make the consumer believe that he / she is in control… while actually the story would be something different… very different
Cheers
Santosh
While the overall mood was somber, everyone were gung-ho about digital medium. Internet / Mobile they say are the way to go. Advertising can be measured, sales quantified, and at end of the day – the client gets to see the ROMI (Return on Marketing Investment)
What makes digital such a favorite amongst marketers and advertisers is the fact that controllable, measurable, and all on real-time basis. Until the advent of Internet, most marketing campaigns were like a bullet released – you could only aim and shoot; once the trigger is pressed, you had no control on it… however, now it is like a guided missile – you can target, shoot, change direction in mid-air, change target, do anything and everything till the last minute – this greater degree of control is what everyone likes.
The marketers and advertisers are saying that - Consumer is the King. This is the biggest hoax. No Brand or company would like to leave the control of what they own into the hands of the multitude. No, it is only that they (Marketers & Advertisers) want the ‘consumer’ to ‘believe’ that they are the King. When was the last time you changed your toothpaste saying that “I do not like this company/brand anymore”. Closer to the digital world – there are numerous blogs, BBs, comments, about Microsoft and its offerings…. Reading those bits online would make one believe that half the internet population is against Microsoft and its products… but Windows/Microsoft products are by far the ubiquitous thing that is in 90% of the personal computers in the world.
As humans, we tend to ‘quantify’ everything… it is our ability to ‘count’ that helped us reach where we are today in the evolution process . Performance of any individual or activity needs to be measurable. The success depends on the measurability factor. Advertising of all the promotion activities used to make up for most of the budget, but was the least directly measurable activity, thus far. The digital advertising opportunities, with the measurability factor put in is a boon for all the marketing managers – here is something that has proof of performance attached – not just the creative or something vague like “brand connect”
The rise of social media in the digital world has brought in a new problem – consumers have began talking in the cyber-space; this worries the brand managers and advertisers – as this gives the consumers a platform to vent their feelings (especially if negative)about a product attribute or service guarantee denied to their expectations.
But a good brand manager would know what it takes to make the consumer believe that he / she is in control… while actually the story would be something different… very different
Cheers
Santosh
Blog Drawing Winners from Porcelain Decal Drawing
Chloe has picked the winners of my very first blog drawing...
Thank you to everyone that commented...
The comments winner is...
Tari of Claybuttons.com
And from the 2nd drawing of people that commented and also posted a link to this blog from their blog or website...
The winner is...
Thanks for everyone that commented and posted links...
Tari and Jenny, send me your addresses and I'll put your goodies in the mail to you!
Blog Drawing Winners from Porcelain Decal Drawing
Chloe has picked the winners of my very first blog drawing...
Thank you to everyone that commented...
The comments winner is...
Tari of Claybuttons.com
And from the 2nd drawing of people that commented and also posted a link to this blog from their blog or website...
The winner is...
Thanks for everyone that commented and posted links...
Tari and Jenny, send me your addresses and I'll put your goodies in the mail to you!
Kamis, 06 Agustus 2009
Yumm... Chocolate Clay (Finally!) as Shards
Peeves couldn't help herself...
What's this she asked?
It's a different color, smells different (is that aging?), and is in my space...
So it hit me today...
I've been working with Porcelain for so long...
But have always had boxes and boxes of different clay waiting to be tried...
Umm...
Let's just try one...
This is my Cone 6 Chocolate Clay Body.
And this is what I worked on today...
Chocolate Shards, River Rock Buttons & Pendants, and some textured pendants...
I think one of the things holding me back from trying this clay was something internal.
Something in my head (from my early days of working with clay in a communal studio) kept telling me: Don't mix colored clay bodies in the same work space...
If you use a dark clay in the porcelain area of the studio, your porcelain won't be as clean.
And as true as that is...
Porcelain is a very white clay body - it's supposed to be super clean...
(to allow the glazes to come through not so muddled)...
I decided to pull out some old tools, not to be used on porcelain texture plates, and rubber stamps to fiddle with this Chocolate Clay Body.
Can you tell that I liked the Chocolate Clay?
It is SO plastic and easy to use...
It is so different than Porcelain...
Porcelain is so temperamental at times...
On a side note, somewhat related to this post and the previous one,
Because it is using the shard pieces...
Here are some images of some small pieces that I made a while back with some of the shards when I first started to work with them at this scale.
I say this scale because when I was going through my Masters degree in Ceramics,
I threw a lot of coils like this on the potters wheel that were around 8" up to 3' tall.
I did an installation with the pieces and if I can find the images in my backup files, I'll post some of them here.
These new small scale pieces are still trying to discover their potential.
They started out as tops for small scale pagodas for your indoor house plants and terrariums.
But I haven't worked on the bodies yet.
I think these will be fired then glazed and will sit on my windowsill or in some plants around here just as my starting point for a new body of work.
Oh, and by the way, I just stared an official Marsha Neal Studio Facebook Page (see side bar).
Also, In September I plan on having a challenge for anyone using my "shards" in their work to post pictures of. I've got to work on that detail and will post info here on this blog soon!
Thanks for stopping by!
Yumm... Chocolate Clay (Finally!) as Shards
Peeves couldn't help herself...
What's this she asked?
It's a different color, smells different (is that aging?), and is in my space...
So it hit me today...
I've been working with Porcelain for so long...
But have always had boxes and boxes of different clay waiting to be tried...
Umm...
Let's just try one...
This is my Cone 6 Chocolate Clay Body.
And this is what I worked on today...
Chocolate Shards, River Rock Buttons & Pendants, and some textured pendants...
I think one of the things holding me back from trying this clay was something internal.
Something in my head (from my early days of working with clay in a communal studio) kept telling me: Don't mix colored clay bodies in the same work space...
If you use a dark clay in the porcelain area of the studio, your porcelain won't be as clean.
And as true as that is...
Porcelain is a very white clay body - it's supposed to be super clean...
(to allow the glazes to come through not so muddled)...
I decided to pull out some old tools, not to be used on porcelain texture plates, and rubber stamps to fiddle with this Chocolate Clay Body.
Can you tell that I liked the Chocolate Clay?
It is SO plastic and easy to use...
It is so different than Porcelain...
Porcelain is so temperamental at times...
On a side note, somewhat related to this post and the previous one,
Because it is using the shard pieces...
Here are some images of some small pieces that I made a while back with some of the shards when I first started to work with them at this scale.
I say this scale because when I was going through my Masters degree in Ceramics,
I threw a lot of coils like this on the potters wheel that were around 8" up to 3' tall.
I did an installation with the pieces and if I can find the images in my backup files, I'll post some of them here.
These new small scale pieces are still trying to discover their potential.
They started out as tops for small scale pagodas for your indoor house plants and terrariums.
But I haven't worked on the bodies yet.
I think these will be fired then glazed and will sit on my windowsill or in some plants around here just as my starting point for a new body of work.
Oh, and by the way, I just stared an official Marsha Neal Studio Facebook Page (see side bar).
Also, In September I plan on having a challenge for anyone using my "shards" in their work to post pictures of. I've got to work on that detail and will post info here on this blog soon!
Thanks for stopping by!
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