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Blogurile, noul val al comunicarii online

Blogurile, noul val al comunicarii online

Expertiza locala
Introducere in blogosferaCorina Gonteanu CNN-ul are blog. General Motors are blog. Microsoft este umanizat de Robert Scoble prin blogul sau, Scobleizer (//scoble.weblogs.com/). Iar Wall Street Journal, New York Times, Forbes si o multime de alte publicatii de prestigiu anunta ca blogurile deschid o noua era a comunicarii online. Lumea incearca sa afle mai multe despre bloguri, motiv pentru care cuvantul cel mai cautat al anului 2004 in dictionarul online Merriam Webster este ... ati ghicit, blog. Amploarea fenomenului m-a facut sa decid ca prima contributie la coltul expertilor PR Wave sa fie un articol despre bloguri si blogging. Iar amploarea subiectul face ca aceasta idee de articol sa se transforme in ideea unei serii de articole despre blog-uri si blogging, dupa cum urmeaza... Parte...
Onorabila institutie

Onorabila institutie

Expertiza locala
Teodora MigdaloviciProbabil ca cel mai mare pret pe care-l plateste generatia pr-istilor de azi, nascuta spre apusul zodiei ceausiste, e tributul (un cuvint drag Epocii) adus Cintarii Romaniei. Citeva ore zilnic, zi dupa zi, an de an, din cutia televizorului alb-negru aceleasi fete se straduiau sa fie patimase si convingatoare in "prinosul de recunostinta" adus cuplului din fruntea tarii. Intre cuvintele poemelor lor si realitatea de dincolo de televizor - hau. Case reci, fara curent, radiouri setate pe Europa Libera sau Vocea Americii, rude pe la canal, amintirea averilor agonisite de generatii si pierdute in viltoarea schimbarilor de regim politic, lecturi la lumanare, obiecte urite exact la fel ca ale celorlalte 20 si ceva de milioane de conationali, cozi la carne de la 4 dim...

The Brand IS the Strategy

Expertiza internationala
Dr. Dan Herman About 95% of what executives in competing companies do is pretty much the same all around. This is good management. If you are CEOing a wireless communication services provider, you strive to have an advanced technological infrastructure with a promising future, cool end-user phones, other devices and accessories, a great service system, attractive added-value services, and competitive prices. Well, this is precisely where your competitors put their efforts as well. The 5%, give or take, that you do differently constitutes your strategy (remember that the genetic difference between humans and chimpanzees is no more than 1.2%). The CEO of Southwest Airlines, the revolutionary domestic American airline, most of the time does exactly what her colleagues do. But her firm offers...

What’s the Buzz About Buzz Marketing? 3

Expertiza internationala
The Ethical Debate For some, buzz marketing raises not just strategy questions, but serious ethical issues as well. In most cases when marketers talk about buzz marketing 'agents' they mean regular citizens who have volunteered to be product guinea pigs -- people who receive no financial compensation, but do get products in advance of their release to the general public in exchange for a promise to talk them up if they like them, and to provide feedback to companies about what they and others think. Sometimes, however, marketers blur these lines in their effort to create buzz, hiring actors to pose as Average Joes, similar to what Sony Ericsson did to promote one of its digital cameras. Actions like these raise the question of whether there is something inherently unethical about buzz mar...

What’s the Buzz About Buzz Marketing? 2

Expertiza internationala
But Does It Work? Buzz marketing stands in direct contrast to traditional television or radio advertising -- the classic 'mass marketing' approach that is based on the premise of broadcasting a message as widely as possible, assuming that this is the best way to reach the largest possible number of interested consumers. Buzzing, which might also be described as 'micro-marketing,' assumes that a person-to-person marketing message is much more powerful because it is so personal -- and that it could potentially reach more people than a broadcast message, if only it is buzzed about in great quantity by people who have very long contact lists and no qualms about promoting products to anyone who will listen. Wind points to a survey performed by CNW Marketing Research on the 15 largest U.S. tele...

What’s the Buzz About Buzz Marketing? 1

Expertiza internationala
There's a new marketing catchphrase that's getting rave word-of-mouth reviews. From articles in the popular press to conversations in the classroom, huge companies to boutique marketing firms, suddenly it seems you can't talk about new products without addressing 'buzz marketing.' "People are buzzing about buzzing," says Wharton marketing professor Barbara Kahn. "People think it's cool. There is something almost empowering about the idea of being able to 'buzz' your way into the products people buy." Buzzing: What Is It?  Put simply, buzz marketing is the practice of gathering volunteers to try products, then sending them out into the world to talk up their experiences with the people they meet in their daily lives. The idea is that the more people see a product be...