Innovative_search_marketing_Neo_Ogilvy_2009

Editor's Notes

• #14: Mobile coverage extends to about 80% of the world’s population and is expected to reach 90% by 2010. Markets are at different stages of development. Luxembourg has the highest national penetration, at 164% by end of 2005[1]. Yes that’s 64% more mobiles than people. Even in the U.K., there are more mobiles than people. In the U.S., over 50% of children own a mobile phone. China, which imported its first cell phone system in 1987, and in 1997 still had only 10 million subscribers, now has about 450 million mobile phone users[2] and expects another 50% increase by 2010. India has another 143 million and by the end of 2006 was adding almost 5% more per month[3]. Mobile phone usage in low income areas is boosted by the ability to rent phones by the call from the local telephone ladies. Recent research suggests that mobile phones are a crucial tool for economic development. In a typical developing country, an extra 10 phones per 100 people increases GDP growth by 0.6 of a percentage point[4]. It is hard to over-estimate the impact of mobile phones on our lives. By 2002, a global study found that mobiles were responsible for a physical change in those under the age of 25. In a reverse of the body’s evolution to date, the thumb was replacing the index finger as the dominant digit! In Japan, the under-25s refer to themselves as oya yubi [12.8 billion phones in the world. The 3 billionth cellular user will come online during this year. This means that nearly one in two people of all ages and races own and use a mobile phone. It is predicted that there will be 4 billion phones in 2010 [3http://www.wirelessdataforum.org.nz/news/latest-news/gsm-world-congress-a-nz-perspective/ ] Financial Times Jan 5 2007, p 12 [4] http://www.economist.com/opinion/displayStory.cfm?story_id=3742817
• #20: Political – content trumps brand (swiftboat) Personal – Famous for 15 friends (vs.) 5K inbound links like Dooce.com Celebrity / Executive – control / develop your personal brand Co-creation – made up of visitor submissions i.e. Overheard in NYU Product category Gizmodo and engadget these are fantastic examples of category blogs. These blogs are all about gadgets, cell phones, MP3 players, that sort of thing. If you were a product manager and you failed to get your product listed on one of these blogs at launch, well, that would be like forgetting to send a press release and a demo kit to Walt Mossberg at the Wall Street Journal, in fact, probably worse because this is one of the cases where Walt Mossberg is almost certainly is getting the information as well. “unofficial corp” – i.e Microsoft Channel Nine Official Corp – i.e. GM Fastlane or Ford Bold Moves (redefine culture and help to set a new tone) Let’s look at the first one is the GM Fast lane blog and this is a straight on corporate blog, this is Vice Chairman Lutz’s blog, of course it is everything you would expect it to be; it is all about GM, it is all about GM’s products, there is certainly his analysis about the automotive industry and what is going on in it. This has become a great place to collect and kind of get an insiders voyeuristic view of what is going on in the automotive industry. Unexpected – i.e. Simple Human It is this last blog that I really truly love, it is called simple human; simple human makes trash cans and let’s face it, who would ever want to come to a blog about trash cans and trust me, they completely understand that is the case. They are not blogging about trash cans, simple human’s brand identity is all about elegance through superior design, in this case rather than blogging about trash cans, they are actually blogging about a new emerging category of blogs called life hacks and these are like life’s cheat codes, how to figure out how to make a task simpler – that is little know. So for instance, on this screen capture of the blog that day they are blogging about how when your cell phone battery dies you can pull the cell phone battery out of the phone and rub it on your leg for a few minutes until it warms up, put it back in your phone and you get 10 more minutes of talk time. Now that is the kind of ah-ha moment that you want to be associated with; bringing that kind of ah-ha moment to your audience.
• #23: Even more important, they put more of their TRUST in this platform FORRESTER STUDY Why? Because true or not, they see it as coming from someone who isn’t being paid to produce a certain message So, let’s take a look at one of the fastest growing and most influential areas of that platform…blogs.