New (ways of using) Media

Traditional media planning: What are the reasons for conservatism?

Philippe Deltenre | Friday, April 9th, 2010 | cleverwood Friday Afternoon Session | No Comments

Online advertising still struggles against the traditional medias. TV, Radio, outdoor and print still trust a huge part of the media investments. The presentation and the discussion animated by Philippe Deltenre was an opportunity to (re)discover the value chain of media planning and the ways media buyers are measuring impact. We also had a quick look at how the audiences are measured for each medium

The main difference between digital and traditional media planning is that the traditional media planning focuses on pressure (frequency x coverage) while digital advertising intents to maximize efficiency (pressure, but also response). Basically, the high measurability of online advertising is a blessing and a curse at the same time.

In the second part of the session, we had a debate about the perceived weaknesses of online media and the reasons why some advertisers are still scared to invest (more) in digital communication.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Flick’r.

Tags: Cleverwood, digital media, friday session, media planning, online advertising, philippe deltenre, traditional media

iDTV : opportunities, consumer behavior and business models

Manuel | Thursday, March 4th, 2010 | cleverwood Friday Afternoon Session | 1 Comment

In the current context of traditional mass marketing reduction and intense media fragmentation, the debate at Cleverwood Friday Session on Friday 26 of February turned out to be a interesting exercise to discuss challenges that Television industry is facing and the rise of Interactive Deigital Television in Belgium.

The session was animated by Saky Kourtidis, Trainee Business Consultant at Cleverwood and student in Business Engineering at ICHEC.

Saky Kourtidis (click for more pictures)

During the presentation we all had an interesting discussion about the impact that interactivity could have in future marketing practices.

New models will appear in this new era for Television. During many years, consumers were forced to waste their time watching linear advertisements that were imposed to them. With the new IDTV it remains to be seen if they will accept to play the game of interactivity with advertisers. Industry actors, their role in this new television landscape was also a source of passionate debate.

Saky Kourtidis explained his thesis work and exposed his vision on how advertisement budget will evolve in this new scenario. Despite the sometimes, and typical, disruptive atmosphere, he managed to answer rather complex questions asked by experienced consultants. “It was an amazing experience but also an exercise sensibly different from a presentation in front of my ICHEC class because I was in front of expert consultant that have been researching innovative solutions, pursuing knowledge in their core competences and looking for interactivity Saki said after the presentation.

video by Manuel Pueyo : www.oole.eu

You missed the session? watch it below:

Tags: Belgacom, friday session, ICHEC, idtv, Interactive digital television, interactivity TV, new media, saky kourtidis, telenet, Television, TV, voo

NESCAFE Dolce Gusto chooses Cleverwood and goes social media

Olivier Beaujean | Sunday, February 28th, 2010 | New (ways of using) Media | No Comments

Nestlé launched the NESCAFE Dolce Gusto coffee machine in Belgium in the last quarter of 2009 and appointed Cleverwood to optimize the online presence and develop and implement a Social Media strategy. These new channels come in ideal combination with all other communication channels that had been put in place by Nestlé, offering new opportunities to link between online and offline actions.

Cleverwood consultants started the mission by developing a Social Media Strategy. The first visible step in this process has been to create and animate a Facebook community of coffee enthusiasts and ambassadors of this new coffee machine.

Two months after the launch, the community counted already 4000 enthusiast members, many of them being very involved and ready to actively take part in the various discussions.

During the DEVCOM fair, Cleverwood presented the case to a jury of e-marketing specialists and won the e-marketing trophy for the action.

This is just a first phase, this step will be followed by others on various Social Media. Stay tuned, and don’t forget to become fan !

Tags: facebook, nescafe dolce gusto, nestle, social media

Enterprise 2.0: What’s After The Hype ? – a Belgian survey

Olivier Beaujean | Friday, February 19th, 2010 | Dynamic Insourcing | 2 Comments

As a E-marketing and Social Media consulting company, Cleverwood can’t ignore the importance of renewing companies’ internal organisation and cultural schemes as well. As Vincent Berthelot writes, social media and communication campaigns won’t be successful if a similar effort is not started to make a new collaboration culture surface within the enterprise, thanks to the new 2.0 tools now available in the business world.

That’s why Cleverwood is happy to partner with Early Stage in promoting their national survey about Enterprise 2.0 and collaborative social software adoption in Belgium.

Enterprise 2.0 has generated tons of books, articles, white papers, blog posts, tweets and seminars all around the globe since a couple of years. Early Stage suggests through their Survey 2010 to look back into the rear-view mirror and see what has actually changed and how have organisations welcomed and apprehended those new paradigms and Web 2.0 tools.

If you want to participate, just click here.

All participants will receive a free copy of the compiled results and report. Confidentiality is guaranteed.

Tags: collaboration, enterprise 2.0, social software, survey