My latest contribution to Voce Nation goes a little something like this:
A lot of people – including myself – are always encouraging companies to “join their communities” but we too often limit our own thinking to tactics including commenting on blog posts, interacting on forums or making sure industry writers are included as press. But this sort of financial support is important too. It’s not anything close to “sponsored conversations” or anything like that. It’s just an ad buy that has long-term strategic value. This looks beyond pure monetary ROI or even specific corporate goals and embraces the notion that what’s good for the community is truly good for the industry as a whole by, through their support, giving enthusiasts an ongoing place to hang out.
Read the whole thing here.
IPG’s Emerging Media Lab has entered into a partnership with entertainment marketing research firm OTX. The deal will allow IPG to take the data on consumer behavior patterns gathered by OTX and create plans around it for its clients, putting the theoretical thinking it does in the Emerging Media Lab into practice. Part of that will result from IPG now having direct access to OTX’s many ongoing reports.
Going in the other direction, OTX will be able to tap into IPG’s access to new consumer technologies that it’s testing out. It will also be able to bring focus group participants into the Emerging Media Labs’ “digital kitchen” and other research facilities.
OTX does a lot of work around movie marketing efforts, gauging which ones are effectively reaching the target audience and providing data that allows marketers to adjust their media plans.
I didn’t watch the Presidential press conference last night, but let’s do a quick (and probably incomplete) count of the crises on Obama’s plate right now:
- Bank bailouts
- Swine flu
- Economic recession
- Carmaker bailouts
- Rising joblessness
- The crappy housing market
And don’t forget that a bunch of those are all tied together so it’s not like they can be tackled just one at a time.
I point this out because he’s managed to balance all of these fairly well and, while the degrees of success might be varied, he hasn’t really fumbled anything badly. And he’s managed to not suspend any civil liberties in response, which is more than some former presidents can say.