forumforfuturemarketing

Proktokoll vom 26.05.2008

cross media instruments

Online Advertisement gets more and more important. For the Year 2008, advertising expenditures of 3.7 Billion Euro are prognosticated. Thereby advertisement in virtual worlds also got an increasing influence, especially the most popular 3D-world; “Second Life”, which is known by over 70% of the internet users.

The main advantages of advertisement in virtual worlds like Second Life are:

<!–[if !supportLists]–>- <!–[endif]–>Direct customer contact (location-independent)

<!–[if !supportLists]–>- <!–[endif]–>User‘s willingness to communicate

<!–[if !supportLists]–>- <!–[endif]–>Flexible channel of media research

<!–[if !supportLists]–>- <!–[endif]–>and in case of Second Life the Media Hype

By the technological convergence of media, IT and telecommunication, weblogs are generated as a new phenomenon of communication. More and more companies include weblogs strategically into their marketing mix for specific corporate and brand communications. In the USA there are already more than 5.000 corporate blogs, in Germany more than 300.
The Top-10 corporate blogs are ranked by different institutions with varying criteria. The following Top-10-list arranged (by technorati in May 2008) two main criteria: popularity (number of blogs linking to a website in the last 6 months, the higher the number, the more authority the blog has) and the number of blogs vs. number of links that’s being measured.

This is the paper of M.Hettler and J. Dittrich searching the criteria of Web Target Groups for the Media Simulator.

Criterion: Target group

Cross Media: implement the concept of Connectivity, Creation, Content and
Communication:

Connectivity
means the transcription of media between each other – e.g. web addresses in a TV-Spot.
Creation
describs the look of the creative work like e.g. CD.
Content
means the agreement of campaign-content on all channels.
Communication
describs the possibility for the client to contact the company.

These 4 dimensions are setting up on each other.
Only when one step is fulfilled, the next one can be reached. In a normal workflow all of them are produced together.

Possible Gains:

• Increased click rates
• High-value contacts

Report 05-05-08