Richard van Hooijdonk

Philip Kotler to marketers: 'Don't overlook new media!'

“Reserve at least 10% of your budget to experiment with new media.” Professor in International Marketing, Philip Kotler means business. In the Dutch magazine 'Tijdschrift voor Marketing' (Journal of Marketing), he outlined his personal vision on marketing: “Accountability is becoming more and more important. Marketers don't have to turn into accountants by any means, but they do have to collaborate more closely with sales and finance departments.”

 

Kotler also spoke on the subject of commercials: “While I don't expect them to disappear entirely, television commercials do have a serious problem.” Last but not least, Kotler observed that “people want to contribute: they want to do their part for a better world and the community they live in.”

Google mobile phone no; Google mobile software yes

Google is looking to partner up with a manufacturer of mobile phone hardware. The popular search engine is looking to expand its business by offering several Google applications for mobile phones. Google is one of many companies expecting massive growth in mobile internet. But while Google develops the software itself, it's leaving the hardware development to a more experienced partner.

 

Google's mobile software, running on a Linux based operating system, is already equipped with popular applications such as Gmail and Google Maps. However, Google's mobile software platform isn't restricted to just Google applications. External companies such as Motorola, Samsung and Deutsche Telekom are free to develop their own applications for Google's mobile operating system.

 

Although rumor has it Google would also develop the hardware by itself, for now the company is sticking to software. To compete with Apple's iPhone Google needs to have a lot of expertise and right now the company simply doesn't have it.

Interactive communication gaining ground

Big brands are increasingly attempting to create interactive communication. It's happening through billboards and bathroom advertising and soon interactive advertisements will be found in newspapers and magazines as well. One of the brands experimenting with interactive communication is Hennes & Mauritz.

 

Clothing brand Hennes & Mauritz is working hard to increase customer involvement with H&M. The main tool to reach this goal is interactivity with their customers. When using modern techniques on their mobile phones, consumers can scan the bar codes on H&M billboards, bringing interactivity one step closer. The mobile phone recognizes the bar code and opens the H&M website, allowing consumers to order products on the spot.

 

It's not just communication that's becoming more interactive, products are also becoming more interactive. In the near future, it may be possible to order products in an offline store at the push of a button. This ease of use should greatly stimulate impulse buying in consumers.

Idea Exchange: succesful portal for bright ideas

Two years ago, supplier of webbased CRM software SalesForce launched Idea Exchange. On this website, consumers submit their ideas on how to improve specific products. These ideas are then ranked by fellow users who click on the promote-button. By voting on ideas they value, popular ideas are ranked higher.

 

The portal SalesForce has set up has been running succesfully for a while now, giving the company the opportunity to study the trends and results. One of their observations is that ignoring popular ideas has an outspoken negative effect. To prevent damage to their image, companies must act on popular suggestions from Idea Exchange.

 

Co-creation is on the rise but it's still not easy for a brand to portray transparency, openness and involvement. Idea Exchange gives consumers a voice that can be heard, bringing producer and consumer closer together. This also increases customer involvement with a brand. Idea Exchange is apparently a good idea: a clear example that brands would do well to follow.