Josh Hawkins

Chris Anderson Talks Word of Mouth Marketing & Micro Celebrities

by: Josh Hawkins

In an audience Q&A reported in AlwaysOn, Chris Anderson provides a concise explanation of the impact of word of mouth marketing from a long tail economic perspective - influencing "tastemakers" and finding markets in niche communities.

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Interpublic Chief Talks Media & Audience Fragmentation

by: Josh Hawkins

At Adweek's MIXX Conference and Expo, Mark Rosenthal, chairman/CEO of Interpublic Group of Companies Inc.'s media business, described what he believes are the key trends that will radically impact advertising and agencies over the next few years (via DMnews):

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Consumer Generated Media / Word of Mouth Marketing 50 Percent More Likely to Influence Purchasing Decisions Than Television & Radio Advertising

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One of World's Largest Advertisers Pulls One-Fifth Marketing Budget Away from Television

by: Josh Hawkins

The Independent reports Unilever will pull one-fifth of its television advertising budget, providing yet another indicator that the traditional television advertising model is in trouble.

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Saatchi & Saatchi Chief Predicts Opt-In Future for TV Advertising

by: Josh Hawkins

CNN reports an interview with Saatchi & Saatchi UK chairman and CEO Lee Daley. In a fragmented and on-demand media world, Daley sees self-selected advertising experiences as future of TV advertising.

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The Two Ts of Successful Word-of-Mouth Marketing

by: Josh Hawkins

What are the key ingredients of a successful word-of-mouth marketing campaign? Targeting and Trust. In today's fragmented and on-demand media environment, niche targeting and referrals are becoming increasingly important. But too often marketers rest of entertainment, or shock, to generate buzz and viral promotion. While these tactics generate impressions, they rarely provide a measurable lift in sales.

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Documentary Advertising & Survival of the Fittest

by: Josh Hawkins

As Steve Rubel points out, "it was only a matter of time."  A new group has emerged to pitch "documentary advertising." CoBRANDiT officially launched today as "the world's first open-source documentary ad agency."

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Brand Democratization Catches Fire

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Advertisers Throw Big Money at Disappearing Eyeballs

by: Josh Hawkins

USA Today has a good article that provides an ominous backdrop to this week's Cannes Lions International Advertising Festival.

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Consumer Generated Media & Word of Mouth Marketing

by: Josh Hawkins

"The mass do not now take their opinions from dignitaries in Church or State, from ostensible leaders, or from books. Their thinking is done for them by men much like themselves, addressing or speaking in their name, on the spur of the moment..." -John Stuart Mill (1859), On Liberty

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