http://vitormagalhaes.com/index.php/2010/04/17/ipad-iad-twitter-e-de-novo-o-marketing/new_marketing2/ The last few weeks have been very busy with online advertising.

First the launch of iPad and the market to think how to take advantage, how to create content and how to position (it has been noticed that what works on the iPhone does not work well on iPad, and vice versa). So follows, Apple presents its mobile advertising platform, the iAD. It has been noticed that:

  • It will require additional creativity in the creation of integrated advertising with the applications and that the user participate;

  • It's launched by Apple! Whether you like it or not, with 50 million iPhones on the market... it's supposed to be taken seriously.

♪ To help... ♪

Twitter, without great news, presented its (expected) advertising platform, the “ sponsored Tweets “, which will appear in the middle of the Tweets of users whose content is relevant to the advertiser (only Google AdWords, no?).

Another format, or a medium, think about planning an online campaign.

**Sponsored Tweets opinion.... **

Twitter is a fantastic tool for behavior monitoring but it is not a good tool for behavior manipulation that, at the limit, is all advertising is.

Typical Twitter user does not “search” tweets, only passively absorbs them. If advertising starts to be too intrusive (spam), it will happen to Twitter the same thing that happened to eMail: spam filters!

I have doubts about the success of the "Sponsored Tweets", but... it's waiting to see.

** again, Marketing!**

If up to now online advertising was summed up (bad!) to display campaigns (banners) and search (e.g. AdWords), with iAD, "Sponsored Tweets" and the whole social media phenomenon, we entered a new era of advertising. A new era in which the levels of demand in the knowledge and planning of a campaign, in addition to larger ones, are intrinsically linked to the brand and customer. A new era of change in which it is necessary to abandon advertising models and create new, better marketing models. Models that go much further and focus fully on the consumer, its links and its real needs.

This new Marketing role (new Marketing or, again, Marketing?) has to be assumed by companies, brands, and has to be part of your “core”. The “new marketing” departments are probably one of the most important parts in companies and should have teams with the dynamism, creativity and planning capacity that yesterday was partly delegated to the advertising agency (which will continue tomorrow with the final creativity but with an increasingly demanding customer).

Making an online campaign is no longer just asking the creative banners agency to plan AdWords campaigns, or from now on, like “grabbing” the customer in 140 characters on Twitter (and it was already thought that a good copy on both AdWords lines was difficult). Making a campaign requires that the market be “breathed”.

** Still the "sponsored Tweets" and the current status of the tags...**

Why put 140-character advertising on Twitter when, for free, you can monitor real-time brand references? The important thing is to “hear” calmly and outline strategies on how to reach the customer, how to interact, connect. That is, to sell efficiently. And preferably, with passion!

It is no longer about “publicating”. It is about “hearing” and “learning” to collect information. Next, knowing how to use it to sell.

Statement My impression: the market is still far from this new reality.??