End-to-end platforms, purchase funnels, iconic content experiences and deep insight
If the quotes provided in the press release announcing the launch of new trade brand Mi9 are anything to go by, NineMSN boss Mark Britt may not be a lot of fun at a barbecue.
His comments in full:
“As a group of companies, we have evolved beyond a publisher into an end-to-end advertising platform that can meet marketers’ requirements, right across the purchase funnel.
“We believe the next phase of digital advertising will be defined by the marriage of two things – imagination + intelligence.
“Imagination is at the heart of what we do. We know the context of an ad drives brand consideration and preference. Imaginative advertising within iconic content experiences and deep insight delivers better results.
“Intelligence is data and technology-led. It is what drives the break-through in great campaigns. We are building insights and technology platforms that will allow us to deliver unique target audiences precisely for advertisers.”
Easy for him to say.
Word!
He don’t be sizzlin’ my snag, fo sho!
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That is…interesting. But synergistically, what does that mean for the triumvirate between advertiser, content producer and media organisation? Surely platforms, technologies, technological ecologies married to snap itegration and innovation in a post-advertising world will lead to more sales that directly impact the bottom line. Whether that impact is positive or negative is a point of great contention; what if a dollar lost today results in 2 dollars gained tomorrow in brand equity. Is it then a loss or a gain?
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@a That depends on whether you consider the value chain to be a holistic entity, considering the way the organisation has mapped its stakeholder advocacy plan and its adherence to triple bottom line values.
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I’d like to see more examples of paradigm-leveraging discourse in this particular comments thread.
Like many of us, my synergies could really do with some further online engagement in the social conversation.
Any takers out there..?!
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Imagination + Intelligence (9msn) versus Science, Art and Scale (Y!). The future of marketing is in good hands.
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I thought you moved through a funnel not across one. As in “moving in an upward direction through one’s own orifical passage or funnel”… as Mark has done here.
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This month we’re really going to break through the clutter with this item and deliver some paradigm-shifting news that, at the end of the day, should capitalise both on our core competencies and on your hunger for change.
Things at lately have been all-business, all-the-time. So we’ve decided to spin-up a new communications initiative that I’m calling – and this is a real game-changer – Buzzwording.
Our messaging this month is all new and standards-based. It’s a bit of a thought experiment right now, but we’re going to run it up the flagpole and see who salutes it. If we can get buy-in from a majority of our 300,000 key stakeholders then we may just make Buzzwording a tentpole of our core messaging strategy and a key differentiator of our value proposition.
Make no mistake – this is some real blue-sky thinking here. We wanted to keep you in-the-loop so that, moving forward, we’re all singing from the same sheet music.
We hope to leverage your interest in what’s new at our organisation and align that with our propensity to eat our own dog. Food! Dog food. Sorry, I’m still getting the hang of this.
See, that’s an example of what we call “pushing the envelope”. Also “bad business practise.” It’s really just a matter of us honing in on which levers we need to pull to enhance the end user experience, and which levers are really just avenues to fostering user detachment.
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does anyone here remember how to write without using a thesaurus? I see a lot of big words and no real insight from 9msn or commentators!
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I am saluting your flagpole Mr. Advocaat
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Am I a commenter or a commentator.?
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