Shackleton DMO

Shackleton DMO, Digital Media Optimization, como respuesta a la creciente demanda existente de las marcas y su relación con el medio digital.
Agitación social, gestión de reputación online, monitorización del medio y evaluación de corrientes de influencia son algunos de los servicios que se añaden a los más habituales como: planificación y gestión de campañas online y marketing en buscadores.

Mary Meeker analysis

"Mary Meeker had put out an interesting analysis that showed the correlation between GDP and advertising spend at 81%.
Based on that analysis, at a 0% GDP growth rate, one would see a 4% decline in overall advertising.

With a 2% contraction in GDP, one would expect to see 8% decline in advertising...There will be a continuing rotation of dollars from legacy advertising markets to online advertising. This contraction could put MAJOR pressure on the traditional media players. In particular... the newspapers, who still generate over $38 billion in advertising, with content that is often readily available from hundreds of sources, including blogs of which many are viewed as more “authentic” to young readers.

Those who produce premium content, or content that has a high cost of production, controlled distribution, and long shelf life (eg the networks, film studios, etc) will have to work through their transitional issues and the current tough environment but will survive and thrive online....Search will grow much faster than display, as people will release dollars only to the extent they are certain they will see them back very shortly.
Other areas of robust growth will include online video and in gaming advertising, as people increase time on leisure entertainment. Online video will get even more compelling as we get beyond the pre-roll only..."

Advertising in 2009


Researchers plunder social networks, by Jon Stewart

"We're harvesting information from Facebook. We have all the information on an entire class of students. We are gathering that data and transforming it into a dataset that can be easily used for all kinds of analysis" said Andreas Wimmer, professor of Sociology at UCLA.

The social sites help map who knows whom and what they do"It's a wealth of data on who relates to whom, and who becomes friends with whom, that is quite unprecedented. Compared to the usual survey data it's a huge leap forward in terms of the precision with which relationships are recorded," he said.
Facebook users can set privacy controls, to limit who can see their profiles. But researchers say that currently most of the students they are looking at haven't chosen to make their sites private, and therefore they are knowingly making details of their lives public.

"There's just a phenomenal amount of work being done that takes advantage of what I would call this passive, massive, data collection effort" said Professor Nicholas Christakis from Harvard University.

'Social networking to get even bigger', by Jemima Kiss

Facebook was the most popular social networking site in the UK during November, with around 37% of the market, according to both Experian-owned metrics firm Hitwise and the web measurement firm comScore.
ComScore said social networking sites collectively saw 25 million unique users during November, with each user spending an average 334 minutes on the sites and making 24 separate visits.
Personal data is as hot as nuclear waste.
We should treat personal electronic data with the same care and respect as weapons-grade plutonium - it is dangerous, long-lasting and once it has leaked there's no getting it back
Por abrirnos los ojos a la nueva realidad. Gracias.