About
More at @damien1609
This blog is a collection of opinions, commentaries and observations around digital communications and internet etiquette.
Generally speaking this blog is a look at contemporary marketing challenges and how technology is reshaping the marketing landscape paerticularly by helping consumers access information shifting the power balance in their favour.
See below for updated versions – this blog changes with my interests and whats happening out there in digital although I don’t claim it to be a rep. of all thats happening just what I think is interesting or cool.
About v1.1
Lately its been about the role of social relevance in brand communications. I.e. if a message, say a branded video is consumed in a social context where the viewers friends have posted, liked and commented on the video then the viewer will be more receptive to the message because they see it as having greater social relevance. Actually these days I include a ‘social relevance insight’ in all of the strategy I write, which is really useful.
I’m also really into game dynamics but haven’t written anything on that here yet. I will though.
About v3
Currently interested in video for the web and how the right media can generate earned scale beyond paid and the effect this has on the strategic planning and creative process.
Currently battling to drive this agenda in place of work. Challenging with very traditional clients and approach to strategic planning but not hopeless.
Clear business case for earnable executions as extensions of or indeed the campaign TVC executions themselves. Why use media that doesn’t scale? The whole point of having a brand is that it is something that can be scaled way beyond the product itself.