Iedvesma, neliela mūsu logo transformācija un mūsu pašu iekšējā sajūta! Jā, ar rezultātu esam ļoti apmierināti.

Mums piestāv!

Apzināmies, ka dažām avīzēm nedēļas nogales komplekta abonentu skaits ir lielāks, tomēr reklāmdevējiem ir svarīgi saprast cik liela ir šī atšķirība. Abonēšanas rezultāti nav vienīgais kritērijs, pēc kura tiek atlasīti reklāmai piemērotākie izdevumi, tomēr tie palīdz saprast cik liela ir izdevuma lojālās auditorijas daļa.  Šā brīža situācija uzskatāma tikai kā atsevišķu dienas laikrakstu nevēlēšanas atzīt būtisku abonentu kritumu.

The Long Tail: Why the Future of Busines is Selling Less or More
Chris Anderson

“The Long Tail” is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, it is an example of an entirely new economic model for business. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of whats commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches. For more information visit amazon.com.

Always On: Advertising, Marketing, and Media in Era of Consumer Control – The Future of Advertising and Marketing
Christopher Vollmer, Geoffrey Precourt

Always On asserts that we are at the beginning of a consumer-centric digital age where traditional ways of marketing products and services are no longer viable. The book explores the potential of the digital era and its implications for executives and marketing and ad professionals. With discussions of the best innovations and strategies in the marketing world, Always On introduces readers to the companies that are reshaping how customers will be reached in the future. Their recommended approaches incorporate new perspectives and include advice about matching messages to the right media, learning the strategies of consumer-centric pioneers, and capturing emerging opportunities in a world of constant change. For more information visit www.businessfuture.com.

DigiMarketing
Kent Wertime, Ian Fenwick

DigiMarketing: The Essential Guide to New Media & Digital Marketing” written by Kent Wartime, Presidentof Ogilvy & Mather Japan, and marketing authority Dr. Ian Fenwick. This guide explains how to adapt to the ever-changing digital market place and communicate more effectively. It discusses the possibilities of digital marketing and its ability to retain a contious dialogue with consumers. In additon, the book presents new insights into the advertsing industry and outlines how to survive in an era where communication is dramatically changing. It is a valuable addition to any marketer’s collection. For more information, visit www.digimarketingnow.com.

B2B Marketing
Steve Minett

Combining insight and practical advice, the book explores: – the basics of B2B marketing – fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior – how these differences affect branding and communications in B2B marketing – strategy models and actual practice. The book contains 9 ‘maxi-cases’, specifically written for the book, about how some B2B companies have actually been practising. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK. For more information visit www.amazon.co.uk.

Vīrieši – sievietēm.
Sievietes par vīriešiem.
Mēs – ar Jums.

Darbā un atpūtā.
Iedvesmojoši un no sirds.

Pavisam drīz – 17. martā organizējam digitālās iedvesmas semināru DIGITAL2010. Iedvesmotāji būs pašmāju un ārvalstu eksperti, kas stāstīs par veiksmīgu komunikāciju digitālajā vidē, kompāniju un zīmolu ieguvumiem, kā arī nākotnes tendencēm! Semināra mērķauditorija ir mārketinga speciālisti un digitālās komunikācijas interesenti! Nenokavē reģistrēšanos pasākumam! Datums: 2010. gada 17. martā
Vieta: Reval Hotel Latvija, Elizabetes iela 55, Rīga
Laiks: plkst. 14.00  – 18.00

Vieta: Reval Hotel Latvija, Elizabetes iela 55, Rīga

Laiks: plkst. 14.00  - 18.00

Iiedvesmotāji:

• ARTŪRS MEDNIS (LV) KAS IR KAS DIGITĀLAJĀ LAIKMETĀ. KĀ TO PIELIETOT?

• THOMAS JESTIN (FR) HOW FACEBOOK WILL REPLACE THE HUMAN RELATIONSHIP WITH THE BRANDS

• NICO PEREZ (UK) THE MUSIC AND RADIO ON THE INTERNET: WHAT’S NEXT?

• NATASHA SAXBERG (DK) RETURN ON INVESTMENT IN REALTIME SOCIAL MEDIA

• ERNESTS ŠTĀLS (LV) LATVIJAS TVITERVERSS. PĒTĪJUMS PAR LATVIJAS TVITERA LIETOTĀJIEM

Sīkāka informācija: http://inspired.lv/digital2010/

Uz tikšanos seminārā!

Iiedvesmotāji:

IEDVESMOTĀJI:

* ARTŪRS MEDNIS (LV) KAS IR KAS DIGITĀLAJĀ LAIKMETĀ. KĀ TO PIELIETOT?
* THOMAS JESTIN (FR) HOW FACEBOOK WILL REPLACE THE HUMAN RELATIONSHIP WITH THE BRANDS
* NICO PEREZ (UK) THE MUSIC AND RADIO ON THE INTERNET: WHAT’S NEXT?
* NATASHA SAXBERG (DK) RETURN ON INVESTMENT IN REALTIME SOCIAL MEDIA
* ERNESTS ŠTĀLS (LV) LATVIJAS TVITERVERSS. PĒTĪJUMS PAR LATVIJAS TVITERA LIETOTĀJIEM

Sīkāka informācija un reģistrēšanās: http://inspired.lv/digital2010/

Uz tikšanos seminārā!

Ja patika, tad pastāsti arī citiem:

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The situation with switching to digital TV broadcasting is still unclear in Latvia as MTG group (TV3, 3+ and TV6) has announced that it will be staying in analog broadcasting untill the end of 2010. While it can’t be ruled out completely, this is an unlikely scenario because then MTG will most probably have to cover the entire analog broadcasting expenses as it will be the only channel group staying in analog TV after other channels switch to digital in 1st of April in Riga and 1st of July in the rest of Latvia.

First, lets’s take a look at how TV viewers are split among the different TV reception types available today:

Source:TNS Latvia

As we can see from this table 28,6% of TV viewers will have to choose between purchasing digital TV decoders or installing cable or DTH receivers, or switching to internet TV. This will be a burden to viewers with low-income as any of these solutions require financial investments. Taking into account other countries’ experience as well as the fact that TV is the most consumed media in Latvia we can speculate that the fall of total TV viewers will be temporary and will not exceed 6-8% of the total population. This fall will not impact ratings but might lower the universe size for the TNS TV rating system resulting in a slightly higher TV CPC figures.

Let’s take a look at the channel viewership shares:

Source:TNS Latvia

Whatever solution the terrestrial viewers choose after the end of terrestrial bradcasting, the amount of channels available to them will increase and that will change the overall shares for TV channels. It is hard to prognose the actual share canges but it is clear that the major channels will lose their shares to other local and international channels. It might be speculated that the shares of major channels, other local channels and international channels will more or less even out, with major channels still leading the viewership shares by a few percent.

The change in average reach figures for TV channels after switching to digital broadcasting will most probably be milder than the change in shares:

Source:TNS Latvia

The terrestrial channels’ average weekly reach figures might fall by up to 10% after the end of analog broadcasting. On average, terrestrial viewers use TV more frequently so there is a possibility that after switching to digital, cable or DTH, the decrease of major TV channel reach will be smaller than the increase of other local and international channel reach figures due to people still being loyal to major channels but actively watching other channels as well.

The following chart shows average channel ratings in 2009:

Source:TNS Latvia

If we compare this chart to the average reach chart (shown previously), an interesting TV viewing pattern emerges. It can be seen from these charts that although reach figures are more or less same for the major terrestrial and other local and international channels, the average ratings differ greatly. This is because the viewers like to browse through all the channels available to them (which increases channel reach) but choose to continuously watch only a few of them (which lowers channel ratings). This might change the ratings’ accumulation after the end of analog TV from major terrestrial channels to other local channels and, more importantly, to international channels. This migration of contacts might lead to lower advertising revenues as well as ROI levels and should push advertisers to using more creative TV advertising solutions to cope with the lower ad frequency levels.

Pagājušā gada nogalē Tele2 Grupa, sadarbībā ar starptautisku auditoru Accenture, izraudzījusies mediju aģentūras visās valstīs, kur darbojas Tele2, t.sk. arī Baltijā. Uzņēmums par konkursa uzvarētāju Latvijā un Lietuvā pasludināja Baltijas tīkla aģentūru Inspired, kas nodrošinās mediju plānošanas, analīzes un mediju pirkšanas pakalpojumus 2010. gadā.

Kādēļ Inspired?

Pēc Tele2 Eiropas reģiona mediju vadītāja Martin Sundberg teiktā konkurence mediju aģentūru konkursā bija ļoti sīva, jo aģentūru uzrādītais sniegums bija līdzvērtīgs gan no mediju stratēģijas, gan cenu viedokļa. „Inspired par saviem mediju partneriem Latvijā un Lietuvā izvēlējāmies pateicoties tieši radošumam un aizrautībai, ar kādu aģentūra līdz šim strādāja ar Tele2,” norāda Martin Sundberg.

Kā paši jūtamies?

Inspired vadītājs Kārlis Gedrovics: „Uzvara starptautiskajā konkursā neatkarīgu auditoru uzraudzībā ir kārtējais apliecinājums tam, ka mūsu dinamiskā un stratēģiski orientētā komanda spēj veiksmīgi startēt starptautiskā līmenī un konkurencē ar lielo tīklu aģentūrām uzrādīt lielisku sniegumu. Īpaši priecājamies par mūsu Lietuvas kolēģiem, kuriem šis būs pirmais sadarbības gads ar Tele2.”

Priekš par pašiem un Lietuvas kolēģiem!

Otrajā daļā notika ekspertu un klātesošo diskusija, kurā piedalījās Artūrs Mednis (Inspired DIGITAL), Agnis Stibe, digitālā mārketinga atbalstītājs, Māris Reliņš, BUZZPodium vadītājs, Uldis Pāvuls, LU Pedagoģijas un psiholoģijas fakultātes docents. Diskusiju vadīja Lolita Stašāne, LU lektore, žurnāla „Lilit” redaktore.

Visi interesenti var noskatīties diskusijas video internetā:

Sveicieni mūsu pārstāvētā tīkla kolēģiem ASV! Prestižais reklāmas laikraksts AdWeek nosaucis Universal McCann par 2009. gada labāko aģentūru ASV. Aģentūrai ir izdevies 2008. gadā veiksmīgi nostiprināt savas pozīcijas tirgū. Pateicoties aktīvam vadības un komandas kopdarbam, aģentūra 2009. gadā palielināja apgrozījumu par 11%, jeb 191 milj. USD, piesaistot jaunus klientus.

Lekcijā aicināts piedalīties ikviens interesents. Dalību lūgums pieteikt, rakstot elina.peksena@turiba.lv.