Internet wall LugnetFor a little more than 15 years ago the Internet became available for the general public. A combination of technical development and a standardization of communication between computers set it all off.  Also, not to neglect Cern‘s need to display their spending and progress towards their stakeholders and sponsors.

At that point of time the Secretary of Communications in Sweden, Ines Uusmann were quoted incorrectly by saying that the “Internet is just a hype”. It would become her Famous Last Words. What she actually said was that the general surfing on different home pages would end and a more focused behavior would follow. She was right. Just as she was when she initiated a fast development of broadband, covering most of Sweden.

Thne the Internet boom arrived. Followed by the IT-bubble that bursted into nothing. Many sites like boo.com were just launched too early. The customers weren’t ready to shop their clothes on the web. Yet. It takes about 10 years to make money on a new invention or behavior. At least if it costs money. For freebies the change goes much faster, ask Mark Zuckerberg about it.

So far it has been said the the Internet doesn’t work for brand building communication. Many have tried but actually none of the brand building campaigns placed on advertising space on any website has produced any ROI. It has been explained that the users are different to the viewers. That we sit in a different position in from of our computer compared to what we do in front of the TV. Actually I think that neither the clients or the agencies has been knowing how o face the challenge. Because it has been several successful brand campaigns on the internet, but they have all been viral.

One excellent example is the interactive  YouTube-campaign for Tipp-Ex where you as the user can change the end of a film clip.  Another one is the splendid films from BlendTec that are claimed to given the company’s sales a boost with over 700% (and why would they lie about it??).

But…the campaign that changed the course of branding history is probably the Old Spice campaign “What you’re man could smell like”. It has actually converted Procter & Gamble from  on-line marketing and branding-in-traditional-media-kind-of-corporation to what they call digital branding.  Or as P&Gs head of global marketing  Mark Pritchard echoed: ”Digital marketing is the past. Brand building in the digital world is the future”.

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