The Digital Marketing Blog

Buenos Aires is happily getting used to receiving international Internet people, in this case today and on Tuesday USUARIA has a congress that brought us Vinton Cerf, that even it is not his first time here , it is the first time that his second last name is Google.

It is interesting to validate a lot of things  that many people form the Internet industry breath every day and it is really valid because the 300 people that were in that room in the Sheraton were mostly from the hard technology field and politics (see program most of the president candidates will be presenting on Tuesday)
 
Some info that I wrote down from the talk :
 Ellacoya has measured that 46% of the ip traffic is http, of that number 36% is streaming, 5% is audio and 20% is youtube!. Another 37% of the total ip traffic is from peer to peer. I found this study and it is very good.

 
 The London company Sandvine has similar status.

 The speed in which many users are surfing, and they increase every day, allows to download videos faster than the physical time let us see them.

 The fight that is arising among the big contents providers is to fight for the share of screen or widgets on the desktop.

The three challenges that Internet has: 1. Copyright, 2. complex objects that can only be read with a computer. 3. BIT ROT or to have future operative systems live together and software versions with documents created with past versions, does it sound familiar? I need to make clear that it is not an attack to MS but that it happens with all systems even with open source.
To keep up we have an AMDIA event in seven days.

 See you then.

 

Brand is a combination of perceptions that people have about a product/service/company. These perceptions don’t mean having consumed the product. Even a person who have never driven a BMW, perceives “the pleasure of driving”. As Philip Koter says “you don’t consume a product but the image you have of it”.

  
This perceptions are built in different ways. A simple and powerful way is to create experiences. For example Disneyland doesn’t sell hotels and amusement parks, it sells a family fun experience like a lot of other brands that don’t sell the product but the experience.  On Internet through the web you can also transmit different types of experiences. Among the negative ones that all of us have suffered at one time there are: arriving to places that says “site in construction”, sending mails that nobody replies or very complicated forms that later they don’t work or nobody replies to them. A very good example of strong experience on the Internet is at www.quieroverunfantasma.com (I want to see a ghost) where several resources are used to generate a strong experience from the senses side to make an impact and after turns to personalization to generate virality.

  
Put your picture or a video to send it to a friend.

  
Another example of experience creating an experience through people’s values instead of turning to perceptions. Experience comes through channeling the commitment in something useful and cooperative at the same time (one of the basis of web2.0) ttp://www.frenaelcambioclimatico.org/ (stop weather changes)

The star of this video is  Seth Godin, guru and big shot, he wrote Permission Marketing, ideavirus and so many other influential books. Besides Seth founded Yoyodyne, a direct and interactive marketing agency that was acquired by Yahoo in 1998. He is one of the main promoters of entrepreneurship and marketing 2.0 before it was called this way.
The video is a conference that he gave to Google’s employees in which they relate Google products to the concepts that are explained in his latest book “All Marketers are Liars”. He has a very particular oratory as always and explains everything very clearly.
It is subtitled and available to download into Ipod or PSP. (Thanks Google!)