思想 | ideas | 생각 消费者行为 | consumer behaviour | 소비자 행동


Reading Time: 2 minutes

During the 1980s with the rise of the video cassette recorder (VCR), the reduction in costs of the devices due to the VHS vs. Beta war and an uncertain economic climate consumers started to stay at home in what was later called cocooning. The internet extended this as a trend as community interaction increasingly happens online. Local is wherever you meet your friends and community are those fellow travelers that share the same interests as you be it in the real-world, particularly at work, or online through various social software services.


I have noticed on the tube how the isolation of cocooning has been extended through smartphones and personal media players like an iPod or iPhone to previously public places. My colleagues use the iconic earphones to screen themselves off from each other, even in the most open plan of office environments. During my commute to work the flow of people around me going through the turnstiles is disrupted as earphone equipped wander through as in a trance with disregard to the crowd around them. It’s not because they’ve all turned into type-A personalities, but that they are unaware of their immediate surroundings. This is about building a private world in even the smallest of personal spaces, what I think of as ‘micro-cocooning’.

Music players that can keep going for a whole working day, inner ear headphones and overear noise reduction headsets that don’t ‘fizz’, have helped facilitate this boom.

From a media and marketing point-of-view this is also a great opportunity to get content in front of these consumers at a time when they can immerse themselves in it. Applications on your phone don’t require real-time internet connectivity, if you have all the content that you want to provide pre-cached on the device making it ideal for rail commutes with dodgy phone signals.

How would you target the micro-cocooners?

初 | hygiene | 기본

Links of the day

Reading Time: < 1 minute

BBC NEWS | Nintendo Wii sales hit 50 million – fastest selling games console in history

Made in design – cool contemporary design stuff

Smartphone Sales to Keep Growing

The Sorry State of the Newspaper Industry: Advertising Income Fell 16.6% in 2008 – ReadWriteWeb

Skynet search – really nice search hack by university students

Qaiku – Twitter like service

Want to Save Money? Carry Around $100 Bills – TIME

Malaysia’s big turn off | – interesting Malaysian take on the Earth Hour phenomena

Openrice – Hong Kong Restaurants Guide – Most of the reviews are in Chinese | jonathan hopkins » Digital meets analogue, online meets offline – Jonathan on the web of no web, how the matrix is bleeding into real life and vice versa

Akamai Data: Internet, Broadband Still Going & Growing

Clinique, Sony Star in Web Sitcom –

Hunch – sign up without delay

Public timeline – MicroPlaza

Google Updates Blog Search Algorithm | WebProNews

Earnings: 3 Group Narrows Losses As Mobile Broadband Surges | mocoNews

EU Rejects ‘3 Strikes’ for File-Sharers | TorrentFreak

Prepaid subscribers continue to flourish in Europe – Rethink Wireless

市场营销 | marketing | 마케팅

A conversation about measurement

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I thought I would share with you the gist of a Facebook wall conversation that I had with Gi Fernando because he articulates in a few sentences what I would write in a few paragraphs.

I had posted that I was thinking about social media monitoring for a client. Working agencyside makes this more complicated as I have to think of ways of selling measurement to them. My friend Gi put out the following post on my wall.

Of course, the real challenge is getting campaigns that work, getting clients to pay for them and getting clients to pay for measurement.

Not that much to think about (and I know you know this!). Key metrics could include:

  1. How many of a person’s friends did the thing get passed along to in what time.
  2. What is that in aggregate i.e. what is the aggregate percentage of friends of an initial audience that engaged.
  3. What was the punchline per friend i.e. how much, how long, how often.
  4. Did they pass it on.
  5. Who are the people that influenced others to do something the most.

I think the real question is do marketers want to understand or would they just like to see a big idea which matches their brand guidelines?

If I could develop a silver bullet on that solves the ‘getting clients to pay for them and getting clients to pay for measurement’ challenge, I would be typing this from my new villa in Ibiza. Not surprisingly, I currently don’t have a villa in Ibiza and don’t have a silver bullet… yet.