Thursday, September 24, 2009

FASTFORWARD - Marketing channel

In this ever-changing digital environment, it can often be tough for businesses and marketers to keep up and maintain relevance to consumers. To help this out, google has partnered with The Wharton School to launch Fast.Forward. This site is full of helpful content, including more than 100 videos from leading industry experts — like google CEO, Eric Schmidt — and academics like Jerry Wind, Lauder Professor at The Wharton School, AAAA CEO Nancy Hill, offering their perspectives on the changing world of marketing.

it elaborates on how to build community and customer bases in the digital landscape, through extensive videos. The Channel shows communications professionals how they can evolve to cut through the noise and spam, and build loyal audiences with tech savvy people.

Through short videos from some of the top industry minds the group hopes to challenge marketers to take risks and create better campaigns. For now, the site comes up short as the videos appear to answer questions in a very general manner with few specifics in terms of tactics and strategy. The most promising component of the site appears to be the "Free Tools" section with a list of resources including links to a website optimizer, search insights and 3rd party trends data from Facebook and Twitter. Right now, all of those links are dead.

The first rule of marketing: test your product.

As consumers become more and more technologically savvy, businesses and marketers have worked quickly to keep up. As a result, many companies are left questioning what they aren't doing that they should be, or what they should do next to stay in front of the right people, in the right place, at the right time, in an increasingly digital world.

A similar initiative by the UK marketing team of google, survival of the fittest already exists in partnership with London Business School.

More importantly, the videos also take a look at the implications of those changes for marketers and consumers. These experts tackle topics ranging from the importance of innovation and insights, to the new definition of speed. On the flipside, we also have videos from interviews with everyday folks, where we learn about the roles advertising and online content play in their daily lives.

In addition to the library of videos, the brand channel offers a "barometer" gauging consumer confidence levels and links to free tools designed to help marketers understand the online world a little better, as well as information on the Future of Advertising. A Wharton-led, research-based project, the Future of Advertising aims to explore and address a number of the business and marketing challenges in the current "Advertising Reality", while developing new models and empirical generalizations for advertising.

the event section aims to cover major marketing meets and events, coming up with some interesting behind the scenes footage.

So if you're interested in hearing what others really think about "advertising", if you want to check out what's happening at Advertising Week, or if you have your own opinion that you'd like to voice, check it out.

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