Author Archives: Havas Worldwide Knowledge Exchange
Metrics and Innovation in Digital Marketing
After looking back through recent contributions to ClickZ Asia and other regional publications, two hot issues have been buzzing round my mind.
Measuring Marketing ROI in a Digital Age
The first is the age-old agency issue of metrics and how to quantify return on marketing investment. In the early days, way back a decade or so ago, the big hope was that digital would create a new era in metrics; it would be possible to track marketing spend against marketing results and get some solid figures on ROI. Sure enough that’s what happened, more or less, in the simplest area of marketing: display advertising. Google applied algorithms to classified ads and created the global money machine called Adwords that generated most of the company’s US$43.7 billion in advertising revenue last year.
Related topics:
This Digital Life
“Herbivore boys” and other fault lines in Japan’s gender crisis
A new book of student research into key areas of gender in modern Japan highlights emerging trends of redefinition between sexes, and the impact on its society.
There is a picture of Japanese gender roles familiar to many—the suited "salary man" with the stoic work ethic and slavish commute, and the housewife, single-mindedly occupied with her children’s education and tending to the home.
Related topics:
Gender
New Consumer Sighting: Fixing Things
Fixing things is back in fashion, as new consumers seek to reduce waste and become more self-sufficient. From this week's Guardian Sustainable Business blog:
This movement towards a new culture of repair is characterized by a deep sense of purpose. Yet if you listen to stories coming from the existing community, it's not just about pragmatic problem solving–it's also fun and empowering.
Related topics:
New Consumer
What Brands Can Learn from Digital Daters (and Vice Versa!)
In the 20 or so years since the public began accessing the Internet, I’ve watched people’s perceptions of online love shift from being some hidden passageway for sexual deviants to an acceptable avenue for mainstream meet-ups. Havas Worldwide has conducted “Love & Lust in the Digital Age” for a decade, and this year’s survey sees the social stigma shrink even further: 1 in 2 people say they know someone whose relationship started online, and 6 in 10 view online dating as “totally normal.”
Related topics:
Millennials, This Digital Life
