How "frictionless" is killing its darlings

One of the next hypes in social media will be frictionless sharing (see, e.g., Polle de Maagt). Whereas traditional sharing is fun and social, but cumbersome or time-consuming, frictionless sharing implies automatic sharing activities. In fact, lots of social network users are already sharing frictionless. For instance, with an automated link between LinkedIn or Facebook and Twitter, or with an automated Spotify sharing on one's Facebook account. Marketers now seem to massively dig into the frictionless idea, presumably because the less cumbersome sharing could increase eWOM (electronic Word-Of-Mouth). Or maybe they are just creating future job opportunities, because frictionless sharing might, in the longer term, kill a lot of the appeal of social networks to marketers.

Epilogue to the DearMedia study on youth and TV

After the publication of the full report I mentioned in my previous post (which, in academic terms would not be considered a full report) and the comment by one of the authors (Jo Caudron) you'll find below that post, it is my duty to get back to the results and discuss them. 

Old school marketing revival on the way: Package and product quality

After the advertising clutter paradox in the nineties and nillies, the advent of mobile phone and tablet technology has been heralded as the holy grail of modern advertising. These new technologies indeed guarantee new and improved communications between brands and customers. They also make sure that at the conscious level, there should be a great deal of integrity put into the marketing efforts with these new channels. As a customer, we should therefore welcome these applications, I believe. These modern technologies also have their impact on more traditional advertising. As I suggest below, this is true for traditional above-the-line advertising as well as for the most basic of all marketing communication tools: the product and its packaging.