Status on privacy

Last week's class got me thinking a lot about privacy and the digital world. Is privacy really obsolete? I have come to the conclusion that privacy is not obsolete and here's my reasoning why. Anyone can choose to protect their information and not share it online, but that comes with consequences. Prime example: when filling out an online form, there are certain areas that MUST be completed, usually marked with a red star. If you refuse to fill in that data (and I know because I've done it before) you can't proceed to the next stage. In that sense you are restricted, almost being punished, for not passing on the correct amount of data required by the advertiser/brand. In my opinion and taking this into consideration, privacy defers case by case. In other words, it very much depends on the individual's need to feel involved. I say need because no one would voluntarily share important information for the sake of it. You wouldn't necessarily share your data if you didn't see the return of value that the specific website/app will have for you. In a sense, it's almost like you're investing your privacy in return for an expectation. 

This article I found is an example of how our data can be used online, and of course being a [Squared] student it's more than appropriate to case study on Google! Its focus is on how Google Plus use our data. It's a platform that collects information and doesn't pride on popularity. An interesting read.

Taking all the above into consideration, my bottom line is that privacy is not obselete, but it can be neglected.

My [Squared] Journey

Hi everyone! I know I haven't posted on this blog in a long time, but I've now found something worth posting on! I'm currently taking the Online Squared course and had my first "class" today; so far so good. It all seems very exciting and interactive and I can't wait to get into the proper digital material very soon! So for the next 5 months or so I will dedicate the space on this blog to my Squared journey, to share my experience with you and the wider digital world.

Advert Break A la Greek

As much as advertising has become a part of people's lives, it is safe to say that it's repetitive in terms of content and overall theme. Everyone knows to go about the passion/sex route, because in today's world that's what works and that's what's going to drive a product to its success. This is why when an advert like TOTAL's Greek Yoghurt, that differentiates from the rest comes on TV, its more likely to capture someone's attention. It's different, it's unique and... it's in a different language! Cross cultural marketing is the next upcoming theme. 

Coming from a Greek background myself, it is great to see an advert like this particular one on TV. Fage went about this sticking to the roots and embracing the culture and history of the product. What I like most about this advert is the abandonment of the HD graphics. Everyone has become so numb towards regular television, that anything below HD nowadays is "unacceptable", especially to the younger generation, which HD is all they are used to. Fage did an amazing job in coming up with a creative idea that differentiated the advert to not only their competitors but advertising on TV in general. It's an advert that can easily be noticed, just by being so different. 

Living in such a diverse society nowadays, embracing cross cultural marketing is a smart way to promote products, expanding to a wider audience. Once in a while it's good to break away from the status quo, especially in the competitive communications world that we're living in these days. 

Will iOS7 change Apple as we know it?

After a long think, I have chosen to make this blog about brands that are personal to me, that I hold close in my heart; brands that define me. This way, through my blog posts you can form in your heads a rough image of me.

Today's post is about Apple. Apple is one of the most amazingly innovative brands to me. It's different, it's catchy and, as much as some try to deny it, it's damn cool. I am comfortable to say that by now, I am familiar with Apple. I know their products and I know how to use them. Now... Here is something that has a big question mark for me. The latest software called iOS7.

By now it's old news that Apple have introduced their iOS7 software, which will be available later this year.

Taking a look at the design of iOS7, it had me a little outside my comfort zone. It's a design that will change the look of an iPhone/iPad/iPod display as we know it. Of course, it is needless to say that it's a brilliant design, sticking to the roots but also looks different. The question that popped in my head was; is Apple bringing out this new exciting software because it has reached the peak of it's innovative devices? Is Apple struggling with the absence of Steve Jobs?

I know for a fact that I will be one of the first consumers to give into the temptation of trying iOS7 out. I just hope that for the company's sake, it will work as well as they have presented it to do so. I am sure that as different as it looks, people will get used to it in no time. It's just that sometimes it's nice to stick to the originals... But in this time and era, technology is moving way too quick for anyone to be getting used to what they know.

O2 - 62 Days of Summer

I have always rated O2 as one of my top brands; partly because I have been under their custom for 10 odd years now. But this summer, they have truly out-done themselves by introducing their '62 days of summer' scheme. See, for me, this scheme has reassured me why I am such a loyal customer to this bubbly company.

Despite the minor screw ups with their service, O2, unlike many other phone companies, know how to be respectful to their audience and reward them for what they deserve. For those of you who are not yet familiar with the scheme, O2 from July through to the end of August are celebrating 62 days of summer with bigger and better offers, more exclusive experiences and more incredible giveaways than ever before. This includes freebees, entries to numerous competitions and exclusive discounts off many products and shops.

Looking at this scheme from a communications point of view, it is a brilliant idea not only for simultaneous relationship building with their millions of customers, but staying connected with them through unlimited platforms. The offers touch on every type of consumer, from female to male, individual to family, single to married and beyond. Some may consider this somewhat of a promotion, but it is an idea that has outdone their competitors and merged their audience together, considering a little bit for everyone. Absolutely brilliant! 

Numbers go low...

With the development of Web 2.0 brands are no longer in control over their audience, especially when using social media platforms. Following that, audience are no longer passive, but in opposition, they actively discuss personal anecdotes associated with brands and products within social network sites. So how does a brand keep track of what their consumers and the general public are saying about them?

One positive point about brands using the Internet as a media form is that they can trace their audience’s words within different websites, whether these are blogs, forums, social networking sites or even on random websites! In contrary, there is no way of tracing word of mouth in the real world, unless all brands place microphones on their consumers or actively follow them around waiting for them to speak… Okay, we all know that’s not an option. One brand, which has experienced the influence and pressure of social media is North Face. Briefly, last year, although North Face had a presence online, they were very inactive with their audience. They had 8627 facebook fans and 1087 twitter followers, which is really not a lot for a brand with such a popular brand name, and further to that they rarely communicated with their followers. To their advantage, on April 2009 a blog post was entered, named Social Media Smackdown: Mtn Hardwear vs. The North Face, which helped the brand realise the downfall of their online existence and signalled them to take immediate action. 12 months down the line they achieved 150,000 facebook fans and 10,000 twitter followers, through change in online presence.

Advice from The North Face:

To qualify as social media the experience must allow users to share, participate, connect or contribute in a way that facilitates conversation or contributes to shared content.

Looking at North Face as a case study, social media acted as a light bulb to the brand, as it enabled it to easily acknowledged that its popularity and online reputation was unattractive to the consumers, leading to loss amongst the online world.


Due to the popularity of the online sphere nowadays, it is important for brands to get involved in the right way. As mentioned previously and as shown from the North Face case study, a brand can determine its performance amongst its target market from different online sites, which works to an advantage for them, as they can use the comments online to improve their faults. Therefore, it is vital for companies to have online representatives, whose jobs are to browse for online material concerning the brand and aim to perfect it! 

The power to define and control a brand is shifting from corporations and institutions to individuals and communities. 

The bottom line is that consumers have too much power nowadays and companies absolutely need to keep the consumers satisfied! Although there is no accurate way of measuring the result of marketing campaigns in the real world, the online sphere is different, as companies can get accurate statistics on the various sectors they are involved in!

Beyond the Cup.. The Nescafe Plan!

Ethics are becoming a huge responsibility for companies involved in the social media world nowadays, as consumers are looking to be truthful and honest to. As hard as it is to win consumers’ trust and loyalty in the real world, it is 10 times as hard to win their trust within the online sphere. The reason being that consumers hear hundreds of stories about people being scummed on the Internet and obviously no one wants to fall within that trap. It’s almost as if companies have to prove themselves and show consumers that ethics are very important to them, in order to win their devoted attention and time.

As green ethics and environmental concerns are one of the most popular topics on the planet, it is ideal for brands to form campaigns, or even add a section on their website, about green issues. Of course, not just any company can do that! A global brand, which has achieved this very well is Nescafe. Nescafe developed a campaign called ‘Beyond the cup, the Nescafe plan’. Briefly, the idea of it is to show their customers how pure their coffee is and how respectful it is towards the environment. 

“The first important thing that you need to realise as a business owner is that when you join a social network you are joining a community”, states Michael Craig on his article on Ethical Issues in Advertising with Social Media Marketing. Nescafe are backing the previous quote, as they are forming a campaign that’s definitely an issue of concern to their target audience, which shows that the brand is sympathising towards the audience’s concerns and supporting them by verifying that the brand is ‘good’ to the environment as well as its farmers. From a personal view, this campaign has helped Nescafe with its online presence, as their target audience is of older age they needed to create a buzz online, which would be of popular discussion point amongst their consumers. Forming a concern of ethical matters to their consumers, such as protecting the environment and sustainability, is a way to get the audience involved within the social media, without disturbing their privacy and bombarding them with forced emails, which is one thing consumers don’t want! Michael Craig quotes, “as any community in real life, your business has a place in the community but should not invade one’s privacy. If you are pushy in your marketing campaign, you will fail in your Internet business”. Instead, Nescafe give their consumers the opportunity to sign up online, which is also a great way of measuring the success of their campaign amongst their target audience!

Nescafe seem to be ticking all the online media boxes, with keeping their website up to date and posting articles regarding their ‘beyond the cup’ campaign, keeping their audience informed and updated. So, if you are a little curious or interested to see what Nescafe do beyond the cup, check out their website on their sustainability page http://www.nescafe.com/sustainability-uk/Pages/default.aspx !