Aug 14, 2008

Online Partnerships

Networking, socialising, interacting, selling and learning: it has all changed.


Companies that are realising this include Mercedes Benz who signed a media broadcasting deal with the online networking site A Small World (ASW) – their mission: ‘to aggregate the world’s most interesting people with the world’s most interesting information’ (as explained by CEO Joe Robinson). Olaf Gƶttgens (VP Brand Communications) from Mercedes Benz Cars explains how along with their competitors Audi and BMW they have launched Mercedes Benz TV in order to keep up with online representation. So, is TV, Radio, Magazine, dare I say it ‚face-to-face communication obsolete for the next generation? Emphatically no. Nonetheless, they communicate in many more ways than the Baby Boomers, even the Xers do. Online is a trend, more than a fad - and it is an important and strategic new opportunity to distribute (see BMW/ASW press release here).
Generation Y grew up with technology. They were encouraged to use it. You could drive from London to Paris in a time of 4 hours 46 minutes (according to ViaMichelin.com, and assuming you have a car already it would cost you about 60 Euros to fund the petrol). Instead you could fly in 1 hour 20 minutes with a low-cost airline for less money (alternatively you could meet up online).
The mentality for this generation is: ‘It’s here so let’s use it’. To have over 300 friends on Facebook is quite normal. (Do i need to have met all of them face-to-face? No. and where i haven't they are gateway's into other communities, pockets of information or invitations to events). Imagine being able to harness those networks through your employees for the reputation of your company. Its sheer innovative capability. The distribution opportunities. What will be the value of individuals in the 16-30 age bracket as influencers, or consumers in your industry over the next 3 years?

With so many people vying for their attention, what will you do to secure your distribution channels of the future?

What are they saying about your brand online?


Change Matters.


Charles Darwin had this sewn up, somewhat prophetically and ahead of his time when he said: ‘It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change’ (Charles Darwin, 1809-1882).

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