Friday is the last day for us at TraceWorks in our small and dark yet safe office.

We are growing in size and are therefore moving one floor down to our new and shiny office. And off cause we will throw a party for all you great TraceWorks friends, when we are ready.

Unfortunately you can experience some telephone problems Monday (15th of December). So to make sure you can get in touch, you will be able to reach a couple of TraceWorkers on their cell phone.

The salesguy you all know, Christoffer: +45 2888 5071
Fearless supporter, Pelle: +45 2714 7973
European Benchmark Champ, Ulrik: +45 3110 1972

We are sorry for the inconvenience and hope to be up and running again Tuesday (16th of December).

Being a slacker is easy when everyone else is one, and in online marketing, that is exactly how it has been up until now.

I am sure that many of you who reads this blog knows you really ought to be measuring your success, if nothing else then for the sake of letting your management know that something is actually happening in your marketing department or to satisfy other stakeholders in your company.

Many of us tend to forget that measurability is the keystone to modern empirical science and without it it is highly doubtful that we would have taken even a remote amount of the steps we have taken into the modern comforts we surround ourselves with today. Measuring is the keystone in progress. If we did not measure anything, we would be left unable to act. Noone has ever improved their effort, without first measuring in some form the output of former efforts. It is impossible to deem whether something has been an improvement without measuring it and it is equally impossible to evaluate ones effort unless it can in some form be measured and compared.

Sometimes what we measure might surprise us or might not tell us what we wanted to hear. We can however be sure that we are much better off when having something measurable to relate to rahter than rolling a dice every time we want decide on doing something or not.

Tuesday I went to an event with the Brand Guru Martin Lindstrom.
The main theme for the event was his new book Buy-ology which is about NeuroMarketing.
Neuroscience + Marketing = Neuromarketing

Mr. Lindstrom has spent four years and a lot of money investigating the human brain. The purpose, how are the human brain affected by brands and marketing in general.
One of his key findings is that campaigns for anti smoking and similar don’t have the intended effect, actually it has the opposite effect. The crave area of the brain start filtering the information and discard all of the warnings.

The marketing budget for Marlboro has been reduced with 30% over the last 5 years, there are simply not allowed to do public marketing anywhere in the world. The interesting part is that the sale has grown by 8% in the same period.
The tobacco industry needs to find new ways to build their brands, but how?

I have attached a picture of a front page from the Danish magazine Børsen, a well respected magazine here in Denmark and similar to Wall Street Journal in the US.

All the magazines in Denmark are struggling due to decrease in circulation and on top of that the financial crisis. They need to find new ways to generate revenue to survive.

Look at the picture attached, find anything unusual ???

Why is the girl on the picture smoking a cigarette while she by the way is drinking milk, what a cocktail?

It’s called product placement. I would really like to know how much House of Prince paid Børsen?

This is good sales work and I guarantee it works. Maybe Apple has done the same?

I am looking forward to the day that Headlight can measure the effect of product placement.

It was only a matter of time before “our dear leader” Morten E. Wullf could not keep his mouth shut any longer about data and its importance in online marketing, so we decided to spring him on a bunch of top marketers in the Danish online marketing scene.

Along with experienced guest speakers Wulff held a noticable presentation about the future of online markting technology and data’s central role in the mix.

Wulff says: “Data is the new creative!”

The prominent speakers to join us at the seminar was Linn Drivdal Mellbye, Marketing Manager Northern Europe for Premiere Global Services and Anders K. Hansen, CEO fof e-conomic Denmark. Both presented their interesting customer cases and what challenges they were facing in their diversified online marketing day to day work.

The seminar ended in an interesting debate on social media, it’s measurability and importance in the future of online marketing as well as the importance of measurabilty and data in B2B marketing.

Judging from the involvement of the participants, which counted about 45 brave marketers, it was a succesful clash of ideas and oppinion and we can only recommend you to participate in the coming seminars in the future.

Look out for more opportunities for debate, in the coming months on the Dojo, your favourite blogspot.

We have just released our second newsletter and would of course like to share it with our blog subscribers.

The general economic worldview has changed and the financial crisis is tearing through formerly well performing companies. Alot of budgets are being cut and reports about lowered media spends and marketing budgets are common worldwide.

Therefore we felt it would be beneficial to share our thoughts on how to survive the financial crisis and keep online marketing performance at a desired level.

Rean the online version of our newletter
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