Welcome to the Interact Congress Blog. We have invited some leading European guest bloggers to share their observations on interactive marketing and communication skills within the integrated experience. The blog also offers you a first opportunity to interact with your peers.

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Tuesday, 5 June 2007

This is effective advertising for web 2.0: DOVE video

This 1 minute 14 seconds youtube-video produced by Dove drove three times as many visits to the Dove website as did their whole TV campaign over the past two years:

The findings were revealed by Jaap Favier at the Interact conference in Bruxelles today. Jaap Favier is vicepresident at Forrester Research, and the conference is organised by IAB Europe - the european branch of FDIM.
Jaap Favier did a very convincing presention on the task advertisers need to undertake to reach the consumers of the present web 2.0 internet environment. What you need to do, he claimed, is to understand how to influence the group dynamics, that web 2.0 has brought to the forefront.
Realize these four different types of consumers and act on them: Very few are creators, a bit more are critics (commenting what they experience), some 20 % are collectors finding good stuff and sharing it with their peers, while the rest are couch potatoes, “passively” receiving.
(Live blogging from Bruxelles)

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