As reported by Mumbrella there has been quite a buzz online this week surrounding insights that came out of Rupert Murdoch’s recent interview on Sky News. Murdoch stated that once News Corp’s websites transition to a paid model (where consumers must pay to access news articles) it would  de-list its websites from Google.

Think of the amount of hits that News Corp’s websites receive from Google each day! Internet suicide some would say?!

But herein lies Murdoch’s point. Its websites may receive staggering numbers of hits from the search engine but what type of quality of traffic is it driving? Will it encourage loyalty to its many printed publications when similar if not the same articles are available free online? And does the revenue received for online advertising make its websites profitable? Murdoch suggests definitely not.

In Murdoch’s logic, a low level of engagement with one-time readers drawn in by an eye-grabbing headline on Google does not encourage loyalty or increase engagement, which are two factors that can affect the pricing structure of online advertising.

Mashable claims that the interview illustrates how Murdoch is out of touch with how news and information is now disseminated. The article also outlines that it is possible to have paid news content partly accessible to search engines, enticing web users to pay to read the rest of the story.

Digital commentator, Jason Calacanis suggested that de-listing from Google creates opportunities for other search engines such as Bing to gain a competitive advantage, offering News Corp 50% more revenue then they are currently getting from Google search referrals in order to be exclusively indexed on Bing.

So who is right and where is the future of online news headed? If you have an opinion, leave a comment and let us know what you think.

Like most things, marketing isn’t an exact science. Research and strategy are certainly required to develop a strong marketing campaign. Furthermore, testing and measuring specific tactics is the way to go.

Continual testing of new tactics or variations of existing marketing strategies is important for any business. It allows the business to remain fresh and current and achieve its marketing and communications objectives.

It is also important to track the effectiveness of these marketing efforts. This will continually reshape your future marketing activities into those that will be most successful for your business.

This can be achieved by tracking the incremental costs and revenue from the promotions, in order to calculate the return on investment (ROI). Knowing the ROI of a marketing activity makes it easy to evaluate each promotion’s success to determine whether to drop, tweak, continue or expand it.

Want to know more on refreshing or expanding your existing marketing activities in order to attract new and better business? Give Merilyn or Cal a call on (03) 9819 2566.

Don’t be beaten by the recession, gain market share. This is currently the goal of just about every business across the country, not to mention in every other struggling global economy!

In these tough times, Public Relations and Marketing are often viewed as unnecessary ‘luxuries’. However, according to Brian Mahoney Director, Financial and Corporate Relations (FCR) from the PRIA (Public Relations Institute of Australia) and those who survived the last recession in the 1990’s, the best way to not only survive a recession but also come out of it stronger is to continue your PR and marketing activities.

Before you dismiss this as biased opinion, read about the rationale behind the statement…

All of your competitors will no doubt be slashing communications budgets in an attempt to pinch the precious ‘pennies’, that is if they haven’t already. Therefore, by maintaining active communications through this period of recession you are more likely to gain market share, emerging from the recession better placed in the market!

To find out how Connecting Images can help you through the recession blues with innovative and integrated communications strategies, give Mark, Merilyn or Cal a call on (03) 9819 2566 to arrange to come in for a coffee.

The general consensus that the internet is now fast overtaking other media as an important resource has been confirmed for the second year running by the latest survey conducted by Nielsen Online, according to Digital Media.

This survey, with a sample of more than 2000 internet users, indicates an increase in weekly internet consumption. In 2007 16% of overall weekly media consumption was occupied by the internet. In 2008 this increased to 18%, and so did the total hours of weekly media consumption from 84.4 to 89.2.

This increase, according to the annual Internet and Technology report, can be accredited to a trend in multi tasking, broadband access, wireless devices and increased technology ownership.

Television consumption decreased from 16% in 2007 to 14% in 2008. Radio, newspaper and magazine consumption also experienced decreases. There were, however, increases in the consumption of online radio and PC video (such as YouTube). So what does all this mean for your business?

As discussed previously on this blog, it is extremely important to convey an image for your company on the internet that is consistent with its values and business practices as more and more users turn to the internet as a reliable source of information. Producing effective video for the internet is also important.

Want to find out more about how your business can utilise the internet in its marketing and public relations efforts? Contact Cal or Merilyn on (03) 9819 2566.

It has been a fantastic year for Connecting Images, its clients and suppliers in which we have strengthened existing relationships and created some very exciting new ones! The team has enjoyed the opportunity to work on some exciting AND challenging projects!

Amongst our many highlights for the year are:

ASSA ABLOY – producing internal, external publications, media campaigns

Baldasso Cortese Architects has been responsible for some very successful projects in 2008 – particularly in Childcare and Education, and we have enjoyed supporting these efforts with some very targeted media campaigns.

Festival Indonesia was a fantastic event held in August full of colour, culture, fragrant food and trade opportunities.

Future Fibre Technologies’ unique fibre optic security systems has come under the spotlight. Trade shows, media campaigns and online marketing have kept us busy.

Heat Beads^® brand new website www.heatbeads.com.au was launched. This website is going gangbusters, already achieving previously undreamt of results in terms of user engagement and Search Engine Optimisation (SEO). A massive jump in opt in subscribers to the site (in excess of 200% increase), in the first 20 days of December is most encouraging.

New clients, Optalert www.optalert.com and Dr. Murray Johns www.epworthsleepinessscale.com, are very satisfied with their refreshed websites. Each site provides astounding information in terms of drowsiness detection technology and research. Brilliant product for transport, mining and railway industries particularly, and an extremely important work safety innovation.

Portfolio Management Services has joined us as a client and we look forward to working with the team in 2009.

Profitable Hospitality’s annual Chicago tour went off without a hitch this year, making it one of the best to date. Working on the inaugural Food & Beverage Summit in collaboration with the Club Managers Association of Australia in October was hugely rewarding and a great success!

Review has attracted strong traffic to its site, driven by a regular blog, showcasing the latest styles and trends. In 2009, we will continue to grow web traffic and drive user engagement.

Ronson Gears is still getting rave reviews for its ‘Gear Whispers’ Newsletter; we’re pleased to hear.

Vividas Asia Pacific has achieved some impressive wins in 2008. Its highlights include the live streaming of the Rip Curl Pro at Bells Beach over Easter and the Rip Curl Pro Search World Tournament in Indonesia in August. The rapid uptake of live streaming by corporates, as a highly successful communication tool, is impressive.

The Connecting Images team wishes all you all a very enjoyable festive season and a productive, fulfilling and prosperous New Year! We look forward to working with you in 2009.

The Connecting Images office will be closed on December 24 and will reopen on January 12.

We’re all aware that the ways in which people source information is changing, but just how rapidly these changes are happening and what it means for your business may be harder to grasp. How do you get your products and ideas into the marketplace? What methods of marketing and communications should you use? Are advertising and media communication mediums really changing?

Statistics show us that young people spend more time surfing the web than they do watching TV – and it’s not only the young who spend time online! Fairfax media has recently slashed is staff around the country in a desperate bid to stay afloat and relevant in the digital age. Australia’s commercial free-to-air networks are struggling to maintain audience figures that only a few years ago would have been considered inadequate.

Recently James Packer walked away from PBL, leaving the Nine Network and ACP magazines deep in debt and in desperate need of a financier to support repositioning of the company online.

Back in the good old mid-’80s, advertisers could rest easy in the knowledge that if they booked spots across the three major commercial networks they would reach the majority of Australia’s consumers. Not so today.

Recent surveys of consumer respondents have shown that:
* 19% stated spending six hours or more per day on personal internet usage, versus nine percent of respondents who reported the same levels of TV viewing.
* 66% reported viewing between one to four hours of TV per day, versus 60% who reported the same levels of personal internet usage.

So what are your options in this brave new world of media? The short answer is that marketers need to integrate the traditional media of press, TV and radio with the new social media elements added to the mix.

Smart marketing makes the most of these new environments, reaching target audiences directly – interacting and engaging people and key decision makers on their terms.

When you understand where your audience and markets source their news and information, you can consider different media to reach them.

Here are just some of the options you can consider as part of your ongoing marketing:
* create a company blog
* participate in social media forums
* create company profiles and share relevant content on social networks
* create videos and demos for YouTube, webcast and podcast.

Most importantly, make sure this content is closely managed, with new information added constantly.

As you enter 2009, is it time to review your external communications plan? What are your customers reading, listening to, watching?

As with many publications today, there are two main ways catalogues can be distributed – through traditional mail and online. Whatever your distribution preference, we are experienced in creating catalogues that clearly communicate how your product will benefit your potential customers, rather than just listing the product’s features and details.

Catalogues have traditionally had great potential to end up in the recycling bin. However, producing a professional looking and accurate catalogue with sharp, striking images and persuasive copy that speaks to the reader, can leave your customers feeling inspired.

The Connecting Images team produces award-winning catalogues through:
* Photography (individual product shots and/or lifestyle images)
* Copywriting
* Graphic design
* Print management
* Project management (catalogues usually come with tight deadlines!)

Ready to support your sales team with a catalogue of your very own? Contact Cal Tod at Connecting Images on (03) 9819 2566.

Event management can be a tricky business. While it can require months of thorough preparation, organisation and planning, this should not be a deterrent. A special event can be a fantastic, fun and very strategic way to celebrate a myriad of achievements such as a product launch, corporate entertainment or a new service.

If managed well, and incorporated as a cohesive part of your business marketing activity, special events also offer great opportunities to achieve powerful branding, positioning and strengthen relationships with your clients.

A special event can get the message out to a targeted group of customers, business partners, new business leads, and media contacts all at once.

It doesn’t have to be a lavish affair in order to be an affair to remember. Even a small event injected with creativity and professionalism can bring big results.

Some of the things you will need to remember for a truly memorable event include:

* A strong/catchy theme
* Updated or ‘clean’ invitee database (including key media contacts and dignitaries if appropriate)
* Guest speakers
* Designing and distributing invitations
* Mail out
* Managing RSVPs – follow up.
* Venue coordination and liaison – make sure the venue is very clear about your expectations!
* Signage and decorations
* Speech writing and MC
* On-the-day greeting and registration
* Event photography and video coverage. (Make sure lighting is appropriate)
* Entertainment
* Catering and beverages
* Media and marketing campaign to leverage your commitment

Connecting Images has much experience in creating and promoting a wide range of events. To discuss the possibilities contact either Merilyn or Cal on (03) 9819 2566.

The popularity of viewing videos over the Internet is a growing trend and shows no sign of slowing. Most businesses are only just catching on to this trend, and the benefits of streaming relevant video footage such as product demonstrations, from their website.

UsabilityOne has produced a research report on ‘how to best include video on the internet’. If it is implemented correctly ‘video has the potential to engage the Internet audience, whether that is to entertain, inform or sell products’ (p.4).

UsabilityOne provides tips on how to produce the most effective videos for Internet users. The top 3 are:

- Only provide short video clips – the attention span of Internet users are often minimal. If you have a lot to say, split your long videos into a few short and interesting sections.
- Embedding video within a webpage to enhance an article, rather than linking to a popup window was preferred by 61% of UsabilityOne’s survey respondents.
- If you employ similar video interfaces to those commonly used on YouTube for example, Internet users are far more likely to find watching your video an easy and satisfying experience.

At Connecting Images we help our clients stream effective video communications from their websites. For more information on how we can help your business, contact Cal on (03) 9819 2566.

Whilst YouTube can be useful for hours of mindless entertainment watching video clips on just about every topic imaginable, utilising video as a communications medium can have significant benefits for businesses.

We at Connecting Images have found clients who have instructional video on YouTube are pleasantly surprised when they check their view stats each month. This provides invaluable exposure of your business’ products or services and key messages to a potentially large audience. But remember you get what you pay for. If your footage warrants high quality streaming, consider paying for a hi definition full-screen streaming service like that provided by Vividas.

At Connecting Images we are experienced in utilising video communications, contact Merilyn or Cal on (03) 9819 2566 for more information.