It’s been over a year since our connected marketing book was published. We’ve been reviewing how connected marketing has changed since then, and part of our research involves interviewing a range of experts in the connected marketing arena.

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DMC Australia’s MD Piers Hogarth-Scott was interviewed by Julian Lee in today’s SMH about how parents are finally getting even by turning to the internet to vent frustration at the excesses of fast-food chains, advertising giants and pester power specialists - as well as the apparent unwillingness of regulators to rein them in:

With the advent of technology and in particular email, mobile phones, instant messaging and blogs, consumers are in control.

Read the full article here.

We’ve asked industry luminaries worldwide to share their thoughts about the future of connected marketing, based on the 10 predictions we made in ‘Connected Marketing: The Viral, Buzz and Word of Mouth Revolution’ back in 2005.

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We’ve just launched an online buzz marketing campaign featuring a new version of 2005’s challenging PicQuiz, which was designed by big:group to help MasterCard promote its sponsorship of The BRIT Awards taking place on 14 February.

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Visitors of heavyweight advertising site Adland have voted ‘Take the Lead’ the Best Remix of 2006.

DMC provided the strategic planning for the project for New Line Cinema, and sourced the talent behind the remix, Addictive TV.

The campaign went down a storm, not just with the Press but most importantly with everyday people - the movie reached number three in the US box office on its opening weekend, and now the remix is the people’s choice for 2006!

You can see Adland’s full list of the best ads of 2006 here.

Many companies avoid hearing what customers are saying because they do not want to hear complaints.

Todd Tweedy, CEO of our US-based partner Boldmouth, was interviewed by the New York Times and argues that some advertisers just aren’t ready to be more customer-facing: What We Talk About When We Talk About Brands

Our 14th Virgin Mobile project is an online viral and buzz marketing campaign to premiere Virgin Mobile’s latest coup - a new TV ad starring glamorous Pamela Anderson (aka “Pammy”) promoting Virgin Mobile’s new Mobile TV service on the innovative Lobster 700TV handset.

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DMC Australia’s MD Piers Hogarth-Scott was interviewed by Julian Lee in today’s SMH about how many viral campaigns today are missing their mark, and why advertisers need to lift their game in terms of measurement and metrics

So what if the clip has been seen by millions of people? How many influencers saw the clip and are advocating it to their peers? What impact is word of mouth having on sales? What level of sales uplift is attributed to this ad? What’s been said about the brand good and bad and how do we engage these people in a two-way dialogue?

Read the full article here.

Forget so-called viral advertising, the future of selling products is Participation Marketing whereby companies attempt to persuade us to participate in the life of their brands.

DMC’s MD Justin Kirby was interviewed earlier this week by Tim Marlow on the BBC World Service about new models of marketing as part of their new trends and ideas programme Culture Shock

DMC’s MD Justin Kirby was interviewed by Mark Sweney in today’s MediaGuardian about the changing viral marketing landscape and how Viral ads miss their mark:

…Kirby argues that “old school” viral marketing techniques are giving way to opportunities presented by social networking websites, such as MySpace. He cites the example of the branded X-Men page within MySpace to promote the third instalment of the film. Viral marketing in the broader sense of the word includes word-of-mouth and the X-Men site boasts a community of 3 million members.