2009. okt. 29.
...and another supercool technology - Motion Portrait
Yeah, you probably know hundreds of portrait-editor apps but this one creates living and movable head from an uploaded 2D photo. The eyes are even blinking!
What a delicious creative technology.
Zoogami Beer - with supercool technology
Zoogami releases a new beer and wants to position it as a modern product that follows the evolutions of the world in which we live. This is the Contemporary Beer project, born to explain, in a completely revolutionary way, what happens in the world in real time.This is what Saatchi Italy says, but is a supercool tech idea really enough to build a brand and spread the message?
In Michael Shirley's opinion the answer is no.
The new Zoogami beer interactive site utilizes the amazingly vast amount of content being generated at any given time in the most bizarre trippy kind of cool way. It harnesses the power of Youtube and Google to generate a digital mashup of real time search results into what can only be described as seemingly completely random but addictive at the same time. I searched for my name, my cat’s name, what I ate for dinner (veggie burger), corduroy pants, you name it. All came back with some surprising results.
One problem though is that the beer itself is a secondary thought on this site. In regards to harnessing user generated content and repurposing it, I think this is more interesting than what Skittles did in their blatent rip off of the Modernista site. Ultimately this is horribly uninformative and the super cool creative technology they’ve created is somewhat wasted on it.
I agree with Michael, but despite all these comments I think this application is still excellent positioning tool.
Moreover I encourage marketers to create creative stuff like this and use innovative technology to support their image campaigns. Because a tactical communication like the Zoogami microsite:
- is virulent
- is cheap
- generates strong WOM
- burns the brand message in the visitors mind for long
2009. okt. 24.
Depo Berci vs. Vatera Vera - A hatványozó kombináció
Updated
Hát ennyi, kérem tisztelettel.
Jó és karakteres kreatívra könnyű válaszolni. A Depo megtette.
Pont annyit raktak bele a videoba, amennyit kellett, hogy se erőltetett ne legyen, se szájbarágó, se túl hosszú. De pénzbe sem került, csak ötletbe, mert a Vatera kampánya tökéletesen bevezette az üzenetet.
Egy hibája lehet a válasznak: nincs erősen seedelve és lassan terjed (eddig 700 UV)
Illetve még egy gyenge pontja lehet: az indítás időpontja. Bár a válasz szórakoztató, csak azoknak az, akik már látták Vatera Verát. Ha a két vírus video érkezési sorrendje fordított, a továbbküldés nem következik be. És erre ma még van esély.
Persze abban sem vagyok biztos, hogy akik ismerik Verát és szórakoztatónak találják a választ, annyira találják-e szórakoztatónak, hogy meg is osszák azt.
Abban viszont biztos vagyok, hogy ez a mini párbaj mindkét márkának jót tesz és duplázzák azt a kampány sikert és reklám ismertséget, amit egyedül lennének képesek elérni. Még akkor is jónak tartanám ezt a hatást, ha a szolgáltatásaik azonosak lennének. De a két márka nem is túl közeli kompetítorai egymásnak.
A két kommunikáció tehát jó példa arra, hogy a jó kreatív hogyan emelhet egy taktikai kampányt márkaépítéssé.
Update
Az újabb kör:
Hát ennyi, kérem tisztelettel.
Jó és karakteres kreatívra könnyű válaszolni. A Depo megtette.
Pont annyit raktak bele a videoba, amennyit kellett, hogy se erőltetett ne legyen, se szájbarágó, se túl hosszú. De pénzbe sem került, csak ötletbe, mert a Vatera kampánya tökéletesen bevezette az üzenetet.
Egy hibája lehet a válasznak: nincs erősen seedelve és lassan terjed (eddig 700 UV)
Illetve még egy gyenge pontja lehet: az indítás időpontja. Bár a válasz szórakoztató, csak azoknak az, akik már látták Vatera Verát. Ha a két vírus video érkezési sorrendje fordított, a továbbküldés nem következik be. És erre ma még van esély.
Persze abban sem vagyok biztos, hogy akik ismerik Verát és szórakoztatónak találják a választ, annyira találják-e szórakoztatónak, hogy meg is osszák azt.
Abban viszont biztos vagyok, hogy ez a mini párbaj mindkét márkának jót tesz és duplázzák azt a kampány sikert és reklám ismertséget, amit egyedül lennének képesek elérni. Még akkor is jónak tartanám ezt a hatást, ha a szolgáltatásaik azonosak lennének. De a két márka nem is túl közeli kompetítorai egymásnak.
A két kommunikáció tehát jó példa arra, hogy a jó kreatív hogyan emelhet egy taktikai kampányt márkaépítéssé.
Update
Az újabb kör:
2009. okt. 21.
A ló túloldalán, but I like it - Reklámszemét, és ami benne van: Burger Ernő
Amikor megnéztem a Burger Ernő postot, három dolog jutott eszembe:
- VÉGRE! Végre egy hang, ami képes ellensúlyozni az egymás fenekét vigyorogva és összekacsintva paskoló, belterjes magyar reklámkritika torzultan rózsaszín világát. Ladies and Gentlemen, megszülett az ultra-radikális reklámkritikai ellenzék, a Reklámszemét.
- EZ VIRULENS. A stílus, a vehemencia, a szabadszájúság, a beszólás és az irritáló megmondók, magasan viszik át a magyar user megosztáshoz szükséges provokációs küszöbét. Nincs kétség, a támadások, amit kapni fognak, nekik fognak kedvezni. Hírhedtek lesznek, ami sokkal erősebb olvasói kötődést jelent, mint a híresség. Howard Stern hallgatói között nagyobb azok száma, akik utálják őt, mert tudni akarják, hogy mit mond. Különben nem tudják utálni őt ...és végül így vagy úgy de Stern befolyásolja a véleményüket.
- SZABADOK. Tehát nem kell megállniuk ott, ahol nekem meg kellett állnom, pl. Ernő esetében. (5. hely a büntető virálkampányok között) Nem kell ott megállniuk, hogy az első mondat bénán, reklámosan szájbarágós, hogy a casting egy tévedés, és hogy a szövegírás a kilencvenes évek elejét idézi. Illetve hogy fejlődés helyett már megint egy Laboratory-féle kaptafa hero készült. Aki mellesleg nem képes herová válni. (Hogy hogyan kell herot kreálni egy szánalomra épülő koncepcióból? Nézd meg itt, meg itt, meg itt, meg még sok más kampányban)
Nem kell megállniuk, mert nem veszélyeztetik cégük newbiz tevékenységét azzal, ha tovább mennek. Mert bizony elég baj, hogy az ügyfelek jórésze nem eléggé edukált, viszont rettenetesen mimózalelkűek (tisztelet a kivételnek, és mély tisztelet azoknak az ügyfeleknek, akik képesek szembenézni hibáikkal.)
És még mielőtt a tisztelt olvasó vagy megrendelő azt találná kommentálni, hogy "de hát te is és mindenki erről beszél", meg hogy "az eladásaink nőttek", azt kérem, hogy egy icipicit gondolkodjon el azon, hogy ha a médiatervet óriási, gyönyörűen megfotózótt, lágyansimulóan sajtos, gyönyörűen zöldellő salátás, gyöngyözően szaftos hamburgerrekkel raknák teli, vajon nem ugyanekkora eladásnövekedést generált volna? Vagy nagyobbat? (Ugye hogy nyeltél egyet?) Csak úgy, mint ahogy ezt a Pizza Hut műveli a Super Bowl döntőinek szünetében.
Nem azt mondom, hogy termékfotóval csábítsanak és a márkaépítés felesleges, de egy ilyen hatású kampányhoz nem kell túlfizetett ügynökségeket finanszírozni. Márkaépítéshez meg ez így nagyon kevés.
Tisztelt magyarajkú látogatóim, ajánlom figyelmetekbe a Reklámszemét blogot és az alábbi szösszenetet.
Update:
A reklámszemét elköltözött. Új neve és címe: reklamtorvenyszek.blog.hu
Update:
A reklámszemét elköltözött. Új neve és címe: reklamtorvenyszek.blog.hu
2009. okt. 18.
Brand Trust: The six drivers of trust
Another interesting presentation from Nick Black, vice president of strategic insight at Concerto Marketing.
Findings from a recent North American study on brand trust. We've uncovered six psychological drivers of trust, all of which are equally correlated with brand trust.
Market Research: A deeper look at everyday life
A presentation exploring deeper motivations in marketing and market research.
2009. okt. 15.
Vatera online kampány - hajszál híján jó ...de az a hajszál betonoszlop vastagságú
(updated: + video)
"Vééégre valami ötlet..." gondoltam, amikor megláttam a Vatera.hu kampányának kedvcsinálóját. Kár, hogy egyszerű statikus jpg volt. De úgy éreztem, hogy lesz ez még jobb is és megadtam az esélyt. Klikkeltem.
És ennyi. Sajnos nem tudok egy tartalmas és bő review-t írni a kampányról, mert igazából nincs nagyon miről. A kezdeti izgalom 2 másodperc alatt lohadt le, amint megláttam a landing page-et.
Klikkelj ide és nézd meg te is.
Az ötlet csillagos ötös, de a kivitelezés egy gyenge közepest sem érdemel. Semmi video, semmi interaktív felület, semmi story, semmi világalkotás, csak egy 5 perces jpg layoutocska, mellette 3 bekezdés ömlesztett szöveggel, meg 3 árva social network megosztó gomb. Ennyi, meg néhány témára kommentelt árverezett cucc.
A Vatera.hu nagy ziccert hagyott ki. Pedig csak egy komolyabb szövegíró, egy komolyabb art director, egy komolyabb produkció, azaz egy kicsit komolyabb ügynökségi munka kellett volna az ötlet mögé.
Talán házon belül csinálták, vagy mindössze egy egyszemélyes bétére volt büdzsé...? De igazán már nem is számít, hiszen a végeredmény már fut ...és sajnos Vateráék sosem fogják megtudni, hogy mit lehetett volna elérni egy, az ötlethez méltó módon kidolgozott kivitelezéssel.
Azért néhány szövegírói hibát még ki kell emeljek, mielőtt lezárom a postot.
"Vééégre valami ötlet..." gondoltam, amikor megláttam a Vatera.hu kampányának kedvcsinálóját. Kár, hogy egyszerű statikus jpg volt. De úgy éreztem, hogy lesz ez még jobb is és megadtam az esélyt. Klikkeltem.
És ennyi. Sajnos nem tudok egy tartalmas és bő review-t írni a kampányról, mert igazából nincs nagyon miről. A kezdeti izgalom 2 másodperc alatt lohadt le, amint megláttam a landing page-et.
Klikkelj ide és nézd meg te is.
Az ötlet csillagos ötös, de a kivitelezés egy gyenge közepest sem érdemel. Semmi video, semmi interaktív felület, semmi story, semmi világalkotás, csak egy 5 perces jpg layoutocska, mellette 3 bekezdés ömlesztett szöveggel, meg 3 árva social network megosztó gomb. Ennyi, meg néhány témára kommentelt árverezett cucc.
A Vatera.hu nagy ziccert hagyott ki. Pedig csak egy komolyabb szövegíró, egy komolyabb art director, egy komolyabb produkció, azaz egy kicsit komolyabb ügynökségi munka kellett volna az ötlet mögé.
Talán házon belül csinálták, vagy mindössze egy egyszemélyes bétére volt büdzsé...? De igazán már nem is számít, hiszen a végeredmény már fut ...és sajnos Vateráék sosem fogják megtudni, hogy mit lehetett volna elérni egy, az ötlethez méltó módon kidolgozott kivitelezéssel.
Azért néhány szövegírói hibát még ki kell emeljek, mielőtt lezárom a postot.
- Közösségi oldalon nem magázódunk, mert az nem a közösség nyelve. Azaz reklámízű és ellenszenves.
- Az érzelmi állapot és a mechanizmus nincs egyeztetve a szövegben: "fel vagyok dúlva, azonnal bosszút akarok, de majd csak október 26-tól kezdek árverezni". Ez egyszerűen nem életszerű, viszont reklámos, erőltetett és rombolja a fel sem épített világot.
- És ha már stílus, vagy talanság: az emberek jobban drukkolnak és segítenek egy olyan nőnek, aki a bevételből addig bulizik és shoppingol a barátnőivel, amíg már annyi ereje sem marad, hogy kinyissa a pénztárcáját.
Az, hogy ha segítesz, a feleség a férje után megy, és az majd nagyon kapni fog tőle (mit is?), unalmas, cseppet sem provokatív és cseppet sem motiváló.
...pedig az ötlet jó.
- Update -
Közben kiderült, hogy az általam nagyrabecsült szakemberekből verbuválódott Cluso készítette a kampányt és ami fontosabb, hogy egy video is készült (és talán lesz még több is)
Hmmm.
Viszont az eddig leírtakon, a készítő kilétének ismerete sajnos mit sem változtat.
De nézzük meg a filmet, hátha javít valamit az összképen.
Nos, a casting kiváló. Nem egy Burger Ernő.
A szöveg is jobbra sikeredett, mint a site verzió.
A felvétel bizonyítja, hogy nulla pénzből készítették a videót, de ez nem vált hátrányára. A leányzó személyisége hozott némi "világot" a kampányba.
Összességében tehát tényleg nem lett rossz ...de az a "26.-án árverezek" dolgot a csaj szájába adni, még mindig illúzióromboló. Vagy a mechanizmuson kellett volna picit csiszolni, vagy legalább le kellett volna választani ezt az információt egy lezáró packshotra. De mindez talán már szőrszálhasogatás és a jegyzőkönyvből törlendő komment.
A teljes kampányt tekintve mindenképpen javult az élmény, de nagy különbség látszik a video és a többi anyag minősége között. Ez adódhat abból, hogy a két területhez nem ugyanazon a szinten értenek a készítők, de adódhat az ügyfél által engedélyezett felület képességeiből is.
Mindenesetre azzal szertném zárni a postot, amivel kezdtem és amivel már korábban is zártam:
Végre egy jó ötlet ...és asszem maradjunk is ennyiben.
- Update -
Közben kiderült, hogy az általam nagyrabecsült szakemberekből verbuválódott Cluso készítette a kampányt és ami fontosabb, hogy egy video is készült (és talán lesz még több is)
Hmmm.
Viszont az eddig leírtakon, a készítő kilétének ismerete sajnos mit sem változtat.
De nézzük meg a filmet, hátha javít valamit az összképen.
Nos, a casting kiváló. Nem egy Burger Ernő.
A szöveg is jobbra sikeredett, mint a site verzió.
A felvétel bizonyítja, hogy nulla pénzből készítették a videót, de ez nem vált hátrányára. A leányzó személyisége hozott némi "világot" a kampányba.
Összességében tehát tényleg nem lett rossz ...de az a "26.-án árverezek" dolgot a csaj szájába adni, még mindig illúzióromboló. Vagy a mechanizmuson kellett volna picit csiszolni, vagy legalább le kellett volna választani ezt az információt egy lezáró packshotra. De mindez talán már szőrszálhasogatás és a jegyzőkönyvből törlendő komment.
A teljes kampányt tekintve mindenképpen javult az élmény, de nagy különbség látszik a video és a többi anyag minősége között. Ez adódhat abból, hogy a két területhez nem ugyanazon a szinten értenek a készítők, de adódhat az ügyfél által engedélyezett felület képességeiből is.
Mindenesetre azzal szertném zárni a postot, amivel kezdtem és amivel már korábban is zártam:
Végre egy jó ötlet ...és asszem maradjunk is ennyiben.
2009. okt. 11.
A very good example: Mokummercials
Mokummercials has grown to a new generation, full service, no BS creative company without boundaries. We don’t have account managers in expensive suits, no creative teams that play darts half of the day, but a team that is involved in the whole process. We make the idea, do the production and post production in house. Direct lines in the communication and the creative process are fundamental.
Click here and play their reel
2009. okt. 10.
Quirky’s Social Product Development
Laurens Bianchi @ viralblog
Today I bumped into Quirky, a very interesting community. Quirky is a social product development company. The idea is simple: your product ideas come in, the community works on them, Quirky sells your product worldwide, and 30¢ of every dollar brought in gets distributed amongst you and the product’s influencers.
The great thing about Quirky is that it takes the idea of community websites and applies it to product development. The community, which is free to join, suggests new ideas for products, inputs design ideas and the audience can vote on them. The most popular ideas can even make it into pre-production.
The site owners work out a minimum quantity needed for a manufacturing run and people commit to buying – once the required number number of pre-orders has been taken the product is produced. Finally, as an incentive to get involved the top collaborators on each product receive a cut of the sales.
Quirky is a perfect example for brands that really want to engage their audience by evolving them into product development and help them to create new products or make existing products better.
Check their product page to see which products the community has in production right now. One of the latest products is the Powercurl, a clip on cord wrap for your Apple Power adaptor.
Today I bumped into Quirky, a very interesting community. Quirky is a social product development company. The idea is simple: your product ideas come in, the community works on them, Quirky sells your product worldwide, and 30¢ of every dollar brought in gets distributed amongst you and the product’s influencers.
The great thing about Quirky is that it takes the idea of community websites and applies it to product development. The community, which is free to join, suggests new ideas for products, inputs design ideas and the audience can vote on them. The most popular ideas can even make it into pre-production.
The site owners work out a minimum quantity needed for a manufacturing run and people commit to buying – once the required number number of pre-orders has been taken the product is produced. Finally, as an incentive to get involved the top collaborators on each product receive a cut of the sales.
Quirky is a perfect example for brands that really want to engage their audience by evolving them into product development and help them to create new products or make existing products better.
Check their product page to see which products the community has in production right now. One of the latest products is the Powercurl, a clip on cord wrap for your Apple Power adaptor.
Health Care Meets Online Social Media
Contents:
Download the whole document (pdf)
- Social Networks Come to Health
- What Is Health 2.0? The Power of Collective Wisdom
- The Business of Social Networks and Health
- Health Ratings Platforms That Make Health Consumers and Clinicians Peers
- Knitting Communities Together
- Disruptions Through Collaborations
- The New Health Company, v 2.0
- Going Mobile
- The New Patient Opinion Leader
Download the whole document (pdf)
2009. okt. 8.
2009. okt. 7.
The Myth of the Viral
Kaitlyn Wilkins @ Fresh Influence
I was fortunate enough to spend the last few days at WPP’s annual Stream Conference - which brings together some of the brightest minds from around the network in an unconference format to discuss the what’s next in digital and technology communications.
Some of the best sessions I attended were the ones organized around lists - be it potential “truths” presented for discussion, or co-created outputs. One such session was The Myth of the Viral presented by YouTube.
“Viral success happens, but it doesn’t just ‘happen’”.
Myth 1: I don’t have to promote it
The most successful videos are rooted in smart creative and promotion. Videos need a robust syndication and promotion plan that incorporates elements such as video ads, brand integration on .coms, influencer outreach, and social networking plays.
I think this is the most frequently overlooked aspect of video - today YouTube is the 2nd largest search engine in the US, so the Field of Dreams approach to posting your content is definitely not enough. Any time you want scale in social (and who doesn’t?!), a promotion plan - often rooted in paid media - is a must.
Myth 2: I can just put a video on YouTube and users will find it
Naming, tagging, and engaging content people spend time with all help you index on YouTube. To stand out you have to understand search terms that people use, and search optimize against those words.
Search is IT - for video and anything a brand puts on the web - 80% of web sessions start at a search engine, and 91% of Internet users search daily. Search intent modeling is now essential to everything from SEM/SEO to messaging to consumer behavior research to tagging.
Myth 3: Consumers don’t like branded content
Branding is ok if it’s tasteful and appropriate to the content – stripping the brand out, or having all UGC content is not necessary. Examples: Samsung Omnia i900 Unboxing, riffing on the unboxing video trend (3MM views), or my favorite Smirnoff Raw Tea Partay (5MM views).
Consumers are accustomed to contextually appropriate branding - as long as your adding value (humor, knowledge, exclusivity…) you can “get away” with branding that delivers on your messaging in a subtle way.
Myth 4: It’s not just about one video
Come up with ideas that people can replicate easily, so that viewers feel empowered to create additional content in response to the original piece. If you’re smart, you can build an ecosystem around your content.
This was a really smart point - think of things like the Cadbury Gorilla, which spawned so many spinoffs that Cadbury at one point set up a shadow site to house them. Imitation is the highest form of flattery.
Myth 5: Being in control is a good thing
Take advantage of your accidental spokespeople who are creating content without the brands “permissions.” For example, McDonald’s has leveraged a UGC McNuggets rap in advertising, and UK’s Cillit took advantage of a popular UGC techno remix of one of their commercials. Another common YouTube fear is the inane comments that are often left on videos, the discussion group felt that brands need to have tolerance for the YouTube community and the good/bad comments – and be confident that silly or unnecessarily disparaging remarks are often shouted down.
Ahhhh, control! The age old question. One of the best arguments against leaving your head in the sand is that, in many cases, consumers are *already* appropriating your brand in some way. Listening to the conversation gives you more control and a platform to start a dialogue that could be leveraged proactively or reactively in the future. One of the best examples of nimbly reacting to video content was how Chris Brown and Sony responded to the JK Wedding Dance video, in which a couple danced down the aisle to Brown’s “Forever.” Instead of wigging out, Sony Music used ContentID to claim the audio content and opted to put music purchase buttons next to the video and use YouTube insights to examine a new demographic and “come up with new distribution, sales and marketing ideas.” Sales of the song jumped from 3,000 to 50,000 in one week in July.
I was fortunate enough to spend the last few days at WPP’s annual Stream Conference - which brings together some of the brightest minds from around the network in an unconference format to discuss the what’s next in digital and technology communications.
Some of the best sessions I attended were the ones organized around lists - be it potential “truths” presented for discussion, or co-created outputs. One such session was The Myth of the Viral presented by YouTube.
“Viral success happens, but it doesn’t just ‘happen’”.
Myth 1: I don’t have to promote it
The most successful videos are rooted in smart creative and promotion. Videos need a robust syndication and promotion plan that incorporates elements such as video ads, brand integration on .coms, influencer outreach, and social networking plays.
I think this is the most frequently overlooked aspect of video - today YouTube is the 2nd largest search engine in the US, so the Field of Dreams approach to posting your content is definitely not enough. Any time you want scale in social (and who doesn’t?!), a promotion plan - often rooted in paid media - is a must.
Myth 2: I can just put a video on YouTube and users will find it
Naming, tagging, and engaging content people spend time with all help you index on YouTube. To stand out you have to understand search terms that people use, and search optimize against those words.
Search is IT - for video and anything a brand puts on the web - 80% of web sessions start at a search engine, and 91% of Internet users search daily. Search intent modeling is now essential to everything from SEM/SEO to messaging to consumer behavior research to tagging.
Myth 3: Consumers don’t like branded content
Branding is ok if it’s tasteful and appropriate to the content – stripping the brand out, or having all UGC content is not necessary. Examples: Samsung Omnia i900 Unboxing, riffing on the unboxing video trend (3MM views), or my favorite Smirnoff Raw Tea Partay (5MM views).
Consumers are accustomed to contextually appropriate branding - as long as your adding value (humor, knowledge, exclusivity…) you can “get away” with branding that delivers on your messaging in a subtle way.
Myth 4: It’s not just about one video
Come up with ideas that people can replicate easily, so that viewers feel empowered to create additional content in response to the original piece. If you’re smart, you can build an ecosystem around your content.
This was a really smart point - think of things like the Cadbury Gorilla, which spawned so many spinoffs that Cadbury at one point set up a shadow site to house them. Imitation is the highest form of flattery.
Myth 5: Being in control is a good thing
Take advantage of your accidental spokespeople who are creating content without the brands “permissions.” For example, McDonald’s has leveraged a UGC McNuggets rap in advertising, and UK’s Cillit took advantage of a popular UGC techno remix of one of their commercials. Another common YouTube fear is the inane comments that are often left on videos, the discussion group felt that brands need to have tolerance for the YouTube community and the good/bad comments – and be confident that silly or unnecessarily disparaging remarks are often shouted down.
Ahhhh, control! The age old question. One of the best arguments against leaving your head in the sand is that, in many cases, consumers are *already* appropriating your brand in some way. Listening to the conversation gives you more control and a platform to start a dialogue that could be leveraged proactively or reactively in the future. One of the best examples of nimbly reacting to video content was how Chris Brown and Sony responded to the JK Wedding Dance video, in which a couple danced down the aisle to Brown’s “Forever.” Instead of wigging out, Sony Music used ContentID to claim the audio content and opted to put music purchase buttons next to the video and use YouTube insights to examine a new demographic and “come up with new distribution, sales and marketing ideas.” Sales of the song jumped from 3,000 to 50,000 in one week in July.
Agencies Need to Think Like Software Companies
Enter the Hybrid Marketer:
Where Mad Men Meet Tech Nerds
Allison Mooney @ Advertising Age
At the Apps for Brands event this past Wednesday, I moderated a panel that looked specifically at how marketers should attack the construction of a branded application. But one question we didn't get to address was: How much do marketers need to know about app development anyway?
The truth is, advertisers and brand marketers are entering a brave new world -- one where code is on par with content. The 21st-century ad isn't something to be looked at, it's something to be used. Our reliance on mobile tools, such as apps, position them as the perfect vehicles for brands. "Consumers" are now "users." So are "marketers" now "developers"?
"In order to make a successful app, you need to have these core competencies, or work with companies that have these core competencies, that are beyond marketing," said Ad Age's Nick Parish during the pre-panel call. J.B. Holston, president-CEO of NewsGator, saw this as his company's role. "Our clients would rather not have to worry about keeping up with latest and greatest [in platform releases]," he said. "They can focus a lot more on the brand, more what is the right expression of the brand here, rather than 'How do I use the video capability of the next generation iPhone?'"
But Matt Galligan, CEO and co-founder of CrashCorp, also a tech company, said that having someone who at least can help a creative team understanding how the software should look is very helpful. "I think having somebody like that, even if they are not the ones coding the app, helps bridge the gap between the technical and the creative," he said. "As we talk to various brands and agencies about working with our technology, there is sort of a disconnect."
AKQA gets around this with a "creative developer" role, which I've also heard referred to as a "creative technologist." People in this hybrid position work directly with developers to oversee the realization of an idea. "Pure creatives don't have the language to speak with developers," said Rei Inamoto, AKQA's chief creative officer. "These people act as translators."
Inamoto also pointed to the need for brand managers to have a new hybrid mind-set. "We need to educate and cultivate a new breed of people who understand tech from a marketing and brand perspective, who have a consumer mindset." These "brand technologists," as Parish called them, also lend a software company vibe around an agency.
This idea of agency as software company was the founding principle of The Barbarian Group, a boutique digital shop with offices in New York, Boston and San Francisco. Co-founder Rick Webb believes that the advertising industry has only had one major take-away from the web 2.0 world: User-generated content.
"What they should have been taking away all of this time -- and have increasingly begun to -- are the concepts of the constant beta and agile development," he says. "Marketers need to abandon the time-limited campaign online and start to think of it as a constant application of a rigorous discipline. They should think of their marketing the same way that Facebook puts out a new feature every two weeks, tweaks it, changes it, and re-releases it. It's not a coincidence that's brought Facebook 400 million users and Twitter 40 million. We've been applying them to Kashi.com for three years now and have seen results beyond anything that a single campaign could do on its own."
These hybrid employees that can bring digital know-how to Madison Avenue should not be hard for companies to find. Rising college grads have grown up using digital tools for their creative expression and academic pursuits. Even established employees are taking up code in their spare time, not only recognizing its value on the job, but also to realize their own ideas.
Agencies need to recognize that this digital and mobile literacy is essential to their survival -- both on the creative side and the account side. They need not do the building in-house, but they need to know how the bricks are laid. Just as Salvatore Romano, Sterling Cooper's Art Director, transitioned from drawing storyboards to producing commercial, this generation's mad men will need to make a similar leap into Advertising 2.0.
ABOUT THE AUTHOR
Allison Mooney is VP-director of trends and insights at MobileBehavior, an Omnicom Group Company, and runs their blog Next Great Thing.
Where Mad Men Meet Tech Nerds
Allison Mooney @ Advertising Age
At the Apps for Brands event this past Wednesday, I moderated a panel that looked specifically at how marketers should attack the construction of a branded application. But one question we didn't get to address was: How much do marketers need to know about app development anyway?
The truth is, advertisers and brand marketers are entering a brave new world -- one where code is on par with content. The 21st-century ad isn't something to be looked at, it's something to be used. Our reliance on mobile tools, such as apps, position them as the perfect vehicles for brands. "Consumers" are now "users." So are "marketers" now "developers"?
"In order to make a successful app, you need to have these core competencies, or work with companies that have these core competencies, that are beyond marketing," said Ad Age's Nick Parish during the pre-panel call. J.B. Holston, president-CEO of NewsGator, saw this as his company's role. "Our clients would rather not have to worry about keeping up with latest and greatest [in platform releases]," he said. "They can focus a lot more on the brand, more what is the right expression of the brand here, rather than 'How do I use the video capability of the next generation iPhone?'"
But Matt Galligan, CEO and co-founder of CrashCorp, also a tech company, said that having someone who at least can help a creative team understanding how the software should look is very helpful. "I think having somebody like that, even if they are not the ones coding the app, helps bridge the gap between the technical and the creative," he said. "As we talk to various brands and agencies about working with our technology, there is sort of a disconnect."
AKQA gets around this with a "creative developer" role, which I've also heard referred to as a "creative technologist." People in this hybrid position work directly with developers to oversee the realization of an idea. "Pure creatives don't have the language to speak with developers," said Rei Inamoto, AKQA's chief creative officer. "These people act as translators."
Inamoto also pointed to the need for brand managers to have a new hybrid mind-set. "We need to educate and cultivate a new breed of people who understand tech from a marketing and brand perspective, who have a consumer mindset." These "brand technologists," as Parish called them, also lend a software company vibe around an agency.
This idea of agency as software company was the founding principle of The Barbarian Group, a boutique digital shop with offices in New York, Boston and San Francisco. Co-founder Rick Webb believes that the advertising industry has only had one major take-away from the web 2.0 world: User-generated content.
"What they should have been taking away all of this time -- and have increasingly begun to -- are the concepts of the constant beta and agile development," he says. "Marketers need to abandon the time-limited campaign online and start to think of it as a constant application of a rigorous discipline. They should think of their marketing the same way that Facebook puts out a new feature every two weeks, tweaks it, changes it, and re-releases it. It's not a coincidence that's brought Facebook 400 million users and Twitter 40 million. We've been applying them to Kashi.com for three years now and have seen results beyond anything that a single campaign could do on its own."
These hybrid employees that can bring digital know-how to Madison Avenue should not be hard for companies to find. Rising college grads have grown up using digital tools for their creative expression and academic pursuits. Even established employees are taking up code in their spare time, not only recognizing its value on the job, but also to realize their own ideas.
Agencies need to recognize that this digital and mobile literacy is essential to their survival -- both on the creative side and the account side. They need not do the building in-house, but they need to know how the bricks are laid. Just as Salvatore Romano, Sterling Cooper's Art Director, transitioned from drawing storyboards to producing commercial, this generation's mad men will need to make a similar leap into Advertising 2.0.
ABOUT THE AUTHOR
Allison Mooney is VP-director of trends and insights at MobileBehavior, an Omnicom Group Company, and runs their blog Next Great Thing.
Beyond PPC and SEO Integration: Display-Search Integration
Daniel Riveong @ Emergence Media Blog
For a number of years, I’ve spoken about SEO-PPC keyword management integration and I’ve spoken a few times about the need to integrate Social Media and SEO efforts. But what many of us have forgotten from time to time is that awareness via display can significantly impact search traffic and conversion.
Josh Dreller of Fuor Digital writes:
For a number of years, I’ve spoken about SEO-PPC keyword management integration and I’ve spoken a few times about the need to integrate Social Media and SEO efforts. But what many of us have forgotten from time to time is that awareness via display can significantly impact search traffic and conversion.
Josh Dreller of Fuor Digital writes:
“As we move away as an industry from 'the last ad click' methodology and start measuring all of the media interactions that influence users to perform our converting actions, it's become clear that other engagement strategies should be considered within the media mix. In a recent campaign for one of my clients,39% of all search conversions had a previous banner view in the mix. It's very possible that a portion of those conversions would never had happened unless the banner drove a user to search.” (Emphasis mine)Thirty-nine percent is a lot of paid search conversions that were assisted by display. Indeed, back in 2004, DoubleClick, working with Continental Airlines, did one of the most thorough and often referenced studies on view-through and found the following:
Click-through rates dropped slightly from 0.48 percent in the first quarter of 2004 to 0.43 percent in the second quarter, but view-through rates (which measure responses over time) grew considerably. According to DoubleClick, the view-through rate for Q2 measured 0.73 percent compared to 0.59 percent in Q1.Take Aways
- Is your team doing cross-channel tracking?
People don’t experience media (and your brand for that matter) with a series of separate discrete media channels, and you shouldn’t track it as such. - Are you needlessly cutting Display for the sake of the ROI safety of Paid Search?
Your C-level boss is breathing down your neck to ensure all marketing activities are ROI accountable and this sometimes means that display (online and offline like TV) gets cut for the sake of the trackable paid search. But maybe those sweet ROI numbers you’re getting on Google Adwords is driven by your local TV campaign? - Paid Search has limits.
Many folks talk about paid search like it is the only game in town, but as Josh Dreller points out, conversion is a multi-stage process. Search is sometimes simply the final click before deciding to make a purchase. - Understand each stage of your customer purchase relationship lifecycle
…And how you can help move the customer from awareness to customer to repeat customer and evangelist. Here’s how SocialRep define the customer relationship lifecycle, but your company is probably slightly different:
Can you name the companies from their logos?
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