I’ve yet to find a paper or research that shows how online contests or sweepstakes help a brand grow.
Google is on a roll this week, after finally launching Google+ Pages for brands (more on this from me this week) they’re now releasing the new resource rich Think Insights on their marketing focused platform, Think With Google.
It’s one trove of stats, case studies, featured reports, marketing insights and quick shortcuts for brands working in interactive marketing. Not less impressive, is their renewed concern on aesthetics, arranging all this information on a well designed website and attention to detail. You should know better that eye-candy still matters to marketeers, and keeping with their mission statement, information is not only universally accessible and useful, but also beautiful.
For planners out there, have a look at the Real-Time Insights Finder. The only thing to regret is that many of the studies and research are pre-2011. As much as it hurts me to say, they should step up their game regarding Facebook, that is becoming more agressive with marketing bootcamps offering up to $125 in Facebook Coupons or awarding campaigns on Facebook Studio. Let the fight for attention (and ad budgets) continue.
Yet, there’s one an advertising agency founder that has been forgotten, that 50 years ago was already discussing issues like sustainability or escort bayan interconnectivity. Oh, and he also brought to San Francisco an obscure canadian academic named Marshall McLuhan.
The giant i’m writing about is Howard Luck Gossage. A critic but also reformer of the advertising industry, his thoughts are remarkably modern and fit to our interactive age:
“The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.”
“Our first duty is not to the old sales curve, it is to the audience.”
“Copywriters are very strange people who have only reached copywriting after eliminating every other means of making a living through writing”
“If you have something pertinent to say, you neither have to say it to very many people –only to those who you think will be interested–nor do you have to say it very often. How many times do you have to be told that your house is on fire?”
“First, what is the difference between seeing an ad on a billboard and seeing an ad in a magazine? The answer, in a word, is permission”
“To explain responsibility to advertising men is like trying to convince an eight-year-old that sexual intercourse is more fun than a chocolate ice cream cone.”
To revive the thoughts of this great ad man, young british director Ashley Pollak has launched a crowdfunding effort to make a documentary about his life. Donate at http://www.indiegogo.com/hlg and get your perks suchs as being one of the first to appear in the credits or your own private screening session. And it’s cheaper than his book on Amazon.
“In which a guy clearly does not set out to change the world, but does so, then denies he ever did, and has a whole bunch of people over for drinks who will all go on to become famous and miss him for the rest of their lives” — Jeff Goodby
A great job from the Society Of Digital Agencies.
The 2011 Digital Marketing Outlook (DMO) study, conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 43% planning to decrease traditional paid media investments
Source: SoDa blog
The Emperor’s New group bought Clothes …
if a business is hoping to lure in existing customers that it already ‘owns’ the relationship with, why should it discount its services by upwards of 50%, give half of the resulting revenue to Groupon, and let Groupon take most of the credit for the exchange? Why not simply sell such a deal themselves and keep everything?
In my opinion, answering this reveals two inconvenient truths:
Some businesses recognize that group buying isn’t about new customer acquisition. They simply want a one-off spike in revenue, margins be damned.
Others are flying blind. They know group buying is the hot thing, but they have no idea how to use it strategically and the Groupons and LivingSocials of the world have no incentive to help them figure it out.
Game marketing is usually one level up, and there’s a lot to learn there from those trying to capturing attention of consumers. One campaign that has been making the rounds is APB: All Points Bulletin‘s take on The Human Avatar, a real-time experiment in identity and transformation.
During several stages, Josh, a fan chosen by APB’s online community, will subject himself to a extreme makeover: hair style, piercings, tattoos, and clothing, just as it would happen with the in-game avatar personalization tool.
I’m not much into games (time is precious) but as far as marketing is concerned, this does level up. Or are reality shows venturing into videogames?
For many years Google was one of the last companies avoiding mass media advertising (though they’ve done it outside the US). That stronghold ended the last SuperBowl, with the now famous (and parodied) Parisian Love ad:
Even web companies with true fans reach a point when branding becomes necessary to grow a market that’s getting crowded. With many people starting to explore Google’s products and services, an ad that is relevant and tells a powerful story only helps to conquer more users, responding to needs that later get extended to their professional choices (think AdWords or Google Apps).
This need for branding for web companies will become even more evident the next few years, as startups try seduce advertisers by getting more reach and visibility. But instead of using the eyeballs approach, we’ll have a more combined branding approach.
Foursquare, the location based game, and their recent partnerships with Zagat or Marc Jacobs is an example of this sponsorship leveraging a web brand, . Other examples include ExecTweets with Federated Media and Microsoft or even more tactical approaches like the Let It Shine commercial for Honda and Vimeo.
Larger brands should take notice of these opportunities, by teaming up with web brands on relevant, win-win partnerships. As for web companies, Branding, even on a different form, is one step to leave their Beta label behind.