Recently had a problem with my layout and template for this blog.
So, you get what we've have here–which is, a failure to communicate.
I don't like anymore than you do. ;)
UPDATED: 9.12.09
Welcoming the black and white will do. :)
8.21.2009
8.13.2009
8 Thoughts on a successful campaign
Some call it Transmedia.
1) Cross-pollinate the online market segment with information about the company. Post information about the company on sister-blogs and find market segments that parallel your company/objective and connect with them. The internet is the largest social network of them all. All other participant networks are equivalent to different street corners in the same city. Simplify key messages. They don't have to be simple-minded, just easy to relate to. Prospects will need to be able to reference any offer proposed to them. They will look to validate the communication and find supporting facts. Participant/Social networks are simply really fast email with music and my most recent birthday pictures. Creating a place to hangout is not as effective as most advertisers think. Using passive techniques for an aggressive medium is silly. And for the user who is seeker-first, the street corner won't sustain their interests very long.
2) Don't forget there is a real world. The internet is still an infant in many ways. And it's constantly reminded of this as tech company after tech company perform rapid prototyping of software and web-based applications. There is a lot of user-education needed to make internet-based markets work. The typical user does not have time to learn something new everyday. My point; look for brick and mortar segments worth penetrating with street teams and penetration campaigns too. Experiential marketing efforts will help facilitate WOM and establish more relevancy. Create something that is worth talking about with friends. Something the market can discover.
3) Think relevancy, not marketing. Remarkable products and services generally stand on their own merit.
4) All employees, both agency-side and client-side, should act in the capacity of a brand steward for the company and campaign. I'm sure we've all experienced the power of conversation that has been reinforced with a raw experience. Those that are positive. The trickle effect begins with you and them and who they interact with.
5) Don't lie.
6) X-Factor. It's gonna happen. Smile gracefully if it has negative results.
7) Don't get to caught up in technology and web-based apps just yet. The turnaround is fast for us intrawebbers but there is a much larger market segment that has no idea what's happened in last 5 months. Most won't care either.
8) First question we ask of the strategy is; Is it creative?
Original Post
1) Cross-pollinate the online market segment with information about the company. Post information about the company on sister-blogs and find market segments that parallel your company/objective and connect with them. The internet is the largest social network of them all. All other participant networks are equivalent to different street corners in the same city. Simplify key messages. They don't have to be simple-minded, just easy to relate to. Prospects will need to be able to reference any offer proposed to them. They will look to validate the communication and find supporting facts. Participant/Social networks are simply really fast email with music and my most recent birthday pictures. Creating a place to hangout is not as effective as most advertisers think. Using passive techniques for an aggressive medium is silly. And for the user who is seeker-first, the street corner won't sustain their interests very long.
2) Don't forget there is a real world. The internet is still an infant in many ways. And it's constantly reminded of this as tech company after tech company perform rapid prototyping of software and web-based applications. There is a lot of user-education needed to make internet-based markets work. The typical user does not have time to learn something new everyday. My point; look for brick and mortar segments worth penetrating with street teams and penetration campaigns too. Experiential marketing efforts will help facilitate WOM and establish more relevancy. Create something that is worth talking about with friends. Something the market can discover.
3) Think relevancy, not marketing. Remarkable products and services generally stand on their own merit.
4) All employees, both agency-side and client-side, should act in the capacity of a brand steward for the company and campaign. I'm sure we've all experienced the power of conversation that has been reinforced with a raw experience. Those that are positive. The trickle effect begins with you and them and who they interact with.
5) Don't lie.
6) X-Factor. It's gonna happen. Smile gracefully if it has negative results.
7) Don't get to caught up in technology and web-based apps just yet. The turnaround is fast for us intrawebbers but there is a much larger market segment that has no idea what's happened in last 5 months. Most won't care either.
8) First question we ask of the strategy is; Is it creative?
Original Post
8.06.2009
COMING TREND
1) Video as application ( This means interface design, too )
2) Searchable video
3) AJAX working even harder to act like an object-oriented language for rich experiences
4) Mobile compliance on all fronts ( which includes animation with CSS, think Web 0.5 on your phone )
5) Seamless web-to-desktop applications
6) Mitigating the conversation of a brand into the sale of a product through social application and tracking the purchase from online to offline and back again.
7) Adsense moving to display ads. This is very possible and would change a lot, really quickly, again. UPDATED 9.18.09 New York Times Article
2) Searchable video
3) AJAX working even harder to act like an object-oriented language for rich experiences
4) Mobile compliance on all fronts ( which includes animation with CSS, think Web 0.5 on your phone )
5) Seamless web-to-desktop applications
6) Mitigating the conversation of a brand into the sale of a product through social application and tracking the purchase from online to offline and back again.
7) Adsense moving to display ads. This is very possible and would change a lot, really quickly, again. UPDATED 9.18.09 New York Times Article
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Imagine a brand landscape defined by the individual; the consumer, the prospect, the common surveyor–a marketplace that evolves organically based on consumer interaction and feedback. A company and their agency-both accountable for their products, services and ideas. Knowledge is growing directly in relation to the amount of people contributing to it without regard for social or economical barriers. Language barriers don't exist. Knowledge is systematic growth based on interoperation without ration. Mass communications leveraged by the individual. Products and services rising and falling on their own merits. Someone googles "sucker born everyday," every minute. Advertising talks too much, art requires no explanation and we live in the middle. Create relevancy.
