Shiv Singh, author of “Social Media Marketing for Dummies” and digital strategist for Razorfish gave this excellent presentation to a group of Fortune 50 company executives at a conference last week. You should check it out for handy facts and info.
Digital marketing blog Econsultancy posts about the annoying new practice among publishers and advertisers to gain consumer’s attention on the web. Their brilliant idea for more relevant marketing is to make it harder to tune out ads. Yes, this sounds like a very consumer-centric approach: you’re ignoring me when I speak, so I’m going to scream, jump up and down and wave my arms. Now maybe you’ll pay attention.
For example, Gillette Venus razors is doing this on Cosmopolitan.com by deploying disruptive ad units…336×700 fixed panel units as well as 970×66 pushdown units. But, the centerpiece of the campaign is videos featuring a lifestyle expert who gives sunbathers tips on finding the best swimsuit for their body type. The product is mentioned in grooming tips interspersed in the videos.
The video is the best part of this campaign, assuming they’ve validated through search and social monitoring that this is a topic their primary audience is interested in learning more about.
I cringe every time I see a marketer using digital channels as another great distribution point for traditional push/interruption advertising. It just makes no sense whatsoever to me, because the rejection of this method is so pronounced and immediate in the digital space. For example, open rates on most email and click through rates on most search and banner advertising are at all time, single digit lows.
The sooner marketers accept that people don’t like advertising and that digital tools allow us to skip that which we do not like, the sooner marketers can abandon a practice that makes them seem woefully out of touch and find methods that actually work.
Gillette is on the right branch here with the lifestyle videos. The right approach can be summed up like this: The more marketers behave like advertisers in the digital space, the more they will fail. The more they behave like publishers and content producers, the more they will succeed.
To engage in conversations with your audience, you have to seek first to add value then you can sell. This is what creating branded conversations is all about.
According to BusinessWeek this morning, Apple could sell a record 1 million iPhone 4G’s today. “Could”? They already sold 600,000 on pre-order, crashing AT&T’s servers (will those guys get it right? You’d think a big company like AT&T could handle network issues with 600,000 people at once…but, I digress).
Personally, I already have someone lined up to buy my 3GS iPhone for a tidy sum. They get it for much less than they could from Apple because they’re going to jail break it and run it on another carrier. Me…I get into a brand, spanking new iPhone without spending a dime (well, kinda…that’s how I position it to the wifey anyway).
Since AT&T won’t be serving walk-in customers til Tuesday, there’s no use standing in line there today. If you haven’t pre-ordered the iPhone, cue up in line with all the other maniacs at your friendly, neighborhood Apple store.
On another note, I’ve been running the new iOS since Tuesday night and it sure seems snappier. Lots of cool new features but I really like organizing my apps by category and freeing up that valuable screen real estate.
In case you’re just dying to know what all the new iPhoney goodness is all about, CNET has this helpful rundown of all the shiny new features in Apple’s iOS 4 being released this week.
Some of the features I’ve seen demoed are stunning. Apple keeps upping the game, that’s for sure. But, I’m getting tired of feeling compelled to fork over $300 every July for the newest phone. Is there such as thing as Apple Status Quo-a-phobia?
Ah, ya. This is kind of like someone in the 70′s with the same company saying, “We’re not sure we need TV advertising”. Or someone in 2000 saying, “we’re not sure we need a digital strategy”.
Frankly, I think established companies move too slowly to take advantage of technology and rapidly changing consumer behavior. They become more like a federal government bureaucracy, protecting the status quo and their established processes rather than taking risk and exploring innovation. But, with 100 million users, how much risk are they really taking? The internet is going mobile and apps are the way you access the internet on a mobile device. If you have a web site, you need an app. If you have a digital strategy, you’d better start exploring a mobile strategy because they are effectively now one in the same.
Whatever. Ya, I guess you don’t need to consider apps at all. After all, really, what could the impact of millions of iPads and 100 million iPhones be? Just ignore it until your business goes away!