cheeky visiony movie about future display experience
cheeky visiony movie about future display experience
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Interesting discussions with my planning colleagues at AKQA London over the last couple of weeks about "Nowism".
In an era of live breaking 24hour Sky News, Facebook news feeds and Chat Roulette (NSFW: http://chatroulette.com/) consumers aren't waiting patiently for advertisers to broadcast their messages. If we want to get cut through with an audience who is always connected, marketers & advertisers need to act in REAL TIME. Superbowl 2010 gave some good examples of how tier 1 advertisers are tackling REAL TIME in big campaigns by using TV to drive fans and chatter on Facebook fan pages http://mashable.com/2010/02/04/social-media-super-bowl/ But what about the rest of the year? What about the bits in between the 6 week bursts? Marketing departments need to shift from commissioning marketing to actually engaging their audiences themselves in REAL TIME.Posted at 10:54 AM | Permalink | Comments (0) | TrackBack (0)
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The future of proximity based scensors should be gripping minority report style futurism, gluing together the internet of things into the sort of ambient computing applications described in Adam Greenfield's excellent book "Everyware" http://www.amazon.co.uk/Everyware-Dawning-Age-Ubiquitous-Computing/dp/0321384016
Instead DecaWave have delivered a vision of the future so mediocre it could have been developed by a random collection of visitors to a job centre plus, with a plot that would have been rejected on the "movies4men" channel.
Posted at 08:32 PM | Permalink | Comments (0) | TrackBack (0)
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Email is known as the "workhorse" of Direct Marketing beacuse of its wide usage across all demographics, ease of implementation and good ROI. It has also become a victim of its own success as it is cheap and easy to flood consumers inboxes with irrelevant messages.
Everyone talks about seducing consumers with timely, relevant messaging, but have a look at your own inbox and see if you feel loved.Relevance (the harder bit)
Brands need to demonstrate the value of their emails
to get permission to communicate and maintain relevance with their email base. Consumers
classify unwanted email they have signed up for as Spam. It’s easy to flag an
item as junk from an email client and this action feeds back into filtering
applications, making each of your future emails harder to deliver.
Consumers value service messaging which gives
confirmation, dispatch and delivery notifications when they order products and
this is a good place to start a relationship. The initial
motivation for allowing brands to communicate expires quickly and you need to
provide new value to keep consumers engaged.
In summary, make sure you've got the technical stuff under control and start thinking about how to maintain relevance on an ongoing basis.
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Emails are a simple marketing tool which brands are pretty comfortable using. Every time they send a blast out they see a spike in traffic and conversions.
I spotted this nice “call to conversation” on an email from online art store Eyestorm. Rather than using the “visit our website, book a test drive” sign off associated with traditional brands in digital channels, Eyestorm have focused their energy on deepening their digital relationship.
Obviously it helps if you have an active & relevant profile in a conversation space. I wouldn’t be surprised if we see more traditional brands taking this approach during 2009.
Posted at 01:18 PM | Permalink | Comments (0) | TrackBack (0)
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Lauren Luke is the 27 year old single mum from South Shields whose make up tips are watched by a global audience of millions on YouTube.

Its easy to capture and upload video from most modern mobile phones, but the hot video product at the moment is the Flip Minos camera. It costs £99, uses solid state storage, a built a built in USB connection and has a simple workflow that lets you publish to YouTube on the click of a button. Cisco are hoping that this will be the perfect device to go mass market and democratise video. They have a serious interest in high bandwidth infrastructure and purchased the parent company, pure digital last week.
In a move with a similar end result, naked conversations author and rabid video blogger Robert Scoble recently announced he’s moving to hosting company Rackspace to work on a new video network.
So if video is going to overtake text as the currency of social networks, what lessons are there for brands?
The workflow for video has been radically simplified with a variety of channels and tools for creators. My advice is to take a lesson from Lauren Luke and engage your users in a warm and honest conversation.
This post originally appeared on March 23rd 2009 on Brand Republic
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Actually they've done quite a nice job of this (Dare? BBH?), but these things are starting to feel a bit formulaic.
- impossibly complex heath robinson-esque setup: check
- over choreographed shoot to look natural (those toilet rolls are over art directed): check
- shakeycam blurry shot of celeb: check
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At the Digital Britain keynote a couple of weeks back Peter Bazalgette (ex Endemol) said "The truth is that not a single media company knows what its model will be in ten years' time." His vision of a content model for publishers was that "In future all content will be paid for either by people's attention spans or their personal data".
Internet users refuse to pay for mainstream content and services, preferring to substitute a worse free version rather than shell out for micropayments or subscriptions. The challenge with ad-funded models is that the advertising is not valuable enough to pay for the content or services. Increasing the relevance of advertising means that publishers can charge more for relevant placements, which generate higher conversions and ultimately better ROI for brands.
Enter Google, with their announcement of a new service “interest-based advertising” a polite way of describing their behavioural targeting platform.
Behavioural targeting has been a hot topic for digital strategists. We’ve been leveraging the personalised communications which we carry out through other channels into website experiences with tools like Omniture’s Touch Clarity for many years. But taking information we’ve learnt from one site and applying it to adverts on another (“cross domain”) has raised privacy and legal issues.
Google are the masters of digital relevance, their Adword PPC product put relevant ads next to search results for active seekers. Their Adsense product puts these Adwords onto content partner sites, this time matching the site content. This is great for the low hanging fruit, but after last years acquisition of DoubleClick. Google is focusing on display advertising, to stimulate demand.
Google has been laying the foundations for this, on the 3rd of March they collaborated with the IAB to launch “Good Practice Principles”, the UK’s first self-regulatory guidelines to set good practice for companies that collect and use data for online behavioural advertising purposes.
While Google’s new offering has an “opt out” option in line with the IAB best practise, the mass market know that their data is being used, but can’t be bothered to opt out.
Other practitioners of behavioural targeting such as Phorm are about as popular as a spammer at a Tweetup. Will this move put a dent in netizens perception of Google as a brand, looks like we'll have to wait a bit until the come up top in organic results for "pure evil".
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This Microsoft vision of how people will use office in 2019 is pretty impressive. Tablets, real life annotation and integrated i-paper all get their spot. Shame the reality of their current offering (e.g. Vista) is such a piece of crap. For more info visit the Office labs vision page here
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