Traditional v Digital Media Who Wins?

Is #digital just a trending hash tag in the marketing communications world or is it really the killer of the traditional mediums of print, radio and TV?

It’s a concept that is constantly brought up, mentioned and referred to, but will digital content in the marketing landscape be the final chapter for traditional mediums?

Put simply, no.

Traditional mediums have stood the test of time, is it even possible to imagine a world without traditional advertising? Here’s some perspective:

no-ad

Surprisingly, statistics show that expenditure on traditional mediums have not dropped, but have stalled. They will remain ever present within the marketing landscape and it would be ignorant for anyone to suggest that traditional media is ‘dying’ . The effectiveness of print ads in this current era, to print ads in the 50’s can be understandably questioned as consumers become ‘immune’ to constant exposure to marketing, but why pass up an opportunity to present a brand on a tangible billboard which will either consciously or if not, sub consciously reach the mind of consumers.ad-spending projections

Digital is merely a new playground that presents a range of opportunities but hasn’t yet been fully explored and discovered. The beauty of digital is that its opportunities are endless, from mobile geo-tagging to sharing media on the move and being able to specifically target audiences via the internet, digital has definitely now become one of the major pillars in the marketing and advertising landscape. In an age of the Web 2.0 and mass information, digital presents itself as a perfect opportunity for companies, especially in the field of interactivity when creating campaigns.

These mediums are going though phases in a new era of advertising and marketing, marketers need to ensure that they marry the digital and traditional sides together, rather than settle divorce papers before their relationship has even started. Car Manufactures, KIA have presented a perfect example of the need to marry both traditional and digital age mediums together to create an engaging and effective creative piece:

Just like the mighty era of print and radio, TV is the next superpower of advertising to be replaced by the newcomer of digital, question is how long will the era remain for? will print, TV or radio ever completely die out? would love to hear some opinions in the comments below!

 

 

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The Five Second Ad

The Challenge: Create an effective 5 second ad.. Go!

We all know that with YouTube, comes the ad before you watch that ‘quick’ video that you searched up. Its avoidable on the computer by installing ad blocker but the smart phone and tablet devices still fall victim to waiting for the countdown to press the ‘skip ad’ button.

Most companies resort to posting the same content to their YouTube ads that they do on TV which is a HUGE oversight on their behalf. Digital content isn’t like the traditional mediums of television, print and radio, all platforms are to be approached differently, so it can be seen as careless, lazy and/or poor marketing when a company is seen branded in the same way on the TV as they are in the digital space (specifically YouTube).

It is those brands that respond to the different climate of digital who create the most effective work. Brands must know how to work with the space they have and the audience that they are presenting to.

The Average Persons Mind State When Watching A Compulsory YouTube Ad:

  • “Really another one?”
  • “only three more seconds”
  • “longest 5 seconds of my life”
  • “You’re forcing me to watch the whole thing?!”
  • “F@#$%^&!”*

*unofficial test studies

Agencies and companies must address these schema’s associated with YouTube advertisements and turn their content into engaging and watchable content by creating an effective 5 Second Ad, one of the best examples of this form of online advertising is below, targeting environmental awareness:


The companies that regurgitate the same content across all mediums will find low success and effectiveness. The lack of understanding can lead to a negative view of the brand they are establishing as the millions of dollars spent on advertising could be sending them backwards rather than forwards as a result of carelessness and ignorance.

leave a comment on your favourite five second video or a campaign you’ve found and your thoughts on if the five second method is effective

Below are other successful and engaging ‘Skip Ad’ campaigns:

Audi:

VW:

Coca Cola:

SP

Ice Bucket Challenge: A Viral Success Or Awareness Disaster?

Raising $4 million in two weeks inst something that’s done on a regular basis, but the trending #icebucketchallenge set up by the ALS Association, a charity that fights amyotrophic lateral sclerosis (also called Lou Gerhig’s disease), a fatal neurodegenerative disease has succeeded in doing so.

Similar to the infamous ‘nek nominate’ campaign of promoting the fine art of binge drinking by sculling a beer and nominating two other friends to complete the challenge, here’s how the ALS sets out its rules:

The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.

With many celebrities and influential figures challenging others and completing it themselves, its questionable whether the effectiveness of the peer to peer viral marketing strategy has worked.

The following are key arguments on whether the crowd generated viral strategy is a stroke of marketing genius, or a distraction for the organisations objectives:

Arguments for:

  • items that included the term “ALS” increased 1,007 percent across social media
  • items that mentioned Lou Gehrig’s Disease increased 1,167 percent.
  • since the campaign began, there’s been 42 percent fewer materials read or seen with the words “Ice Bucket Challenge” compared to ALS-related terms. **** the most important statistic****
  • in the same period last year only $25,000 was raised (compared to this years $4 million)

Arguments against:

  • many videos are uploaded without a single mention of the ALS or what it stands for
  • the campaigns structure can be seen as offensive for those who are affected by the disease
  • the viral nature can appear to be centered around an aversion to donating money, as people opt to ‘prefer’ dumping iced water over their heads than donating $100

Although significant points are raised for the campaign being distracted from its objectives with mind numbing stunts (literally), it would be fair to suggest that this form of viral marketing can be very effective, but only if done with perfection and with a stroke of luck on getting a big name to turn it viral.

Is this campaign effective? could it have been more effective? leave a comment below on your opinion / strategy when it comes to user generated viral marketing content!

the Following is a sample of the most popular #icebucketchallenge videos:

Paul Bissonnette


 New York Jets:

Conan O’Brian 

Mark Zuckerberg:

 

Nike Wins The World Cup 2014

Yes, We all know that German efficiency prevailed in this years FIFA World Cup on the pitch, but who won the biggest prize off the pitch in Brazil this year in the battle for social media supremacy? Nike? Adidas? or even Samsung?

The World Cup attracts viewers all over the globe as it was reported that 88 million people had more than 280 million social interactions related to the final of Germany v Argentina. With such staggering statistics, social media becomes a viral marketing nest for brands to gain attention on the largest of scales. Everywhere on social media lay a viral campaign spread by big name brands fighting for social status on who can be the most popular player in the social media playground.

Let’s take a dive (pun intended) into the brands that competed in the social tournament for the prize of the best viral campaign, with this year’s Top 5 campaigns based on effectiveness and success.


5. Samsung – Galaxy XI

The Training:

View Count: 124,374,254 views 

By far the most ridiculous of all viral campaigns, Samsung’s Galaxy XI series takes on the alien empire which is over running earth, very similar to the last game however instead of The Incredible’s it took inspiration from Alien v Predator. Whilst subtlety integrating Samusung’s Galaxy gear and delivering an interesting story series, it managed to rake in one of the highest viewer counts, yet the ridiculousness of the video almost distracts and puts off viewers from Galaxy products as a cheap tacky product.


4. Beats By Dre

The Game Before The Game:

View Count: 24,501,341 views

Beats by Dre presented another cinematic type film with portraying the reality of life for players before the game. Beats by Dre looks into the everyday life of players looked upon as god like figures while subtly playing their products within their everyday life. The objective seems to be that Dre is giving the audience an inside look into the hidden lifestyle of these superstars, forcing a comparison of similarity to be drawn with viewers own lives. this places the product with the real life of players, distancing the common perception of Beats by Dre being a materialised product which is only worn in front of cameras to keep marketers happy.


3. Mcdonalds – “Gol!”

View Count: 18,087,146 views

The most lighthearted of all the top 5, Mcdonalds has aimed to draw paralell with brazilian society, putting the culture of football into its Gol! campaign. Again, the product is not even present throughout the campaign as Mcdonalds aims to draw an emotional story for viewers to witness and serach to watch on the web. This interactive campaign encourages viewers to become a part of the project by downloading its app at www.mcd.gol.com (a football flicking Game). Its in the app where the Mcdonalds magic of plastering logos everywhere begins, as users are then exposed to the brand of Mcdonalds.


2. Adidas – “All in or Nothing”

The Dream

View Count: 90,314,729 views

a part of Adidas’ greatly successful “all in or nothing” campaign, The Dream tops the list with the tactic similar to that of Beats By Dre to pain the human side of the football superstars replicating victorious moments with Adidas equipment and apparel Incorporated into its film. A Great contributor to the success of this specific viral video is the specific featuring of German and Argentine players, who both appeared in the final.


1. Nike – “Risk Everything”

The Last Game

View Count:  240,684,123 views

By far the winner of the viral world cup, Nike has taken a completely original twist on the slightly aging strategy of playing a ‘Superstars XI’ against another team with its Incredible’s themed The Last Game. The short’s cartoon twist on current superstar players makes it a must watch for all fans who support the players and teams they are involved with. As a result its products are exposed to nearly a quarter of a billion viewers with the subtle measure of ‘product placement’ strategies within the brands own short films. Following the video has been many side projects including extra’s and short add on’s to keep viewer counts rising and the video to still trend across all social media platforms.

Underlying Strategies:

The strategy throughout all the top 5 viral’s is the same: Create content that represents a story, not a product. The objective is to seamlessly integrate the product within the story, the heavy use of sub conscious strategies to integrate products into videos that are sought after for the story, is what creates such successes for all of the above brands.

Awareness is built at the sub conscious level, rather than the ‘in your face’ conscious level.

Join in the conversation and leave your thoughts on the ranking below! are the rankings correct? is there an idea that’s been overlooked? All comments will be replied to!

SP

 

References:

http://www.campaignbrief.com/

http://www.visiblemeasures.com

 

 

 

Are Mailing Lists Dead?

What really is the relevance of a digital ‘mailing list’, especially deep in the era of Web 2.0?

The obligatory “tick to receive promotional material and updates” on all sign up forms online is one that is nearly always left unchecked, so whats even the point?

inbox

the rare occasion of an inbox kept to a single digit thanks to mailing lists and e-marketing strategies

Gone are the days of the unsuspecting victim who falls into the trap of leaving the box checked when processing details to purchase a product online, as we have all fallen into this trap before! As the consumer has gotten smarter, companies are getting sneakier. From strategies to now ‘uncheck’ the already checked box as well as rechecking the box when you fail to correctly match your email address’ are new tactics that can trap those who are unsuspecting. It seems like marketers are treating these methods as a consumer game rather than an effort to promote their brand, personally i find it a deterrent for even purchasing.

76% of Australian internet users have purchased online – making 76%+ of Australians aware of the dreaded promotional box.

To make matters worse for the marketers who lack any creative flair and assume that a mailing list will have an affect on their unsuspecting victims, G-mail’s Promotions tab now filters all the spammed junk out of your primary inbox into a never noticed black hole (without you doing anything).

It ponders the question, whats the point of paying someone to write up weekly or even daily promotional report when hardy anyone even gives it a second look? do marketers need to find more creative ways to get through to their customers? or is this now part of the e-marketing trade to keep bosses happy and a secure job?

E-mailing lists are dead, or at least fast approaching the electronic grave (where Myspace now rests). It seems like only a matter of time before companies realise they are wasting their time and resources in something that now offers such little return.

SP

 

Resources:

http://www.copyblogger.com/gmail-promotions-tab/

http://www.abs.gov.au/ausstats/abs@.nsf/latestProducts/8146.0Media%20Release12012-13