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It’s Time to Advertise

Whats The Big Deal About NFC? (Part 2)

IMAGE: MASHABLE COMPOSITE/MOTOROL

IMAGE: MASHABLE COMPOSITE/MOTOROLA

Wearable Technology the (relatively) new buzz word surrounding the tech community, no it’s not a mouth guard that doubles as chewing gum but the increasing interest in ‘smart’ gear, specifically watches.

Google has been all over this form of technology for years and now Apple’s joined the party (always fashionabley late) with their soon to be released Apple Watch. We as consumers are entering a new era of ‘smart’ with the smart watch now becoming a mainstream product. The majority of current wearables owners are young, with 48% between 18-34 years old, highlighting that this figure will only continue to grow as wearables become more useful, so.. the question is, what are marketers thinking? What are the possibilities with this tech? how can it be monetised?

Let’s take a look at a real possibility for marketers to utilise these smart capabilities in watches now, and potentially into the future:

Near Field Communication:
If you don’t know what NFC and the powers of NFC are, read my other article “Whats the Big Deal About NFC?

This seems the most exciting and best way for marketers to use smart watch technology. with NFC slowly becoming more accessible and seamless to use, in context marketing and notifications could be the way forward to come up on your watches display. If you’re at the MCG and the half time siren goes, what would happen if a ‘tap to order’ beer display came up so that your beverage could be fast tracked and even prepaid with the NFC inbuilt.
Many limits of NFC on phones make a lot more sense when put into watch technology, keeping your phone away whilst achieving tasks that are with ease and are context specific.

BUT THERE’S JUST SOMETHING LACKING?!

There are great situations to use smart watches, but really only when you are restricted to a ‘hands free’ environment. I don’t know whether it’s the devices or the software themselves, but there doesn’t seem to be any real reasoning to go out and spend up to $500 for a digital watch that may not have a battery powerful enough to tell me the time all day. Wearables are well and truly the next step forward and are on their way to being mainstream devices, but right now, there’s no real incentive for purchase for the mainstream consumer market with it being not that difficult to take a phone out of the pocket anyway.

What are your thoughts? can you think of any other marketing possibilities for smart watches and wearables? do you agree that wearables may take a while to really pick up as a mainstream device? leave a thought below!

SP


 

http://www.nielsen.com/us/en/insights/news/2014/tech-styles-are-consumers-really-interested-in-wearing-tech-on-their-sleeves.html

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Playing the Game?

There’s no question that Nike is a brand of innovation and a leader in marketing strategy… and now they have their own social media platform (kind of).

Below is a recent app development for its Nike Football wing, as the brand is once again turning the simple idea of a group text message to play football (soccer) into a street football community to arrange local matches, take a look:

In Words:

The Nike Football app allows players to create matches, banter with friends and teammates, and be the first to access exclusive Nike product. Vitally, the app will also be a gateway to the professional game through the Nike Academy – the U.K.-based academy for young players, based at St. George’s Park National Football Centre — which gives its players a route to the pro game through fixtures against leading clubs. – nikeinc.com


User Interaction Is Key To Marketing Success:

Throughout many of Nike’s recent campaigns, the focus is not on selling the product, but creating a consumer experience with interesting story adverts. Their strategy is to facilitate the football community by creating an app to help people play the sport, and specifically soccer more often by creating essentially, its own form of social media. Nike wants to become a part of the average organised street game, by helping create the match and getting more people to play more often. This eventually will be seen by Nike to create a profit as the more players playing creates a larger market for them to promote their products and sell to.

Nike has the app = Nike can advertise and play by its own rules – A no Adidas zone

Will this app kick off and be a big success? can you see it working and would you download it yourself? Leave your thought’s in the comments below.

SP

Social Media in TL;DR

The following info graph displays a clear image of the marketing space within large organisations and their social media. There seems to be some enlightening statistics that give good insight into companies thoughts and strategies surrounding social media.

The following is this chart of social media research being unpacked and explored in the form of tl;dr (Too Long; Didn’t Read (I Cant be bothered reading, someone summarise this for me please)):

Screen Shot 2014-09-21 at 10.47.10 pm

TL;DR – Social Media has become a pivotal marketing tool for all organisations, they see it as a ‘must have’ (but they may not know why… more to come)

Screen Shot 2014-09-21 at 10.54.05 pm

TL;DR – the best social media strategies are still being (or soon to be) developed, as brands are still discovering how to effectively target and engage with audiences whilst measuring their social media effectiveness on organisational profits.

Screen Shot 2014-09-21 at 10.59.23 pm

TL;DR – Brands use social media primarily to build brand awareness, with minimal priority for customer service and loyalty (which in my opinion should be flipped the other way around as loyalty and good service should promote good brand awareness). Many marketers are integrating their social media strategies with their traditional methods, although the large organisations are still playing catch up.

Screen Shot 2014-09-21 at 10.59.41 pm

TL;DR – Brands love to copy content from others, although still recognise the importance of creating original content and creating their own, video is the most popular form of content creation.

Screen Shot 2014-09-21 at 10.59.53 pm

TL;DR – Facebook is the most used social media platform, closely followed by twitter. Although surprisingly, Instagram is not even in the top 5 for a platform thats purely non skippable content.

Enjoyed the TL;DR unboxing of the research into social media marketing? i was surprised at a few statistics and would love to hear what surprised anyone else! Leave a thought below!

SP


References: http://www.adweek.com/news/advertising-branding/glimpse-marketers-social-media-strategies-159962

SportsBet – The Betting Social Climber

By now, everyone knows, or is aware of the betting agency SportsBet.com.au. But How has the agency emerged as the most popular online sports betting company in a market that’s so competetive?

Essentially, The company has effectively targeted its male audience with humor and wit to propel itself to one of the top agencies in the Australian online betting community by being the first and one of the only agencies to try and become  ‘Facebook friends’ with its consumers.

Sportsbet’s strategies:

  • target men, aged 18-35 who are ‘casual’ or ‘social’ gamblers.
  • make gambling completely acceptable and normal within society. 
  • make Sportsbet the number one preference for online gambling.
  • create relevant and relatable topics to its audience with humor and wit to gain acceptance as a ‘mate’.
  • Maintain the image of a ‘blokey’ attitude.

The Collar Problem:


It’s not about the money that has been pumped into Sportsbet’s marketing department, but the way they have interacted with their followers on social medium in order to create exceptional value. It has been so effectively planned and targeted to the point where consumers feel that Sportsbet is a ‘friend’, rather than a betting agency with the primary objective of gathering profits from its consumers pockets.

Sportsbet’s ability to ‘side’ with the consumer by producing relevant, entertaining and shareable content has created a friendly brand which now boasts over 450,000 Facebook likes and over 90k twitter followers.
This following has been accelerated by its ‘real life’ stunts and collaboration with local Australian comedians who deliver comedy to the same audience that Sports Bet is tapping into, leading to a larger share of brand exposure with subtle placements of the brands logo throughout their videos and campaigns:

Tactics To Watch The World Cup:

Christ the Redeemer Balloon (World Cup):

Expectation v Reality (Collaboration):

After establishing its friendship with its consumers by building a large social media presence, Sportsbet subtly places in betting promotions and deals that customers are actively engaging with and using  due to the trust and popularity that is now associated with the agency.

These ‘mateship’ tactics used by Sportsbet ensures a loyal and popular fanbase for Sportsbet to then cash in on, do you think that Sportsbet is leading the market? or if not, are their any other agencies that are producing content and delivering value to their audience more effectively than Sportsbet are? let me know in the comments below!

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!

 

 

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