Touching the void

June 26, 2008

So. We’ve got high volume mainstream and low adopters. Oh, and these 9 million browser downloaders (which reminds me). Spend is on the up, effectiveness is still not quantifiable. Old school (or should that be skool) and traditional digital (now there’s a thing) are just not working, and never will. Did you notice that ad for Vodafone on TV last night? Did you notice that ad for Vodafone in the paper this morning? Did you notice that ad for Vodafone on Facebook this morning?

Brands need to engage with their audiences at a time and place that they are in the mood to buy, when they are up for a transaction. The problem with digital is that it’s bypassing the physical. You will never avoid the fact that people want to see, touch, smell, hear and taste before they buy. The digital relationship starts here. It’s participatory and it’s on their terms. It plants a seed.

Remember me for the experience you had as much as the product or service I offer. Oh, and here’s something for you. If you want it. It’s the start of something special…

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Under the influence

June 20, 2008

So, Puttnam has a good point. What he doesn’t necessarily answer though is how to engage with and more importantly influence the ‘mainstream’ audience. The challenge yet again is how to bridge the gaping void between 11 billion videos viewed online in April, the unsurprising fact that brands are disappointed by the lack of traction they are able to generate on Facebook(yes, I know)/in Second Life/even Tweeting and an interaction or experience that you and I will benefit from. A participatory relationship. On our terms.

It’s about a personal, positive dialogue/experience/relationship for the consumer. Oops, did I say consumer?

Last night I almost subscribed to a satellite TV service. It’s just that I took up the welcomed suggestion (as I tried to decide what package to choose) to chat live online to a ‘brand representative’. Shocking. After 60 seconds of experiencing the online equivalent of an off-shore call centre, I ‘hung up’ and logged off. And I’m probably not going back. And I’m going to tell people about it. See, I already have.

Rules of engagement

June 18, 2008

I have always loved zeroinflencer’s Four Humble Demands of the Prosumer, the simple idea that you have to deliver inspiration/aspiration/insight to achieve acquisition. Simple as it is, it seems to be difficult to implement because people just don’t get it.

This is highlighted by two contrasting announcements yesterday. Firstly, news that this year will see online advertising spend in the UK exceed that of TV, the question still remains of how best to engage with your desired audience to inspire them to invest time in building a relationship, on their terms. Just because more is being spent online does not mean that it’s going to be more effective and reap more rewards than TV advertising, because in the main, it’s repurposing, no, it’s reusing content concieved for one channel on a very different platform. Add to that the media planners and buyers. Do they actually plan and buy media? Or space? Secondly, the fact that audience demand has resuscitated You Suck at Photoshop is surely good news…