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Jan
26
2011
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Smart TVs Extend Digital Reach, Value
The 2011 Consumer Electronics Show has come and gone, leaving behind an array of consumer gadgets hopeful of becoming the next big thing. Among them are smart TVs, also known as connected televisions. Though most are focusing on how the move back to television will improve electronics sales, we believe it is far more important to discuss how this traditional platform will improve the digital marketing arena. The shift to smart TVs will give the digital ad world countless new areas of engagement to explore, increased interaction on larger screens and new functionality in much the same way, if not more, than other smart technologies. With sales of connected TVs increasing by 38% in 2010 and the home theater market growing at a surprising rate (pre-Super Bowl excitement a contributing factor), the consumer demand is giving agencies good reason to explore new engagement opportunities. The importance consumers are placing on traditional home entertainment (combined with the amount of time spent in front of a television and viewing from multiple screens, such as smartphones or laptops) is creating the perfect scenario for digital advertisers to become a consistent, integral part of the experience. Projecting that 40% of U.S. televisions will have internet connections by 2014, a recent Futurescape study also notes that 63% of viewers want more out of their television experience, including show information and shopping capabilities. Aside from basic internet connections provided by various devices like Apple TV, Google TV and Boxee, steps to increase television interactivity are on the rise as television networks are utilizing check-ins, a feature made popular by numerous smartphone applications like Foursquare, to help increase viewership, promote specials and improve pre- and post-show engagement levels. In addition, the “couch potato” days of viewing are being replaced with increased mobility. The growth of smartphones and tablets have allowed for unique opportunities to create engaging experiences that move with the viewer, making the smaller, portable screens a digital “training ground” for the larger smart television market. Just as it was for smartphones and tablets, the key to this technology taking off is its value to the user. With it, consumers will find that television can adapt to their lifestyle as more apps and customization tools are created to check the weather, update their Facebook profile, see sports highlights, shop and more – all related to what they’re watching. This new era of television is not just something to be aware of, but something to get excited about. As we mentioned in a previous blog, television is becoming more than just television. It is an opportunity for digital advertisers to create connections with consumers and now, with new features and capabilities, becoming a powerful ad forum once again (if used correctly). When taken advantage of, this channel can only help extend reach as well as seamlessly provide integrated and interactive opportunities to enhance viewer (and brand) engagement. |
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Dec
21
2010
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Forecasting 2011: Mindgruve’s Top 3 Predictions
As 2010 comes to a close, we’re recapping Mindgruve’s Top 3 Predictions for 2010 and looking forward to what 2011 will bring. First, at the beginning of 2010, we said SEO and social media would be huge and they were. In addition to Google and Bing’s search results that feature Facebook and Twitter posts, Clickz notes that link building through social media can help generate leads, while the recent Facebook-Bing partnership indicates the growing importance of social media’s relationship with search. Second, as the use of smartphones and location based mobile apps increased, so too did the growth of geo-targeted special offers. Keeping in line with American Express’ research which finds that one of the top five consumer buying trends is checking in to claim deals. Finally, though Twitter was big for business, we believe Facebook’s ability to customize and personalize content took the lead as it launched Facebook Places and Facebook Deals (Gap’s overwhelmingly successful Facebook deal comes to mind), while use of FBML tabs increased with many companies, such as Procter & Gamble, creating branded shops within Facebook. Moving into 2011, we’re armed with our three predictions for what will make its mark on digital media. 1. Visual Impact With technology like Google Goggles, we believe we will see more brands extend their traditional marketing by directing consumers, who will snap pictures of products or promotions, to conversion-centric mobile hubs. Though only a handful of brands are testing out the popularity of the goggles, it’s worth mentioning that mobile photo application Instagram sees “two to three photo uploads per second” and mobile photo sharing applications are increasing. This is important because it’s highlighting the visual shift away from text-based content in real-world settings, giving us a glimpse of consumer interests and their willingness to view the world through a phone. 2. Television Plus To leverage the user’s new viewing habits advertisers must take advantage of existing channels (social sites, websites and online broadcasters) to deliver ever-increasing opportunities for personalized engagement through the new technology. We’ve already begun to see advertisers seamlessly adapt to the shift in television with shorter ad formats. Furthermore, with the introduction of more integrated marketing like that of Columbia Sportswear and a “real-world testing environment” for interactive TV (backed by CBS and Time Warner), it’s clear that the need to provide branded, engaging experiences doesn’t end with TV, but could now start there. 3. On the Move Marketing The takeaway: consumers are on the move and unlikely to sit still in 2011, meaning marketing efforts will have to move as well. With mobile phones, as well as tablets and laptops, the need for instant gratification and convenience is growing, as is the use of QR codes, in-app advertising and geo-targeted mobile ads. Brands will need to adjust their mobile websites, traditional and digital marketing campaigns, and mobile email strategy (an important factor to play up since RingCentral discovered a large majority of business professionals do business through a smartphone) in order to fit into a consumer’s on the go lifestyle by offering targeted, topical points of interaction. There you have it! Our predictions for 2011. Since new trends are rapidly developing, we’ll continue to keep our finger on the pulse of the industry, bringing you insights and best practices. We wish you a happy holiday and an even happier new year! |
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Oct
12
2010
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New Media’s Relationship with Politics
In 2008, President Obama’s presidential campaign changed political marketing in various ways, but as a digital media agency we were intrigued with his use of social and mobile media to connect and garner support from the American people. After witnessing the overwhelming amount of success Barack Obama had with his voters, 2010 midterm election candidates on both sides of the aisle are embracing the power of new media, such as geo-targeted mobile ads, social websites and appealing designs that evoke a sense of sociability and openness, to connect with voters in time for election day. Similar to President Obama’s mobile marketing efforts, candidates running in the 2010 midterm elections have stepped up their mobile advertising through geo-targeted mobile ads. Rep. Michele Bachmann used this tactic to target Minnesotans specifically at the state fair this past summer and as the Star Tribune notes, “campaigns are spending more of their budgets on sophisticated web ads that zero in on specific locations and demographics,” and rightly so. As we discussed in a past blog, mobile phones are a hyper-personal medium. Targeting smart phone users based on age, location, gender, search terms and residence can create awareness among groups of voters that matter most to a campaign’s overall success. In addition to geo-targeted mobile ads, political parties have increased their social media use (of note, Republicans now hold eight of the top ten Capitol Hill Twitter spots, while 300 members of congress have turned to Facebook to stay in touch with the voting public) and taken steps to create community websites for constituents to interact with the political party and fellow voters. This past May, the GOP did this very thing when launching America Speaking Out. Its purpose is to solicit policy ideas from community members, who then vote for their favorite policy idea in order to create the GOP’s “Pledge to America.” The integration with Facebook and Twitter take this concept a step further as community members are able to share a policy idea and/or vote with their network of friends. Finally, it doesn’t just end with new media channels. Design now plays an integral role in making sure the brand of a political party is open and inviting, encouraging a stronger social relationship. America Speaking Out moved in this direction with their website design and color palette in order to speak to voters who are unhappy with current leadership. Another intriguing web design change came from the Democratic National Committee. Armed with a new logo (reminiscent of Facebook and Twitter icons) and website redesign, the party’s new look was created to reflect what the DNC wishes to represent to America – “a community.” Based on our observations of the new social media and mobile methods being used for the 2010 midterm elections quickly approaching, it’s obvious that new media is changing the face of political campaigning. With that said, we are confident that the new media tactics and strategies used today will empower politicians and political parties to expand their social reach by creating a network of supporters who will help spread their message to the American people. |
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Aug
17
2010
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Digital Barcodes: The Present and Future of Mobile Marketing
The past few years have seen many innovations in the world of mobile marketing, one of the biggest being the use of digital barcodes. Digital barcodes, or Quick Response codes, are barcodes that, when scanned using a mobile device’s QR code reader, lead users to promotional information designated by the creator. We believe digital barcodes will help mobile marketing finally break into the mainstream. They create a more intimate experience for users as well as increase the effectiveness and response time of opt-in marketing campaigns. The biggest advantage to a digital barcode campaign is an increase in user engagement. Digital barcodes create a more enticing, personal experience for users that is hard to replicate in other mediums. They also have the ability to quickly show the success of a campaign based on the number of scans per location, which can be measured at any time. Additionally, digital barcodes can drive quality traffic to a company’s website or landing page, allowing for targeted marketing. Finally, consumers that use the bar codes are showing an immediate interest, making it easier for companies to get visitors to interact with their product or service. This is perfectly demonstrated by a digital barcode campaign that was recently launched by Calvin Klein to support their new lines of X jeans. Billboards were placed in New York and Los Angeles with a digital barcode on them in place of the normally racy billboard. If scanned, the ad promised an uncensored version for private viewing. With the campaign, Calvin Klein enticed consumers to visit its site under their own volition and to engage with their new product in influencer markets. QR Codes have also been used for other types of campaigns. The nonprofit group Women of the Storm used digital barcodes to rally support for restoration of the Gulf Coast after the BP oil spill. The Be the One Campaign, with the assistance of ScanLife, created a digital barcode that leads to their website. This barcode was then put on display in Times Square as well as printed on stickers and T-shirts. To date, it has resulted in over 120,000 people signing up to support their cause. While there are many advantages to a digital barcode campaign, there are some drawbacks to be considered. The technology is still very new and in most cases requires a smartphone. Marketers will also need to make sure they have a significant web presence. With this type of campaign, companies must ensure that consumers will remain engaged once they hit the landing page or the campaign is destined to fail. This technology is an exciting look into the future of marketing. We are currently utilizing one on our building for our Google business listing and believe that digital barcodes offer many options for engaging the audience with creative, versatile opt-in marketing campaigns. While there are still some issues to work around, this technology offers the ability take mobile marketing to a whole new level. If you or your company is interested in learning more about the potential for digital barcode campaigns, please contact Michael Garten by phone (949.698.2983), on Twitter or through Linkedin. |
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Jul
16
2010
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Online Video Marketing: Relatable, Engaging Content Leads to Successful Campaigns
Online video is a major part of the interactive world and many say it’s the future of marketing. However, it wasn’t until recently that we’ve seen companies actively use it to reach audiences online. Toyota (apart from the recall woes faced earlier this year) and Levi’s have shown great leadership with their current campaigns. Inspired by Reel SEO’s tips for creating a web series, we believe these brands hit the nail on the head with content that centers on universal truths for the target audience, encouraging them to contribute, watch and share with others. Toyota Already, millions have gone out of their way to meet the family. As Spork Marketing Blog notes, unlike traditional TV advertising, “online video viewers have elected to watch your content – it’s not being forced upon them.” With nearly 3 million YouTube channel views and over 4 million views of Swagger Wagon alone, Toyota has achieved an online video marketing success. Levi’s Unlike Toyota’s series of laughable family quirks, this series of online videos pull at the heart strings by tapping into the idea of hard work, a theme integral to America and Levi’s roots, while also highlighting a very real concept many have faced in light of economic highs and lows, starting over. These personal narratives will be carried through the entire series as it showcases the potential of Braddock residents, including Braddock’s Mayor who expresses his passion for the town with heartfelt tattoos. Still early in the campaign, Levi’s made the right decision to captivate their audience by leveraging their Facebook Page and YouTube channel. The use of their social network makes the series easily accessible to those already interested and is sure to help spread the word about this resilient community and Levi’s brand. Done correctly, online videos can be an engaging medium and possess the ability to enhance your marketing with repeated viewing, sharing and meaningful discussion. While there is no surefire way to guarantee a hit, choosing and executing on a theme universal to your audience is a good first step. |
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