Posts tagged content
Posts tagged content
While I didn’t get the chance to make it to CES this year, my past experience of managing Yahoo Canada’s Tech channel and more recently, consulting with Tech clients, have meant it is a conference I’ve watched closely (albeit remotely) for the last eight years or so.
The event kicks off with keynotes from major technology firms showcasing their next gen tech and is followed by a massive convention of showcases from start-ups to established consumer electronics brands. Here are the two main observations from the myriads of demos and videos I’ve watched online:
Internet of things, be GONE!: With the breadth of devices leveraging the web as part of their DNA quickly escalating, there is an expectation of the benefits the internet should bring to simplify the product experience. For example, Fuelband competitors like Atlas (http://atlaswearables.com/) that can leverage multiple sensors to pinpoint what type of activity a user is engaged in (vs. just counting steps) and then recommend improvements, and home appliances like Whirlpool’s Interactive Cooktop (http://youtu.be/6frHH5OtXU4) that simplify the cooking experience.
The integration of the internet into ‘things’ as a movement will continue, but the successful solutions will be ones that ensure their user function is focused on creating an enhanced experience vs. just having an access point to the internet. With the plethora of devices we have at hand these days, it’s a natural evolution for simplification to be the next step.
Car Re-Invention: Auto manufacturers have been integrating a slew of technology into their space for years. This year, the advent of autonomous (self-driving) cars had smart vehicles driving into press conferences and around the Las Vegas Convention Center and World Trade Center. While the likelihood of this rolling out for mass use is still several years away, the hardware required to power it has evolved from needing the full trunk of a sedan to the size of a laptop, as demonstrated by Audi’s zFAS (chttp://www.technologyreview.com/news/523351/ces-2014-audi-shows-off-a-compact-brain-for-self-driving-cars/) circuit in just one year. In addition, the combined news that Chevrolet and Audi will bring dedicated 4G LTE connections and the multi OEM Open Automotive Alliance to bring Google’s Android platform (http://www.businessweek.com/articles/2014-01-06/google-teams-with-gm-honda-and-audi-to-bring-android-to-cars) to cars will mean that cars could soon become a new media channel (especially once self-driving functionality becomes a reality!).
This future vision of wearable tech and smart cars is a reflection of consumers’ expectation that personalized and contextually relevant experiences are as mobile as they are. And it means that marketers and their agencies need to be poised to consider how they will prepare today to engage with consumers in the longer term in spaces where content and context will be critical levers of success. Exciting times ahead! We’re you at or following CES? Please share your observations…
Article previously appeared: http://mediaincanada.com/2014/01/10/ces2014-context-is-everything/#ixzz2qHUB2Z2T
Breaking Bad is popular; so is bacon. Something that makes absolutely no sense like breaking bacon now makes sense for Real-Time Marketing. Brought to you from the 3am breakfast spot for Meth heads.
Is Real Time Marketing Broken?
As the #BreakingBad mania commences, I am still surprised at the interpretations of how Real Time and Content Marketing come to life. Most are sadly lacking a basis in consumer insight and relevance
The parodies are rising, like the one enclosed… My surprise stems from how brands (and their agencies) are choosing to activate content through a lens of ‘push’ marketing vs. true engagement.
This approach breaks a good thing/opportunity, and avoids addressing the fact that audiences want a brand conversation that OCCASIONALLY (when it makes sense) can be in relation to big events like a series finale or big game. Thoughts?
Infographic: Facebook EdgeRank Demystified
Perhaps this means its time to rethink the purple cow of broadcast that US Content trumps Canadian shows. CBC’s recent hits ‘Being Erica’ and ‘Little Mosque’ (shelved due to funding not audience interest) prove that wedo have the chops it becomes an issue of funding via advertising or government support. But perhaps there are more options like leveraging companion experiences, something CBC experimentwd with recently » http://www.techvibes.com/blog/canadian-tv-show-leverages-the-second-screen-to-achieve-incredible-engagement-infographic-2012-04-13
Or looking at Crowd funding sites like Kickstarter.com perhaps? The bottom line is that the content space is due for a major disruption soon. We know consumers still love their entertainment content and they will do what ever they can to ensure they survive. As an avid ‘Fringe’ fan, I was alarmed when Fox gave the show the dreaded Friday night time slot a couple season ago. But watched with facination as the elusive 18-34 segment of show watchers started watching live and interacting with show producers and actors to keep the show alive!Time to throw out purple cows, and get ready for a brand new world… Now, that’s entertainment my friends!
If you build ‘it’ they really will come, engage, come back and maybe bring a friend or two. Just be sure to build something that will truly deliver on what your brand loyalists care about.
Coles notes: Be flashy, Focus on brand & Report on EVERYTHING!
#1) Bank on flashy apps, contests and coupons to drive engagement. According to a recent article by Syncapse CEO Michael Scissons Engagement on Facebook walls of 300 leading brands is down 22% YOY. Content needs to speak to the true brand advocates in ways that matter to resonate and drive engagement.
#2) Over or under share. Anyone who is on facebook (or any social network really) these days knows how over populated the news feed has become. Make sure you are you are not letting your advocates forget they are part of your community, but don’t over do it. The sweet spot seems to be around 5-7 times a week. The caveat is to use tools to help you keep testing for the optimal posting times for your audience over time.
#3) Speak ‘insider only’ social media KPIs. Make sure you learn from the digital 101 days where measuring everything ended up eroding the value of the medium: unique targeting and engagement. Figure out how to show true MVC value to senior stakeholders so they understand the immediate and long tail impact on the bottom line.
Thoughts? Feedback? Let me know!