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Announcing a New Suite of Business Tools for Brands on Instagram

instagram-business:

At Instagram, we’re always looking to inspire and empower brands to create beautiful and engaging imagery that resonates with our community of more than 200 million worldwide.

We’ve heard from brands that having more insight into how people engage with and respond to their photos and videos is an…

Open for Business: instagram rolls out analytics & ad tools

Filed under instagram social marketing analytics

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CES2014: Context is Everything

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

Filed under ces tech context TV self driving cars content marketing ces2014 audi whirlpool

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rtmsucks:

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 relevanceThe 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?

rtmsucks:

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?

Filed under real time marketing socialtv social breaking bad content marketing

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This infographic does an interesting job at highlighting how brands can and have used customer data to model purchase/sales driving behaviour. It will be interesting to see how brands manage through this as consumers demand transparency and expect fair business practices. One option is of course to simply defaulting to an everyday low pricing model. The other (arguably more interesting) model is to reward most engaged brand advocates. Consumers will feel more positive (and loyal to a brand) about use of their data if they trust it will benefit them with more personalized rewards that result in a fair trade off. What do you think helps consumers see the benefits of data (vs just being creepy)?

This infographic does an interesting job at highlighting how brands can and have used customer data to model purchase/sales driving behaviour. It will be interesting to see how brands manage through this as consumers demand transparency and expect fair business practices. One option is of course to simply defaulting to an everyday low pricing model. The other (arguably more interesting) model is to reward most engaged brand advocates. Consumers will feel more positive (and loyal to a brand) about use of their data if they trust it will benefit them with more personalized rewards that result in a fair trade off. What do you think helps consumers see the benefits of data (vs just being creepy)?

Filed under ecommerce sales data roi segmentation privacy modeling personalization target marketing coupon infographic

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The Agency Dilema: Is it Time to Turn Back Time?

It’s been happening for some time now, advertising agencies have splintered into so many niche areas over the past 20 years where specialization in key areas has been increasingly critical. However, as consumer behaviour continues to evolve when it comes to media consumption and their reaction to brand marketing efforts a synergistic approach to marcom is becoming more and more critical.
In a small way Facebook fMC’s recent push to change ads to storytelling. Where the ad creative is directly tied to the conversations the brand is having with their audience brings forth the discussion about the elephant in the proverbial living room. What will drive the best success for brand marketers will be collaboration amongst their partners (with the brand front and centre), the question is… will it be possible? The presentation below does a decent job of posing some of these questions. 

Filed under advertising agencies fmc facebook marketing brand storytelling ads collaboration

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Zeller’s Final Xmas goes Social

Brilliant… for Zeller’s final season in Canada (in case you were really living in an igloo, Target are taking over in 2012) this retailer has launched a fabulous tongue in cheek campaign. Central to the campaign is a social activation that will allow customers to choose what goes on sale and what music to play in the stores over the holidays!

Here is one of the three videos that are running to get the message out… enjoy!

Rest of the videos: http://www.youtube.com/user/ZellersCanada Facebook page: https://www.facebook.com/ZellersCanada

Filed under youtube facebook zellers target holidays marketing

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Is New Media meant to replace Old Media?

Consider this… with the rapid change of the online landscape, 80% of the online activities we spend time on today did not exist 5 years ago.

Have we as marketers evolved to address this rapid speed of change? Is it realistic to assume that we should have solid benchmarking and structure at a point in time where the pace of consumer behaviour change is still on it’s way up? Are we even capturing the most important metrics to deliver true insights?

Helge Tenn makes several interesting points around the impact that this should have on how we should be evolving our perspective on measuring success. Totally worth checking this one out…

Measuring our way to future success View more presentations from Helge Tennø

Filed under metrics measurement helge tenn consumer behaviour insights marketing digital media benchmark

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3 simple ways to deliver a #facebookmktgFAIL

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!

Filed under social media syncapse reporting facebook content brand marketing reporting KPI