Usable Clicks

7 Minutes to Reinvent the Internet (for Advertising)

Yesterday afternoon I attended an interesting presentation & discussion session hosted by VideoEgg around the idea “7 Minutes to Reinvent the Internet for Advertising.”  7 highly credible engaging speakers were each given 7  minutes each to speak free form on how they believe the advertising industry & related businesses need to reinvent themselves to see success moving forward.  The presenters came at the challenge with different perspectives, likely due to their varied backgrounds (agency, technology, analyst), though a few common themes emerged.

The most interesting theme to me may have been the emerging understanding of the factors that make advertising online such a different beast from traditional media.  Several speakers discussed the clear shared dynamic advertising and media had in traditional forms.  Television, for example, is a full video platform, and a small break in time with what the consumer is watching for another video segment is a natural transition.  Print news as an informative piece even managed to turn advertising into something consumers actively perused for learning about new purchase and sales opportunities.  The Internet, on the other hand, has evolved into a life platform.   Most of the time, users aren’t in the right frame of mind where they are at all receptive to advertising, and they aren’t interacting with content in a way that allows messaging to be digested properly.  Advertisers need to understand this new environment and their audience within, and properly engage the consumer  with respect to the different need states that form in the digital sphere. (more…)

Tags: advertising strategy, branding, internet, marketing, marketing strategy, maslow, media, videoegg

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HOW TO Effectively Brand and Create Trust Through Social Media

Pretty much every marketer right now is trying to figure out the best ways to use social media.  Sometimes the best way to learn is to look at what’s working.  Mobile marketing company Ansible Mobile has set their sites on using social media to create differentiated brand identity and develop trust in a crowded competitive space.  Here’s how they are doing it: (more…)

Tags: ansible mobile, branding, marketing, scribd, twitter, youtube

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Is All Talk Really Good Talk?

There is an often cited theory that “all press is good press”, or in the course of advertising – if you get them talking, it’s good no matter what.  Well the day after the Super Bowl, when advertisers spent upwards of $3 Million per :30 second spot on commercials in the hopes that just about everyone in the country either sees or hears about the brand, that statement is worth reconsidering. 

Take GoDaddy for an instance.  I’ve heard a lot of people tell me that they hate the GoDaddy commercials, either because they’re inappropriate, or because they don’t even offer any information about the product.  But at the same time, just about everyone can only name one domain registrar – and it’s pretty obvious which one that is.  The worse the GoDaddy Super Bowl spot each year is, the quicker it gets censored by the broadcast station, the more people rush to GoDaddy.com, whether they like the spots or not.  A no-name brand in a non-informed field can leverage the “all press is good press” to it’s fullest. (more…)

Tags: branding, superbowl

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