"It's also cheaper. Ms. DerOhannessian said savings from the switch to a 100% digital media buy will allow the brand to bolster its presence in bars and at retail, as well as through events. It will also give it a significant footprint online, where a $10 million budget stretches very far."
More than a trend, we expect digital to be the future of distilled spirits marketing—combined with highly-conceptualized on-premise experiences.
There, we said it: mobile. (Bet you thought we were going to say
monetize.) Well we’re saying that too. There has been a lot talk this year
about monetizing content on the Internet. At the Ad 2.0 Conference, we were
there when Barry Diller said:
“I absolutely believe the Internet is passing from its free days into
a paid system. Inevitably, I promise you, it will be paid,” Diller said in a
keynote discussion opening up the Advertising 2.0 conference held at his
company’s futuristic glass building alongside the Hudson River in Manhattan.
“Not every single thing, but anything of value.”
While a model for effectively monetizing content on the Internet
remains elusive, there is a technological space where fees are already
firmly in place: mobile. According to a recent business week article:
“Consumers are increasingly using their cell phones for financial transactions, and users are expected to spend $1.6 billion via
mobile commerce this year, according to a new report from ABI Research.”
Most media industry players see this as a problem inherent to the evolution of modern
media. But we have to ask as brands become media, how will these issues impact
them? And an obvious consideration, is your brand prepared with a mobile media
We see a lot of brands rapidly embracing social media. And that’s a
great and powerful thing. However, we also see a lack of strategy in planning
their approach. Making for some interesting brand presence and confusing mixed
Ultimately, being there is not enough. A brand’s presence needs to be
managed around the expectation of the users it comes in contact with and we
think in many cases, those expectations follow some traditional marketing
Awareness—Social media is a great way to build awareness for a new
online initiative, increase traffic and build on the effectiveness of existing
assets. Do your legacy websites point to your Twitter account and Facebook
page? Does your Facebook page push users to other online experiences?
Acquisition—Special offers can be tailored to each medium making for
real ROI. It takes a smart approach and a realistic definition of goals. Both
Dell and United Airlines are having success in this arena. Crafting an offer
and an authentic reason to exist are paramount here.
Loyalty—Education, Utility, Empowerment are all players here. Simply
tweeting about your brand’s Rewards Program is not enough. This is an
opportunity to build relationships in a true one to one conversation. The first
step is listening.
Customer Service—An obvious place to play in social media, it also can
be loaded with the most risk. Brands must be prepared to beyond listening and
become engaged, truly care and have an arsenal of tools available to assist in
correcting issues. Simply bringing a call center script to Twitter is not going to work.
In considering which of these roles, your brand is taking on, you should
carefully consider how your brands, online persona is constructed and managed.
Is the brand voice of awareness the same one for customer service? For the sake
of your users, we hope not.
This Friday, we love venture capitalists. (We've been talking to and meeting with a few lately.) So we'd like to share a little love for Fred Wilson, who has sparked a debate about whether NYC has an "inferiority complex" as a venue for startups. We'd love to see NYC become a technology center again. Let's get some love going for Silicon Alley 2.0.
I just finished an interview with PSFK about "ideas" and
wanted to post some highlights about that discussion here.
My premise was that in this new time of economic retrenchment
now known as the “New Normal” ideas are more important than ever. And with that
importance comes a new way of thinking about and identifying what is in fact a
valuable idea. So I'm sharing some ideas about ideas, if you will.
We have gone through a dizzying period of time where ideas
have been inherently tied into the media that conveys them and it suddenly feels like it has become an outdated process. Technology is quickly making media transparent and putting new
focus on experiential innovation, personal utility and useful content.
Here are a few examples:
Twitter: I’d like to point out the backlash against Twitter
as a symptom of expecting it to do more than it does. It puts the onus on the
user to say something interesting, become interested, and share thinking. I
call it a living embodiment of the collective unconscious. It is a blank page
waiting to be filled up. And those who are stumped by it probably have a
difficulty facing any blank page as well. But we as humans inherently know how to
make connections and share. We are all born social and curious. Shared
curiosity on a large scale is a different way of bringing ideas to life and facilitates the birth of new kinds of ideas.
Brand Utility: It’s a fair assumption that most brands
generally make and provide useful products or services. Marketing’s job has been
to create the sheen of desirability around these products and services from a standpoint
of consumer benefit. That practice has slowly devolved into a ritual of hype: “Consumers defining themselves through consumption: I am what I buy.” Today,
consumers are talking back to brands and demanding that they provide useful
points of contact, portability and interaction. Brands need new ideas about how
to become social beings and create those useful points of contact and
experiences for customers.
iPhone apps: The mobile phone is fast becoming the remote
control to our life. Augmented reality is rapidly evolving to allow the
ability to overlay a moment with useful information and enable interaction with
your immediate surroundings. What can be accomplished in the actual moment we are
living in has expanded greatly. Some see technology as a "time-suck" when, in fact, technology if smartly designed and usefully deployed, can force us deeper into a moment and
expand it. In simple terms: We get more done and we get more out of life. This
is an important place for brands and marketers to think about new ideas. What
can happen when life is lived in the moment and technology assists in real-time?
If you are reading this and have ideas about this post to share, I
encourage you to comment below or reach out to me on Twitter or by email.
Thanks. —Bernard Urban, Gigantic™