Digital Integration: The New Media Triad

Designing for Multiple Screens
Content has changed. It’s no longer the passive programming of years past. Thanks to new-and rapidly fragmenting–media channels, today’s audiences demand interactive, personal and customized experiences. Not just websites, social networks, user-generated content, but cell phones, digital billboards, web-enabled TVs, projectors. It can be argued that 2008 marked the year that these truly became viable, widespread, and mass-adopted technologies. Finally, it seems, people are realizing that these aren’t siloed platforms. They are all interconnected and can be used to leverage and play off of one another. The new media triad has emerged.


Its also worth noting that the web has overtaken all media except TV as a news source. The internet has surpassed all other media except TV as Americans’ main source for national and international news and now rivals TV as the top news outlet for young people, according to research from the Pew Research Center for the People & the Press. Some 40% of Americans say they currently get most of their news about national and international issues from the internet, up from just 24% in September 2007, the study finds. For the first time in a Pew survey, more people say they rely mostly on the internet for news than cite newspapers (35%). Television continues to be cited most frequently as a main source for national and international news, at 70%.
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Social Media: Strategy, Stats, State of

This how-to was syndicated from a four-part series on social media created by Leigh Householder.
An interesting blog trying to pull together the many statistics that surround Social media sites.

State of the Blogosphere 2008
Technorati’s take …

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Marketing: CMO’s Must Evolve, BBH Zags

Study:CMOs Must Evolve to Meet New Marketing Challenges
The growing popularity of interactive tools such as wikis, blogs and social networks is giving customers the ability to engage with firms as never before, and global marketers need to put customers at the center of their operations to respond to this new and challenging reality, according to an study of global CMOs conducted by the Economist Intelligence Unit and sponsored by Google.
The report, “Future Tense: The Global CMO” (pdf), finds marketers are increasingly able to reach out to consumers at all points along the value chain, not just at the moment a purchase decision is made. Because of this, global marketing of the future must engage all corporate stakeholders with consistent, constant and accurate messaging. At the same time, it must encourage and be able to respond quickly to customer feedback and involvement, pulling stakeholders closer to the corporate brand.

While Everyone Else in Adland Zigs, BBH apparently Zags
As the economic downturn worsens and agencies cut costs, Bartle Bogle Hegarty is doing something different: diversifying into products such as vegetarian meals and personal alarms. Through Zag, the agency’s brand-invention company, BBH’s London office is creating its own brands and bringing them to market with joint-venture partners. The idea is to identify “brand lag” — areas where consumers are active but there are few brands. Zag launched in 2006, headed up by former Unilever executive Neil Munn, and its first U.K. brands are launching just in time to bolster the agency’s growth. The agency recently opened a Zag office in New York.


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Packaging: McDonalds

I came late to my fascination with packaging (having been brought up in advertising) and was interested to read that McDonald’s just gave its packaging a flashy update. McDonald’s is scrapping its package design across 118 countries and 56 languages in what Global Chief Marketing Officer Mary Dillon called the “biggest packaging initiative in the history of the brand” (woo!) The new look puts more emphasis on product and less on the brand’s iconic “I’m lovin’ it” tagline.

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Dead Tree Media v Mistletoe Media

I have no particular beef with or antipathy towards the print medium, quite the reverse. That said, the news from the world of print this week is grim …

The New York Times is “Mourning Old Media’s Decline”, Gannett is to cut 10% of workers as its profit slips, the Christian Science Paper is to end its daily print edition, Time Inc. plans about 600 layoffs and Newspaper circulation continues to decline rapidly

The other big news is that Google will pay $125 million to settle two lawsuits with the Association of American Publishers and the Authors Guild over its book-scanning and searching scheme. Google scanned entire books under copyright, and made the contents searchable. Google argued that this practice was permissible as a “fair use” of copyrighted material, because searchers could only access a portion of a given work. Google plans to use $34.5 million of the settlement to create a copyright registry modeled after similar music industry systems used to compensate songwriters and performers.

The healthy and burgeoning electronic/interactive/social media essentially live in a parasitic relationship to the so-called dead tree media, feeding off their labor and research/production costs. (Would Mistletoe be a good metaphor?)

The automotive and other industries are also built on a pricing that doesn’t include the social, health and environmental costs of the pollution and carbon any given car generates. Ideally, the pollution cost should be part of the cost of each vehicle.

So, ideally (I guess), should the dead tree media labor and research costs be part of the real cost of each electronic widget… Thoughts?

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Industry Snippets: Digital Agencies, Neuromarketing

Digital agencies are not only being invited to pitch brands as agencies of record — increasingly, they’re winning. And at least one top digital-agency executive said he thinks the movement toward digital agency as full agency of record has yet to take hold. “It’s way too early to call it a trend,” said Clark Kokich, CEO of Razorfish. “But you are seeing certain select opportunities where it’s becoming a real alternative for clients.” According to him, the move toward becoming a full agency of record is not an explicit strategy for the agency but an opportunity that can’t be ignored. Razorfish does not have any full agency-of-record relationships but has poached a creative director and a planner from the likes of McCann Worldgroup and SS&K.

This Is Your Brain On Advertising
Madison Avenue is increasingly turning to neuroscience to refine the art of crafting successful ad campaigns. The Nielsen Co. jumped into the field earlier this year by investing in Berkeley, Calif.-based research firm NeuroFocus, which applies neuroscience to advertising research. Now Google is applying “neuromarketing” to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers’ attention and boost brand awareness.

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