Archive for March, 2015

Shifting media budget from TV to Digital. How much is enough?

This is something thats been an ongoing question in our digital landscape. Some of this research is from Google insights, and the rest is based on experience gained while running YouTube media campaigns for some of South Africa’s top brands.

The world’s smallest working drill

The world’s smallest working drill created has been created using a 3D printer. I’m not one for power tools normally but this is kind of incredible.

3D printers are on the top side of my favourite things invented this decade. Partly because the technology fascinates me and partly because IMAGINE PRINTING YOUR OWN ACTION FIGURES?

Via Geek.com

Who should tell your brands story?

The one thing I love most about working in digital is that I always feel like we’re moving forward at a rapid rate. We work in an industry where innovation has become the norm. What our clients buy into this month we can often improve on three months down the line because we’ve learnt something new ourselves. Good digital marketers understand the landscape. Great digital marketers challenge it.

Marketers spent decades trying to understand consumers and more importantly how they react to advertising. Although the digital revolution has flipped everything we know on its head, there is one constant that stands strong no matter what medium we’re advertising on – great story telling will always be remembered. What changed in the digital world is how we get consumers to watch, to listen, and engage with brand stories. You see, the internet changed more than just the screen size and resolution of advertising content – it changed the way people receive it.

If I think back to when things changed it was probably around the time Google came into our lives. You see, the moment people were given the option to search for a review, an image, even an advert – it took the power away from the broadcaster and gave it to the receiver. Google did more than just develop a search engine; they changed the way people would engage with content forever. They opened the door to an entertainment source powered by the end user.

influencer marketing - webfluential 1

We know that online consumers gravitate towards communities. They follow and talk to people they chose to associate with, people with similar interests, people they trust. They aren’t waiting for commercial breaks, they don’t read pages in order, and the truth is – they often see brands as the outsiders.

This brings me to my next point. One inspired by Scott Cook and the quote below. Brands shouldn’t stop telling great stories online, but maybe they should consider letting others write a few chapters in their book?

influencer marketing - webfluential - scott cook

The traditional model of placing advertising ‘in the break’ isn’t what people remember online, think about your Facebook sidebar, can you remember the last advert you clicked on? Good digital marketers will understand this problem. Great digital marketers will challenge it – and ask what they need to do to be remembered.

Lets use the Motoring industry as an example. Are your consumers more likely to trust a sidebar advert highlighting your new SUV as the best car for moms, or a Facebook post that highlights a feature unique to the mommy blogger your audience already follows?

It’s time for brands to start moving away from the hero mentality, and start moving towards the community mentality. That means brands need to work with others to create conversations, with the people their consumers trust most – the people who influence their target market.

 

Online is a place where a brand, and its community combined, will tell its story. The key to this method is finding the right social influencers that already speak to your brands target audience. And ensuring that the stories you create for these influencers are truthful and relevant to their already established audiences.

influencer marketing social webfluential

Influencer Marketing is no longer a trend. It’s a reality.

Brands need to trust others to share their story in their own tone, they need to embrace audience feedback and learn from the insights social influencers can give to their business. After all, if we’re not challenging our approach to online marketing, then we’re not innovating.

Thats all i have for today 😉

<3 @KirstyCarrot

Do you know what your marketing is doing? Love this TVC by Adobe.

The digital industry is a bit like the wild west in Africa, lots going on but not always what’s best for client. This is largely because the people deciding how to spend the media budget have never tested and run a YouTube, Facebook, Twitter or LinkedIn campaign themselves. Don’t get me wrong, i don’t think people are delivering poor results intentionally – i just think we need more practical experience in our media strategy teams. But it will come with time.

You don’t buy a car without test driving it, and i feel that part of our responsibility as digital marketers is test driving the media we sell to our clients, with our own money. Practical experience FTW!

(Yip, our personal money. Your read that line correctly.)

Anyways, I saw this TVC as a display advert today. It’s what got me thinking. Hope it gets you thinking too 😉