Media planning and buying professionals have been talking about Addressable TV for decades. Yes, decades. The first mention of it was back in 1980, when the dream of delivering a specific TV spot to a specific TV set based on the profile data contained in that set’s cable box started to look like it could become a reality.
Addressable TV is, indeed, here. It delivers efficiency, performance tracking and actionable insights. And it provides for greater accountability overall for a medium that historically has been a one-way communication vehicle. But I have to ask the question: “What happened to television’s main role in the media mix?” With all of this applied data targeting, what Addressable TV may not deliver is the thing we always looked to television to deliver: mass. Take away “mass,” and I have to wonder what television offers that other digital media options don’t.
With about 66 million households, it is true that Addressable TV has come a long way from its earlier days of 8,000 Households in Huntsville, Alabama. So now the technology is here, and we have some scale. But the fact remains, Addressable TV is a “precision-play” in a world with a lot of other precision-play options. In the new digital and mobile media landscape, what platform doesn’t enable data-driven hyper-targeting and the ability to track and measure results?
What’s all the fuss is about? (more…)
Archive for the ‘strategy’ Category
Clint Hurdle, manager of the Pittsburgh Pirates, is also a great brand manager. You’ve probably heard about the daily inspirations he sends to his players to keep them energized and positive. http://espn.go.com/mlb/playoffs/2013/story/_/id/9726637/pirates-manager-clint-hurdle-inspiring-others-daily
But I also admire him for his courage to stick to what is working. In the “First Pitch” game day publication, Clint talks about the challenges of continuing to play the same type of game as they run out of games. He says we need to remember that the game we played all season is what got us to the post-season for the first time in 20 years. I see those same challenges in marketing strategy. Far too often, marketers give into the pressures and sense of urgency by abandoning what got them to their position. They change their strategy dramatically and end up trying to be something they aren’t to satisfy a time crunch. Expiring patents, release of new models and competitive innovations are just a few of the reasons we use for abandoning what drove our success. (more…)
The Business Case for Mobile First
For consumers, a mobile device is increasingly the “first screen.” It’s the the first media powered-up in the morning and the last shut down before bed. And for 91% of smartphone owners, their device is within a 3-foot reach 24 hours a day.
2013 signals a sea change in digital: more people will access the internet through a mobile device this year than through a PC. For more background, read Forrester’s 2013 Mobile Trends for Marketers.
What’s Your Brand’s Mobile Competency?
Mobile enables consumer connections at home, in the store, and on the go. Plus, it offers opportunities for deeper engagement by harnessing location, social media and the personal creativity of your consumer.
There is no perfect formula for selecting mobile channels. But you can chart your course by answering these questions, which will help you frame an approach to mobile that maps to business objectives and consumer behaviors.
Ready to get started? Answer these 10 critical questions after the jump.
About 15 years ago our agency picked up a small project from a manufacturer of fiber-cement siding. The product was called HardiePlank. It wouldn’t rot, warp, crack, or burn. It was even hurricane proof. At the time, wood composite sidings were experiencing huge problems around the country, yet no one would try this remarkable product called HardiePlank. Our challenge was to change that.
My father-in-law was a builder. My grandfather had been a carpenter for 40 years. I’d run my own painting and deck maintenance company in college. Heck, my first job ever was working in a lumberyard. So when it came time to choose a copywriter for this assignment, I was the unanimous choice. If anyone could talk about building products like a man, it would be me, they said.
Fast forward a few years and the brand was enjoying remarkable success. Our program had gone nationwide, and James Hardie was one of the top three requested brands in all of home building. So picking the good ol’ boy to be the copywriter was a wise decision, right? Well, yes and no. When asked how we’d found such a powerful way of communicating their brand, the CMO had this to say: “Brett is a 40-year-old mom trapped in a young man’s body.” Say what? (more…)
As a marketer knowing what to focus on can be tough. It’s just Like That today. It’s like knowing when the old style is the new style. The guy that sits next to me rocks a different pair of Adidas just about every day. The old school shell-toes - he literally color-coordinates his Gazelles with his outfit. Reverend Run’s got nothing on him. Everyone knows that fashion is cyclical to some degree. Apparently, that’s not the only thing.
I save things. I’m not at the hoarder level, but I do hang on to things that interest me. Links to work, screen grabs of ads or images, videos, blog posts, etc. Recently I came across an email I had saved -the topics of the three feature stories?
Now that may not be terribly surprising but perhaps the fact that the email was from 2008 might be. As I scanned the articles it became clear why I saved the email, it was good stuff. The importance of having compelling content was prevalent. It talked of content strategy, even though it wasn’t called that. The search piece had a familiar refrain to it as well; search should be part of the fundamentals, smart creative and have a call to action, pointing in the right place. Even the mobile struck a chord - albeit a different one than today - but still pretty on it.
So flash forward to today, that email (or those topics) are probably landing in your inbox daily. When you read whatever you read today it’s the same general topics. Maybe the details have changed a bit and we know more about the impact these three things can have independently or collectively (that was not at all referenced in any of the older articles). Here’s the question for marketers; what have you done, really done, to advance yourself or your brand(s) in these three areas over the past four years? We know more. We talk about it more. You read more about it. But do you truly have a content strategy, a search strategy, a mobile strategy - heck a mobile search strategy?
A couple of things you should do quickly:
- Take stock of the content you already have. It might not be perfect, but see what you have and use it to tell your story.
- Create content that has purpose for different mediums.
- Look at your web site on a mobile device. Would you use it the way it is?
- Search yourself. Check out your brand and don’t just drop off if you see yourself, explore, see where you go - navigate like your customers - dig in.
You may have heard all of this before - perhaps even dating back to 2008 - but if you are still having the same conversations or are confused about what to do, start simple and build to the bigger programs. There are lots of things that can be a distraction and you can make it complex quickly - but you don’t have to. Back to my colleague…I’ve now noticed all manner of people wearing the new/old Adidas. I see it everywhere. Apparently it’s back….maybe it never left. Knowing when things are back in fashion is a matter of timing but focusing on content, search and mobile is never out of style. It’s Tricky…..just ask the boys from Hollis Queens.
Today, agencies and client organizations all over the world are having the same conversation. How do we prepare ourselves to deliver on the never-ending deluge of digital options? How do we grow our existing team to get there? Is that even feasible, or do we need to find new digital talent? But, if we do that, then are we prepared to lose good people with other skills that are important to us?
[For the full article as posted on iMedia, please click through below]
This is the time of year when many of us reflect on the past 12 months. What did we accomplish? Where did we fall short? What should our priorities be in the coming year? For those of us in the agency world we often look at the past year under a few different lenses. We’ve got clients that we serve and we reflect on those efforts. Many of us manage teams and we review our team performances. In my case, I also help to lead our innovation lab - BHiveLab.
For those of you who practice digital marketing (I’ve loosely defined to include the digital aspects of Paid, Earned, Owned and Shared media) we also often look through a couple of other lenses. How innovative were we? Did we drive results for our clients, and for ourselves? Did we miss any emerging trends that we should be aware of? The fact is that it’s easy to fall prey to the need to look smart by implementing the latest and greatest in digital technologies — whether for your clients, or even for your own agency brand. When I look back at 2011 we did a lot of cool “stuff”. We launched a LoSoPhoMo based app called TailgateChamp that landed in the pages of the New York Times. We explored the merits of Kinect and Visual Search for several of our clients, and helped to expand the business of one in particular. And we even experimented with new ways of ideation that go well beyond traditional brainstorming techniques.
But doing a lot of “stuff” isn’t enough these days. Certainly experimenting with emerging technologies is important — if we’re not keeping ahead of our clients so that we can provide sound advice, then who CAN they rely on. But driving business results is key. And that takes focus — a methodical approach that ties everything that we do to business objectives.