interactive brand experiences February 27, 2009
Posted by nicholas gill in Interactive Seven 2009, Marketing Week, Steve Sponder, brand experience, five by five, online advertising.3 comments
Article by Steve Sponder, Five by Five’s Chief Digital Officer in Marketing Week’s Interactive Seven 2009. And the first airing of our new positioning, “ideas without boundaries.” Chime in with any thoughts.
People don’t separate the message they receive from a brand based on where they see or hear it. The Internet Advertising Bureau states that the internet now accounts for 18.7% of the total UK advertising market, with press display at 19.3% and TV at 21.7%. What we do online either adds to or takes away from the overall brand experience.
The challenge for brand owners is two fold. Where do you put your message; and once you have the space, how do you get a smarter and more selective consumer to engage with your content?
Here in lies the opportunity. Digital production is ever-evolving and more accessible than ever before, so every brand has the option to create richer and deeper brand experiences online. Campaign ideas can be created and expressed seamlessly across a growing spectrum of media – perhaps for the first time, ideas can be boundaryless.
Online advertising provides different spaces to build a brand experience. What makes digital advertising different and exciting for both brand owner and consumer is that online ads aren’t static. Consumers can interact with the content, play games within the space, watch multiple video streams, buy stuff and even change the ad themselves.
In today’s digital age, concepts for online advertising are increasingly being put at the centre of the campaign rather than an after thought. Brand storytelling can happen in different spaces that are linked together, with digital providing the richest part of the story.
Online advertising is by far the most measurable, reactive and immersive advertising medium. Data and ROI are part and parcel of any digital offering. Better still, you don’t have to wait to the end of the campaign to find out how it went. Data is immediate, optimisation is in real-time. Technological versatility also allows for effective campaigns to be rolled out globally and easily personalised to the end audience.
Brand owners have always known that it takes great branded experiences to engage audiences. Embrace the opportunity to find new and innovative ways to do this through digital advertising and you will get great results.
bacon’d February 23, 2009
Posted by nicholas gill in bacolicio.us, bacon.1 comment so far
Have a slab of bacon on any site. Weirdly amusing. Just follow the instructions.
Source: Daily Candy
video cards from skype February 11, 2009
Posted by nicholas gill in facebook, skype, social networks, video, we are social.add a comment
e-cards are so last year. v-cards are the way to go and you can do it with Skype. And what’s better it’s integrated into Facebook so it’s far simpler to share with your chums than trying to remember email addresses like with most apps. I like it. Find out more on the Skype blog.
Thanks to Violette @ we are social for the heads up.
[podcast] jane gleadall, biglight February 10, 2009
Posted by nicholas gill in biglight, e-commerce, jane gleadall, podcast, social media.2 comments
In this latest podcast I speak with Jane Gleadall of Biglight on e-commerce and the challenges faced both on the high street and in digital from the credit crunch and the current and future impact of social media on e-commerce.
You can listen to the podcast here. You’ll also be able to download it, subscribe via iTunes and all that plus download the transcript if you’d rather read than listen.
Here’s some nuggets:
On the economic impact affecting retailers and e-commerce:
I think that online sales whether its high street or online it will be a hard fought battle this year, I think that what we are going to see is that many of the consumers are raising their expectations and they want improved service at lower cost, I do think that online will be high on the agenda for many retailers this year, and I think that getting that share of business is going to be an essential part of their survival strategy. The principles of online to a large degree are no different to what you are seeing on the high street, it’s about improving margins, it’s about reducing your costs, it’s about improving your efficiencies.
On social media’s future impact on e-commerce:
I think social media in the retail context plays a slightly different role than as it’s used for the pure community context. In the pure community context people just want to talk to one another, want to share information but retail have got to see a bottom line improvement. I think that as I have said before retail tends to apply the philosophy of testing and if social media and what it brings to the table can improve conversion, can improve average order values, it will absolutely be used. What is becoming evident is that social media is becoming very important to purchase decisions
As usual, I’ve run the content through Wordle and it looks like this:
Catch up on previous podcasts:
Tomas Nihlen of Urban Lifestyle Report
Future of search with Love Digital
Content also shared in these spaces:
it’s all about the brand experience – seamless but not standardised February 2, 2009
Posted by nicholas gill in brand experience, digital, nicholas gill, urban lifestyle report.add a comment
Article in January 2009 edition of Urban Lifestyle Report which you can now receive for free when you register.
