Digital vs Traditional: what works best for you? December 16, 2016Posted by nicholas gill in advertising, digital, digital advertising, Team Eleven, thought leadership, Uncategorized.
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Latest thought piece in Marketing Business Forum on digital and traditional marketing.
Print circulation numbers are down. On-demand and streaming services – sans un-skippable ads – are on the up. So what’s a marketer to do? Ditch the dinosaur channels and throw the entire budget at Larry, Sergey, Zuck and their contemporaries? Targeting, re-targeting and the ‘viral’ promise are all reasons to believe digital and social now reign supreme for the modern marketer, but in this we neglect to acknowledge the in real life (IRL) experiences and halting moments that also drive word of mouth and brand consideration – online or otherwise. So before you do throw everything at the digital plan, please ponder the following…
Magic in the mundane
If you haven’t heard the term ‘mindfulness’ this year then you’ve probably been living underneath the proverbial rock (and who would blame you in these turbulent times). It’s a reaction to our age of hedonism and the breakneck speed at which we’ve been living our lives, and like most trends, this desire to slow down and simplify is being reflected in publishing and advertising. In April this year, Ronseal decided to take a risk with a live TV spot which offered Channel 4’s Gogglebox audience three minutes of the unthinkable – watching actual fence paint dry. It was an inspired and effective product demonstration that earned them a trending spot on social media.
Stop the press
The digital evolution of the print industry is representative of the consumer’s move to more accessible, tailored and instant news without the barrage of irrelevant print ads. Despite the declining print figures, some brands still have the foresight to take advantage of reactive placements in bulk circulations, which often hit a captive, educated audience of commuters who will be reading cover to cover. Norwegian struck an extremely timely note in September this year following the news of Brad and Angelina’s break up, with a stark but cuttingly comic ad promoting their LA price promotion. The result: a viral campaign that puts it firmly in the hall of fame with Oreo’s ‘dunk in the dark’.
The great outdoors
Out-of-home and experiential marketing are truly challenging media. Bus wraps are hardly remarkable and being chased by a sampler at Waterloo while you try to catch your train isn’t entirely conducive to positive brand perception. The Economist challenges that notion. The publisher is infamous for its minimalist and innovative OOH creative, but it turned its hand to an unsettling on-the-ground activation in 2015 which was rebooted in the US this year. ‘High-protein’ is the new “on trend” claim for the food industry, and The Economists’ ice cream samplers achieved theirs by adding insects, the new proposed solution for the global food crisis which it covered in a ‘future of food’ feature. The campaign generated significant online press coverage and was branded ‘eye-catching genius’ by Business Insider.
The learning? Search for new value in formats that have become hackneyed and contrived. Opportunities to reach a cynical populace using these traditional methods still remain and can be extremely successful for the creative and confident marketer. Whether you’re aiming for ‘disrupt’ ‘be bold’ or ‘surprise and delight’ don’t miss the simple proposition with cut-through messaging that’s right in front of you.
when digital got in the way April 7, 2011Posted by nicholas gill in advertising, automotive, digital, digital advertising.
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This time last year I had a strange desire. No, not that you dirty minded pervs. No, a desire for throbbing engines, helmets and leather. Yes, I wanted a motorbike. Part practicality – I could save a chunk of cash by parking at a different train station – and part just because I’m heading into the dreaded 4 and 0. Not yet though. And then it all went away. Overnight. And it’s been taken over by another desire.
For a massive 4×4. Partly because any moment now we will have child no. 2 but also because I enjoy driving big cars. I enjoyed immensely driving the humoungous 8-seat Dodge Durango while on holiday in Florida a couple of years back – except when you went round a corner. We have corners in Europe.
So I should be frothing at the mouth at this new partnership from Microsoft and Ford for the all new C-MAX. I know the old C-MAX from my previous life on the Ford of Europe account (I didn’t work on it btw). It was the bastard child. Nobody liked it. The Focus and the Mondeo looked down on it and the S-MAX showed how versatility and all those other things can be put together in a great driving package. Some time down the track it’s been re-born. And here’s where my current desires fit in. I perceived the C-MAX as crap. Then I saw the telly ad. It looked nice. And what’s this? It has 7 seats! Woo hoo. We NEED 7 seats. (I know we will have 2 sproglies but have you EVER tried fitting your mum/mother-in-law in between 2 car seats in a V50? No? It just won’t go. So 7 seats are now officially tick box requirements for our next automobile.)
And then I completely forgot about it. And then I saw this tie up with MSN. Partnering with MSN gives you lots of good content, instant access to a gazillion people and a whopping amount of digital platforms on which to share the product love. It’s got lots of nice technology content, men things, stuff that men will like, manly stuff and things that are loosely related to the technology and men things about the car. I didn’t read any of that though because I watched Tiff Needell driving the car. The production quality was horrific which is inexcusable for a brand like Ford. And the car was DIRTY! I almost fainted. But the film content was good. I had no idea it had Active Parking. Which would terrify me at first in the same way Stop-Start mechanisms do. I am paranoid the bastard won’t start again. I couldn’t get as excited as Tiff at the automatic boot release though. I would get more excited at an automatic boot close as you get on premium motors from Germany. No more slamming. I even smiled knowingly as Tiff flashed his headlights in a retro Top Gear over-taking manouvre on the Oxfordshire back roads where it was filmed.
But where are the 7 seats, Tiff? WHERE? Nothing. Not even a nod to say “for those who want extra versaility there’s a 7 seat version.” So I had to jump ship to the microsite. Which seems to have no reason to live as it’s same content as the main site. And discover it’s called the Grand C-MAX. And try and find the video for that. And it was a bit rubbish. And then I looked at the prices and thought ouch! And then I figured I could get a decent used XC-90 for the same amount of cash and enjoy it more. Because it’s bigger. And it’s what we wanted all along. And they have some lovely films of Sweden. For the first time in ages I felt let down by digital because it got in the way.
anti-social networking September 25, 2008Posted by nicholas gill in brand experience, content, digital advertising, facebook, user generated content, web 2.0.
Great Facebook application for the new film How to Lose Friends and Alienate People about journalist Toby Young’s adventures in NYC with Vanity Fair. The book was very funny so I hope the film does it justice.
Deface your friends, un-friend them, cheat at scrabble and lots of other things to undermine social networking. First Facebook app I’ve got excited about in a while. Sorry, Emily 😉
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digital kids September 23, 2008Posted by nicholas gill in brand experience, digital, digital advertising, kids.
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Digital is not something that children have had to get used to; it’s always been there. They stay online longer than adults, more likely to access the web form different locations and devices, undertake a phenomenal range of activities and adapt to new trends and technology with consummate ease. And with over three quarters of UK children accessing the web from home or school regularly, the opportunities for brands to interact, engage and influence with them are massive. But for brands, the opportunities need to be leveraged in an appropriate and unobtrusive manner.
Brands targeting younger children have a dual audience of the child and the parent; the former to engage and the latter to gain approval and provide reassurance. This needs careful balance so you don’t lose the fun element and over-do the barriers to entry to ensure parental consent.
From a child’s perspective, sites need to engage them on the same level as you’d approach any child project. The difference with digital is that it can be so much more immersive and deep than many other channels. Tonally, the site needs to use words and images that make the site feel like it’s their world, not their parents. Tactile, graphically-driven interfaces draw more interest and usage. Friendly characters or cartoons encourage identification and interaction. Interactive games deliver education and skill enhancement. Kids love being part of clubs and delivering competitions is a no-brainer, especially if the prizes are in the “I want one of those” categories.
Kids want personalization and self-expression. Custom avatars, virtual worlds, profiles and badges are hugely popular: witness the core functionality of the Wii-mii on the Nintendo Wii as a demonstration of tapping into the personalisation trend.
The ability to interact within a community is also key. For younger children this is typically their local community: school friends, streets. For older kids the global community is their playground.
Children don’t just access the web through a hard-wired computer at home anymore. Mobile penetration and usage is high in this age group and will only continue as technology becomes more pervasive and cost-efficient. They also use other devices to communicate and browse including hand-held games so brands need to decode usage and ensure their digital presence can be re-purposed and re-packaged seamlessly to become device-agnostic.
From a parents perspective, they need to be re-assured that what their kids are doing online is safe, educational and fun.
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