Digital vs Traditional: what works best for you? December 16, 2016Posted by nicholas gill in advertising, digital, digital advertising, Team Eleven, thought leadership, Uncategorized.
add a comment
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.
there are two b’s in digital December 5, 2011Posted by nicholas gill in brand experience, digital, Technology Digital.
add a comment
Digital Media is incomplete without the two B’s – Bravery and Budget. Latest article by me in Technology Digital.
brands need to take the risk while embracing technology November 14, 2011Posted by nicholas gill in advertising, analytics, brand experience, data, digital, integration, mobile, Technology Digital.
add a comment
Article in Technology Digital by me on why brands need to blend with other channels of interaction to create a bigger impact among their audiences.
Image also from Technology Digital
film, choreography and code… crap song though July 29, 2011Posted by nicholas gill in chrome, digital, google, innovation, ok go.
OK GO. I know a lot of words and gushings of loveliness will be thrown at this but it really is good. Apart from the song. Awful. Worse than Eurovision tosh. But turn down the volume and enjoy. Another smashing example of Google Chrome innovation and how you can put innovative code at the heart of great ideas. Now if only they could find a good song…
Another Batman film, another launch like no other May 23, 2011Posted by nicholas gill in digital.
add a comment
The next (and allegedly last) installment of the Christopher Nolan directed Batman series, The Dark Knight Rises, started principal filming last week. As with The Dark Knight, it looks like all kinds of digital goodness will be deployed to launch the new film. First up was a curious website with a chant. Decipher the chant and go to the Twitter feed. RTing the link reveals the first image of the new character, Bane. Hard work? Yes. Complicated? Absolutely. But fans of the films love this stuff. Very creative and different. And at least 12 more months of this to go.