From The New Integration to The Newest Integration May 30, 2014Posted by nicholas gill in integration, thought leadership.
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The New Integration
On August 10, 2010, I posted an article on my blog entitled, “The New Integration.”
At the time, there was a lot of talk about integration being dead. Integration was old, lumpy, slow and no longer sexy. It wasn’t suited to the new socially aware age.
Back then, the stand-out campaign of the year – and it still endures today as a case study of legend – was Old Spice’s “Smell Like a Man, Man.” Of course, it was an integrated campaign.
Since then, technology has moved on apace making a mockery of the simplicity of the Mad Men era and the vintage approach and lifestyle that some still seem intent to aspire to. The classic lead generation funnel is similarly viewed by misty-eyed marketers for no more use today than charting conversions in a spreadsheet. It does not provide a representation of what actually happens outside of the boardroom.
The Current State of Integration
Today, the funnel constantly shifts. The marketing landscape consists of attention-grabbing event moments in appointment to watch television that spark conversations and actions to quick-minded reactions.
The landscape continues to change too. Facebook seemingly changes weekly, while only showing interest in numbers that are in the billions. Instagram was the anti-Facebook. Then Facebook bought it. WhatsApp was the anti-Facebook – the place where the tricky to pin down youth demographic hung out. Then Facebook bought it. Snapchat launched and was much better than Facebook’s Messenger app. And then… well, not yet.
Facebook said it changed itself from a utility to a mobile company because 65% of all social activity takes place on a mobile device, according to ComScore. Mobile devices are where we’re spending more of our time. Marketers instinctively look to target this audience. Which is why you hear “mobile first” as a mantra.
We instinctively gravitate to mobile because it’s shiny. In the same way that social was shiny before Zuckerburg started sucking the dollars out of the marketing budget with diminishing returns. The mobile device is always with the consumer, so clearly we can target them exactly when and where we want. But sadly, this is mainly where broadcast media went wrong. The 30-second spot became so popular that it became wallpaper, forcing consumers to fast-forward the ad break and agencies to dial up the creativity to stand out.
Digital banners are ten a penny. Most of us have banner blindness and an odd acceptance that a 0.1% response rate is amazing. That’s 99.9% irrelevant. Mobile is heading the same way. Inventory is cheap. Reach is high. Bang ‘em out, right? Wrong.
The Newest Integration
In a recent study from Adobe entitled “Digital Roadblock: Marketers Struggle to Reinvent Themselves” personalization was the most important priority on marketer’s lists. That’s right – it out ranked mobile.
Now, we need to understand the role of mobile in a customer’s relationship/journey with a brand and the points where you can intervene and helpfully add value.
Integration has never been more relevant. Today’s integration is nimble, without boundaries, creative and impactful. Today’s integration understands the multiple and complex client and brand issues and the unstructured, unbound customer and prospect relationships with your brand and each other. Today’s integration understands how to use and blend the many, many tools – including mobile – at our disposal and how you can leverage them to work together.
The newest integration could be a responsive website, a useful app, a near-time response to a customer complaint in social media, an experiential stunt to surprise and delight or even a telly ad to stamp your brand and what you stand for right between the eyes.
For your brand to be successful in The Newest Integration, consider the following:
1. Think about the bigger decision making journey
Don’t get bogged down in the details by creating a banner ad. There are so many things that influence a decision. Identify the key experiences that consumers will resonate with to make a decision. Then, activate against an approach rather than just an idea.
2. Don’t be biased to one particular channel
If the environment is not right, then fix the environment. Don’t try to polish the turd with pretty creative. That will just be a waste of time, money and resources.
3. Avoid the temptation to attain the social status of another brand
Brands and consumers both want to be authentic. Create your own trends and establish your own voice to increase engagement and overall business results. Don’t be another me-too brand in our me-first world. It simply won’t work.
small data March 26, 2014Posted by nicholas gill in big data, small data.
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I’ve been travelling a lot lately for work and the simplicity of the Dutch train system as a foreign traveller always impresses me. Not only is it incredibly simple to buy a ticket and found out which platform your train is going from at Schipol airport but once you’re on the train, the large TV style display makes it easy for you to track your journey to the minute. I’m sure there’s a gazillion data bits that sit under this but the outcome is that in a country where I can barely understand any word of the language (Dutch is hard), I can get myself around incredibly easily and it works pretty much all of the time. Compare this to the on-train service in the UK (specifically South West Trains) where the announcements are largely impenetrable and inaudible. The on-screen dot matrix horizontal scrolling is not permanently on so if you glance up to see where you’re at after you’ve dozed off, you really have no clue.
So I’m avoiding big data and becoming a fan of small data. The small things that make a big difference.
inspiration from the idealists September 11, 2013Posted by nicholas gill in blog, creative, Inspiration, the idealists.
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I like this. Lots of inspiration and ideas from the Idealists Blog that cover the broad church that is creativity.
olloclip September 11, 2013Posted by nicholas gill in iphone, olloclip, photography, product review.
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I was fortunate to receive an Olloclip to try out over the Summer. Olloclip clips onto your iPhone and allows you to take photos with fish-eye, wide-angle and macro lenses. The actual product is small and comes with it’s own carry bag which also doubles as a lens cleaning cloth. You also get a new protective case for your phone which has a simple flip-top to enable quick fitting of the Olloclip. It’s really quick to fit and use. Changing from the wide-angle to macro requires unscrewing one to reveal the other but even that’s pretty easy. Taking the photos is as simple as it is taking it with an iPhone normally too. The product gathers a bit of attention when you use it too so you end up having to explain and demo it to people. It’s quite hard to see the wide-angle results on the iPhone though. The macro lens was good and the fish-eye too.
I did find it a pain to try and remember the kit and then to get it out and take shots with it. It’s not for spur of the moment photos but makes a nice addition to your phone if you want some photos out of the ordinary. Here’s a selection of shots I took.
Top: macro lens, daughter’s hair, filtered in Instagram.
Above: Dam Square, Amsterdam, wide-angle lens.
Above: Dam Square, Amsterdam, fish-eye lens.
Above: Amsterdam Sloterdijk train station. View from client office window. Wide-angle lens.
Above: the team ready for the meeting at client offices, Amsterdam Sloterdijk. Fish-eye lens.
Above: top of a beer glass, Amsterdam. Macro-lens.
Above: red rose, macro lens.
Above: white rose, macro lens
Above: the duck pond at Beaulieu, Hampshire. Wide-angle lens.
Thanks to Emil for sharing. I have not been paid for this post.
never lose your stuff again July 25, 2013Posted by nicholas gill in Uncategorized.
Tags: app, crowdfunding, digital, innovation, tile
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I get sent a lot of press releases, seemingly at random and often with content that is is so wildly removed from anything I do that I often want to send made up press releases back. And then there are the gems. The ones that actually make me go, “oooh, I’d like that”. Things that are new and interesting and have a purpose. Things that use technology in interesting ways rather than just because. And also, they use my name rather than just, “hey blogger”, or nothing, or worse, “hey bluurb.”
Tile. It’s a tiny tile. That fixes or fits into things. It emits a signal using low energy blue toothy internetty things and you can find it using your smartphone or tablet. We’ve all lost our bag, keys, laptop and more at some stage. Just track them down using the Tile app. And if your stuff has gone beyond 100ft, i.e. not just been buried in the kids toys, you can use the Tile community passively to find your lost or stolen gear.
Originally a crowd-funded idea, it’s proved so popular it’s now shipping globally with over $2.6m orders in the bank.
Thanks to Lucy for sharing. I have not been paid for this post.