At what point does the rate at which data is created by the web outstrip the ability to store it all? What sort of cloud size would that be? And how could marketers make sense of all that?
Soon enough everything will have an RFID chip and data will explode, you hear it all the time. Everything will produce data through sensors (Natal..seen the video), they will all be linked and it will happen at tremendous speed. What I also see a trend towards on the back of this is fatter and fatter reports full of "key information you just shouldn't miss". I don't know about you, but I don't need an aggregator - I just want the insight to tell me how to improve what I am currently doing
So what we are trying to do is tell our clients the 3 things they need to know when undertaking a digital marketing campaign...how they maximise earned media but also shape it. It's our job to multi-source imperfect data and piece together different weights of evidence.
So on one hand we shouldn't produce a doorstop when a one page summary is required (was it ever any other way?) but on the other hand we shouldn't create a cool infographic just because its cool
Better get on with it then - its not easy!
Wednesday, 2 June 2010
Nike + 26
This is amazing - designer Michael Robinson created a pair of Nikes that have 26 lights one for each mile you cover in a marathon. Not only that this video captures the essence of the run while the spikes capture the data
Apparently this is one of those UGC for the product events that Nike periodically kick out there and turn into a must see exhibition...are there any brands out there better than Nike for this sort of thing? Name one!
Very cool
NIKE78 - Michael Robinson | ‘NIKE+ 26′ from NIKE78 on Vimeo.
Apparently this is one of those UGC for the product events that Nike periodically kick out there and turn into a must see exhibition...are there any brands out there better than Nike for this sort of thing? Name one!
Very cool
Monday, 10 May 2010
Converse - still taking risks, rocking it and relevant
Thanks Ben and the folks at threebillion.com for this - pure branding using google adwords?! Not for everyone but if you are converse, everyone is your target audience and you want to drive people through interesting content AND tie them back to your home page....why not?
Converse Domaination from Ross Martin on Vimeo.
Thursday, 6 May 2010
Growing Pains
What sort of team do you need to really drive the marketing agenda with clients these days? It's easy to make advertising with an art director and copywriter but these ads aren't going to achieve much if they don't inspire the user to do something with it
I firmly believe that technology is taking over the world. However I don't care a hoot if the Kindle app for the iPhone will be the Kindle killer or if there another 100 new reasons to love the iPad. What genuinely interests me is that people want stuff they can re-purpose and make their own and then tell other people about it and let them make it their own. Isn't that what made You-Tube such a sensation? How do we tap into that?
If that is what we are striving for; and I am not sure there is a business in that but we can figure it out later; then I think we need to change our mentalities and change our team structures in agencies to meet that challenge. I think the cool thing about having a blog is the fact that I don't have to worry whether our clients agree or not (hey they are their brands we are playing with after all, again we can trial it and see what they say
When I think about changing mentality I mean we have to getting out of asking ourselves 'What do we need to say to the consumer' to 'What can we create for the consumer so they say say something about us'. Over here at Mindshare we call it 'ideas you love to share'.
What is interesting about this for me is that we quickly get into some sort of iterative marketing approaches, you pick a small community of people, give them something you think they will find as valuable, see what they do with it, get their feedback and then send them something else based on that feedback. Oh yes and also get the feedback from the people they shared a version of it with. Or just steal one of those versions and recycle it
The other thing that I am wrestling with right now is cultural change in the agency and how the teams operate. If you buy into the above you need the planner (voice of the consumer), the technology futurist (the art of the possible),the social media guru (how to hit send) and the analyst (feedback collector - iterator) all working together. It's quite important that the planner doesn't think that they take the inputs and build the strategy. The strategy is co-created by this team. I would say today there are no generalists....just dinosaurs, the world is moving too quickly
I firmly believe that technology is taking over the world. However I don't care a hoot if the Kindle app for the iPhone will be the Kindle killer or if there another 100 new reasons to love the iPad. What genuinely interests me is that people want stuff they can re-purpose and make their own and then tell other people about it and let them make it their own. Isn't that what made You-Tube such a sensation? How do we tap into that?
If that is what we are striving for; and I am not sure there is a business in that but we can figure it out later; then I think we need to change our mentalities and change our team structures in agencies to meet that challenge. I think the cool thing about having a blog is the fact that I don't have to worry whether our clients agree or not (hey they are their brands we are playing with after all, again we can trial it and see what they say
When I think about changing mentality I mean we have to getting out of asking ourselves 'What do we need to say to the consumer' to 'What can we create for the consumer so they say say something about us'. Over here at Mindshare we call it 'ideas you love to share'.
What is interesting about this for me is that we quickly get into some sort of iterative marketing approaches, you pick a small community of people, give them something you think they will find as valuable, see what they do with it, get their feedback and then send them something else based on that feedback. Oh yes and also get the feedback from the people they shared a version of it with. Or just steal one of those versions and recycle it
The other thing that I am wrestling with right now is cultural change in the agency and how the teams operate. If you buy into the above you need the planner (voice of the consumer), the technology futurist (the art of the possible),the social media guru (how to hit send) and the analyst (feedback collector - iterator) all working together. It's quite important that the planner doesn't think that they take the inputs and build the strategy. The strategy is co-created by this team. I would say today there are no generalists....just dinosaurs, the world is moving too quickly
Wednesday, 28 April 2010
No Trash New York
My friends over at IDEO have produced this incredible vid s part of Living Climate Change.
The guys imagine Manhattan in 2030 as a city without trash. What I like about this is that its easily reachable...maybe more like 2012 than 2030. When most people consider the environmental impact of trash, steamy landfills and smoky incinerators come to mind. But this is real, its very now and cool
The guys imagine Manhattan in 2030 as a city without trash. What I like about this is that its easily reachable...maybe more like 2012 than 2030. When most people consider the environmental impact of trash, steamy landfills and smoky incinerators come to mind. But this is real, its very now and cool
NO TRASH NYC 2030 from IDEO on Vimeo.
Saturday, 10 April 2010
Twitter Predictions
Got sent this beauty from one of the 'Mindshare Royalty' in NY.
Over at HP they were studying 3 million tweets for 25 movies and identified that the rate at which tweets were produced predicted the box office takings before the film opened.
Apparently, on the basis of tweets alone the research guys predicted that The Crazies would take $16.8m in its first weekend in the US. It actually took $16.06m.
The team forecast that romantic drama Dear John would take $30.71m in its first US weekend. It took $30.46m.
It doesn't come as a surprise that the quicker the word of mouth, the better the performance of the movie and now we can calibrate that word of mouth the impact on the movie business could be game changing.
It may be nit-picking but I think that Twitter would be pretty good at predicting the opening weekend of movie releases, first week sales of a cell phone etc but two things spring to mind:
1. Twitter is about opinions, so this approach works if there are breakouts or stinkers
2. Twitter is fickle - its not going to be so good at predicting the 'legs' of a movie as very quickly there will be another shiny object for the twitterati to focus on
Over at HP they were studying 3 million tweets for 25 movies and identified that the rate at which tweets were produced predicted the box office takings before the film opened.
Apparently, on the basis of tweets alone the research guys predicted that The Crazies would take $16.8m in its first weekend in the US. It actually took $16.06m.
The team forecast that romantic drama Dear John would take $30.71m in its first US weekend. It took $30.46m.
It doesn't come as a surprise that the quicker the word of mouth, the better the performance of the movie and now we can calibrate that word of mouth the impact on the movie business could be game changing.
It may be nit-picking but I think that Twitter would be pretty good at predicting the opening weekend of movie releases, first week sales of a cell phone etc but two things spring to mind:
1. Twitter is about opinions, so this approach works if there are breakouts or stinkers
2. Twitter is fickle - its not going to be so good at predicting the 'legs' of a movie as very quickly there will be another shiny object for the twitterati to focus on
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