Tag Archives: brand

YOLO to FOMO

How many times have you rolled your eyes and resignedly sighed ‘Oh the Yoof of today’?

If I’m honest, I lost count a while back, but that said I’ve also forgotten the last time I said it. Why? Because quite frankly this ‘Yoof’ are outsmarting c-suites around the world and as they start to enter the workplace they’re shaking things up, I believe for the better.

They’re more focused, more ambitious and more tech enabled than any other generation to date. They also have the lowest drug abuse, lowest alcohol abuse and lowest teenage pregnancy rate than any other generation. They’re tech savvy and life savvy.

They are the first digitally native generation, having never known a world without the internet and according to Business Insider 61% would rather be an entrepreneur than an employee when they graduate.

They’re the generation happy to pay over the odds for the latest smartphone but that make up for it by streaming video content for free rather than paying to rent movies, they dual screen constantly, multi task ferociously, are hungry for everything, patient for nothing.

For brands, they pose an increasingly difficult audience to reach, with such rapid and sporadic consumption of media they live in fear that they will miss out. They constantly switch between devices and channels, which has resulted in them having the attention span of a goldfish… literally.

They’re exposed to thousands of brands, hundreds of times from their waking moment to their sleeping one, so the question posed to brands today is, how do you make your 8 seconds count?

Less is certainly more, and any communication must cut through the noise in a concise way, bear in mind that these guys have entire conversations through emojis, or Kimojis (JGI).

Forget disruptive technology, these guys are already beginning to change the landscape. The clunky old guys at the top currently trying to move things forwards will simply need to keep up or get ready to pack their suitcases and go home.

 

emoji unicorn

 

p.s. YOLO = You Only Live Once (totes popular with millennials) FOMO = Fear Of Missing Out (which if you read the post you’ll get 😉 )

p.p.s. sorry if you’re feeling old now

p.p.p.s. but I did use a unicorn emoji so that restores the balance

Advertisements
Tagged , , , ,

OMMMMMM G

We’re living in an omnichannel world, but what does that actually mean?

I’m getting a lot of questions around this at the moment, whilst the concept is fairly easy to understand, the minutiae of what it means to a brand is not quite so simple to grasp, so here’s a quick digest…

The word itself is derived from the word Omnis which can mean all or universal. And rather than linear use of channels, most of us are used to cross channel planning so really, omnichannel is the evolution of cross channel planning, done really well. 

To take that one step further, I would summarise it as; the true continuity of a brand or content experience that extends beyond a single place and crosses through multiple channels.  

Consumers are exposed to brands at multiple touchpoints, often at once, they could be looking at something on a mobile whilst in a physical store for example. As a brand therefore, planning for both the mobile experience and the physical store experience to be consistent would be part of omnichannel planning, it should be woven together with an invisible thread.

Essentially those brands that connect the components of an experience and the data around them; research of product, purchase, price, customer service and so on, will be the ones that shape a new dimension of customer decision.

It is indeed an intricate web we must weave.

Spider_Web_by_Autar

Tagged , , ,

The future belongs to connectivity

I spend a lot of my working life developing strategies for brands that need to move from broadcast, through audience engagement, to immersive connectivity, thinking three years into the future as a minimum, then I leave work and step into a broadcast heavy advertising bombardment and it saddens me.

That’s not to take anything away from the clever ads out there, but just imagine a future where advertising is intelligently informed, rewarding at just the right moment rather than randomly broadcast in a vain attempt to get your attention. 

Imagine that subtle product placement is integrated into how you live your life; your fridge is able to provide branded recipes based on it’s contents, your car can recommend a restaurant based on the time of day and your preferred driving routes, that restaurant then has your cocktail waiting on arrival with your preferred gin of choice.

It might sound mildly creepy to some but to me this everyday surprise and delight is an ease of living I am waiting to embrace.

I want brands to enable me to accomplish more, more seamlessly. We’re a few steps away from living in a truly connected world so every exchange between me and any brand should be streamlined at the very least. 

All we’re missing is the common language that connects all our smart devices but this will arrive soon and brands that adopt this thinking now, will be the ones that write the first chapter. 

Brands need to understand that they should be replacing my behaviours, not reinventing them; my ask is simple really, get to know me, then make my life better. 

gin cocktail

Tagged , , , , , , , ,

It’s Hard to be a Diamond in a Rhinestone World

Meet ‘The Millennial’; a sophisticated and digitally savvy shopper, looking to be excited as much by the product as by the experience of researching it and flaunting it.

For today’s time poor, money flirtatious audience this is no longer just about Tiffany earrings Dahling; it’s also about the ‘to die for’ set of champagne flutes, the ‘totes in’ beach bag and even the simply ‘must have’ centre piece for the dining table.

The make up of luxury is getting a make over, and if it’s not pixel perfect then brands will need to prepare to be considered mainstream. 

Not only do consumers want to be enveloped in a beautiful, seamlessly immersive experience, they expect it, so when working with premium brands, I have these three key points as my guide:

  1. Are we sparkling: To be a cut above the rest, we must have the edge when it comes to going from design diamond in the rough, to top quality grade. If we can’t cut through and achieve stand out, we’ll quickly become mediocre. 
  2. Size matters, but not in the traditional way where whoever shouts loudest wins. Today consumers can access content wherever they are and will do so with whatever they have to hand, so our diamond needs to make the most of every screen size out there. I aim to be creating for 5 screen optimization at least, and an extra little tip; think mobile first, and mobile last. 
  3. Less is more. If we haven’t got something interesting to say, then I encourage not to say anything. With the rise of social continuing to grow it doesn’t mean copy and paste everywhere, we don’t have to be ‘always on’. We should be authentic, inspiring, but most of all we must be relevant, be always there, when our consumers want us to be. 

Getting it right takes research, time, dedication and constant evaluation. We must know and understand our audience in order to take our brand to their space in a meaningful way. 

No pressure, no diamonds.

pixie dust

Tagged , , , , ,

Technology enables, trust endures

I’ve been handed an influx of briefs recently from brands wanting to adopt copycat approaches, spending their budgets on stepping into their competitive space with ambitions to shout louder and ‘become the authoritative voice’, it’s sadly reminiscent of the work I was doing ten years ago.

Every brief looks the same; ‘we want to drive traffic to our website’, ‘we want to increase our share of voice’, we want consumers to buy our products and love us for it.

Technology has given us access to anything we want, whenever and wherever we want it, which should be exciting. Yet in this increasingly cluttered space, brands have reverted to vanity exercises based on the assumption that their consumers have the time to seek out their content and care enough to do so.

Technology needs to be respected as a powerful enabler, it means so much more to consumers to have a personalised and useful experience in our immersive Internet of Things, so the focus for brands has to go beyond content.

Leading brands to understand that content and functionality must work together to reflect what consumers are trying to achieve is a key part of my everyday, yet convincing key stakeholders to put the needs of their audiences first in order to serve them is hard.

I truly believe that the brands who don’t make consumers the focus of their decisions will continue to drown amongst those who do. Those that succeed will command attention through engaging and value adding experiences.

In today’s omni-channel world great consumer experience is both necessary and advantageous, the bar is set high, it’s no longer about developing loyalty schemes, today an engaged consumer is worth more than a loyal one.

An engaged customer is one that has had an expectation met, which for a brand means, being relevant and adding value.

Less noise and more cut through is called for.

image courtesy of http://zeteo.wpengine.netdna-cdn.com/wp-content/uploads/2014/06/silence-conserve.jpg

Tagged , , , , ,

Does your Ad Add?

Because if it doesn’t, then it’s just pollution.

Brands broadcasting their message online; from TV ads whacked on YouTube to tiny irritating banner messages (that are frankly a bit like an annoying buzzy mosquito), have been the advertising stance for too long.

Before you ask, yes, I hate banners. (Oh c’mon, when did you last click on one??).

Give me a brand genuinely willing to listen to their consumer, rather than trying to out shout their competition in a vanity exercise, any day of the year.

It’s refreshing when you finally get to ‘engage’ with someone in their moment of need online and help address that ‘Oh Crap, I just need to cook something quick, scrummy, yet healthy for the kids’ moment, or the ‘Bugger, my skin is rivalling a prune this morning’ moment… or the ‘What the hell is twerking??’ moment (yep, I’m in Google’s annual report for this one).

Taking that first step to move beyond an arbitrary KPI that doesn’t prove a thing, to owning a moment that lasts beyond the search result is the single bravest decision any brand can make.

So as a brand, are you ready? Not sure? Then simply ask yourself; as an individual, if you were a brand, what would you want people to say about you if you weren’t around to broadcast yourself?

The power of impression influences the conversation. Conversation is a two way thing. Oh, and it often happens ‘offline’.

Add, don’t Ad.

Think consumer first.

A Cool Add

This is a cool Add

Tagged , , , ,

Content meets Commerce

I was presenting to the CEO of a leading global brand a couple of weeks ago, and was once again starkly reminded of just how divided so many businesses are from the advances in today’s (and tomorrow’s) technology.

One moment we were talking about the fact they still don’t have a cross platform infrastructure allowing them to take content to wherever their consumers are, and the next we were talking about closing the gap and speeding ahead with a technology solution based around Artificial Intelligence. A conversation which leaped around the room; rest assured the irony was not lost on me.

Sat at the table were two generations in ages, yet about six in technological terms.

The fact still remains though, that beyond theory and strategy, businesses across the world are still divided by their operational set up; one half mainly serving commerce and the other, marketing to consumers, and it is in this divide that nearly every client I speak to, struggles to truly step ahead. With one team tracking sales and demand, the other tracking website visits and consumer comments, it’s not surprising really.

To succeed as a brand and truly deliver a holistic experience touching every point of the digital journey a consumer goes on, can no longer be about great content on one side, and a commerce platform on the other… brands must provide the glue in the middle.

I believe this ‘glue’ lies within three key initiatives:

  1. Board members steering the middle management teams
  2. The commerce and marketing sides of the business coming together to provide a service that meets in the middle
  3. Content that differentiates and adds value

I also believe the biggest failure of brands being able to do this, stems from a lack of collaborative belief and belief in collaboration.

In other news, these guys produce super cool content… and this is a cool picture.

Cool Content

Tagged , , , , , , ,

Is social media right for my brand?

I get asked this A LOT!

Today was no exception. Social media has fundamentally altered online marketing by opening up the way that consumers can share information, create information and ultimately therefore, add or take, value from that information.

Your brand is no longer in your control online, the conversation is happening but the question clients are afraid to answer is whether they should be a part if it…

The hype that surrounds social media can make it difficult to distinguish which factors will effectively integrate into your overall strategy, but with the right strategy in place it can revolutionise how you communicate with your consumers.

The key to success is the approach. Setting up a Twitter page or Facebook page and asking people to follow your brand or ‘like’ you won’t work. To effectively cut through all the noise your brand needs an informed social media strategy.

Carefully considered insights, best practice case studies and real-time monitoring of your brands buzz will help inform how to implement the most effective social media activity in line with your wider marketing plan. With ongoing monitoring of the conversations sparked online you can then build upon this to inform your brand decisions moving forwards, this information has proved invaluable to thousands of brands already.

I will say again though it does need to be planned, failure to effectively target your consumers can leave you open to ridicule across the web, so I guess my answer is; Social Media can be right for your brand if planned and implemented in line with a relevant and considered strategy. Don’t just jump on the bandwagon for the sake of it.

Tagged , , , , , ,