More ads are coming to Facebook and Foursquare mobile users, actions that should be as much of a surprise as another irrelevant local “deal” hitting our inboxes.
Facebook said little about advertisements during its Home introduction. To me that says either they didn’t want to bring up the subject or they haven’t fleshed out the details and weren’t prepared to talk about a half-baked plan. Most likely, it’s both.
CEO Mark Zuckerberg’s unveiling of the product was described as an opportunity to give mobile owners the ability to see the world through people instead of apps. This road has been traveled before – Windows Phone positions itself similarly. And it hasn’t been a home run for Microsoft.
For some, mobile phones aren’t about people. They are about self. Mobile is the ultimate personalization product – the phone rings the way we want it to, looks the way we want it to, and has just the content, including photos and apps, that we want.
Few, very few would choose to see brand messages in their Facebook feed, but at the risk of offending my friends, I’ll take a relevant offer for me from a business 100 times out of 100 if the alternative is seeing... Read more
There’s no better illustration of what Ford Motor Company futurist Sheryl Connelly calls the “balance between provocative and plausible” than the fact that her team talked about $100 barrels of crude oil nearly a decade ago, but also had a discussion about what would happen if aliens landed on Earth.
Of course, to our knowledge, only one of those scenarios came true. Whatever. Such is your life when your role is to create a Center of Excellence for global consumer trend insights and a forward-looking mindset that can support and inform design, product development, strategy, business and marketing functions throughout Ford.
Speaking to a packed audience (granted seemingly every venue was overflowing), Connelly offered Lessons From A Futurist during South by Southwest Interactive.
Many of her assertions were on the surprising side. Among them:
She once thought that the future is a mystery and best unexplored.
Connelly cautioned against the use of SWOT analysis that attempts to look at a company’s strengths, weaknesses, opportunities, and threats. She said that such endeavors limit thinking and fail to take change into account.
“It’s foolish for an organization to think it owns its strengths,” she said. “Those are defined by the marketplace.”
Connelly describes her job as a mission to... Read more
New objects shown at South By Southwest Interactive will be shiny whether or not the sun comes out in Austin, Texas.
My message to marketers: beware.
I’m not anti-innovation. Quite the contrary, in fact. I’m in tech as much for the unknown as the known. But let’s concentrate on the known for a minute. The estimated 30,000 going to Austin are not the norm (in more ways than one). We seemingly all carry iPhones and Macs, and many of us check in on Foursquare.
The norm is likely your brand’s target — about half of U.S. mobile subscribers don’t yet carry a smartphone, much less line up to buy a Mac. Their idea of a check-in involves questions of smoking versus non-smoking, a room away from the elevator, and the time the buffet opens in the morning.
What we saw at the Austin Convention Center and environs last year were early-adopter models, ones that caused a ripple on Twitter but not so much on Main Street.
The geo-location startups came into a marketplace that today shows only 30 million global users of leader Foursquare (for perspective, there are well over 300 million mobile subscribers in the United States alone and more than 6 billion worldwide).
So... Read more
I’m guessing that I need professional help given the fact that I’m having more difficulty getting over the Super Bowl than San Francisco 49ers coach and celebrated crybaby Jim Harbaugh.
A week after the blackout that marred the game in New Orleans, I’m still in the dark as to why mobile calls to action were as infrequent in the $4 million ads as Harbaugh complementing a referee for a good call.
I previously wrote that I would say Hallelujah if a brand finally used the forum to create meaningful second screen action that would lead to an opt-in monetizable database.
Instead, I’m left to say WTF.
Through cleaner language and on a panel sponsored by AAF Seattle and PSAMA, I since have had the opportunity to ask a Who’s Who in the Seattle advertising community why the Super Bowl telecast had a 1983 feel to me.
Chris Elliott, executive creative director at Wunderman.
Frank Clark, owner and creative director of Square Tomato advertising
Paul Huggett, design director at Tether
Mike Hayward, creative director at Copacino+Fujikado
Theories as to why mobile wasn’t inserted into ads ranged from a desire to not interrupt the viewing of the game and next spot by asking someone to use a wireless device, to... Read more
I don't want to sound preachy, but if the Super Bowl telecast includes meaningful mobile calls to action for the first time, I will sing out Hallelujah.
More than that, I will respond to the marketer’s ask for me to take out my phone or tablet – ok, one will be in each hand, so taking out will be unnecessary – and I'll participate. I’ll learn more about a new product, be entertained by a brand beyond what was possible in a 30-second commercial, and even text to win.
So will millions or perhaps tens of millions of others.
Marketers buy into the Super Bowl telecast because it is the one time of the year when consumers are actually tuning in to commercials instead of muting the volume or fast-forwarding on their DVR.
Here’s an old school recipe for success:
One part new product or service offering upgrade
A tear-inducing script (Tears can be a result of hilarity or a message that pulls at the heartstrings.)
One teaspoon of a timely message (Think Valentine’s Day and/or tax season)
A cute animal or hot celebrity – or in some cases, both
A tease in the media
Yet, mobile calls to action have been missing this day of 24/7 social, mobile consumers.
Why... Read more