It has often been said in filmic terms that if a story can't be told in 90 minutes than it's not worth telling. Try telling that to The Godfather.
However this certainly rings true on some level, especially in advertising where you're engaging with a customer or selling a product rather than telling a sprawling, expansive story of gun violence and enemy disposal.
Who does benefit from the longer format? For a customer it's good to keep things brief, nobody needs to sit through another colossal Thomson marathon, but conversely six second Vines may seem too short for the purpose.
Six seconds may be the prime length for our fleeting attention spans, but for marketing, this truncated length can be too much of a handicap to get a brand message across.
Perhaps, for this reason, the 15 second Instagram video is a far more effective method and may explain why there was a dip in Vine usage during its launch period. Let’s investigate…
Following on from Andrew Warren-Payne’s post looking at various digital marketing campaigns from McDonald’s, I thought it would be interesting to take a similar look at one of the world’s biggest sport brands.
Nike has achieved a great deal of brand exposure from its excellent digital campaigns, particularly through social, and here are 10 of the best examples.
Many of them tie into its overarching #MakeItCount initiative and the Nike+ network, but others are memorable viral videos or interesting social competitions.
So here they are...
Don Draper has left the building is an announcement bound to dismay any woman with a pulse, but it should hearten marketers.
That’s because Don Draper represents the old school of marketing, said Tom Fishburne, CEO of Marketoon Studios, at Integrated Marketing Week earlier this month.
In the Draper model, marketers decided what the brand stood for and what its strategy was. Every touch point with the customer was controlled.
Today those touch points have exploded and marketers have far less control, said Fishburne. To succeed in such an environment, we need to create marketing worth sharing, he continued, outlining five guiding principles.
Google+ is an interesting conundrum as many people feel obliged to use it in the face of any logic and just because “it’s Google”.
We’re all sitting around expecting that one day Google will unveil its true purpose and all the effort will have been worthwhile, but at the moment I feel that blind optimism is one of the only things keeping it going.
Admittedly the latest updates have improved the usability somewhat and Hangouts are certainly an interesting feature, but in the face of the sheer amount of time spent on Facebook and Twitter’s increasingly important role as a news platform it does seem that G+ is floundering while trying to work out what purpose it actually serves.
Normal users don’t need to fret about this problem and can wait for Google to lure them in with a killer new feature, however for brands it raises a bit of a dilemma.
Sports are an inherently social activity, so brands like Nike are a natural fit when it comes to social media marketing.
To find out how the sports giant makes the most of this opportunity, I thought it would be interesting to see how it uses Facebook, Twitter, Pinterest and Google+.
This post is the latest in a series of blogs that have taken a similar look at major brands including ASOS, Tesco, Red Bull, Cadbury and McDonalds...
To celebrate the launch of our new digital marketing and ecommerce awards, #TheDigitals, I've rounded up six brilliant examples of innovation in mobile.
It follows a recent post that flagged up five great examples of social media marketing excellence.
To avoid any accusations of bias, these are all examples that fall outside the eligibility period for the current awards, but give an idea of the sort of thing we are looking for.
#TheDigitals are the new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.
The video game industry is worth more than $100bn worldwide, so it's no surprise that businesses are using gamification to try to boost sales.
The idea is that by adding gaming elements to the sales process, such as small challenges and rewards, you can increase customer loyalty and advocacy.
As in every game or competition, the participants have to be motivated by a worthwhile reward. It’s also true that the greater the reward, the more you can ask people to do to earn the reward.
Last year Gamification CEO Gabe Zichermann said that the reward customers most valued was status above their peers. His justification was people are already used to being rewarded with additional titles and status while playing video games.
Obviously gamification isn’t necessarily suited to every company, as it could end up undermining the brand values.
But it can also reap huge rewards. So here are six examples of brands using gamification in ecommerce...
The announcement this week that Nike has decided to move all social media activity in house has been met with surprise by many in the industry and has been trumpeted in the trade press.
The surprise is, in itself, surprising. Because it makes total sense. And I say that as someone that works in an agency where we advise on social media activity for a vast proportion of our clients.
Facebook may have justified its then-$1bn purchase of Instagram on a number of grounds, but one thing is for sure: with brand adoption of the popular mobile photo-based social network surging, Facebook is inevitably going to try to capitalize on the commercial potential of its new asset.
Ironically, that means that, despite the fact that mobile is almost certainly Facebook's future, the world's largest social network needs to make Instagram more web-friendly.
The allegations that the world's most famous cyclist, Lance Armstrong, became the most accomplished athlete ever in his sport through the use of performance enhancing drugs has stunned the world.
And the scandal that has erupted has sent shockwaves through the offices of the brands associated with Armstrong.
Not surprisingly, Armstrong's sponsors are cutting ties with the now zero-time Tour de France winner as the sports world comes to grips with the tactics he allegedly employed to win.