As we've just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.
If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.
The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.
With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.
Some people refer to the two sides of marketing as art & science but I prefer the term a colleague of mine established: magic & logic.
The term magic works for me as it is about creating an event, an interaction that is able to establish some form of emotional connection.
But logic is increasingly important to a brand as it strives to be consistent and successful in delivering to the needs and expectations of its customers at every point of interaction.
I believe a good marketer needs to be competent in both.
How many times have you heard of or have been a part of a failed digital project? Why do you think it failed?
Was it the people? The technology? Strategy? Unrealistic expectations of senior management or client?
It could be all of the above or none of the above. However, across the majority of digital project failures there is one common denominator… a scientific best practice methodology was not followed.
Being a new brand in a rather saturated market such as activewear, you'd assume it would be hard to get traction, but with all the press this month around yoga-wear startup “Ellie,” I simply had to find out more.
Especially as they’re poising themselves to dislodge current activewear darling, Lululemon.
If you haven’t seen any of the coverage from BrandChannel or others, some highlights of their interesting, and perhaps disruptive strategy include the offer of a subscription model with a completely online offering and in-house manufacturing.
Wolfram Alpha is disruptive revolutionary technology. I envision the next step to be simple: a web enabled and wireless carrier supported scientific calculator. This will hyper-drive math and science education and will open up science and discovery.