Forgive the first person pronoun in the headline, but television is the most emotive of subjects.
Not for nothing does the Simpsons use the TV set as a cultural trope. Perhaps the emergence of broadband and the creative decline of the Simpsons is more than correlative?
Anyway, I don’t dispute the second screen phenomenon, not one bit. I use my phone whilst watching TV all the time.
What I am disputing, outside of a few important examples, is the extent of consumer demand for contextual second screen experiences. Within this disputation comes the assertion that a lot of second screen use is indeed not contextual (aside from social media use) and cannot therefore be ‘monetised’ as such.
Of course, fans of the second screen may point out that the reason second screen usage isn’t yet contextual is because second screen services and apps are nowhere near maturation yet. There may be improved uses and better content to come.
I’d argue that the same problems that beset social advertising (a place for branding but not sales) will ultimately beset the second screen, driven as it is by the demand for socialising whilst watching the box.
See if you agree with my devil’s advocate’s views.
Although founded in 1939 as Timely Comics, the modern version of Marvel Comics that all fanboys know and love today was launched in 1961. With Fantastic Four, Spider-man, Avengers and X-Men all first appearing on comic book pages in the first half of the 60s.
With the arrival of the digital age, the expectation was that this 75 year-old company, whose very business is completely ingrained in traditional print media, would just be left to wrinkle and brown like the early-90's Ghost Rider comics I have boxed away in my attic.
However this has been far from the fate of mighty Marvel! (I can get away with exclamation marks here because I’m writing about comic books).
Marvel has played a huge part in the push to build a bridge between print and digital content since mid 2012 by revolutionising the way comic books are consumed, through innovative app design and comprehensive online and offline access to its brand new and vintage comics.
Marvel has also shown incredible skill in rebuilding its own brand through expert content marketing and becoming a peerless heavyweight in the summer blockbuster market.
How does Marvel market its huge amount of content online? Through its many and varied social media channels each offering unique content, tailored to the respective platform.
Let’s take a look at how Marvel uses Google+, Pinterest, Instagram and Twitter to ‘make everyone’s Marvel’.
Samsung has generated a bit of buzz in the tech world this week by announcing a Kanye West and Jay Z concert at SXSW that is only open to owners of its Galaxy devices.
It marks the continuation of Samsung’s association with Jay Z, as back in 2013 Galaxy owners could grab a free copy of the rapper’s new album by downloading an app.
This inspired me to delve further into Samsung’s back catalogue to see what other interesting digital marketing campaigns it had been come up with over the years.
You can also read similar posts focusing on digital campaigns from Coca-Cola, Nike and McDonald’s...
Social media is still growing rapidly. I’m pointing out the obvious here but social networks are a dynamic medium for entertainment and interaction, including content discovery and product recommendation.
As such, the auto industry seems almost uniquely suited to social.
While most consumers buy cars infrequently, their interest in them (based on price tag, necessity and if you indulge me, the embodiment of the American dream) often transcends the purchase event.
As such, social analytics has cause to mature in the automotive industry, where it surely stands to play a part in the sales funnel other than simply branding.
I’ve been reading a nice little CMO Council report on social analytics in the auto industry. Here are some thoughts on integrating social into automotive sales.
Getty Images this week decided to make its library of more than 35m images available, for free, to bloggers and social media users.
But what does this mean for publishers, and should they just dive straight in to a world of free content?
Let's take a closer look.
It’s a common declaration; ‘Google+ is a ghost town’. The search giant has amassed huge user numbers registered on its social network, but the lights are on while nobody’s home.
The numbers seem to suggest as much, with apparently just 35% of Google+’s users active on a monthly basis, but anyone who’s a regular user will tell you the reality is more complicated than that.
The social network has hidden depths, they say. You’re just not doing it right.
In our annual review of how the Deloitte Technology Fast 50 are using social media, we’ve found that the UK’s fastest growing technology companies are flocking to Google+, to the point where it’s on a par with Facebook in terms of businesses having a presence there.
Online reviews are now essential to most shoppers’ purchasing decisions, and that’s exactly why you cannot afford to ignore them any longer.
Here are some common arguments against using reviews, and how to overcome them...
Towards the end of last month, Facebook boldly made mobile messaging service WhatsApp an offer they couldn’t refuse, and a few hours later that $19bn dollar offer was announced to the world.
Technologists, social media experts and analysts scrambled to make their thoughts and predictions heard.
Marketers across the world sat up and paid attention to what could be termed as the biggest big data acquisition we’ve witnessed in the era of the internet.
This is particularly so because WhatsApp’s data is now another spring of information, along with Instagram and Paper, that Facebook can analyse and use to its marketing advantage.
Fashion brand Marc Jacobs has managed to attract a massive following on Instagram, with 1.15m people in its community compared to 1.3m on Facebook.
Obviously some of its success will be down to its existing presence as an international fashion brand, but that's not the sole reason for its huge following.
So to find out more, I investigated Marc Jacobs' Instagram strategy to find out what makes it so popular.
And for more on this topic, read our blog post looking at nine different ways to use Instagram to market your brand.
Mobile apps are now a key part of the mobile marketing armory.
And as Facebook has become an increasingly mobile company it has invested in developing its mobile app ad format which is designed to drive app downloads from Apple’s App Store and Google Play.