5 Top Tips for the Future
by Patou Nuytemans CONSIDER THESE FACTS: 100 million songs now get downloaded from iTunes every month. Less than four years after its launch, Skype is responsible for more than seven percent of the world’s long distance minutes. With a blog now created every half second, millions of blogs will have been added to the blogosphere by the time this article gets published. Social network sites MySpace, Piczo and Bebo now welcome more than four million members every month in the U.K. – a 400 percent increase in only one year. Five thousand Europeans join business community LinkedIn every day. Half of American teens have created content for the Net, from text to pictures, music and clips. Even before the recent launch of Hulu.com, giving free ad supported access to 250 TV series and 100 full-feature movies, ten billion videos were downloaded from the internet in the U.S. every month, with new web and IPTV solutions created by broadcasters, content producers and even amateurs mushrooming. As a result, more consumers will soon discover that their video, audio and written content options are increasing rapidly, with the internet providing an ever-greater variety of leisure and social activities at their fingertips. It is this media explosion, and the tremendous audience fragmentation it is causing, that makes the traditional advertising model – largely built on the currencies of reach and frequency – completely outdated
And quite a few of the car brands are now experimenting with dedicated mobile or web TV channels. An Ogilvy Vergecast widget educates marketers with one or two digital trend insights a day. making time our only real scarcity. He believes that brands will resonate with consumers if they fulfill one of three old world roles. thanks to digital. the better they work. quality information that fits our personal needs much more quickly. hence the popularity of search. Vice Chairman of Ogilvy Group U. and a web TV channel dedicates programming for and about small business owners. It exists in various formats such as brands becoming part of a TV show’s or movie’s story line. The developed world has been living through decades of hyper consumption. like Advertising Age’s Digital Campaign of the Year “shaveeverywhere. “Nothing But the Truth. either that of courtier (trusted advisor). court jester (entertainer) or courtesan (pleaser). And consumers are interested in utilities beyond search help. BT and DHL – brands can get consumers’ attention by putting their marketing dollars not into media. but into providing consumers with useful content or great entertainment.1.K. or even TV programs exclusively produced for a brand. More than two-thirds of the millions of Europeans online use search daily. Branded entertainment has become an increasingly popular medium for advertisers wanting to move their TV budgets away from the commercial break. Brands as Courtiers. quality short web movies like the famous BMW Films. Nike launched its first cinema movie. increasingly available at our fingertips. one of the great benefits of the web is that it helps us to find the relevant. and consider it to be their most important information source when thinking of a product or service.” which follows the adventures of a skateboard team.com” for Philips’s Bodygroom. hosted by authority brands such as IBM. which utilized fruit and vegetables as stand-ins for certain body parts. This risqué viral video and website campaign. such as the Belgian reality show “Under High Tension” for electricity provider Electrabel in which every week a family is challenged to minimize its energy consumption.
. there are successful examples. hosting both self-produced and popular content. Brands as courtiers. and experienced consumers lust after it. Court Jesters or Courtesans
This theory was proposed by Rory Sutherland. court jesters or courtesans – the greater the value they provide. And while opportunities for brands to act as courtesans are harder to find. Moreover. an American Express Amsterdam podcast tells travelers what to visit and where to shop (and includes special offers when you pay with your American Express card). tripled sales expectations. The information and entertainment we are interested in is now.
as an expression of that same passion. Club Africa. being part of communities has never been more important. rather than by a bunch of car-crazy entrepreneurs? At musicrecommenders. Better known as “the parking lot of MySpace. brought together to provide music tips to quality music seekers. shows that sometimes a brand can get away with launching its own social network.com. Just as people form different circles in real life. Just look at the success of social networks like MySpace in the U. Skyblog in France or Lunarstorm in Sweden. or even a car brand.K. “Barbie Girl. independent record stores and their enthusiastic staffs. and also through special interest sites such as Motortopia.” which was joined by 10 million girls in a year.. a virtual universe launched to promote Mattel’s new MP3 player. digital enables people to connect with multiple communities through social networks. KLM launched several invitation-only virtual clubs – Club China.
.com. Hyves in the Netherlands.com. And the success of BarbieGirls.” here you can hook up with fellow vehicle enthusiasts through the creation of a garage. Brands as Connectors
In this increasingly individualistic and virtual age. Club Russia – to assist in the networking of expatriates and regular business travelers. Wouldn’t it have been great if a site like this had been launched by a fuel company.2. Nokia facilitated a network of hip.
It’s also about bringing together the many contributions and making them matter – like Wikipedia does.” which invites consumers to voice their opinions in a truly global debate via a website and SMS voting. is a true attempt to change the frightening reality that only two percent of women today think that they are beautiful. The media buzzed. His real name is William Sanders and his full-time job is to patrol travel blogs and forums and assist Starwood Preferred Guest members.
. nostalgia won. Consumers are now expecting to be heard. Take the Starwood Lurker. it’s clear that the web has provided consumers with the desired megaphone for their many opinions.3. Brands as Co-ops
With billions of comments posted online. Dove’s “Campaign for Real Beauty. and the line was kept.” Listening (a seemingly insurmountable challenge for most advertisers) can be as simple as hiring a few bloggers.K. forcing brands both to listen and to respond. He is one of two reasons I’ve switched 100 percent of my business to Starwood. Here is what the blogosphere says about him: “So many large corporations dance around questions you ask. Heinz invited its U. Here’s another pragmatic solution: in 2003. “Brands as co-ops” can be about more than just welcoming consumers’ opinions. William does due diligence and finds the correct answer. consumers to vote on whether to keep or discard its “Beans Means Heinz” slogan through an SMS and TV campaign.
and rightfully so. The site also urged girls to become fashion trendspotters.000 images. Jones Soda has managed to report 30 percent growth by allowing customers to share in a small part of the product creation process: send a picture to the Jones Soda website and it might end up as a bottle label. which launched the first user designed wallpaper. Ogilvy invited girls to create the perfect Barbie outfit in an online design competition judged by Denmark’s most reputable fashion designers.
. Over three million euros of unpaid media exposure was just one of the results. The Flickrs. The online gallery now contains over 800.4.com. Despite its higher price. Brands as Curators
With more campaigns inviting consumers to create ads. brands as curators of creativity is undoubtedly the most hyped trend. To make Barbie loved again by young girls more interested in fashion than dolls. prove that talent is no longer just Hollywood’s or the agency’s prerogative. and in a very competitive industry. the YouTubes and many user design sites such as nakedandangry.
5.0 giants’ cues by putting data at the heart of this ideal. Brands as conduits
The last clue is the one most pursued. isn’t an easy task. but rather true advocates of your brand. It happens when you provide them with great communication experiences. because don’t the Amazons and Googles of this world demonstrate that a more personal and relevant consumer experience is always a better one? Digital is not the end goal. Director. Ensuring that consumers are not just forwarders of another funny viral video. And let’s take the Web 2.”
. To conclude. There is one mass medium left – consumers. Digital Marketing and New Media at Unilever: “Digital has reminded us that we can. Engagement is. which is exactly what the first four clues were all about. I love this quote from Caroline Slootweg. and should. we need to move from throwing snowball campaigns to producing an avalanche of connected consumer engagements that are consistent expressions of a brand platform or Big Ideal. play a bigger role in consumers’ lives.