Archive for the ‘websites’ Category

What is next in the digital channel

May 12, 2009

After reading Steve Rubel’s post about the End of the Destination Web Era and The Cut and Paste Web and Anthony Power’s post about Destination Free Web, what is the future of the web? Portals had their run in the early days, hell, people still use them everything in once place that the portal thinks is important, and to some that is fine. Search engines made their mark, and all they really do is act as a travel agent. I tell them somewhere I think I want to “go” and they provide options. Social networks are relatively “new” and have risen exponentially in popularity. No longer are they strictly for the kids and college crowd. I even have friends that don’t use email and rarely use SMS, they just use Facebook as a communication platform.

So with all that, what is next and how can marketers adapt and continue to drive sales?

The Internet is changing how we consume media. I now read a lot less of a lot more. Sometimes I can barely follow a stream on Tweetdeck as so many people update during business hours or chat sessions like #journchat. Consumers are adopting these channels faster than most companies can comprehend. 

Will there be a “super social network” where everyone is involved? Can Facebook become that network? Does monetization matter and will advertising work in such an environment. An average individual visits over 100 domains a month, will this continue to rise as the dissemination of content increases or will the consumer pull back, start taking content and feeds from preferred sites and build their own site that brings them everything they need? RSS feeds, Twitter feeds and Facebook can provide a lot.

I believe we will continue to see the number of domains increase, and the amount of time on each decrease. People don’t have time to waste on the web and they have been trained like Pavlov’s dogs, if it’s not there, look somewhere else.

Marketers must realize this and provide valuable content in an engaging matter. It’s still relatively early. Marketers can even go one step further and provide content from competitors and other sites on their site, we all research products online and wouldn’t we all like to see competitive products compared so we can make informed decisions. Price is NOT everything.

It’s not going to happen overnight, but the digital marketing landscape is going to change even more and marketers must evolve with it, rather than trying to fight it.

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Gatorade hits a home run with Quest for G

February 6, 2009

Gatorade hit a grand slam with their Quest for G campaign microsite. Not only do they have an online component to the popular “What is G” TV campaign, they created a fantastic entertainment masterpiece. King Garnett and his gang of knights go on an adventure spoofing the famous Monthy Python film “Search for the Holy Grail” for the Holy G. The sight is entertaining and refreshing. 

Not only did they relate to sports fans, they tapped into the loyal following of Monty Python. Several of the comments about the videos are about Monty Python rather than a drink or Gartorade. Taking athletes out of their elements and playing on their attributes was a perfect execution for Gatorade. This site has raised the bar for branded microsites.Refreshing original content along user comments You can check out the great work here.

If you don’t like Monthy Python, the site also has freestyle hip-hop videos, animated hip-hop music videos and the G Manifesto. The G Manifesto shows all the people in the “What is G” TV campaign.

Overall the site is amazing display of creativity and utilizing all the web has to offer.

In tough times, brands must fulfill

November 28, 2008

As the economy continues to tighten, brands most focus on fulfilling for those that are continuing to spend. The recent Dr. Pepper giveaway for the Guns ‘n Roses Chinese Democracy release was flawed. Setting the date to November 23 as the only date consumers could register for their free drink meant that they could not handle the traffic and failed to fulfill several requests. Dr. Pepper had a great opportunity to cash in and fulfill on the large spike in traffic, but the servers crashed and it was less than a fun experience.

The Internet allows brands to interact with their fans and interested parties more than any other medium. Billboards, TV, print and radio are all one way media. The Internet allows brands to “interact” with their customers and they need to realize that in the tight economy, people are spending more time online researching details and deals. They must take the extra steps to fulfill the brand promise and go above and beyond expectations.

If the website can’t fulfill, what will? The competitor.

McDonald’s has the unsnobby coffee

August 28, 2008

McDonald’s has launched a great microsite targeting the snobby latte drinkers in the Seattle area. McCafe is McDonald’s push to gain market share from Starbucks as they are facing hard times. The unsnobbycoffee.com site has a pinball game, and fun little intervention Mad Libs type of email a friend and a drink menu.

This is great little site which has engaging games and simply tells me what they offer at McCafe. Effective sites don’t need to be large flashy sites. They just need enough content  to be engaging and interactive, but also tell the user what they have. Nolaf.org is a great creative site, but I had no clue it was a Tostito’s site until I read more about it at Creativity.

Good thing Google has ad network to compete

August 22, 2008

Although, about 70% of people use Google, it is still only 9th in terms of reaching the masses on the internet. Google’s ad network however reaches 81% which allows Google to get more ads in front of more people. As Google continues to enhance their targeting and reporting capabilities in the AdSense program, it will only increase the likeliness of improved results for advertisers. Advertisers will begin to use Google’s content network similar to other ad networks like Tribal Fusion, Specific Media and ValueClick. They have already made large strides recently with capping and viewthrough conversion tracking.

Ad networks and properties reach

Ad networks and properties reach

The chart from eMarketer shows the top properties and networks by reach.

Twitter receives more funding

June 25, 2008

Twitter received another round of funding which evaluates the service around $100 million. Jezz Bezos from Amazon was one of the leading funders. With a simple call to action of “what are you doing” Twitter has become quite popular as many different uses have been figured out. There is still no clear revenue model behind the platform, but several other online platforms figured it out later as well.

Most of the funding will hopefully go to making service regularly available as it struggles to match consumer demand and often crashes.

So for all the Twitter haters, looks like it has made its mark and is going to be around for awhile or at least until it’s bought.

“Call me now” buttons back?

June 16, 2008

A long long time ago, many sites had a call me now feature that allowed users to request the company to call them. That was lost in the shuffle as sites focused on converting on the site and removing the need for a call center. However, as times are getting tough, some people still like the good old telephone. Especially when it is a high ticket item, they like the comfort of someones voice on the other end to answer any questions.

As long as you are not using an affiliate model where they will drop you like bad habits as soon as they see a phone number prominently placed with a large call to action, a “call me now button” might be a good test. The call must be as close to real time as possible as people have come to expect it, but it might close a sale that would not have happened, or worse, gone to your competitor because they answered the question online.

It’s not the holy grail for increasing conversion, but something worth testing again as others focus on fancy technology and flash. Let them play with exciting things that might help adn might not, and focus in on what consumers want, information the way THEY want it.

Modernista launches brilliant website

May 1, 2008

Modernista’s new website is absolutely brilliant and cutting edge. There have been many conversations about absolutely loving it or hating it.  I am definitely a fan and think it is brilliant coming from an ad agency in the land of web 2.0. They truly can show that the internet is a breathing living organism of its own and they understand it.

I”m guessing it took a large set of guts to move forward with it, but I believe the payoff is absolutely worth it. Well sone to the innovators at Modernista! Check out their site here.

March Madness advertising- more interactive than Super Bowl

March 20, 2008

Coke ZeroAs March Madness has officially hit the office once again, I have been more engaged with the different advertising than the games. CBS Sportsline is broadcasting all the games so people stuck in the office can watch while they “try” to work. Along with the games, you also get the ads, but the advertisers also can place a banner on the side of the screen similar to the standard pre-roll static ad while the games are playing.

During one of the breaks, I decided to click on an ad, and I must admit  was pleasantly surprised by the Coke Zero microsite. The site was 100% geared towards March Madness and the games were actually fun to play. I think this is a much better usage of advertising dollars than spending big on the Super Bowl. This site has a viral affect around it, a lot more spots to promote it, and actually ties into the sporting event.

If marketers can continue this type of event engagement online, I see the Super Bowl losing its appeal. By the way, I stink at the office horse game, but love shooting t-shirts. Also, love the Bracket-O-Matic, maybe should haev used it rather than zany logic of TRYING to predict upsets. Good job Coke Zero, overall a great web site!

Super Bowl ads drive to the web

January 31, 2008

In my previous post, I commented on how ads should drive more people to the web so they can be tracked. I have already seen a great example. Godaddy.com has an ad that Fox turned down, and low and behold, they are using that as the content for the ad that is running on Super Bowl Sunday. Leave it to an internet company to capitalize on multi-channel marketing.

I give Godaddy.com an A+ for their ad about the rejected Danica Patrick ad being seen only at godaddy.com. This is a brilliant way to leverage their previous ads (racy, sexy) in previous Super Bowls to drive people to their website. The ad has a guy watching his computer while the rest of the party is watching the game, but once he gets the Danica Patrick ad loaded, they all run to his computer and the end tag has a classic “see Danica’s exposure……….only at GoDaddy.com”