On Monday we attended Google’s creative breakfast session, this one on mobile. Stats and creative examples presented by Brendan Forster drove the main points home:
Australia is a global leader(!) in smartphone penetration and usage
mobile is fully mainstream yet businesses lag in the development of mobile destinations and experiences
mobile search is very local and focused (customers are much closer to conversion)
we use our mobiles a lot at home
together with the tablet it has become the ideal TV companion.
It was nice to see that Google featured our Mojo/Razorfish/UofSydney mobile prototype “Brandtable” with which we explored near-field-communication (NFC)
Have a look at the a couple of presentation screenshots below and download the PDF here. You can also mobile-test your client’s current site or your own work by feeding it into this site. The numbers and videos will surely help you during your next ‘Why we need to think of mobile upfront” discussion.
In this week’s Klubi we feature some of the stand out presenters and Big Thinkers of this year’s Circus 2012 – Festival of Commercial Creativity. For catching up on these three inspiring days check out the website, facebook page, scribbled field notes and our Storify summary. Here are some videos from the crowd’s favourites – as measured unscientifically by tweet volumes and sentiment.
R/GA’s Chief Creative Officer and AWARD Chairman of the Jury Nick Law on digital and traditional agency models:
Gatorade’s Sarah Robb O’Hagan on the impact of social media on marketers and products:
Local (but imported) design hero Vince Frost shows his studio
Big Thinker Christiaan van Vuuren, aka “Fully Sick Rapper” in his quest to dominate the hospital patient musical market:
Big Thinker and film director Stephan Elliott (”Priscilla – Queen of the Desert”) on his traumatic wedding memories:
Big Thinker Warren Fahey on Australian Folk Signing
Big Thinker and ex-pat Kiwi James Hurman’s idea of selling his smoking habit on TradeMe
I originally wrote this for Marie’s blog after an intense (on my part) conversation about data over breakfast.
In the world of marketing, data has earned itself a seat at the table amongst the TVCs, DPS’s and MREC’s of the world. It is acknowledged as the new black, a trading commodity and the ability to deliver sophisticated marketing. It is the four letter word that marketers love to hate; it is easy enough to understand but comes with a 500+ page phantom manual.
Data has always been at the heart of marketing – heck, budgets would not be approved if we couldn’t justify that marketing works; data being at the heart of it. In the digital age, the use of data goes to another level; the ability to combine registration data, with browsing habits to deliver targeted messaging to a consumer, and that is just one level of how data is being used.
C3PO versus Data (image by jdhancock)
Just to give an example, I was on Agoda a couple of weeks ago looking for hotels in Hanoi for an upcoming trip. I did not “convert”, yet. I was still “researching” i.e. holding out for a deal. Over the next few days, thanks to my robust browsing behaviour which often leads me onto to Google Content Network ad supported sites, I was served up an Agoda ad which had 3 of the different hotels I was looking at, with a 3 different discounts. Score. One conversion. Thank you very much.
Data in digital marketing is an essential part towards making the campaign a success. When I read about how “How Target Figured Out A Teen Girl was Pregnant Before Her Father Did“, my first thought was wow and then sh*t. This is a perfect example of how data has been used to cleverly deliver the right message at the right time. Or maybe not so right time.
As consumers we are exposed to it almost everyday and the best example is when on Facebook, those ads that remind you that you are single by serving you an dating site ad (frankly the reporting ad functionality doesn’t appear to work, I still am served the same ad no matter how many times I say it’s against my view) is an example of how to combine the use of data in marketing can work (and work too well). For marketers, minus my slight distaste of a reminder of my single-hood, the right information data and targeting can prove to be a useful tool for relevant marketing.
The missing link to the Target story was if they got the demo targeting right the whole thing could have delivered the appropriate messaging at the right time i.e. the consumer is still a teenager and that itself could be an issue. There are times that advertisers need need to do the due diligence of adding the emotional connection for the consumer and testing every scenario possible before a campaign is set live to ensure that the sensitivity is protected.
Any advertiser has an abundance of data on their hands, however, the tricky bit is consolidating all the data points into one channel and making it effective. While data is important to marketers, the management of data is a big question mark. Every source collecting the data is sensitive towards its use beyond its own walls.
It takes two to tango. Advertisers bounded by legal obligation and risk of invading consumers privacy are often reluctant to share their data. However, being precious about the data limits an advertiser learnings for present campaigns but also gaining a wider understanding beyond its own walls. There is so many times the consumer will visit your website and so many times an eDM or DM will reach them. We need to diversify the one to one communication and with the right data it can minimise wastage and increase effectiveness.
Publishers too own significant volume of data that is the gateway for an advertiser. From the site registration data and cookie pool collection those information is just a start.
Data is precious, but all parties need to come to an agreement about allowing the right use of data, remembering that the consumer/ user is at the end of the stick. In the States, the Obama Administration introduce the “Consumer Privacy Bill of Rights” which proves that while all the use of data makes marketing a whole lot sexier, there is the risk of violation of personal space for the consumer.
Up, up and away. In the ideal scenario, publishers have data and advertisers have data, and the two share in good harmony to deliver consumers the appropriate message. I think this is a place that we can get to, but the first challenge is ensuring that that the consumers privacy is protected. Much of the education will have to start at the consumer end, that they know what they are signing up for. The other challenge, is for advertisers and publishers to work together and deliver the right messaging. It gets me excited thinking of the possibilities that it could unleash.
So here is 2012, that as advertisers and publishers that we come and start working together.
Not all YouTube videos are made equal. Some languish in obscurity, while a tiny percentage rack up millions of hits. If you’ve ever wondered why that is, this explanation by Kevin Allocca, YouTube’s trends manager, is well worth watching.
It’s a slick and amusing presentation that he delivered at a recent TEDYouth event, but he does try and get to the bottom of what spurs virality. As he sees it, viral videos have three factors to thank for their success: taste-makers, communities of participation, and unexpectedness. But enough of me: over to him to explain.
Not all YouTube videos are made equal. Some languish in obscurity, while a tiny percentage rack up millions of hits. If you’ve ever wondered why that is, this explanation by Kevin Allocca, YouTube’s trends manager, is well worth watching.
It’s a slick and amusing presentation that he delivered at a recent TEDYouth event, but he does try and get to the bottom of what spurs virality. As he sees it, viral videos have three factors to thank for their success: taste-makers, communities of participation, and unexpectedness. But enough of me: over to him to explain.
Now for something a little different. For decades screen writers have found excuses for characters to casually drop the name of the film in dialog. Don’t think that’s the case? Check out this compilation of clips from 110 movies and I think you’ll see the theme.
February 16th, 2012 Posted by: Charlie Comments (0)
It’s official. A study released by Google shows that mobile devices, and smart phones in particular, are now the dominant means of Internet connectivity in five key global markets.
Google conducted the study of smart phone versus feature phone ownership rates throughout last year, pulling data from the USA, the UK, France, Germany, and Japan. And yes this study doesn’t cover Australia – but Australia has the 2nd highest smart phone penetration in the world, so you can expect these stats to apply equally here.
It found that, while smart phones were quickly pushing out older feature phones, a full 10-percent more people own connected mobile devices than PC’s or laptops (78-percent vs 68-percent).
Tablets were counted separately and are owned by an average of 13-percent of people in these markets.
It’s official. A study released by Google shows that mobile devices, and smart phones in particular, are now the dominant means of Internet connectivity in five key global markets.
Google conducted the study of smart phone versus feature phone ownership rates throughout last year, pulling data from the USA, the UK, France, Germany, and Japan. And yes this study doesn’t cover Australia – but Australia has the 2nd highest smart phone penetration in the world, so you can expect these stats to apply equally here.
It found that, while smart phones were quickly pushing out older feature phones, a full 10-percent more people own connected mobile devices than PC’s or laptops (78-percent vs 68-percent). Tablets were counted separately and are owned by an average of 13-percent of people in these markets.
February 2nd, 2010 Posted by: Andrew Reeves Comments (2)
Who does not love at least a little gaming these days? It’s experiencing the largest growth in the entertainment category and the titles and technologies seem leap future bound every few months. With that in mind here are the latest stats on Australian gamers.
Well not literally, we don't actually have a club. But we are always on the lookout for talented individuals.
So if you think you qualify then give us a bell or an email or a txt.
