Is Twitter a complete waste of time and effort? Sure it has 145 million users worldwide and the tech/journalistic community is obsessed with it. But for marketing or awareness is it a waste of time?
Yes and No. Twitter has become a very focused network of tech savvy individuals. Although there is a subset of users here and there that use it for strictly communication and entertainment purposes– it still is the home of the techies. Business Insider makes three great points about this:
Schulz starts with one underlying question: Why do we love being right? Is it for sport or some other deep seated need, she writes, “unlike many of life’s other delights — chocolate, surfing, kissing — it does not enjoy any mainline access to our biochemistry: to our appetites, our adrenal glands, our limbic systems, our swoony hearts.” but that’s not quite the case she continues, “we can’t enjoy kissing just anyone, but we can relish being right about almost anything,” including that which we’d rather be wrong about, like “the downturn in the stock market, say, or the demise of a friend’s relationship or the fact that at our spouse’s insistence, we just spent 15 minutes schlepping our suitcase in exactly the opposite direction from our hotel.”
Conventional marketing wisdom holds that predicting success in cultural markets is mostly a matter of anticipating the preferences of the millions of individual people who participate in them. If you are aware of the concept of Cumulative Advantage– that is things rise to the top not because they are better quality than the alternatives, but because people copy what their friends do: a tiny rise in popularity an early stage can mean massive popularity further down the line.
Have you ever thought or said to someone to just Google It? I’ve heard this phrase quite a bit, I’ve seen the phrase throughout the years, and even 4 year old children know about it.
How did this phrase come about? Did Google launch a major campaign and marketing effort to change the minds of someone saying they are going to ‘search’ to ‘google’? Did they run banner ads, print campaigns, commercials on TV and in movie theaters? Did they try to capture the youth market with hip ads and young adults putting their search engine to use while on a mountain snowboarding and drinking RedBull?
Ah no… the term came to be because of utility–because it was highly effective and a product that stood out amongst all the others. So “just google it” became synonymous with search.
I’ve never created or even tried to create a viral video. That being said I’ve watched something roll out the last few weeks that I’d like to highlight. It’s more of a form of ‘Push Viral’, that is you create a concept with all the right elements and push it out with the intent to go viral.
An great example of this comes from CCCP who started as a production agency, but quickly found out that they could easily vertically integrate advertising in their business model. I love some of these guys ideas and what they have put together.
The latest was “liquid mountaineering” a “new sport” where you run at great speeds to walk on water. With over 5 million views (not bad for a month) this video has hit viral status.
I saw this story here about a scented billboard that gives off the smell of BBQ steak in Mooresville, NC. (see video below). While smells in the market place is nothing new–Subway, Caribou Coffee, and McDonald’s are some of the big names that spend time and effort nailing down the perfect smell. What is new is creating a sense of smell with the intent of changing your purchase habits.
First, I’m not sure how excited I would be about a world filled with smells enticing me to try something new. Granted each establishment has it’s own smell but just imagine driving down the highway and each half mile or so being inundated with a different smell. This would get annoying fast.
Yesterday HarrisInteractive launched what they call Research Lifestreaming (sm), what they call a revolutionary new research platform that presents a 360-degree view of individuals by connecting information they post online, survey responses, and behavioral data.
Yeah I know typical press release jargon. But this is something that is actually kind of new–here is where they are blazing into new frontiers:
Isn’t the way marketers explain how to capture customers some of the oddest verbiage out there? The old mousetrap technique.
Here is the big problem with the state of mouse. These little squeaky things they’ve gotten intelligent and somehow they have evolved. So that spring loaded mousetrap with the cheese you have in the basement hasn’t even been touched and if it has it’s been dismantled without you even noticing.
[this post is a combination of a few ideas from my book I’m steadfastly working to complete]
I read a report this weekend from the marketing solution provider Alterian– Your Brand: At Risk or Ready for Growth? The report is somewhat of a rehash of things that is already common knowledge but there are few things that stand out.
First, a full 95% from a survey conducted for the report indicated they did not trust advertising.Only 8% trust what companies say about themselves. A little over half 58% think that “companies are only interested in selling products and services to me, not necessarily the product or service that is right for me”.
But this report gives you the answer… wait for it… wait… yes you guessed it… social media. Facebook, MySpace, YouTube and Twitter are going to enable people to trust companies again. Also it’s going to allow or somehow change the attitude that companies sell you the product you really want.
To me this has always fell into the realm of the branding bucket of nonsense. It’s something that a company or brand can use to say they are engaging their audience. A check mark to say they are engaging in conversations with their influencers. Hey look at me I’m hanging out with the cool kids, only the cool kids were cool 10 years ago…