Things that make me go “Hmmm”
In: Fascinating24 Sep 2010
What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:
Excellent animated video on where good ideas come from. A lot of this will ring true to the importance of conversation monitoring, which is really just a way of plugging yourself into the community, or conversation, that the author talks about in this video.
Most of the time it’s annoying when advertising creeps into every nook and cranny of daily life, but this idea comes off as clever, and really making a pretty drab event — entering CAPTCHA info — a bit more interesting. And for brands, getting viewers to actually type out their tagline or product features based on a paid impression is pretty remarkable. One of the more clever new ad units I’ve seen in a while. The only limit will be that there really aren’t that many times a user has to see CAPTCHA’s, assuming they have cookies turned on.
A couple of interesting things in this piece. For one, Google’s not happy with the way Apple’s YouTube app works, and are promoting the WAP version of YouTube mobile, instead. It offers a considerably better user experience, which shows that WAP has a lot to offer versus native app development. Secondly, Apple controls the YouTube app on iPhone, and if they can’t keep a major brand like Google up with the latest and greatest mobile experience, then it really underscores how much this brand really needs the larger development community on it’s side, and developing apps like mad for their platform.
I’m following SCVNGR closely, as they seem to be the most aggressive of the location-based apps at trying to figure out survival in a post-Facebook Places world. It’s also interesting, because they’re backed by $4m from Google Ventures. And Google would love to kill both the social and mobile birds with one stone. But I still feel like SCVNGR lacks the simplicity to really go mainstream. For one, it requires an app download, a big barrier, whereas Facebook’s mobile app already has 100m users. And then there’s that problem of less than 1% of all mobile phone users use a location-based app more than 1x per week. So driving consistent use is going to be a real challenge. But the logic behind SCVNGR’s actions are on target, as they get that it’s ultimately about making brands more dynamic on their Facebook properties.
Just ran across this list. What I find interesting is that most of them are from the past two years. I’d think having more time on to accrue views would help. My guess is that two factors contribute to the recency of the leaders. One is that companies are getting better at promoting their videos, versus just tossing them on YouTube and telling a couple of forums about it. And secondly, the metrics tracking these views are improving, as they’re extending the analysis beyond YouTube views alone.
Any involved in online marketing should be a fan of anything that dials up our broadband speeds here in the US. They’ve been rated as low as 25th in the world, or something abysmal like that. But this is great. Take some unused TV spectrum and allocate it to wireless broadband. And I like that they’re focusing on wireless. It may not have the topend speeds of cable now, but ultimately it will be the most cost effective solution to scale, and seems like the most probably path to blanket coverage.
Simply a smart way to differentiate yourself amid a battered travel industry. While it might not be enough to attract new customers, this will certainly make a strong impression on anyone who uses it (assuming no bugs, of course!). It also shows how companies need to focus on consumer touchpoints, and not media inventory, when looking at ways to make a real impression.
Etsy is an interesting company to watch, as they’re developing a reputation for interesting, community-centered marketing campaigns. Earlier, they had a UGC video contest (http://www.youtube.com/user/etsy), and now an open API contest, with cash prizes. A couple things are truly helping them in these efforts. One is having a product that naturally attracts a lot of creative, artistic people. The other is having VC Fred Wilson (www.avc.com) as one of your backers.
An overview of the post-Facebook Places location-based services landscape. As expected, this is quickly moving from fun and games to real functionality. And that’s the big opportunity for brands. Because you may need several million people to make a game fun, but good functionality can be delivered on a 1-1 basis.
Welcome. I'm a digital media strategist, creative director and entrepreneur. I like to explore various digital media platforms, and this is one of my blog outlets. I also write "Creativing", a weekly update on the latest developments in content marketing and online creativity, posted every Thursday at Creativing and iMedia. If you'd like a more ongoing stream of my thoughts, work or otherwise, feel free to connect with me on Facebook. My profile widget is below. Thanks.
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