7 Reasons Why Great Content is Not Enough

greatcontent

 

2015 will be the year of many interesting things, one of them it’s content. Since advertisement effectiveness is every year lower, “Content” is the word used now for the information delivered by the brands that is more than a simple ad. The objective of any content strategy is to generate a deeper link with consumers and provide spaces of conversation with the brands and between them. Content that can be shared, viralized, and shared again for the pride of the creative agency that produced it. But remember, very few ideas are powerful enough to be self viral, and if the content doesn’t work, brands, not creatives, are paying the price of failure. Read the rest of this entry »


Omnichannel Retargeting, the scary future is near.

If you’re worried about your privacy, don’t read this post. Even if you’re not familiar with the wordretargeting, you have suffered it for sure. Let’s say you are looking for a nice hotel to spend your Christmas in Bahamas. You visit your favorite online travel agency and start narrowing your choice set, based on others’ opinions, availability and price. You finally see one you like, you check the pictures, room types and so on. You stop it there, maybe you bookmark the page, and you close your browser since probably you want to share it with your relative at home. A couple of hours later you check another page, maybe an online newspaper. Suddenly, every ad you see is related with Bahamas and the hotels you have been looking at. You wonder how does the newspaper website know you’re going to Bahamas on vacation.

What you probably didn’t know is at somewhere, both in the Newspaper and the Travel agency websites, you accepted a cookie policy that allow them to share information through third parties. This cookie is the bit of information stored in your computer that is linking your profile between a bunch of websites out there under the same advertising network. And as of today, this is only available at websites (maybe some apps too).

The good thing about apps is they not only can keep track of what you do in the app (the same you could get from a website), but they know a lot more of things that can be used for retargeting.

For instance, imagine you stop by your favorite clothes shop. You use their app to scan the NFC tag on a pair of jeans and share it with your friends. You get home, open your Facebook and see an offer to buy those jeans online.

But you don’t even have to do anything. You are looking for a new car, you get to the nearest Volkswagen dealer, there is an iBeacon in each car that knows you have been sitting in the New Beetle. You leave… and that evening, when you’re visiting your favorite online car blog, it’s crowded with New Beetle banners offering a test drive.

¿What about TV? Imagine you’re watching your favorite TV show. You have a second screen App that knows what are you watching… including the commercials, where there is a great ad about tourism in Japan. Next time you visit one of your freemium apps, they will show you banners about Japan… And when the TV will not be broadcasted anymore, but on demand, ads will be pushed in the same way banners are. More personalization, more retrargeting.

So all this is very promising, but also very scary. Some consequences of this near future:

  1. Lawyers will have to work harder, in order to structure term conditions and privacy options, basically to allow companies to do what they want with your data. And technology has to follow, privacy settings control should include multi device, multi position, multi brand options.
  2. Media agencies will have to work harder, in order to structure a real strategy based on consumer profiles. Is not anymore about where the target is and pushing some GRPs or banners to mass media, is about understanding the consumer journey and defining rules that cover different behaviors. Needless to say that CMOs and their teams need also to understand this new paradigm.
  3. Communication opportunities will arise between brands sharing the consumer’s basket. Cross selling will not happen in the supermarket, it will happen anywhere. These agreements will allow to share data, with more legal implications.

How all this will change the relationship between consumers and brands? I’d love to hear your opinions on this topic.


In store shopper activation. Bye bye QR Codes, welcome NFC!

I recently started a series of posts called “Beware of Hype” trying to reflect about what happened with some technology or marketing hypes and why they finally didn’t work as expected. I can confess it now: I planned my next Beware of Hype post to be about NFC. This was previous to the iPhone 6 launch rumors, since Apple was constantly refusing to add it to their devices. I was (very) wrong, and obviously there was a reason for it. Now, NFC is the de facto standard for mobile payments.

Although payments will receive the most significant boost thanks to Apple endorsement, NFC can do much more than that. The good thing for Apple”being late” is that there are endless applications to this short range communications technology, and very low cost NFC tags.

NFC is based on RFID, that was supposed to be the future for logistics and supply chain management, but also, for Marketing. In 2004 (yes, that’s 10 years ago, the iPhone wasn’t even launched), Gillete massively deployed RFID tags in their products, not only for out store usage, but also for in store traceability in partnership with Walmart. That has been criticized as the greatest privacy breach ever, and the project was put aside. Today we’re giving our position to many of the apps in our smartphone both GPS for outdoors and iBeacon for indoor without being much problem, I guess privacy concept has a little bit changed since then. The RFID/NFC technology has evolved so much, that tags can be obtained for very few cents the piece.

In fact, some companies such as Samsung with the Tectiles, already provide programmable NFC stickers, as the simplest way to make the phone do things, like set up the alarm, launch an application or join a wifi network, but more interestingly perform actions such as like a facebook page, check in with foursquare or open a web page, which has a huge potential for in store activation and interaction. But wait, there is already something that does more or less that… QR codes.

QR codes are massively used in Marketing as a shortcut between the real world and the digital world through your smartphone. You can read some serious dos and don’ts with QRs codes here. The truth is, between you and me, reading a QR code is not the easiest thing in the world for everybody. My 65 years old mom, owning an Android 4.4.4 smartphone, doesn’t know how to. She doesn’t know she has to download an application for reading the codes, she doesn’t know the products she’s buying in the supermarket are plenty of these codes because nobody told her. The adoption of the QR technology is being quite organic, kids know what they are, some parents and most of grand parents don’t. But tapping something with the phone is sooo much easier… you don’t need an app, just keep the NFC activated and your ready to receive contextual information about a product you want to discover, it’s perfect for smart shopping.

Yes, I know QR codes are much cheaper to print, maybe NFC tags are not for every product, but at their current cost, they are very affordable and give plenty of communication opportunities. Of course iBeacons are there for push communications, but you need an app installed in the phone. They complement themselves, NFC will be used for pull communications when the consumer wants to get something from the product, proactively, and easily.

Imagine clothes with the tag that take you to the online store, or just like the product in Facebook so your friends can see it online. What about cosmetics? having a tag with a detailed product description, skin compatibility tests, cross recommendations… I can’t even foresee all the possible applications, but it seems Apple does, as they’re filing some patents regarding these exciting possibilities. Definitely, after all, NFC will not be a hype, and I will have to find another one for my next post.

Pictures from Apple.com and Samsung.com

Originally published here


The three golden rules of QR codes (with examples)

QR IslandQR codes are quite old. Invented by a subsidiary company of Toyota in 1994 and now under standard ISO/IEC 18004, they are intended to have redundancy in the information for Quick Reading by a scanner, mainly for logistics and manufacturing purposes. Nowadays they are widely used in marketing for driving mobile traffic, scanning them from a physical surface. Much has been written about QRs, but still many smartphone users still don’t know how to read them. This gets worse when some brand managers and agencies insist to use them in the wrong way. Please, please, please, read these three simple principles, good for your consumers, good for your clients.

Read the rest of this entry »