Digital Branding and Advertising
25 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Joe Ziemba
Scoop.it!

Engaging an audience in a whole new way: the One Copy Song

Engaging an audience in a whole new way: the One Copy Song | Digital Branding and Advertising | Scoop.it

I've visited the Tomorrow Awards before to talk about the Google Glass project, and I've returned again with another winner from the competition that brings social media engagement to a whole new level. 

 

The One Copy Song was a project started by Swedish hip-hop artist Adam Tensta. He wanted to promote his new single release in a new way that wouldn't get lost in the mountains of music available on Spotify, YouTube and various other digital outlets. So they released one copy of the single, and only one person could listen to it at a time through the One Copy Song Facebook app.

 

Listeners were put into a line where they had to wait their turn to hear the single, but they could cut the line if they shared, tweeted, liked, or otherwise interacted with the song. This incredible new way to get users to share content with their friends brought the song to thousands of listeners in 40 countries and increased Tensta's Facebook presence by 20x.

 

The Facebook app that made this possible will now be available for other artists to use as well, but the concept behind it opens up a lot of great possibilities. Until now, the prevailing strategy on social media has been to create content that is so great people will want to share it and hope it actually happens. Most of the time it doesn't. Now we have a new strategy: create content so great that people have to share it just to watch.

 

I think this will be a big trend on social media soon. People generally like exclusivity, and they also like competition. The fact that they have to work for it makes the content seem even more worthwhile, the only danger is if the content falls flat. It'll still be important to generate great content, but it's going to be interesting to see the adoption of this idea.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Machinima online gaming site shows the future of audience-targeted marketing

Machinima online gaming site shows the future of audience-targeted marketing | Digital Branding and Advertising | Scoop.it

Young men are a notoriously difficult audience for advertisers to reach, and according to this New York Times article the slippery demographic is changing again. Machinima, an online distribution network for gaming-oriented content, has become a hub of activity for men between 18 and 34. The site built up from a simple structure, gaining traction from inexpensive content and user-generated videos until it became a "must-visit site for young men."

 

Machinima now focuses heavily on high-quality episodic series, such as it's highly successful "Halo 4: Forward Unto Dawn" five-part series promoting the new game's release. So what does this mean for advertisers? Possibilities.

 

"Forward Unto Dawn" was an enormous success, garnering 27 million views, low viewer "fall off." With the game boasting $220 million in global sales within 24 hours it's hard to deny the efficacy of this type of advertising. Because that's precisely what "Forward Unto Dawn" was, an advertisement. Not in the traditional sense of course - it's not a commercial - but it is in fact a new type of entertainment marketing.

 

Machinima's CEO Allen DeBevoise claims that "high quality content is better marketing than traditional advertising" and I'm inclined to agree. Merging promotion with entertainment will be the next big thing in advertising, and Machinima has proved now that online video content can feasibly become the new TV, where people come back every week to view a new episode in a series.

 

Content is king, and we're going to see a lot more high-quality content that fits this audience-targeted marketing entertainment model in the future. As more success comes from the method with the young male crowd it will also spread across other demographics.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Brands aren't always greener on the other side

Brands aren't always greener on the other side | Digital Branding and Advertising | Scoop.it

The recently published 2012 Green Brands Survey ranked top environmentally conscious brands by consumer perception. Among the winners were Whole Foods, Waste Management, Johnson & Johnson, St. Jude Medical, Walt Disney, and Google, determined by attributes including "strong brand," "is a green company," "is an environmental leader," and "has environmentally friendly products."

 

But the study went even further, taking the companies' reputations from this survey and comparing them to their "Newsweek" Green Scores revealing four segments: "Unsung Heroes" with weak reputation but strong practices, "Free Passers" with poor practices but a reputation for the opposite, "Losers" with poor practices and a reputation to prove it, and "Winners" with strong practices and reputations. 

 

Of the brands with highest reputations, Johnson & Johnson and Google were listed among the winners for this study, while Waste Management fell into the "Free Passers" category.

 

The four segments found in this study show the differing relationships between brand behavior and consumer perceptions. Clearly it's possible to develop a reputation for something that your brand doesn't practice, but more often than not your customers will take notice. If you want your brand to be a winner, make sure your image matches with your practices.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Successful Branding can sell more than a product

Successful Branding can sell more than a product | Digital Branding and Advertising | Scoop.it

Launching new products under an existing brand is a risky process, too often a company will release a product that doesn;t align with their brand, so it fails. But this blog post from the Branding Strategy Insider gives a simle explaination of how to keep a product launch afloat rather than watch it go down in flames. If you read the title of this page, you know the answer already: branding.

 

This post gives 5 reasons that a strong brand is the key to opening up new product opportunities:

1) Brands span categories, products don't. If your brand is powerful and respected, you can release a product completely different than what your brand is known for and customers will buy it. And that's because...

2) People buy brands, not products. Customers have options when purchasing anything, so the deciding factor for many products is the brand that made it rather than how much better the product actually is than a competitor.

3) Brands stand for something your target customer identifies with. Or at least they should.

4) Brands and humans are emotional. When managed correctly, a brand image evokes emotional values

5) Brands have longevity if their personalities sustain relevant empotional connection. A product will eventually change, but the brand should stay the same.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Create a Scalable Brand

Create a Scalable Brand | Digital Branding and Advertising | Scoop.it

Your brand is the core of your marketing strategy. Jackie Yeaney of Red Hat shares her thoughts on how the brand fuels marketing investments that drive revenue using an analogy of a tree. The brand creates a foundation (the roots) from which all the marketing stratgies (the branches) can "grow." When a strong brand is at the core, all marketing investmentrs have a clear and streamlined focus on a common message. Sometimes as companies grow, their marketing strategies veer away from their core brand causing each "branch" telling the companies story differently, but it's essential that an organization re-focus its strategies on the brnd if that happens.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

The What and Why of Branding

Marketing Expert/Blogger Heidi Cohen lists 30 seperate definitions (http://heidicohen.com/30-branding-definitions/) of Branding on her blog, but if you ask me that is overcomplicating things. Branding at it's simplest is the concept of creating a cohesive and recognizable identity for an business. Seems pretty straightforward, but as easy as the definition is to simplify executing an effective branding strategy that can break through the clutter of brands and advertisments that consumers are constantly exposed to is a rare feat. And there's no one brand strategy formula that's key to success either. No two branding strategies can work quite the same for different companies becasue there are so many variables to consider. Target audience, products, and geographic location are just a few things that strongly impact how a company can brand itself or how it's customers percieve the brand.

 

Oh yeah, and it isn't just one sided. A company can try to brand itself a certain way all it wants but in a time when all consumers are more closely connected to each other and the companies through the internet, many businesses are at the mercy of their customers' perceptions of them, making a branding strategy that much more important to maintain.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Make Your Videos Work For You

Make Your Videos Work For You | Digital Branding and Advertising | Scoop.it

My last post hit on the future of online advertising through video content that is more entertainment than promotion, but video isn't as simple as "upload it and they will come." A strong video strategy is key to success in online marketing, and this article from ReelSeo.com gives a great outline of four big mistakes brands run into when constructing their strategy.

 

1) YouTube isn't magic. About 72 hours of video are uploaded to YouTube every minute, so your content can easily be lost. Brands need to be prepared to promote their video content on and off the Internet to ensure success. You should also have realistic expectations for viewership of your video. 

 

2) One is not enough. One video may gain you some temporary web traffic, but for real worthwhile and lasting results serialized video content is the answer. Keep your viewers coming back for more with a consistently branded series, like Machinima's "Halo 4: Forward Unto Dawn" from my ast post.

 

3) They aren't looking for ads, they're avoiding them. This point really hits home the advertising through entertainment concept. Your audience isn;t going to seek out your ad on YouTube or anywhere on the web unless you have somethign truly exceptional. If you have an ad, buy paid advertisement slots to distribute the video. If you're looking to gain views organically though, you'll need to create content that your audience WILL want to seek out.

 

4) Strategize early. When you have an end goal, you can tailor all your content to fit within that strategy from the concepts to the distributiuon. Don't be caught making big video decisions without a reason.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Advertising Tomorrow: Digital meets reality

Advertising Tomorrow: Digital meets reality | Digital Branding and Advertising | Scoop.it

The Tomorrow Awards honor major advances in advertising technology and this year's show featured a lot of new innovations that blend the digital world into reality in amazing ways. In this Forbes article written by Tomorrow Awards judge Rob Schwartz, he points out a few noteworthy entries from the competition that will change advertising as we know it.

 

The most exciting: Google Glass. I've heard mumblings about this project online for a while, but it seems Google Glass is no longer just an internet rumor. The project is based on a concept called "augmented reality," basically the definition of science fiction. Google Glass will allow users to explore the world and web simultaneously — right in front of your eyes. Want to know the weather? Look at the sky. Need directions? They'll appear right in front of you. The interface looks like the frame of a pair of glasses, hooking on your ears with a frame going across your eyebrows. There are no lenses, instead there's a small screen in the corners of your vision. There's a great video showing the end goal of Google Glass here to get a feel for what Google wants to do (http://youtu.be/9c6W4CCU9M4).

 

A lot about Google Glass is still unknown, like how it will actually work, what it will do and when we'll all be able to have one, but it's existence means a lot to advertisers. It will open up whole new worlds for advertising based on locations and objects to create unique experiences for users. The possibilities are vast and very exciting.

 

Schwartz's other notable entries include the Nike Response Lab, which allowed fans to chat live with a team of illustrators, designers, and animators who then turned the conversations into art pieces that translated into offline media. Response labs similar to this appearing attached to major national events like the Super Bowl and Academy Awards in the future.

 

TshirtOS gives new meaning to blended fabrics, blending the Internet into the mix to create a programmable shirt that displays digital content.

 

There's plenty of other cool technological advancements in the Tomorrow Awards, to browse them all go to http://tomorrowawards.com/archive_showcases.php?sh_title=&showcasecat_id=4&sh=all. 

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Branding strategy guided by data

Creating an online brand strategy entails much more than just defining the essence of a brand. With digital technology, the opportunities for marketing are constantly expanding and, according to this article from MediaPost, the key to harnessing all those opportunities most effectively is data. More specifically, the key is gathering and analyzing the right data.

 

David Booth lists 6 things that will help improve marketing strategy:

1. Define metrics, KPIs (Key Performance Indicators), and data segments that apply to a business objective.

2. Collect your data using tools and platforms that connect your relevant variables together.

3. Analyze your data for inconsistencies and anomalies, these are where your opportunities lie.

4. Disseminate your findings to the decision-makers in words they can understand.

5. Use your data to drive the action of your brand and company.

6. Take steps to ensure the data you've generated belongs to you and your company.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Welcome to the new Myspace!

We've all heard of MySpace. A lot of the college crowd probably had a MySpace at one point or another, and as everyone who once had a MySpace knows: no one really uses it anymore.

 

MySpace is a great example of how companies aren't the sole determiners of their brand identity anymore. After the mass exodus of users from MySpace to Facebook in the late 2000s, MySpace was left as the place for whiney teenagers with a lot of angst and Indi musicians to post chain letters and bling out their profiles. It wasn't a result of MySpace's branding decisions, it just happened and MySpace had to roll with it as best they could. Left with a much more limited audience, MySpace turned it's focus from a general user social platform to become a brand centered around music, their home page featuring news about artists, links to Top Tracks and Playlists, and a host of other music-related content. MySpace definitely made the right call in catering heavily to that audience it still had after its decline in popularity rather than trying to reinvent the wheel to get their lost users back on the site.

 

But now it seems MySpace has its sights set on a comeback. The new MySpace features elements clearly inspired by other social networks and comes (thankfully) with a new, modern logo to replace the My_____ they’ve been using in recent years. MySpaces biggest problem in a revamp will be to offer its users something new and exclusive over the competing social networks, which is no easy feat. But from the teaser video it seems that rather than try to get users to create an entirely new social profile, it will allow us to link our Facebook and Twitter accounts and share to them from MySpace, which is a good decision for accessibility. But, even through the revamp, it’s clear that MySpace fully intends to honor its brand identity as a social network around music, creating a network resembling a fusion of Tumblr, Pinterest, and Spotify. It’ll be interesting to see the evolution of MySpace’s brand identity as we approach the new sites launch and after it begins accepting new users. I’ll be honest I’ve already requested an invite.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

Why Brands Need To Rethink Their Online Advertising Strategy - Forbes

Why Brands Need To Rethink Their Online Advertising Strategy - Forbes | Digital Branding and Advertising | Scoop.it

This article from Forbes really hits on how difficult it is to reach an audience online, and gives some decent advice on how to effectively advertise your brand online. Online ads are a staple in modern integrated marketing campaigns, but a lot of digital ads go unanswered by the audience they're trying to reach. A survey from Ask Your Target Market, an online market research group, shows that 65% of people are unlikely to click an online ad. The rest of the article focuses on how women interact with online ads, as women make up 85% of all consumer purchases. Here are your key takeaways:

 

1) Social media is key for successful online advertsing. Only 30% of women are at all likely to click an online ad, but the number increases to 40% when the ad is seen through social media.

 

2) Personalized ads based on customer interests are more likely to get a response. 54% of women said they are at least somewhat more likely to click an ad related to their interests/serach history.

more...
No comment yet.
Scooped by Joe Ziemba
Scoop.it!

10 Sources of Branding Content

http://mashable.com/

Mashable.com: Anyone with the ear even slightly turned to the advertising and communications industry has heard of this social media news site. While Mashable’s focus is heavy on social media use, its topics often include information related to digital branding and how businesses can use social media to help create and reinforce a brand identity.

 

http://www.AdAge.com

AdAge is an industry leader in advertising news and strategy. They publish news on advertising-related tech, strategies for CMO.

 

http://www.PRNewswire.com

While this site is primarily a newswire service, it does have sections dedicated to CMO, Small Business PR, and Online PR.

 

http://www.acleareye.com/

A Clear Eye is a blog by author and speaker Tom Asacker. Tom is a specialist in the topics of branding and communications, having written extensively on the subject in books. His blog provides great insights into branding strategies.

 

http://thebrandbuilder.wordpress.com/

The Brand Builder focuses on building strong brands. It’s writer, Olivier Blanchard, comes from a marketing and public relations background for both B2B and B2C companies and currently runs his own marketing firm. His posts reflect an in-depth knowledge into branding, social media, and digital communication.

 

http://www.mediapost.com/publications/marketing-daily/

Marketing Daily is an online publication that posts daily articles on the topics of advertising, marketing and branding.

 

http://www.mediapost.com/publications/engagegen-y/

I’ve included Engage GenY as a source because much of the discussion around branding in the digital age focuses on snagging the attention of the Millenials. Branding for specific audiences is an important part of building a brand as well.

 

http://www.mediapost.com/publications/engageteens/

Engage: Teens is another audience-specific source that can give some insight in building a brand targeted to teenagers.

 

http://www.brandingstrategyinsider.com/

The Branding Strategy Insider is a blog entirely dedicated to brand strategy. It’s writers are from The Blake Project, a branding consultancy firm.

 

http://www.begtodiffer.com/

Beg to Differ is a blog about social media, brand strategy, and storytelling. It’s writer Dennis Van Staalduinen is the chief consultant for Brandvelope Consulting.

more...
No comment yet.