THE ‘GOOGLE DANCE’ – NOT AS ENJOYABLE AS IT SOUNDS

9 March 2011 - Digital

Ever heard of ‘doing the Google Dance’? If the answer is ‘yes’ then you will know that it is probably Read more >

I want an app and I want it now!

25 February 2011 - Digital

Does your brand have its own mobile app or game? No?

Surely it must be time to get one.  Or is it?

Marketing managers around the world are finding themselves in a position where they are being pressured to get brand presence within smart phone application space. Now whilst this may mean developing a cutting edge piece of digital marketing collateral, it can also mean flushing large sums of money down the digital toilet.

There have always been trends and latest fads within marketing that every big brand wants to be part of. Mobile apps and games are no exception. Whilst I see examples of pure genius in the app space, I wonder how many marketing managers are currently having to explain that their mobile application has been downloaded by two people (said marketing manager and their friend!).

We get a fair share of clients asking for or suggesting ideas for a mobile application or games. Before we rush headlong into a project like this, there are many considerations we look at. Before you get involved in developing or commissioning a mobile app/game, read through our guidelines and considerations:

* Make sure it provides a useful service. Ask yourself if you would download and use it. If you can’t answer “yes” to this, then you or your agency probably need to go back to the drawing board.

* Look at the other applications online and see where your application or game would fit into the market. If your app will mimic another app, see how you can improve on that app.

* Don’t always think about pushing your brand too much in games, real gamers won’t be interested if you do. If you are keen to produce a game, focus on the game design first THEN the branding. If the game is heavily branded no one will download it.

* Do some research before you design the app, like most marketing activities, a little research goes a long way.

* Don’t reproduce your website in a mobile application, it’s more cost effective to create a mobile version of your site rather than an application.

* Ask yourself if you are just producing the application solely for PR benefits? If the answer is “yes” I would make sure you have covered off all other forms of effective PR first, there may be other cheaper and more effective strategies.

Still confident you need an application or game for your next marketing drive? Get it right and your brand could be the talk of the town. Get it wrong and you could still be the talk of the town of the wrong reasons!

Buy Your Next Car From Autotweeter

15 February 2011 - Digital

As a hardened tweeter I like nothing more than doing a bit of twitter spying in my area and seeing what my neighbours are tweeting about. If you have never done this, I heartily recommend it.

Whilst nosing around my local tweeters I started to find what appeared to be cars for sale on twitter, which is nothing new as I did announce it on twitter that I was selling a rather tired and beaten Renault Laguna. On further investigation I found that there were numerous cars showing up for sale in my local search and they had all came from Autotrader. It appears that they are adding all the cars advertised on their site onto a twitter feed; they have even categorised their feeds.

Check out the twitter feed: http://twitter.com/autotrader_cars

There are moments in my career when I see something that impresses me and I get a tiny bit jealous that I did not think of that; this was certainly one of those moments. This is a great use of Twitter as a digital marketing tool. I feel it adds a great deal to a brand that at times has been criticised for its dated approach to digital marketing.

Getting the most out of Twitter is quite tough and for some brands it can take a lot hard work to see small results. Autotrader has stumbled onto a great idea and they are working it to great effect. My only fear with this technique is that Autotrader has opened the floodgates to all the car dealers of the world. Meaning my twitter local activities will be swamped with used car postings and car dealers advertising their wares. Guess I need to get a more constructive hobby.

Brand Building Through Social Channels Still Increasing

19 November 2010 - Digital

Recent figures released by the IAB (Internet Advertising Bureau) show that social media advertising is on the increase in the UK, and at a rapid rate.

Over the past two years more and more businesses are wised-up to the fact that social media is the perfect tool to enable them to build their brand, enhance their online reputation and directly interact with their customers and clients at a fraction of the cost of other advertising mediums, particularly offline. Social media is changing attitudes and offering businesses and consumers information and interaction that would not have been possible even 4 or 5 years ago!

The IAB’s data illustrates the rapid rate that the balance is shifting towards social media as companies invest in their online marketing. 2010 figures show that search still dominates peoples budgets, accounting for 61% of their spend however social media now accounts for 12%, more than double the 5% seen during 2009. Promoting your company through social media does not always offer the same transparent ROI reporting that other advertising mediums does but it’s worth is considerable, particularly to businesses  who may have a tarnished reputation and are working hard to repair damage that may have been done many years ago. By interacting with customers quickly and transparently through social networking websites and providing them with useful information and advice that can be viewed by others is the perfect way to build your brand and enhance your reputation and client base. However, get it wrong and the damage to your reputation may be irreparable.

Companies cannot entirely control their online brand, a few bad posts on blogs and forums and they can find their online reputation and their business will suffer therefore social media provides a reactive way of responding to criticism, repairing damage and taking back some control of their online brand reputation. As more and more businesses realise its worth, social media brand promotion is set to continue its rapid growth.