Purists would say that to experience Glastonbury is to experience the mud; the camping; the endless queue for the portaloo (as well as the music). However, for music lovers who aren't so 'pure', the BBC's Glastonbury site and BBC three live arena allow audiences to choose how they 'experience' the festival - wellie dread is no more (even diamond studded pairs branded Bassey).
The BBC continues to embrace video integration into their website. The success of the BBC's i-player video-on-demand service demonstrates closer synergies between online and broadcast communications with both channels working seamlessly together, enabling audiences to choose what they watch, at what time, and via their channel of choice.
The BBC's user-centric approach to web development is also demonstrated with their customisable homepage. As a content-rich site, the BBC website attracts audiences who extract what they need from the site, when they want it. By embracing a customisable homepage, the BBC website survives by handing power to the user enabling them to select how they effectively and efficiently reach that relevant content.
This is another example of the pull approach to online communication development that assists in garnering valuable audience loyalty...muddy wellies are a thing of the past.
Sunday, 29 June 2008
Friday, 27 June 2008
Internet domain name rules relaxed: communication opportunities
The internet's regulator, Icann, have voted unanimously to relax the rules on 'top-level' domain names, such as .com or .co.uk.
So what does this mean from a communications perspective?
Precise geographic domain names such as .cym (Wales); .london (London); .sco (Scotland); .nyc (New York) are being introduced. This geographic drilldown opens up opportunities for campaign-based online communications, enabling those that target a location to retain and reinforce a geographic message in the selected URL (e.g. www.filmfestival.london).
The new internet domain name conventions also introduce foreign alphabets (e.g. Cyrillic). As a result, domain names using the English alphabet no longer monopolise the online channel - this localisation allows for extended reach of the World Wide Web to those who do not have English as their first language. From a marketing perspective, geographic campaign communication targeting will benefit.
As the domain name relaxation continues, potentially sector-based domains could be introduced and Corporates could emphasise brand positioning (e.g. www.lloydstsb.bank), and even specific communication-based domain names could be leveraged (e.g. www.lloydstsbannual.report).
Of course Icann's announcement will affect the way search engine algorithms prioritise returned search result rankings. It will be interesting to see how they handle this.
Is the 'World Wide Web' localisation now becoming the 'Country Channel Coverage'?
So what does this mean from a communications perspective?
Precise geographic domain names such as .cym (Wales); .london (London); .sco (Scotland); .nyc (New York) are being introduced. This geographic drilldown opens up opportunities for campaign-based online communications, enabling those that target a location to retain and reinforce a geographic message in the selected URL (e.g. www.filmfestival.london).
The new internet domain name conventions also introduce foreign alphabets (e.g. Cyrillic). As a result, domain names using the English alphabet no longer monopolise the online channel - this localisation allows for extended reach of the World Wide Web to those who do not have English as their first language. From a marketing perspective, geographic campaign communication targeting will benefit.
As the domain name relaxation continues, potentially sector-based domains could be introduced and Corporates could emphasise brand positioning (e.g. www.lloydstsb.bank), and even specific communication-based domain names could be leveraged (e.g. www.lloydstsbannual.report).
Of course Icann's announcement will affect the way search engine algorithms prioritise returned search result rankings. It will be interesting to see how they handle this.
Is the 'World Wide Web' localisation now becoming the 'Country Channel Coverage'?
Monday, 23 June 2008
The power of webstats analytics: Driving directional development
So you've integrated Google Analytics into your website...you've checked-off the 'to do' task, so now you can get back to concentrating on your day job managing all the other projects on your books. Then the dreaded day comes, the CEO calls you up and asks "how's the website? What are the stats like?" - panic sets in: where are the login details?; Did I remember to write them down?; The agency, can they access the stats?; If I don't get website stats to the CEO by the end of the week - my job, my mortgage, my...I need a drink!
OK, so a bit of an exaggeration, but the scenario of evidencing website communication effectiveness within today's business environment is very real. Proudly bathing in the quantity of visitors that reach your site, or frustratingly tutting the tumbleweed when visitor targets are not met is superficially short-sighted. A truer picture emerges when measured analysis of recorded website stats is undertaken, which often throws up a few nasty and nice surprises.
Key to website analytics is being able to keep on top of the data - ensuring that webstats data is monitored on a monthly basis and recorded. Get this secured, then the foundation is there to start understanding a website's quantitive statistics and recorded user behaviour, and how the two interact.
Clear KPI drivers need to be agreed that govern the effectiveness of the website as a communication - awareness of corporate messaging; goal conversions; sales leads; e-commerce spend; search reach...the list could go on, but once this is base-lined, the power of analytics is realised as an influential reference for communication development.
A website is normally one communication within a larger communication mix. In approaching analytics, it is important not to take an isolated look at the website as more often than not, PR campaigns, recruitment drives, fiscal announcements, events communication or 'unexpected happenings' will have an impact website usage. A known communications matrix referenced in parrallel to analytics data, will build-up the bigger picture on where the website sits in the communications mix, its share within the mix and how other channel communications interact with it.
All this and we've not done any analysis yet, and quite right too. In order to maximise upon the value of webstats analytics, a holistic approach is required that absorbs the wider communication landscape. Once this is a known, targeted analysis can be undertaken, conclusions reached and recommendations made that drive directional development of not just the website, but the communication mix as a whole.
I did say webstats analytics is powerfully influential, didn't I?
OK, so a bit of an exaggeration, but the scenario of evidencing website communication effectiveness within today's business environment is very real. Proudly bathing in the quantity of visitors that reach your site, or frustratingly tutting the tumbleweed when visitor targets are not met is superficially short-sighted. A truer picture emerges when measured analysis of recorded website stats is undertaken, which often throws up a few nasty and nice surprises.
Key to website analytics is being able to keep on top of the data - ensuring that webstats data is monitored on a monthly basis and recorded. Get this secured, then the foundation is there to start understanding a website's quantitive statistics and recorded user behaviour, and how the two interact.
Clear KPI drivers need to be agreed that govern the effectiveness of the website as a communication - awareness of corporate messaging; goal conversions; sales leads; e-commerce spend; search reach...the list could go on, but once this is base-lined, the power of analytics is realised as an influential reference for communication development.
A website is normally one communication within a larger communication mix. In approaching analytics, it is important not to take an isolated look at the website as more often than not, PR campaigns, recruitment drives, fiscal announcements, events communication or 'unexpected happenings' will have an impact website usage. A known communications matrix referenced in parrallel to analytics data, will build-up the bigger picture on where the website sits in the communications mix, its share within the mix and how other channel communications interact with it.
All this and we've not done any analysis yet, and quite right too. In order to maximise upon the value of webstats analytics, a holistic approach is required that absorbs the wider communication landscape. Once this is a known, targeted analysis can be undertaken, conclusions reached and recommendations made that drive directional development of not just the website, but the communication mix as a whole.
I did say webstats analytics is powerfully influential, didn't I?
Sunday, 22 June 2008
Brand Beckham: Ambassadors, you are spoiling us
Cx3's love affair with the journey of British brand whores, David and Victoria Beckham (dVb), is only rivaled by the delicious journey being made by Peter Andre and Katie Price, but on a completely different scale.
This week, Armani underwear released the latest David Beckham advertising campaign. In November 2007, David signed a £20 million deal to be the Global Ambassador of the Giorgio Armani fashion house, and in December the first David Beckham Armani adverts were launched. This already iconic Sporno (sports porno) stands alongside other photographic classics such as 'L'Enfant' by Spencer Rowell or Herb Ritts' 'Fred with Tyres'.
As well as his contract with Armani, David is also Motorola's Global Brand Ambassador and 'The Face of Brylcreem'. Corporate marketers of course clammer to be a part of 'Brand Beckham' and, loved or loathed, today's society of celebrity worship and aspirational lifestyle seeking is a revenue stream marketers can't ignore. In fact, 'dVb' direct an invitation themselves to the lifestyle seeker, requesting they spend their money and an intimate night with the two of them by privately adorning dVb's 'Intimately Beckham Night' scent all over their bodies - erotic advertising reinforces the 'intimate' message...a very progressive threesome.
Since moving to the USA to play for LA Galaxy, choice product endorsemets have elevated David Beckham in order to satisfy sustainble public awareness and positioning of Brand Beckham at an international level...and Victoria has joined the game too by appearing, as herself, in Ugly Betty and clinging onto the arm of David at every photo opportunity. Brand Beckham's new found American audience throws up the competitive challenges of 'Brangelina', and 'Tom and Katie' - know your friends and keep your enemies closer...hmm, which is 'Tom and Katie'?David and Victoria Beckham constantly crave audience awareness and acceptance, and breathe the oxygen of media publicity for their survival. They are 'A-list' experts in what they do and long may it last.
RELATED LINKS:
BBC article: Ten years of Brand Beckham
Wednesday, 18 June 2008
Firefox 3.0 World Record: Acquisition, Retention and Ongoing Loyalty in one go
Firefox's Guinness World Record attempt for the greatest number of software downloads in 24 hours coincides with the launch of their new Firefox 3.0 browser, and is the latest tactic to gain share in an already saturated market place.
This ingenious campaign achieves worldwide awareness of their latest product and, comparing it with Microsoft's push strategy for rolling-out IE7, Firefox have adopted a pull approach that simultaneously covers off acquisition of new customers, retention of existing customers and engenders ongoing customer loyalty for the product in one fell swoop...and on a global scale.
The Guinness World Record for software downloads campaign is supported by the 'Spread Firefox' microsite and includes, of course, plenty of opportunities to download the new Firefox 3.0 browser, and a visual 'tangible' interactive world map that was highlighting the number of downloads throughout the time period. This reference point encourages a potential sustained relationship for a minimum of 24 hours, but then that's all Firefox needs - as long as the latest brower is downloaded...job done!
Although the benefits of Firefox 3.0 are highlighted, it is unlikely that these are driving people to download the browser - it's the event; the participation; the buying into human behaviour of belonging to a group of like minded people.
The beta version of IE8 is due in August. It will be interesting to see if Microsoft decides to be equally creative and intelligent with their rollout.
This ingenious campaign achieves worldwide awareness of their latest product and, comparing it with Microsoft's push strategy for rolling-out IE7, Firefox have adopted a pull approach that simultaneously covers off acquisition of new customers, retention of existing customers and engenders ongoing customer loyalty for the product in one fell swoop...and on a global scale.
The Guinness World Record for software downloads campaign is supported by the 'Spread Firefox' microsite and includes, of course, plenty of opportunities to download the new Firefox 3.0 browser, and a visual 'tangible' interactive world map that was highlighting the number of downloads throughout the time period. This reference point encourages a potential sustained relationship for a minimum of 24 hours, but then that's all Firefox needs - as long as the latest brower is downloaded...job done!
Although the benefits of Firefox 3.0 are highlighted, it is unlikely that these are driving people to download the browser - it's the event; the participation; the buying into human behaviour of belonging to a group of like minded people.
The beta version of IE8 is due in August. It will be interesting to see if Microsoft decides to be equally creative and intelligent with their rollout.
Sunday, 15 June 2008
QR codes: the future of mobile channel communication?
When the marketers latched onto the potential of the mobile channel for communication purposes blue-sky ideas were plentiful. The concept of targeted mobile communications, contextual advertising and location-based messaging were glittering flames of desire hypnotising many a marketing department.
The flames of contextual advertising opportunities (e.g. sending a text message to a mobile phone within a clothes store highlighting the in-store offers) glittered and died. The systems were available, however, consumer fear of the invasion of their privacy took over, driving opt-in guidelines. Location-based messaging (e.g. text messages to cinema audiences encouraging them to turn off their mobile prior to the movie) suffered the same privacy fears, but in this example, mobile phone etiquette matured and user behaviour now drives the silencing of phones prior to a movie or theatre performance, which can be prompted by a more cost effective audio message.
Over time, the mobile phone market has evolved and key behavioural usage trends have thrived:
- traditional voice calls
- text messaging
- photography
- listening to music
- accessing the internet
The QR code is maximising upon behavioural usage and is a tool that is changing the way consumers interact with other communication channels and diversifying mobile phone usage. QR codes photographed and then texted to receive targeted news updates are appearing in the printed press. QR codes are also embedded in text messages and subsequently scanned as proof of identity to grant entry to venues such as clubs and sports arenas. In Japan, mobile phone QR code scanning is already being used as an alternative to credit cards.
Currently, one of the key challenges facing the mobile communications sector is the lack of disclosure when consumers text a response to a competition, or vote in a game show. Is the QR code a veiled way of obtaining mobile data from consumers by wrapping a text message in a pretty barcode picture? Or, are previous privacy fears being turned on their head and are consumers willfully submitting data and accepting to be branded with a simple dot matrix barcode as a means of identification?
Potentially, the mobile QR code is revolutionising mobile channel communication and how other channel communications interact with mobile. If this generates profitable targeted communications to consumers, the marketers won't be far behind.
The flames of contextual advertising opportunities (e.g. sending a text message to a mobile phone within a clothes store highlighting the in-store offers) glittered and died. The systems were available, however, consumer fear of the invasion of their privacy took over, driving opt-in guidelines. Location-based messaging (e.g. text messages to cinema audiences encouraging them to turn off their mobile prior to the movie) suffered the same privacy fears, but in this example, mobile phone etiquette matured and user behaviour now drives the silencing of phones prior to a movie or theatre performance, which can be prompted by a more cost effective audio message.
Over time, the mobile phone market has evolved and key behavioural usage trends have thrived:
- traditional voice calls
- text messaging
- photography
- listening to music
- accessing the internet
The QR code is maximising upon behavioural usage and is a tool that is changing the way consumers interact with other communication channels and diversifying mobile phone usage. QR codes photographed and then texted to receive targeted news updates are appearing in the printed press. QR codes are also embedded in text messages and subsequently scanned as proof of identity to grant entry to venues such as clubs and sports arenas. In Japan, mobile phone QR code scanning is already being used as an alternative to credit cards.
Currently, one of the key challenges facing the mobile communications sector is the lack of disclosure when consumers text a response to a competition, or vote in a game show. Is the QR code a veiled way of obtaining mobile data from consumers by wrapping a text message in a pretty barcode picture? Or, are previous privacy fears being turned on their head and are consumers willfully submitting data and accepting to be branded with a simple dot matrix barcode as a means of identification?
Potentially, the mobile QR code is revolutionising mobile channel communication and how other channel communications interact with mobile. If this generates profitable targeted communications to consumers, the marketers won't be far behind.