How To Become The Most-Respected, Most In-Demand Personal Brand In Your Marketplace with guest Chris Frank, CEO and Co-Founder of CFX
Be sure to tune into part II of this interview via itunes!
Be sure to tune into part II of this interview via itunes!
Burger King’s newest TV ad campaign claims each spot was “created by artificial intelligence,” an explanation that precedes some truly bizarre voice-overs, such as, “Bed of lettuce for you to sleep on, bed of mayonnaise for extra sleep,” and, “Burger King logo appears.”
In a statement announcing the campaign—which will air during prime time on cable networks including MTV, History, TBS, Adult Swim and E!—the brand refers to as the creation of “a new deep learning algorithm that could give a glimpse into what the future of marketing and communications could look like.”
Is that true? No. It’s all one big joke at AI’s expense. But the laughs are real:
“Artificial intelligence is not a substitute for a great creative idea coming from a real person.”
- Marcelo Pascoa, global head of brand marketing, Burger King
The real people behind the ad are the creatives at agency David Miami, the shop behind several of Burger King’s most popular marketing stunts, including “Whopper Neutrality” and “Google Home of the Whopper.”
Congratulations, humans of David. You’ve staved off marketing’s machine uprising for at least a few more days. Use your time wisely, for when the robots come, they will not remember you fondly.
As the evolution of digital marketing allows ad-targeting to become more and more granular, brands are finding new and innovative ways to reach out to their audience. Weather-based geo-targeting is a new type of "contextual advertising" being leveraged, which delivers tailored ads to people based specifically on the weather they're experiencing. Below are three companies that are capitalizing on this emerging technology.
Beer always sounds the most refreshing on a hot summer day. Owners of Coors Light and Molson Canadian Cider, Molson decided to experiment with weather-triggered ads for the two brands. Anytime the temperature rose above 74 and sunny, Facebook ads would be triggered that would say things such as "Summer heat? Simply say 'cider." Molson experienced higher clickthrough and engagement rates while running these ads, ultimately resulting in a lower cost-per-click.
BMW's xDrive four-wheel-drive system is especially effective in poor weather and road conditions. Accordiingly, BMW wanted their ads to correspond with inclement weather, so one year ago they deployed a Facebook video ad campaign that showed the true prowess of the xDrive system. They programmed their video ads to trigger based on inclement weather conditions all across the globe. Using users' location data and real-time weather information, BMW saw a 30 percent rise in engagement, and a whopping 16:1 return on investment.
Burton, a sporting goods and apparel company, took a slightly different route with weather-related advertisements. Burton added a weather-dependent tile to its homepage which would reference a visitor's local forecast, then make product recommendations that aligned with those weather conditions. Burton saw a nearly 12 percent increase in their website conversions.
Following the release of Brave, Eich also launched BAT (Basic Attention Token), a new cryptocurrency which will integrate with Brave to reward users for their attention, while allowing advertisers and publishers to serve fewer (but more targeted) ads, ultimately giving users access to the specific type of ad content they value.
Click here for an extended story by VICE on how cryptocurrency is changing advertising and how blockchaining continues to grow as one of the world's emerging technologies.
For many years now, digital advertising has been at the forefront of marketing efforts. Consumers spend more time on their devices than they do consuming printed media, and as such, advertisers have focused their attention accordingly. Ever since the implementation of digital billboards, there has been an uptick in billboard ad buys.
Social media has cultivated a visually-driven advertising world, opening up the opportunity for billboards to make a big impression that could ultimately lead to millions of additional impressions. Here are three things advertisers are doing to ensure that their digital and out-of-home campaigns are working together.
Location Is Key
Location is the most important thing to consider when planning an out-of-home campaign. Most importantly, the environment should reflect your brand. The easier it is for someone to stop and absorb your advertisement, the more lasting the impression will be.
Budgets and Partners
Adweek reported that the average cost per click increased 136 percent in the first half of 2017, and while digital pricing is rapidly increasing, billboard pricing has remained relatively stable. Figuring out how to effectively tie outdoor in with digital campaigns, and working with the right media buyer, can allow a creative play between digital and physical advertising efforts.
Make Digital and Physical Work Together
Tying digital ads to a billboard campaign can be accomplished in a number of creative ways. Using geotargeting, consumers can unlock special offers and features when standing near the billboard. Contests can even require fans and customers to take a selfie with the billboard.
As marketers and advertisers, our job is to design in a way that achieves measurable outcomes using the broad range of tools we have at our disposal. Today's audience craves a personalized experience, and technology has given us the opportunity to give them just that.
Now that we have thorough insights on our digital advertising efforts, we get more of a bird's eye view of the success (or failure) of our advertising efforts and design decisions. This opportunity to synthesize and dissect our successes can continuously help us design more thoughtfully.
We must approach design strategically, making the aesthetics of our advertisements more engaging than those of yesteryear so as to keep up with the experience the consumer wants.
Though our designs are made for a large audience, they are essentially aimed at a much smaller audience: the individual. Making an experience personal simplifies the level of understanding for the user, and enables interaction with the marketing message.
Blockchain continues to live in the shadow of cryptocurrencies like Bitcoin and Ethereum, but marketers and advertisers could benefit greatly from leveraging blockchain's decentralized ledger. Below are the three major ways marketers and advertisers are better targeting customers and increasing ROI through the use of blockchain technology.
Blockchain allows buyers and sellers to become more directly connected. Using a public key on the blockchain, marketers are able to identify and track potential prospects and their buying behaviors.
As new privacy laws are written to supplement the laws already in place, it is becoming increasingly difficult for advertisers to legally collect information from consumers. Blockchain will allow smart contracts to certify rights and privileges such as where data is allowed to be stored, used, etc. This will give marketers the ability to geofence data, thus keeping them ahead of the regulatory curve.
Marketers struggle to verify the identity of the person (or bot) on the other end of a click. The fact that 50-60 percent of clicks are performed by bots dilutes ROI calculations. Blockchain verifies the identity of their ad clicks and increases ROI while cutting down on fraudulent clicks.
Although blockchain is still a relatively new tool in the marketing and advertising space, once it becomes more commonplace marketers will be able to more effectively adhere to regulatory changes, identify users, and prevent fraud.
Whether referring to live chat interfaces on brands' websites, or voice-activated communication on devices like the Amazon Echo, the world is becoming not only more voice-oriented, but also more conversational. In this sense, brands are starting to connect with their audiences in a different manner than ever before.
Brands are beginning to gather individual data about their consumers so they can more accurately mirror their personalities, and ultimately, more effectively meet their needs. The information gained from today's conversational interfaces (social media, live chat, voice-activated devices, etc.) allows for brands to collect detailed information on behaviors, language patterns, and preferences. Simply put, brand recognition is no longer limited to logos and typefaces.
While brands are gaining the ability to become more human in their interactions with consumers, this conversation and compassion is going to become increasingly expected as a part of the customer's experience.
Craig Ward, a design director from New York, was asked to design a typeface specifically for England's 2018 World Cup kit. He wanted to create a typeface that hinged on the aesthetic of St. George's cross, so he modeled and animated the type in 3D software, featuring a combination of inline, outline and fill weights to achieve the twisting feel.
With mobile advertising being a big focus within the marketing industry, advertisers are finding interestingly deceptive ways to engage consumers these days. AdWeek has outlined some recent methods that have taken consumers by surprise ...
Trick 1: Placing a brown pixel on a bright pink background to look like a piece of dust.
Chatmost recently launched a mobile advertisement with a small brown speck on it to prompt users to physically touch the ad.
Trick 2: Placing a curved line in the middle of the picture to look like a piece of hair.
An Instagram Stories ad for a Chinese sneaker manufacturer called Kaiwei Ni recently added a curved line to an ad in order for users to physically interact despite their interest.
Trick 3: Using a "new email message" icon to encourage consumers to click on an unbranded ad.
The approach is essentially copying a user experience that you were used to being excited by and tricking you with it.
Storytelling has always been the anchor of communication and new research has uncovered that stories are 22 times more memorable than facts alone. It can help you connect with an audience, build trust, gain buy-in and sell more. When data and story are used together, audiences are moved both emotionally and intellectually.
Ariel Group outlines that it starts with neural coupling. Powerful mirror neurons cause the same parts of the brain to light up in both the storyteller and the listener, ensuring understanding. If the story engages the listener emotionally, dopamine and oxytocin will be released. These brain chemicals are known to increase empathy, generosity, compassion and trust. The sensory and motor cortex is activated, which is responsible for interpreting sensory information and preparing the body for action.
Nearly a year after she first appeared in Manhattan, right before International Women’s Day 2017, negotiations are now under way behind the now-iconic statue, regarding the long-term future of both Fearless Girl and her nemesis statue, Charging Bull.
The strong message that is reflective of today's sociological climate is in discussion to be an inseparable fixture in the New York City landscape. Both Fearless Girl and Charging Bull could be moved to a more pedestrian-friendly location nearby.
Web design has undergone tremendous evolution since the first site launched in mid-1991. Beginning as a simple text-based page, websites have now grown into fully-interactive, animated pages that can intelligently accommodate multiple interfaces including cell phones, tablets, desktops, and more.
Editorial designs are beginning to replicate beautifully-designed magazine pages, and with the integration of animation, the reader experience is being improved upon every single day. The animations featured in this article are elements of the portfolio of Poland-based designer Adam Zielonko, who hints at a potential new trend in web and visual design.
Growing in influence and popularity is Instagram, the photo- and video-sharing social network owned by Facebook, which now has more than 2 million monthly advertisers. As a visual social network, Instagram’s unique offering to advertisers is all about inspiration, discovery, branding and the continuation of customer journeys.
Of course, the tradeoff with ads focusing on inspiration and branding alone is that there’s less drive for consumers to click the ad, since their engagement is more likely to be about simply viewing what ads are offering to them than purchasing. Being so visually based, content and delivery are two key components for successfully engaging customers on the platform.
AdWeek has outlined some best practices for the platform.
Maintain a tone that matches closely with the existing brand as tonal consistency reinforces the experience a consumer has with a brand. The subtleties can come in the form of specific industry verbiage, imagery and overall aesthetics.
Always be consistent with your posting so your audience grows to expect new and great content. Feeding followers a constant flow of content can be extremely valuable and help establish brand presence within the landscape.
Ensuring that your Instagram ads get credit for their role in any conversion is important as it's working hard to establish brand sensibilities. Inspiring a customer with a clever use of the platform will help to ensure your brand's relevancy and make you top of mind next time their shopping.
By recognizing where Instagram ads can excel with the digital marketing mix and tailoring campaign strategies to match, advertisers can make the most of the unique opportunity presented by the visual social network.
The industry is talking an awful lot about the concept of the “fourth screen”, which as of late has been focused on the relatively untapped market of voice advertising. From Amazon Alexa to the Google Assistant, voice-activated devices were among the hottest consumer electronics sellers this past holiday season.
In 2018, lifestyle brands are facing the challenge of properly cultivating a sonic brand identity that is actually responsive and aligns with consumer ideals. We're essentially replacing powerful imagery with a powerful sonic mark that reinforces your brand's identity.
Radio ads have been around since the stone age, but listeners are unable to respond to an ad the way an Alexa user can interact directly with the device. What's amazing about voice-activated content, is that it gives the user a profound sense of autonomy in their shopping experience.