Posts Tagged ‘advertising’

What data tells us, and how it helps us to improve.

February 4th, 2011

“Data consists of propositions that reflect reality, such as measurements or observations of a variable.” (Wikipedia)

The definition doesn’t necessarily fire one up with enthusiasm or excite your imagination, right? Once I had a boss once who was fond of saying to me, usually when I’d come up with a new and crazy idea for a product or service, “Ah, Mary… that’s all very good, but what does the data tell us?”. She would then squint her eyes and turn on her heel in a most disturbing and enigmatic way. I finally realized, years later, that what my boss hoped for was by my burying myself in the ‘data’, and scrutinizing it for pattern, shape and linear connectivity, the empirical truth and Holy Grail of marketing certainty would emerge… and into the bargain, she would avoid the risk associated with impulsive experimentation. Today marcomms, marketers and media folk have the collective opportunity to use data to afford both discovery and alacrity of purpose.

All around us, the web provides endless streams of real time data… after all, that’s what enabled the internet to become a reality – bits of datum connecting with other bits of datum. Now that should makes us EXCITED, because as it is real time data, we can test and experiment with our new ideas, and gauge almost immediately if those ideas are having the desired impact on our customers and our commercial objectives. We have this opportunity to disseminate and analyse enormous amounts of consumer behavioral data, sound bites, conversations, blogs, films, tweets, transactions and check out drop offs etc.  There’s so much of the stuff, where does it begin and where/when will it end?  THE TRICK IS – DO NOT BE OVERWHELMED!

Reform recognizes that our clients and their agencies will need independent expertise and informed guidance into how best to manage all this information and shape it into meaningful business insights.

We also recognize that solutions must be both robust and cost effective, and most often a selection of automated tools alongside human squirreling, will yield the most powerful results.  To this end we have developed sway, our proprietary tool for developing business strategy based on information derived from amalgamating digital data sources. Our sway breakfast seminar on February 15th is a must attend event, and the opportunity to learn more about Reform’s services in this area. (for more info about this event please contact events@reformdigital.com). I hope to see you there!

Blog post by Mary Keane-Dawson, Non-Executive Director at Reform

Facebook Deals launch in Europe… now there is a time and place!

February 2nd, 2011

So the big news this week – well one of the headlines at least – was the announcement that Facebook has launched a new service in Europe called Facebook Deals. It will enable users to seek out ‘deals’ in their vicinity using an app downloaded to their mobile phones. They can then click on that deal to claim it and show it to the cashier at the appropriate retail outlet, restaurant, bar etc to cash it in.

Don’t think it’s only about small ticket items either – Mazda is one of the first brands to sign up… although I find it hard to credit a scenario where I get off the bus and think “What I really need right now is an MX-5”. I jest of course… that’s exactly when I’d want one.

There have also been a few voices of dissent around the idea that Facebook and its advertising partners will use this information to locate you. This is one possible side effect. Although to be honest the police have been able to do that for years by asking BT nicely for their mobile phone-mast records.  I think this is one concern that will soon become periphery.

What we are seeing then is really the beginning of the growth phase of location based digital marketing. Not just who you are,  but where you are. At that moment in time. One of the last bastions left to conquer when it comes to putting brands into the hands, or at least the handsets, of the consumer.

This really is one for the sales promotions companies and marketing agencies to get their heads around and fast. Point of sale media is here to stay and on the high street it is usually made of cardboard. Online point of sale is already here and growing fast. If you don’t know about it go and talk to eBay and Amazon, who’ll be happy to put you straight.

Now we have ‘proximity to sale’ media, it’s mobile, and it truly bridges the divide. Go get some.

Blog post by Alex Marks, Senior Consultant at Reform

Who are you talking to, Mr Advertiser? What do you want me to do??

November 12th, 2009

 

I like adverts. In fact, I really like some of them.

I’m that annoying person who laughs out loud in the cinema. I get there early so I can see them before the film starts. And, let’s face it, a tube journey would be dull without them too, so we should embrace them. The good ones that is. The ads I like best are the ones that work. The ones that have a hard hitting message or a funny story within .

Sometimes they are really clever and you might not see it at the first glance. You need to look deeper, and when you get it they make you smile or frown or tut- depending on what the aim is.

So what is really annoying me at the moment are the Yahoo! ads that have been popping up all over the place. What the hell are they trying to tell us? What do they want to sell to us? I can’t work it out. Apparently it’s all about me. It’s personal. I’ve been told by people on the inside at Yahoo that the ads do not feature models but rather ‘real people’. That would explain the wooden poses. But what do they mean? Where is my call to action? Most people in the non media savvy world still think of yahoo as an email provider and these adverts are not exactly going to change that.

Someone said to me just the other day “I didn’t know that Yahoo had a search engine” but I don’t roll my eyes and explain how it all works any more. I spent 4 years doing that while I worked for Yahoo search. It seems to me that Yahoo could have just put up massive billboards on roundabouts around the UK saying “Hey! Yahoo also has a search engine” and they would have achieved so much more.

They are not the only big media owner trying to show us some love right now though. Oh no. However, Microsoft has got it right. All along the travelator in Waterloo yesterday, I was being bigged up by Microsoft. They listened to us, the normal folk. They made changes that people like me suggested. We count. Microsoft appreciates us. Smiley happy people beamed at me from large ads.

Happy happy happy.

I got on the Northern line wondering what Windows 7 means for me. Even though I had not played any role in the Windows 7 release, I saw the ad, understood what they wanted me to think and now I am aware of the product AND I even know some of the new feature improvements. Well done Windows. Their ads picture people (who may or may not be ‘real people’) and it doesn’t matter to me at all because I can see what they are representing.