Facebook // Creative Campaigns That Will Inspire.

Here are a few great Facebook campaigns we've seen recently and that use a great creative idea at the centre, leveraging the technology and social sharing nature of this platform to generate excitement and engagement. Enjoy!

Kraft Likeapella
Many brands on Facebook will ask their fans to 'Like' them, some will even block you from content or special offers until you finally decide to click that button. Brands are desperate for Likes, and while this may be an effective strategy, it can't help but leave customers feeling as though their hand was just a little bit forced. So when Kraft released this clip they did something revolutionary, in the 6min41 clip they thanked the 4,632 people who had 'liked' their Facebook post. With 19,369 likes for this video it would be fair to say that a little bit of appreciation can go a long way.

  

Heineken Beer Tender

A great viral idea here to conceal your own gift-giving by partaking in the Heineken Beer Tender. Just a little bit of fun and an idea that speaks to the core of social convention and human characteristics. All it needed was a simple illustration, the brilliance is in the idea itself. A very clever execution.

A full article with many more great examples can be found on Simply Zesty here.

Social media // how important is it for your brand?

Awareness towards social media has in general heightened. When social media sites such as Facebook and Twitter first took off many big brands jumped on the bandwagon, attempting to be at the front of this trend by setting up pages.
  
The difficulty here is that few truly understood how to use this media and we did not know yet how consumers were going to engage with it. As these platforms evolve and we gather a database of information on how consumers are using these platforms, their attitudes towards social media and brands and their receptiveness to offers and groups, we are becoming more savvy and relevant to the consumer in our approach.
  
Many brands, however, have not progressed far beyond simply feeling as though their brand needs to be present in this space. But being present quite simply isn't enough.
  
According to an article on Simply Zesty, 83% of social media users have not followed through on a purchase due to poor customer service. An even bigger concern for brands is the way that social media users are more vocal (largely due to the nature and reach of the platform) in their appraisal, but also particularly in their criticism.
  
If brands do not learn to respond in a timely, collaborative and apparently genuine nature they will lose followers, and gain non-fans at a fast rate. It's time to listen and respond; an opportunity to show that you care and build that relationship with your consumers on which your business success may rest.

Trend alert // what's coming up?

In an article on Mashable, Shane Snow highlights eight media trends "on the cusp of being mainstream and others (that) still have a bit to cook before breaking the surface." With the pace of change, a few days on the sidelines can leave you seriously behind the game. What is interesting is to watch these trends develop and to be able to identify the patterns they reveal. By understanding what's going on right now we can more accurately predict what will emerge tomorrow.
  

Eight key trends that we can see developing now are:

1. Targeted, Geo-Mobile Coupons - Foursquare is leading the way with hyper-relevant coupons that catch you when you are in the right place with coupons that are useful to you at the right time
2. Audio Watermarking - offering a new way to connect digital devices, embedded audio we cannot hear will shortly have the ability to communicate with our devices
3. Passive Location-Based Networking - tracking your friends as a trend has picked up quickly, albeit some privacy concerns, with Highlight being the most popular app for this (see grabs below)
4. Motion Tracking and Facial Recognition for Intention Data - technology is developing rapidly and the personalisation and analysis enabled by facial recognition and motion tracking is an appealing concept to many developers
5. Automatic Social Media-Activated Discounts - large brands like Amex are launching Twitter and Foursquare integrations, enabling them to engage with consumers while they're on the go through incentives (see clip below)
6. Brands Building Publications and Entertainment Channels - the focus is shifting from bought to owned media as big brands attempt to engage and retain their consumers in entertainment spaces
7. TV on the Internet - the online experience gives us more control, enables us to choose what we watch, when and how, and allowing this trend to grow in strength as it gains the backing of program publishers
8. Mobile, Immersive Reality - as technology catches up with fantasy, an augmented reality will soon play a role within our everyday reality

  

Highlight features and functions

  

  

Amex sync with Twitter demonstration

  

College study // learning with new media.

  

American Research Center Pew has released an infographic articulating the results of a study into U.S. college students and their interaction with media. 73% of college students say they cannot study without technology, while 38% of students cannot go 10 minutes without checking their smartphone or other device. Is new media simply becoming more embedded in our everyday experiences or are we becoming more dependent at a loss of individualistic thinking and natural learning?

Seven in ten students take notes on keyboard rather than paper, representing a marginalisation of written text and expression. As more of our activities and manifestations of expression move online and away from traditional media, we must also ask ourselves what we have gained, and more importantly, is there anything we have lost?

  

For more information see the infographic pictured below.

Case study // Facebook offer gets huge response.

Facebook offers have been increasing in popularity for businesses this year. As small-to-medium business owners become more tech- and social media-savvy, Facebook functionality also continues to evolve and adapt to these growing needs. Large businesses have also recognised the opportunity to maximise this platform and have been testing various strategies for engagement and ROI response.
  
One hotel in Ireland has decided to test this strategy, and in particular Facebook's recently added functionality of 'offers', and the results themselves have been overwhelming.
  

Roe Park Resort managed to drive over $1 million of revenue in only 24 hours. The hotel's offer which featured on Facebook (pictured below) offered consumers a 1 night stay at a low £42.50. Thanks to the viral nature of this sharing platform and its far reach and ability to penetrate through interconnected networks through both shares and connections, close to 30,000 people have decided to redeem this offer.
  

The next question now is whether the hotel actually has the capacity to host these 30,000 people who have now chosen to stay at the hotel before the offer expiry date of December 31, 2012. Certainly there is a guaranteed stream of activity for the hotel, even if this is at a lowered rate, bringing some sense of security and certainty to what has been a fairly insecure financial climate.

  

    
There is an abundance of Case Studies available, highlighting the potential ROI and social engagement of Facebook native promotions and strategies - several of which have been captured in a previous post on this website. There are a great number of possibilities and many advertisers are taking a "test and see" strategy as we continue to accumulate data and gain insights into this platform and the evolving way in which consumers are engaging with this.
  
The formula for success remains the same; know your brand/product, know your audience, understand the nature of your possible platforms/channels and how these are optimised. At the core of all of these should be a single-minded, insightful and powerful creative idea to drive all of these and bring the excitement, affiliation and loyalty to your business that represents both iconic and profitable brands.

User experience // the influence of social media.

According to an article by Kevin O'Connor, president of User Insight, the social media shift has meant that now "the consumer really is king." In the current landscape, social media has been identified by many businesses as both a great threat and opportunity.
  

Successful and innovative companies are able to get over the initial overwhelming of the size and power of this platform, their inability to control the public messages that are communicated around their brand. Brands must work harder on an ongoing, current and personally-relevant strategy if they hope to receive mindshare of these consumers; the 'earned' media of word-of-mouth that they so desperately desire. And with 92% of consumers trusting earned media (NielsenWire, 2012), developing this relationship is crucial to the success of brands. This can require significant work but clever and committed companies can reap the rewards.
  
"Most of the social media interactions (chatter) are triggered by offline experiences, and these experiences give rise to word of mouth which is carried online." (Heather Albrecht, 2011). The conversations we are participating in have not changed, it is simply the context which has been updated, and the reach multiplied exponentially. Brand experience and customer satisfaction is still at the core and we need to listen qualitatively to our customers, how they interact with brands and what's important to them. Facebook offers an ideal platform for building this relationship in a participatory way.
  
I have discussed the current communication model of participation branding in a previous post, tied to this trend in the current media landscape is the growing importance of Social Influence Marketing (SIM). SIM hinges on the power of sharing and is defined by talented digital training professional Heather Albrecht as:
  

"a technique that employs social media and social influencers to achieve an organisation's marketing and business needs."

  
The infographics below show some of the key statistics driving marketers towards these social platforms and their continuing growth as an advertising environment. With 90% of all purchases being subject to social influence and over 150 million people engaging with Facebook on external websites each month (DigitalBuzz, 2011), it's easy to see why. 74% of CMOs believe they'll tie social media efforts to hard ROI this year, are you one of them?

Google vs Facebook // who will win?

An interesting article by Simply Zesty suggests Google is losing touch with its audience and putting off-side the precious social media consumers it hopes to attract. Google+ was Google's attempt at getting social, a recognition of the increasing trend of marketers to invest into social channels such as Facebook and Twitter. The results, however, have been less than impressive and the uptake has been slow. More recently, Google+ has launched a TV awareness campaign for the platform, which is certainly well-constructed, however, a bit disconnected for an online social growth strategy if you ask me.
  
So what's causing Google to get so nervous? Let's start with a fact: if it were a country, Facebook would be the third largest in the world (DigitalBuzz, 2011). Now that's a significant market share and an appealing proposition to any marketer looking to go big, or even to target locally thanks to Facebook's extensive information holdings on all its users. The social network is huge and the focus more recently has shifted to offering better and more prominent advertising deals for marketers, as well as continuing to enrich and deepen the user experience.
  
The Facebook model is a winning one - and with over 800 million monthly active users (Facebook, 2012), consumer interaction does not appear to be slowing down. As brands become smarter and more educated around how to effectively optimise this platform they are more likely to invest in advertising. A serious threat to Google, whose core revenue-stream comes from advertising. It will be interesting to see how this one continues to develop in the battle for prominence and profits.
  
There's only one thing we need to hope for, which is that in this battle of the big boys they don't forget about us, the little guys who really matter. At the end of the day without their loyal consumers these platforms have nothing at all; so what have you got to offer us?
  

Google+ TV Advertisement
  

A few thoughts // social media research.

Here are a few presentations I have put together following my research into social media platforms, whilst completing PR & Social Media work experience at McCann Manchester.
  
This research presentation uncovers business strategies for utilising Facebook and Twitter as key platforms for driving business results. Includes use of social sharing strategies, Facebook online stores, Twitter exclusives and coupons/giveaways.
   

View more presentations from Melinda Smith

    
A cross-section review of social media sites and their audience profiles, including a comprehensive breakdown across sites of age, education and income. Also included are Facebook and Twitter insights into how users interact with these platforms.
   

View more presentations from Melinda Smith.

     
This presentation features case studies of some of the leading global brands and their approaches to local vs global pages. Three strategies are identified, while focusing on insights into approaches in Belgium and Holland specifically.
   

View more presentations from Melinda Smith

Getting social // Pinterest visitors grows.

There has been extra buzz lately around this social media rival Pinterest. It is still picking up in popularity and certainly isn't as mainstream in the U.K. market as Facebook or even Google+ although it does appear to be a growing threat. So what is Pinterest and why is it gaining so much interest?

According to an article on The Drum website, Pinterest is a social media site that is ranking third in popularity (measured by visits) in the U.S. behind Facebook and Twitter. In this market Google+ is ranking 6th and certainly does not appear to have as much social traffic.

Pinterest is a digital corkboard that enables you to 'pin' items that you like to both other people's interest boards or those you create yourself, sharing these items with others. Pinterest is user-driven and is shaped by peoples likes; its strength is in visuals and symbolism as the key point for sharing. Tags are at the heart of Pinterest, while the more 'pins' a Pinterest site or user gains, the higher their ranking.

Advertisers and brands are also seeing value in this site and are following their consumers into this social media space. Recently, U.K. car insurance comparison provider confused.com launched a safe driving competition-based campaign on Pinterest. For confused.com Pinterest was an ideal site, a place where their target audience hangout and which enables them to pin images to win, the mechanic behind the competition.

In an interesting look into Pinterest and Google+ in the Australian market, David Murton compares the two sites and their relevance for marketers in an article here. While Google+ has a larger user base, Pinterest is ranking more highly in engagement and time spent on the site. Interestingly, it is also stated here that Pinterest globally boasts an 80% female user base. The conclusions to be drawn of course are to understand your audience and choose the sites and channels most relevant to them and effective to achieving your business goals.

Multidimensional retail // seamless integration the answer?

The way "Shoppers seamlessly switch between whichever tools (channels) best satisfy their needs at any given moment" is the key driver behind the emergence of multidimensional retail, according to Victoria Pascoe in an article on the Contagious magazine website.

As online retail continues to mature, the lines between online and physical (offline) retail blur as brands attempt to be at the forefront of this trend with new innovative and integrated strategies. As more and more shoppers combine their experiences, bringing online into each stage of the customer journey (awareness, consideration, purchase and post-purchase), brands are looking for new ways to optimise this trend and increase bottom-line sales as well as consumer engagement.

What are some of the strategies causing these lines to blur?

- Augmented reality - several big brands are testing out virtualisation of the shopping experience, allowing consumers to virtually try products on or have online face-to-face conversations with staff

- Mobile - an increase in apps, QR codes and incentives tied to the foursquare and Facebook 'check-in' features attempt to add value to the shopping experience and encourage consumers to share their experiences online

- In-store multimedia - more brands are bringing in new features to their stores to create a more digitally interactive experience that links into the online world

Some examples worth looking up:

• Augmented reality - Cisco Virtual Fashion Mirror; Forevermark Augmented Retail Jewellery
• Mobile - GranataPet Snack Check (see clip below); Coach - Kristin Collection; Tesco Virtual Store
• In-store multimedia - Diesel's Facebook Camera; Inamo Interactive Restaurant

  
And finally

It is important to remember that the key behind any strategy is to truly understand your audience and how they choose to personalise their shopping experience. A great deal of money can be lost attempting to be at the front of new media trends. Many brands feel a desperate need to be present in this social and mobile world, an attempt to stay on top of the fast-moving media environment. If the conversations and conversions aren't happening online, however, it is a waste of your time and money to invest in a strategy to be there. They key always to remember is to start with your audience and your product, to build a strategy from there that stands out in their context.

Case Study: GranataPet Snack Check

A fun, clever and interactive idea to create trial, social media engagement and talkability. Simply 'check-in' to foursquare on your phone when passing the GranataPet digital billboard and your dog will receive a sample to chew on then and there. Perfectly connects the online mobile experience into 'real' life offline trial, which is a key challenge for marketers.

Dual usage // shop while you watch.

In a previous post we had a look at the growing trend of dual usage as investigated in research conducted by Nielsen. This research showed a significant relationship between tablet and smartphone usage while watching TV. In the latest news, new media product development company Shazam has signed a deal with ITV in recognition of this growing trend. Shazam is best-known for its app enabling users to identify catchy tunes they hear by recognising its audio footprint.

As reported in an article on The Independent, ITV viewers will soon be able to engage further with their TV, connecting with extra content and even purchasing through their mobile phones and Shazam-enabled advertisements. Shazam has adapted its audio-recognition technology to enable the quick link to additional content and e-commerce sites simply through the use of an app.

This is not unexpected news by any means, for some time now we have progressively been taking steps towards creating more engaging and interactive TV viewing experiences.

While the theme of the decade appears to be 'innovative and new' this is not necessarily in reaction to business or strategic needs and as such, it will be interesting to see the actual results of such campaigns. Having content available in a new way does not necessarily mean that this will appeal to its audiences. In fact, I would suggest that the harder we try to get advertising messages and commercialised content in front of audiences the more they will move away from these channels.

Presentation // insightful look into mobile retail.

I recently came across this wonderful presentation by Leo Burnett Group company Arc that offers a simple yet insightful analysis of mobile retail and some great case studies that demonstrate the diverse opportunities to be found here. My favourite part is the emphasis on having thorough strategic goals and an understanding of your audience to make a sound investment. It is important to remember that the basic principles of marketing are the same, regardless of the channels chosen, and the motives should be explicitly drawn to clear goals and consumer insights.

Enjoy!

Mobile Retail - Engaging the Customers in your Store

View more presentations from Trace Johnson

QR codes // no quick response here.

What exactly is a QR code anyway? What are they designed for, and how are they relevant to me, in my life? 
  

Worthy questions for this newly embraced advertising technology that continues to perform poorly, according to Kevin Moreland in an article on the B&T website here. QR codes (like the one pictured to the left) appear to be popping up on advertising material everywhere lately. In some instances they are referenced, with a line of text to tell us where they lead, but at other times they just seem to hover awkwardly towards the edge of the page. My prediction, the vast majority of people don't know what they are for or even how to use them. What a lost opportunity.

QR codes have been appearing on all types of advertising material, including press, posters, buses, billboards - the list goes on. Essentially any flat surface you can put advertising material on, advertisers have planted a QR code there. But do they really add any value? This I believe has a lot to do with context and the destination.
  
So where do they lead?
  
A number of possible destinations. The better invested QR codes may lead to an app on your iPhone, or they may lead simply to a website landing page. They can connect you with a social media page (such as Facebook) or a product purchase page. Essentially they are a shortcut that uses your smartphone to connect you straight from this offline advertisement into the online world. Quite a clever idea really, the only problem being that they have been marketed really poorly. While the QR code still feels new the destination must be much the same; an exciting and engaging game app or interactive social media page. Take me simply to your corporate website or a landing page and I will drop off, this I guarantee you will work just as quickly as the QR (quick response) code.
  
Not quite the glorious entrance to the advertising market we were hoping for, but then again QR codes never were intended for a life of glamour. They were invented by a subsidiary of car manufacturer Toyota to track mechanical parts in the production process in the mid 1990s. The code can hold a great deal of information and can be quickly and easily scanned to access this information; a great asset for the manufacturing industry. Since marketers have gotten their hands on them, however, they've became more of a novelty, a joke really.
  
It's time to pick up the game. Like anything in this new media context that is the present day, we need to add value; to be appealing to our audience and encourage them (effectively) to interact with our brand. 
  
QR code, so far you have fallen short, but you can blame advertisers for that.

Context matters // smartphone & tablet usage.

We know that there has been a shift in available media technologies with the growth of tablets and smartphones, broadening our media consumption to a number of different screens. Often these are used simultaneously; it is quite common to use your mobile phone or tablet whilst also watching TV. The growing importance for marketers here is to understand how these devices are being used and where.

Overall smartphone and tablet ownership is fairly low across the country, however, it is important to understand how and where these devices are being used to help predict future trends as ownership levels grow. According to an article that appeared on AdWeek here, writer Lucia Moses suggests that "context is everything."

  

Lucia draws the varied uses of these devices to their technological and functional capabilities, while suggesting marketers need to understand these qualities completely in order to utilise them. Smartphones are identified as being used for more shortened task-related activities (checking emails, going online and sending texts). In this case short and "snackable" types of advertising are most effective, including display ads and text messages. 72% of people also use their smartphones whilst travelling; they are a personal device that accompanies us everywhere.

  

By contrast, the tablet is more likely to be used in the home for longer, deeper experiences. As such, longer form video advertising is more effective than shortened display ads. Tablets are also more likely to be shared throughout the family. 

The diagrams below draw out some of the key trends and factors in tablet and smartphone usage, the consumer motivations and contexts behind these.

Interactivity model // brands must participate.

What's this 'digital shift' all about?

   

In a digital training course held by the wonderfully insightful and charismatic Heather Albrecht in Sydney last year, I enjoyed my first real delve into digital marketing and its driving forces.

The key questions on everyone's lips are where is it going, and how do we participate in a way that is going to drive the success of our business? The "it" here of course refers to broader social and media trends that are driving consumer choices; creating new contexts in which we must interact in order to engage with potential consumers.

Reflecting on previous consumer trends reveals four distinct phases or models of engagement:

1.  Advertising led

2.  Through-the-line integration

3.  Media neutral (big idea)

4.  Participation

It is this most recent 'participation' phase which represents new models of engagement and is largely influenced by the types of devices we are interacting with. Participation branding is defined as: 

   

"How a brand engages and behaves with consumers across channels and over time to earn their attention and participation through motivating experiences.

   

How consumers engage and behave with each other across channels and over time to influence each other and create motivating brand stories."

   

In the training session, Heather identifies four screens; represented by the television, laptop, iPad and iPhone. The specific motivations and uses for each may vary but often media is also consumed across each of these platforms, the new accompanying trend here of course being mobile.
  

  

It is crucial to understand the technological driving forces behind media consumption and shifting consumer habits, however, it is also important to understand the social behavioural trends being formed from these.

Friends first // consumer trust levels and media.

A well-crafted message and insightful creative can provoke thought and reaction from its audience. But what will be the longer term outtake, will you trust our message enough to seek us out or trial us?

Advertising is notorious for creating hyperbole; humour and entertainment are often the key to being likeable and memorable. When it comes down to the sales figures though will it pay off? In Nielsen's recent study into global trust in advertising, personal and informative referrals remain at the top of the list. 92% of those who participated in the online study (a total of 28,000 respondents) trust earned media, such as recommendations from family or friends, over all other types. 

Online consumer reviews are the second most trusted for brand or message advice. Editorial content and branded websites are the next most trusted forms, while consumer trust in online, social and mobile advertising has also grown. Confidence has declined for traditional media with a 20-25% decrease in trust of television, magazine and newspaper ads between 2009 and 2011.

This study confirms a long-standing trend in humanity to trust and believe our friends and family above all else. The high placement of editorial content represents how PR is a big communications threat to the advertising industry. What PR lacks, however, is the creativity we find in advertising that builds a brand identity; creating an intangible asset that has so much value and symbolic association for its supporters. 

News // Facebook makes an emotive purchase.

Photograph: Justin Sullivan/Getty Images

In a recent deal, Facebook has acquired the photo-sharing app Instagram for $1bn - a huge investment and one that has drawn much attention from media experts.

A smart move for Facebook?

According to an article on the GigaOM website here, Instagram was Facebook's biggest competitor, a threat that was growing each day as more and more users discovered this addictive and fun app. Instagram thrives where Facebook lacks, in emotive mobile photo-sharing. Instagram (unlike Facebook) is a mobile-thinking company, which succeeded in creating a social sharing experience, and most importantly, a passionate community. 

Instagram created an emotional social affinity that Facebook lacks and which it so desperately desires as part of its platform. Facebook is essentially built on photo-sharing and Instagram had found a way to do it better, creating a serious threat. And with 15 million users already, Instagram was growing at a rate guaranteed to make Facebook shake in its boots. The solution: a buyout, no matter the cost.

Let's hope Zuckerburg and Facebook hold on their promises, to maintain the integrity of Instagram and the vision behind its creation; to capture the spirit of emotive human sharing through photographic experience that is essentially mobile.

App downloads // the leveraging power of 'free'.

A Nielsen study conducted in the U.S. has explored the types of apps being downloaded to tablets and smartphones, as well as attitudes to advertising on these platforms. The study has found that 51% of consumers say that they are okay with advertising on their devices if it means they can access content for free.
  
The preference remains for free apps, while many will opt for a combination of both free and paid apps, totalling 33 apps in their collection on average. Games, maps, music and social networking apps were amongst the most downloaded.
  

  

The question unearthed by this study; are we happy to be advertised to if we get something in return? Typically this has been found to be true, providing the pay-off is worthwhile. A great opportunity for marketers if we can learn to optimise this platform in an effective way. 

Facebook Social Ads // a difference that counts.

Digital channels are certainly a growing platform for advertising messages, perceived as both cost-effective and impacting, when it comes to connecting with potential consumers. In a recently published study by Nielsen, the effectiveness of Facebook's social ads (Ads with Friends) is compared to standard Facebook advertising. Social ads are those served to users whose friends have interacted with an advertised brand, while standard ads are served to the rest of the population. 
    

    

While individual cases may vary, overall Facebook Social Ads demonstrated a 55% greater ad recall than standard 'non-social' ads - a significant result.
    

    

While these findings are specific to Facebook advertising, they speak to a long standing trend. Personal recommendations have always been the most trusted form of referral - and this is not likely to change. As the advertising industry continues to adapt and come face-to-face with consumer scepticism and desired personalisation, optimising these types of social and personal channels will be the opportunity we must embrace in order to succeed.
  
The full report can be found here on the Nielsen Wire website.

Dual usage // are we emerging multi-taskers or just more restless?

Are we becoming better at multi-tasking, smarter and more intuitive with media, or simply more attention-deficit? This is the question unearthed from a recent Nielsen Report, which found that more people are using mobile devices such as smartphones and tablets, while watching TV.
  
The motivations for dual usage vary, whether checking emails, Facebook updates or looking up program information, the outcome however is the same; split attention between multiple screens. It appears that even when watching what was traditionally a shared medium of TV, we are becoming more socially introverted, even in the light of engagement with 'social' media.
  
The results for the U.K. were significant, with device owners logging a usage of 80% for tablets and 78% for smartphones while watching TV. Nearly a quarter of those surveyed also claimed they used their device several times a day while watching TV.
  

Comparison of dual usage across countries

  

There are many factors at play and other figures to consider in the findings above, this certainly is not a blanket statement to all audiences. Smartphone and tablet ownership overall is fairly low, and as such dual usage as a broader trend is not overly significant. According to a New Media Trend Watch article, tablet ownership figures in the U.K. are as low as 5% of the population, while smartphone ownership is sitting at around 17%. 
  
This study does however provide a good indication of future trends that are likely to emerge. As tablet and smartphone usage increases, so too will dual usage. The pursuit to gain, and more importantly retain, attention will also continue to become increasingly challenging. 
  
What will be the solution to cut-through in this densely concentrated media landscape, where it appears audiences are continuing to develop shorter and shorter attention spans? Perhaps total integration and the permeation of media will be key. No longer will advertising and experiences be limited to one medium, but more holistically experienced throughout the environment.
  
The seedlings of this new media trend we are starting to see emerging already. You just simply need to look at the usage of QR codes, for example, to understand that advertisers are getting smart about the importance of connectivity of media. 
  
We need to continue to smarten up and fast. So what's next?

Apps everywhere // apps for everything.

According to a CheethamBellJWT report '100 Things to Watch in 2012', "Navigating the vast world of apps is already daunting, and the app-ifying of everything (desktops, cars, TVs, etc.) is only just beginning." 
  

  

It is apparent, even to the non-techno-savvy consumer, that there is an absolute abundance of apps. They cover everything from transforming your voice into that of a duck to booking your parking spot at the local train station.
  
In the same report, CheethamBellJWT also warns that "The novelty of apps will wear off as consumers become paralyzed by too many choices." Too much clutter around our media platforms is not a good idea. It means we have to work harder for consumer engagement and cut-through new cynicism created by mediocre apps and short fads.

  

Isobar Create London
In a recent event held in London, 65 developers (grouped into 20 teams) were invited to a 34-hour hackday. The inspiration behind the event was to bring together some of the brightest developer minds to create innovative and practical apps that can have positive effects in the physical world. 
  
The teams raced to create NFC (near field communication) applications for four categories: Retail, Finance, Sporting Events and Leisure and Entertainment. Some of the apps that impressed the judging board included:
> Theme park app -  centralised the experience of visiting a theme park with a digital ticket to the park, advanced ride bookings and the purchasing of food and drinks
> Tap-to-WiFi app - allowed smartphone users to automatically login to WiFi networks in cafes, hotels and conference venues by simply touching a poster
> Supermarket app - allowed shoppers to scan products straight from the shelf, to personalise the shopping experience by diet and simplify the checkout process.
  
Interesting app ideas and a great sense of innovation behind the event. There is wonderful strength in bringing together great minds in stimulating environments such as this one. 
  
With such an abundance of apps that cover all aspects of life, are we simply becoming more lazy and new media dependent? As we continue to embrace these ideas of "new" and "more", are we not moving towards a point of total convergence? Perhaps, or perhaps not, but it will be interesting to see which way this one goes.

Nutrition app // what happened to simplicity?

A new iOS app has been released that enables consumers to determine the amount of fat, saturated fat, sugar and salt in more than 20,000 products in Australia. The app, called FoodSwitch, has been developed by medical health provider Bupa and is designed to assist people to make healthier food choices when shopping. 
  

 

  

Shoppers need to simply scan the barcode on the product to retrieve this information. A clever and certainly useful idea, but are we becoming too obsessed with the components of what we consume?
  
After all, we know what's good for us right? The basics of nutrition have always been the same, knowing the specifics is not likely to stop us from consuming bad foods.
  
Let's keep it simple.
  
More information on the Bupa FoodSwitch app is available here.

Google+ // what's all the fuss about?

After hearing all the fuss and debate around the Google+ platform I decided to check it out for myself.

  

With my new Google+ profile (and limited number of people in my 'circles') I have enjoyed discovering how this platform is being utilised by brands. Similar to Facebook, the main communication goals involve keeping consumers up-to-date on news, while attempting to level engagement through competitions and games. Google+ also offers the circles function, allowing you to easily group your friends, colleagues and acquaintances into particular groups. You can select exactly what you share and with who. A nice breakout from Facebook and the dilemma faced when a friend's mum decides to become your online 'friend'.

  

However, according to an article featured here on Simply Zesty, brands are not optimizing this platform and are dropping off in consumer engagement as a result. Facebook it appears remains the preferred social media platform for engagement, a space in which consumers are already spending a great deal of their time.

  

Here are a couple of brand Google+ pages that I've come across so far.

  

The Cadbury Google+ page makes the most of the Hangouts function (a group video chat feature), which is one of Google+'s main differentiators from Facebook and other social networks. Cadbury appears to be doing quite well at keeping up its fun and joyful brand appearance, with video content and regular fun and silly competitions. 

  

  

The Coca-Cola Google+ page is one we would anticipate to be both dynamic in content and engaging in activity, however it lacks on both fronts. While Coca-Cola was one of the first brands to jump on the Google+ trend, they have done little to optimise this platform since first making their appearance. In the absence of regular updates or any truly engaging content with which to interact, consumers are dropping off this site.

  

   

Summary

  

As media functions and capabilities shift, one element that will not change is the fact that the creative idea is still at the core of success. In the absence of great creative comes further mediocre clutter and greater scepticism by our audience. 

  

The core principles of advertising remain the same, the evolution of these into the digital, social media and app-driven age is the exciting challenge that lies ahead.

Adaptation needed // Google+ continues to grow.

  

Google+ was the newest kid on the block not too long ago, a rival it seemed for the huge social network of Facebook, who already claims over 800 million users.

  

More and more companies are embracing social media platforms, as well as online search functions such as SEO and PPC, as integral to their campaigns online and broader marketing strategies. 

  

Not only have the initial functions of Google+ drawn attention, but rather how this platform is anticipated to grow and change has been the centre of many recent discussions.

  

The upcoming changes to the Google+ platform will have a large impact on businesses' SEO and the way we advertise, according to an article on the Business Insider SAI website. According to Business Insider writer Matt Rosoff, "Google+ could change the entire way we use the Web - and drive millions of websites who depend on Google to change how they attract customers."

  

Ranking highly in Google organic search results will depend more heavily on how people are interacting with the brand, particularly through Google+ and the +1 button function. This means that social media strategy will take prominence over SEO strategy in its traditional sense; brands will need to earn true engagement with their audience in order to attract new consumers.

  

Creative innovation and adaptation are the themes of the year so far, as brands large and small come to realise that staying ahead of the game is both a severe challenge and essential to thrive in this new media landscape.