Archives for February, 2011

20 Posts

The Use of Digital in OOH and Print: Analysis, Research, Facts

Our world is changing. Information has become so instant that all we have to do is take out our Smartphone, and Google whatever we want to know. How about a video? Just YouTube it on your Smartphone. Do you want a new game? Or perhaps even a new song or movie? It’s simple! Just go to an App store and purchase it.

Since information is so easily accessible, it is no wonder that Marketing has evolved. According to IDC there were a total of 302.6 million Smartphones shipped globally in 2010. That is a 74.4 percent increase from 2009, which makes Smartphones 21.8 percent of handhelds shipped. That is about 20 percent of 5 billion people. Think about it for a second – that is 1 billion people that can be reached through advertising; and what better way to reach them than through 2D Codes.

Ever since being invented in 1994, QR Codes have been hailed as the future. Unfortunately they never really took off because the platform wasn’t there, but with the dawn of Smartphones that platform is now established and has seen nothing but growth in usage. From Q4 2009 till Q4 2010 there has been a 477% increase in mobile barcode usage.

nik1

The most notable thing that happened in Q4 2010 is that the United States finally got the #1 spot in terms of absolute number of scans, dethroning the old #1 Italy. Italy is looking to be pushed farther back down the list as Germany and Canada’s usage rate has been steadily increasing.

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It is already known that you can use a QR code as a business card, a link to your mobile site, and even as a name tag at parties. It is definitively an avenue that a lot of marketing agencies are exploring, as evidenced by the increased usage rates. We can only imagine what the future will bring, and at the same time be thrilled as to where this evolution in marketing and strategy can and eventually will take us.

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References:

http://2d-code.co.uk/growth-in-qr-code-usage/
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
http://en.wikipedia.org/wiki/QR_Code

The Use of Digital with OOH and Print: Trends, Uses and Cases Studies

Being a designer and living in NYC, it’s hard not to pay attention to the millions and millions of ads all over the city.
The biggest trend nowadays is putting QR codes on almost every ad.

Here are a few examples of great uses of QR codes:

Kid Robot Scavenger Hunt
To promote their Dunny 2009 collection, Kid Robot created a scavenger hunt around NYC. You downloaded a free app, then used QR codes to find clues and view the new collection of toys. The person that found all the clues won some cool prizes.

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Hacker Group QR codes Itself
This digital marketing agency placed a QR code sign outside their offices. Once you scanned the code on your phone, a mobile site showed up where you could learn more about the agency.

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How about a way to promote yourself?
Well, you can add QR codes to business cards. The codes can link to mobile sites with your information, or add the info directly to your phone.

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Let’s not forget about Augmented Reality
Augmented Reality is another form of digital use. Computer generated images can be projected onto real life environments using any kind of mobile device or personal computer that has a webcam. This campaign was a great example of augmented reality use:

Blink 182 Doritos Late Night
The idea was that when you bought a bag of the new Doritos Late Night, there was a symbol on the bag which would unlock a Blink 182 concert once you logged into the campaign site. Here is the video: http://www.youtube.com/watch?v=-XFsDZyOW6Y

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References:
http://www.fastcompany.com/blog/anne-c-lee/green-room/kidrobot-uses-qr-codes-promote-latest-line
http://2d-code.co.uk/agency-qr-code/
http://www.digitalbuzzblog.com/doritos-late-night-chips-augmented-reality-with-blink-182-in-a-bag/

The Use of Digital with OOH and Print: Overview

“Digital” used to mean “on a computer.” However, in the last few years the meaning of digital has expanded into so many different aspects of life, limiting it to just the internet is small thinking. As new technologies emerge, the opportunities for broadcasting information is growing exponentially.

Now more than ever, the gap between pure digital and out of home/outdoor/etc types are marketing is shrinking. Before, a giant billboard in Times Square was the epitome of getting the word out about your product. Adding a digital element to an out of home experience is now almost commonplace. For example, Bank of America did a Times Square placement that invited people to do a Mad-Libs type game by texting in words. The beauty of the campaigns is that now that the users have participated, they can now be messaged about future campaigns. One interaction can turn into many.

On the subject of mobile, one of the cooler things on the rise are QR codes. Those little scannable squares have almost limitlessQR_Code_For_Online_Twin_Cities_Home_Search applications. You can scan one with your phone and get a URL to take you to a new movie’s website, or scan it and get a discount code to try a new Subway sandwich. Codes are being used for giveaways, tourism and more.

This, and other methods, are making receiving information a more enjoyable experience. Commercials and billboards tend to something clobber someone over the head with messaging. Now, with new digital alternatives, users can consume info the way they want to. The makes them much more receptive, but also raises the potential as a repeat customer.

What’s really great about it is that opens up doors that we as marketers were always trying to open. When I used to do television marketing, we were always asking ourselves “how do we get people to go from their TV to their computer and vice versa?” With this new technology and new thinking, it’s starting to become easier to make those connections.

What’s important to keep in mind now is how to handle it. If the idea is cool enough, people will clamor to get on their phone or their laptop to check it out. If it’s not a strong idea, people will stay away. The consumer these days is too smart to be fooled by blanket messaging. They know when they are being duped. As a result, just a billboard or just a blaring commercial isn’t going to cut it. It’s not going to penetrate a consumer’s jaded reactions to popular culture.

All in all, it’s a pretty exciting time. All these concepts are still new and haven’t totally spread yet, so there is still tons of potential and isn’t in danger of getting played out any time soon. As long as there are still cool ideas behind it, it will be continue to be exciting and successful.

References:

http://en.wikipedia.org/wiki/QR_Code

http://mashable.com/2009/01/07/qr-codes/

Social Media Management? It’s a Piece of Cake.

What is it like to manage social media? Well, sometimes, it can be a little like this (please see image below, also found here):

The Hectic Schedule of a Social Media Manager

How To: Appear in a Facebook user’s News Feed

Most of us over here at Conversation love attention, or grabbing attention for our Clients. And in the digital space, it’s always nice to know about Facebook, their updates, and how they operate – since Facebook is a great way to grab attention.

Today’s topic is the News Feed, and the relevancy engine behind it, EdgeRank.

EdgeRank sounds cool, and it is. Here’s a breakdown on EdgeRank from TechCrunch:

“Every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.”

Now, from there, each Edge has three components to it! Bear with us:
Facebook-EdgeRank-formula

  1. An affinity score: The amount of interaction (number of times you click on their profile, post on their wall, etc.) that the viewing user and the Edge creator have between each other is calculated.
  2. Weight: Comments and Pokes are different actions, and as such, they carry different values.
  3. Time: The older the Edge is, the less important/relevant it becomes. (Funny, the only time this isn’t true is when you are studying history.)

After the scoring is calculated and the value of the Edge is added, it’s straightforward: The higher the EdgeRank is, the more likely your post/action is to show up in another user’s feed.

Boom! Now you know how to win at Facebook.

The Wings: Kristen L

Kristen joined the Conversation team just 2 months ago but has already formed great relationships with our clients! She’s been a huge help to the team and is an incredibly hard worker. This week, the Wings went to her!kristenL

New Facebook Phones Announced from HTC

The Chacha (chachachachacha)!

The Chacha (chachachachacha)!

 

See the Facebook button?

The Salsa: See the Facebook button?

It seems like Facebook is the celebrity of the technology world, making headlines all the time for: reaching 500 million users, altering privacy settings, having movies made about it, and today, unveiling two new Facebook HTC phones at the Mobile World Congress in Barcelona.

Zuck’ ain’t no dummy. It makes a lot of sense for Facebook to make bigger moves on the mobile world; after all,¬†there are more than 200 million active users currently accessing Facebook through their mobile devices.

Enter the two new mobile phones, HTC’s Salsa and Chacha. The first questions: But will they dance? Do they have legs? Photos of the phones seem to tell us otherwise, unfortunately. Other important questions:

What kind of camera? 5 Megapixels.

Operating system? Android 2.3.3 or 2.4 (that sounds impressive).

Screen size? Salsa= 3.4 inches, Chacha= 2.4-inch

What’s the deal with the Facebook button? An excerpt from an HTC Press Release:

The Facebook button on HTC ChaCha and HTC Salsa is context-aware, gently pulsing with light whenever there is an opportunity to share content or updates through Facebook. With a single press of the button, you can update your status, upload a photo, share a Website, post what song you are listening to, ‘check in’ to a location and more. For example, you can take a photograph of friends on your phone and upload it instantly to Facebook by simply pressing the button. Or let your friends know what song you’re listening to by pressing the button while listening to music on the phone. The track is automatically identified and shared on Facebook.

When can I further feed my addiction to Facebook? Q2 2011.

Now excuse me, I need to go check my Notifications.

Recent Technology Updates – What Marketers Need To Know (IPv6 Specifics)

We’re running out of IPv4 addresses… But don’t panic.

Even though the Internet’s numbers are almost up, it‚Äôs okay, we can make new ones‚Ķ

That’s the short version of an issue that goes by the technical name of ‘IPv4 exhaustion.’ The current, fourth version of Internet Protocol addressing — the numerical identifiers that make each device on the Internet visible to every other device online–only supports 4,294,967,296 distinct addresses.

Four billion-plus devices on the Internet might have seemed like plenty decades ago, but we are now reaching that limit. On Feb. 3, the Internet Corporation for Assigned Names and Numbers handed out the last available blocks of IPv4 addresses to regional authorities that will then distribute them to businesses, governments, schools and Internet providers.

If nothing were to happen after that, we would have a lot of trouble. Luckily, we have the opportunity now to transition to IPv6.

Upgrading to IPv6 addressing is a rough equivalent of going from numbers-only license plates to ones that allow any combination of numbers and letters.

While IPv4 addresses could only be built by stringing numbers together in groups of four (for example, 192.168.10.1), IPv6 addresses include eight groups of both numbers and the first six letters of the alphabet (as in, 2001:0db8:85a3:0000:0000:8a2e:0370:7334).

So instead of some four billion addresses, IPv6 permits roughly 340 ‘undecillion’…

But you can’t just slap an IPv6 address on a Web server or a smartphone and be done with it. An IPv4 device can’t see an IPv6 site without help and vice versa, and the translation services needed to link the two impede time-sensitive services like Internet calling.

Internet sites and services will need to make that transition first. Most Internet users will have nothing to do, but operators of Web sites will need to make sure their sites are reachable via IPv6 once even a few customers start showing up with IPv6 addresses. Most Internet providers in the U.S. will be able to hand out both IPv4 and IPv6 addresses to their users for years to come, instead of limiting new customers to IPv6 only.

None of this should necessarily require extra work by individual users. For example, Web sites will have the same domain names as today. But Internet providers may be in for some pain as they deal with all the IPv6-incompatible software and hardware employed by their users.

Regardless, the move seems to be inevitable and will eventually make things better for everyone. In the meantime, we‚Äôll let the programmers and engineers figure things out, and worry about what we’ll have to do as individuals when we get there.

Charts and Graphs of Rap Song Lyrics

Phishhook took a very analytical look at the lyrics in rap songs… The charts and graphs below¬†represent their findings.

Rap1rap3

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For the complete report, visit http://www.jamphat.com/rap/