AU Blogspot

               Thanks to Kit Kowan for permission to use this Photo.

Seth Godin’s ability to reinvent conventional perspectives in an original framework has earned him celebrity status in the marketing world.  Praised for his seemingly prophetic insights into developing digital trends, Seth is the kind of entrepreneur who doesn’t find it necessary to break the rules in order to generate consumer attention; he simply  interprets the rules in ways that the “experts” had said were too undefined, open, and ironically enough: consumer-centric.  The communications channels that Seth proposes to reach customers (get their attention) should be understood by any entrepreneur trying to make it in online marketplace, which is already yesterday’s— a reality that has informed Godin’s strategic principles throughout his career.  The following video is a nice introduction to the sometimes bizarre, but always inspiring perspectives of a truly creative business mind.  Click on the image above to watch this video.  We encourage you to share your thoughts with the community afterwards.  Take care.    

Ryan Rode
Interactive Services Manager
Ashworth University

 
               Thanks to Chris Metcalf for permission to use this Photo.

In the hyper-competitive business environment of today, there are millions of dollars invested and mistakenly often wasted by companies looking for the “next big thing,” the elusive innovation that will electrify the marketplace.  When most people think of innovation, they automatically consider it in the technological sense, but innovation means much more than producing a faster computer or a telephone that doubles as a home entertainment system; innovation is ultimately about ideas.  In the following video, innovation expert Charles Leadbeater discusses how innovation isn’t just reserved for the corporate giants with infinite capital, but rather how independent thinking entities, people like you and me with a vision, are now empowered like never before to compete in the marketplace on our own terms.  I found this presentation both informative and inspiring.  I hope you feel the same way after viewing it and approach your next lesson with a sense of enthusiasm.  Click on the image above to watch this video. 

Ryan Rode
Interactive Services Manager
Ashworth University

                         Image courtesy of  Panda Bear.

Brand Experience Lab is an advertising agency with a reputation for developing some of the world’s most innovative marketing campaigns.  Their signature concept blends the principles of customer participation and brand messaging; the result has been coined “interaction marketing.”  Notice the subtle distinction made between interactive and interaction.  The emphasis is placed on the actual experience of using the product rather than a simulated trial.  Brand Experience Lab’s so-called “audience games” illustrate their vision quite well and these cinema based experiences are one of 2008’s buzz trends.  Their two most hyped campaigns of 2007 were done for MSNBC and Volvo.  With positive audience reactions now tested and measured; an increasing number of corporations are buying into the promises of interaction marketing.  In these campaigns, instead of idly watching Ads on the screen during the obligatory preview stage, moviegoers were given the opportunity to play video games oriented around the respective MSNBC and Volvo products.  For example, Volvo’s “human joystick” experience required audience members to collectively wave their hands in different directions in connection with the Ad; think of something akin to a Wii interaction as a reference point.  Was Volvo’s message communicated?  These results, although not exactly scientific (tests of this nature never are) tell a positive story:

• 68% want more games in cinemas
• 74% prefer a game to an ad
• 21% better image of Volvo
• 37% more likely to purchase a Volvo

Now that we’ve provided some context to this experience, click on the image above to see interaction marketing brought to life.  If you’ve had a chance to participate in one of these audience games at a theatre in your area, let us know your thoughts in the comments section.  I’m very interested to hear if these action games are as dynamic as they’re being reported to be. 

Ryan Rode
Interactive Services Manager
Ashworth University School Of Business

                Thanks to Steffen for permission to use this Photo.

Sure, it’s nice to conduct focus groups, run market tests, and trace storyboards in the office think-tank—but when you can plug directly into the nerve center of a consumer’s brain, are all of those parlor tricks really necessary?  The age of neuro-advertising has been upon us.  With companies like NeuroFocus leading the way, advertisers are investing millions of dollars to get inside your mind and reprogram your “needs”.  If the yellow area of your brain lights up, you get this message.  If the blue area lights up, you get that message.  Let’s say you are quite the sophisticated consumer and both areas light up.  The neuroscientist/advertiser will consult the color wheel and create a customized mixed message for you.  A bright green light will appear.  It will be measured and translated into a metrics report.  And so on.  The Nielsen company, who recently invested quite a lot in NeuroFocus, decided that the SuperBowl would be a fun place to put their newest toys to the test; the goal was to determine which Ads cause the most brain activity in viewers.  The results can be found here.  Before you read them, try to guess which Ads were most effective.  I’m very interested to hear your perspective on this story.  I think it’s time to start wearing aluminum foil helmets on your head.  Protect yourself.  You may have noticed.  There’s no turning back now!

Ryan Rode
Ashworth University    

IBM researchers talked to a bunch of consumers and executives to come up with their “The End of Advertising as We Know It” report (full report, PR summary).  Key findings:

“The report indicates by 2012, the landscape of the industry will change so profoundly that to survive, advertising industry players need to take aggressive steps to innovate in three key areas:

• Consumers: making micro-segmentation and personalization paramount in marketing;
• Business models: how and where advertising inventory is sold, the structure and forms of partnerships, revenue models and advertising formats;
• Business design and infrastructure: All players need to redesign organizational and operating capabilities across the advertising lifecycle to support consumer and business model innovation: consumer analytics, channel planning, buying/selling, creation, delivery and impact reporting.”

Dunno.  Anything that starts with “the end of…” reeks of too much sensationalism. ” (more…)

From the UK, a very original/interactive website created by Poke London to promote Orange’s “Speak Easy” pay as you go plan. Perfectly in line with the campaign’s tagline “Good things should never end”, the site offers an unlimited experience. (more…)