I came across an interesting article on Huffington Post last week.
It’s called ‘Focus On Technology Over Brand Experience At Your Own Risk’, and its sentiments can be pretty much summed up in the title.
The author, Joseph Donia, talks about brand experience and how businesses need to focus on providing the best experience possible for their customers while getting everything in harmony in-house.
It’s a good (if not obvious) read on how brands should be acting online, and that technology – such as using pop-up ads to get in people’s faces – is to the emotional detriment of the user experience. It also points out that everyone needs to be on the same page internally to keep staff motivated and attract new talent.
“Ultimately, it’s about the emotions you create, and the way you create them,” Donia says, rounding off that company culture needs to be as good as the product or service you’re selling for long-term success.
But why am I telling you this? Because it’s a call against mediocrity and lazy advertising that we’re fully behind, but would also like to point something else out.
While the article makes a number of excellent points we don’t feel it needs to be a case of one or the other. There are numerous different technologies out there that are incredibly useful and help enhance company culture as well as produce real results.
Your Turn: What do you think is more important to a campaign, technology or creativity? Would you sacrifice one for the other or can both work together? Let me know in the comments section below.
Trusting in tech
“The marketing world especially has been focused on the features of technology for too long, rather than looking at their broader impact on society, and adapting,” says Donia, but that’s quite the sweeping statement.
He’s right when it comes to the likes of the Internet Advertising Bureau (IAB) who have held their hands up and admitted messing up the internet with advertising technology for quick gains.
But the most successful gains for company growth come when the marketing team specifically uses technology and software to track campaigns, evaluate user behaviour, perform social outreach, and much more besides.
It depends on what results you’re looking for, the journey you want your visitors to experience, and how exactly you see your company growing over the coming months. It depends on how you define technology; the simplest, easiest technology to use such as Google Analytics is an absolute essential when starting the most basic online campaigns.
It depends on what you use and how creatively you use it to enhance the brand journey that Donia describes. Beacon technology, for instance, has been used incredibly well in the past to enhance stories and promote content, such as when the giants last visited Liverpool and Odeon using them to provide special offers and collect customer data at its chains.
The internet has provided a huge amount of creative scope for marketers and brands to reach out to customers to build relationships. It’s how they do it that’s the key.
There’s another thing we’d like to point out, too; if traditional media such as radio and television were able to provide such creative marketing opportunities then it wouldn’t be in so much trouble.
Because recent research suggests that young people are spending more time online than watching television in the year when linear television viewing is set to fall for the very first time in the medium’s history.
Your Turn: How much of an influence does traditional media have on digital marketing, and can the two grow together in the future? Will more traditional advertising make a comeback? Let me know below!
Time for traditional?
A survey by Childwise of more than 2,000 five to 16-year-olds found that on-demand services like Netflix were more popular than the box. It also pointed out that accessibility is a key factor, with children’s ownership of tablets up by 50 per cent on the previous year.
That doesn’t make television useless or redundant, though, and intriguingly its format is being sought out to advertise online. We’re big fans of vloggers and influencers, but a recent study by Google featuring L’Oreal Paris found that a more conventional television-style advertisement for its products was better for audience retention than a beauty tutorial.
Very interesting, and it shows that some techniques will never go out of style. There is a caveat to the study, though; there was a bit of a split between the age groups when it came to recalling the ad. Younger viewers were more likely to remember the tutorial, while older viewers were more likely to remember the TV-style ad.
“The thing that struck me the most was the gap between the media behaviour (sic) and performance, particularly for younger viewers — the idea that the one they watched was not the one they responded to,” says Google Creative Director, Ben Jones.
“This is the most sophisticated media audience in the history of time. The fact that they watched it and then chose to forget it is, I think, interesting for advertisers in general.”
He’s not wrong there, and again, such conclusions and data couldn’t have been collected without incredibly advanced advertising technology to ascertain viewer behaviour for a target audience interested in the product.
The study was by Google’s Unskippale Labs team which was collecting information about user behaviour essential to advertisers. That’s not a case of technology ruling advertising in our view; rather, advertising using the metrics and data afforded to it by software and modern technology to learn more about their audience to be able to produce something truly creative and successful.
And that essentially boils down to the audience, the message that’s being pushed to them, and how the brand interacts with them. Basic advertising principles made much more effective thanks to the marriage between creativity and technology.
Find out more about the tools that can help you build a creative inbound marketing campaign and how to grow your business online by speaking to a Webpresence representative today.