Tag Archive for: marketing

Move Over, YouTube

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Facebook recently made an announcement that is bound to shake the content marketing world: the social media giant plans to host videos directly on their site. At first glance, this may seem like a small functional detail, but the effects it carries could drastically influence content creation going forward.

As of today, most video content is hosted on YouTube. Content creators and publishers use it as a platform and hosting space for everything from ads to makeup tutorials. For the last couple of years, Facebook and YouTube have worked together synergistically to spread viral content. This made absolute sense in a less mature social media landscape: a growing social network got excellent, free content and an established video hosting site received views, and therefore, revenue.

However, this relationship is currently on the rocks. Facebook announced that it would now allow users to publish video content directly. In return, the site is looking to reclaim the revenue that YouTube has been collecting on their behalf. By offering 55% of their ad revenue to content creators (the same as YouTube), Facebook is making a major move into the realm of video content. This change comes at no surprise given that by 2017, it’s anticipated that nearly 70% of Internet traffic will be from video.

For content creators, this means yet another unique channel for video publishing. More importantly, this also means another set of decisions to consider before publishing content. Rather than being able to leverage YouTube and Facebook simultaneously, marketers will increasingly need to consider the demographics of each site to maximize engagement. While only the largest publishers may be affected short-term, this move by Facebook signals how much, and to what borders-defying extent, social media may evolve in the coming years.

A Preview of Netflix’s New Binge-Worthy Feature

A new feature is being added to everyone’s favorite streaming site, Netflix. While it has been one of the only TV/movie streaming websites without annoying 15-second product ads, it recently decided to integrate advertising (for movies, that is) ever-so-craftily into its experience.

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Now, when you are sifting through movies and TV shows on Netflix, there will be a ‘Trailer’ button that will lead you to a preview of whatever movie or TV show you are thinking of binge-watching. In fact, this function now enables viewers to binge on the trailers themselves.

“Netflix ‘Previews’ is like every viewer in a movie theater seeing a different series of trailers based on their personal tastes,” said Netflix Chief Product Officer Neil Hunt. “This unmatched, highly personalized selection of movie previews makes it even easier for Netflix members to discover movies they’ll love.” [Source]

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Is this one step closer to Netflix adding traditional advertisements to their website in the future? While they insist they will remain ad-free, Netflix, which chargers its viewers monthly subscriptions, seems like it may be making moves toward the slippery slope of advertising outside the movie-sphere. As one of the most successful online streaming websites, we suspect Netflix would have a pretty good advantage if they did decide to add third-party ads. Since the start of the Netflix phenomenon, the company has been analyzing what their viewers are interested in and using that information to suggest movies or TV shows back to them—which is, conveniently, the same type of formula that marketers use.

For now, admen will have to continue binging on their favorite shows and movies without their ads, just like the rest of us.

The Growth of Biometrics in Advertising: Exciting or Invasive?

When Apple introduced its iWatch in 2015, some of the most exciting capabilities included features that are able to track the biometric qualities of the wearer, including heartbeat, acceleration, and temperature. While these features are advertised as fitness-related benefits, many are seeing possibilities with these technologies in advertising. Marketers can test different ad campaigns with the ability not only to learn the viewer’s vocal reaction, but also be given insights into how they are reacting internally, based on their physical changes.

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Both biometrics and wearable technologies are hugely expanding markets, and some companies have already taken this technology and adapted it into their own products. TomTom, for example, has introduced an action camera that can mark places in the video deemed most “exciting” through the use of an optional heart-rate monitor. These spots are specially marked within the Bandit Action Camera and make editing and uploading content in real-time more mobile and convenient than ever before.

Two companies, specifically – Mindshare and Lightwave – have teamed up at the forefront of this creative branch of advertising analytics, envisioning biometric technologies as a way for companies to tailor consumer experiences in real-time. Jeff Malmad, head of mobile and the wearables unit at Mindshare North America said, “Being able to get the data from the watch and the phone simultaneously and create better and more adaptive experiences is something that’s just going to grow in importance for brands” [Source].

As popular as wearable tech has become (see the Infographic below for proof!), one can’t help but have privacy concerns regarding the experiences some devices are proposing. The consented-to analyzing of bodily responses to ad campaigns is one thing, but the fear of getting fired if your boss finds out about your high blood pressure has an almost “Big Brother” feel to it.

How soon do you think we will be eating at restaurants with lighting that changes with the mood of the diners? And maybe more importantly – isn’t that a little creepy?Untitled

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Tablets (And Phablets) Blur Lines For Marketers

The smartphone market grew a few sizes in Fall 2014 when the Samsung Galaxy Note 4 and Apple iPhone 6 and 6 Plus displays surpassed 4.7-inches – essentially the size of the hands that used them. However, while smartphones are growing, tablets are shrinking: the iPad Mini sports a petite 7.9-inch display, while the Microsoft Surface 3 is only 10.8” diagonal. With these devices converging in size and portability, there’s an increasing trend of PR and marketing agencies rethinking their mobile budgeting, as well as the tablet’s overall purpose in the market.

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Once upon a time, a tablet was intended to be a portable device or go-to for frequent travelers. Now, as the below infographic reads, studies show that the tablet is used most often at home [Source]. This increasingly narrow use of tablets—in certain locations, with a few certain uses, like playing videos or games—has moved the tablet from the “mobile” category, to the “desktop.” At the same time, consumers are doing even more on their phones, from watching videos, to shopping, playing games, and now paying for goods and services. The larger, smarter phones on the market have been accordingly dubbed “phablets.”

So herein blur the lines. Agencies now must determine how to categorize the floundering tablet, and where to allocate budgets between smartphone and tablet.

Meanwhile, dare we consider the effects of the Apple Watch and other wearable technology on re-defining “mobile”…? Stay tuned.

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How Old Do I Look? (And What That Means to Marketers)

Have you seen Microsoft’s new How-Old platform? So far, it’s been a source of viral humor:

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But in reality, this development could be a game-changer for marketers and advertisers. If algorithms can accurately determine people’s ages and genders from their photos and other public media, then we as marketers can better target them.

Think about these overwhelming statistics regarding visual platforms:

Instagram

o   Launched less than 5 years ago

o   77.6 million estimated users in the USA alone [Source]

Facebook

o   Made public less than 10 years ago

o   1.44 billion monthly active users [Source]

These numbers are incredible, and they reflect the astounding rate at which companies that rely on digital interaction and a robust social presence can grow in this day in age.

So, if sites like these are already the golden conduits for marketers and advertisers to reach their audiences, and these audiences use such platforms to create strong social presences via picture sharing, then Microsoft has hit the jackpot.

By identifying demographics like age and gender, which arguably could lead to psychographic identification, brands and their agencies are one step closer to correctly targeting their ideal end consumers. All in all, the genius How-Old platform seems to be the start of something that will improve the efficiency and success of digital marketing. In the meantime, it’s the start of a great laugh!

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Happy Holidays, from CBC

What are the holidays about, exactly? “The holidays” – in quotes, mind you – have extended beyond certain days, say Christmas day or the days of Hannukah, to an entire season, one which seems to begin just after Halloween.

To many, they are about ritual of faith and the celebration of religious beliefs. According to many of our favorite, classic stories, the holidays are about love and a spirit of gratitude and compassion.  To a great many, the holiday season is simply about family and friends coming together.

Wherein lies our duty, as marketers, to chime in and support the holiday season commercially? Or are we in fact the creators of the holiday season itself, falling victim to the Valentine’s Day-as-created-by-Hallmark accusation?

Regardless, we can surely say that whatever the excuse is, we’re glad to be a part of it. We’re glad to be a part of the industry that creates such timeless holiday campaigns as the Coca Cola polar bears campaign (below). We’re glad, too, to be a part of the industry producing new advertising gems like Anna Kendrick’s commercial series for Kate Spade (below), or Gap’s post-Thanksgiving interactive digital shopping experience that gives shoppers insight into what their clothes “do” through a series of short films.

Above all, we’re glad to be a part of the industry that exalts the warmth of and the meaning for, whatever yours may be, the holiday season through great and innovative marketing.

Happy holidays — from us at CBC, to you and yours.

 

Boston PR Firm’s “Green House” Debunks Myths of Sustainable Living

Cercone Brown & Co. Launches the First Annual Green House Marketing Program To Bring Awareness to Sustainable Living

When it comes to constructing or converting a home for “green living”, the common perception is that it’s expensive, inconvenient, and only for those who can afford the luxury of being eco-friendly.

However, one Boston PR agency, Cercone Brown & Co., aims to debunk these green stereotypes through a new program, the Green House. This May, just outside Burlington, Vt., Cercone Brown & Co. will immerse a Who’s Who of traditional and interactive press into a completely green-living environment.

The Green House is entirely eco-friendly, from energy efficiency and independence to the smallest details in its furnishings, fabrics and food. However, guests living this completely sustainable lifestyle will find the experience — from accommodations to travel to entertainment — not only affordable, but unexpectedly comfortable and convenient.

“The purpose of the Green House isn’t to try to convert folks to completely green living, but rather demonstrate that there are many often ingenious products and approaches that can make a big difference in the health of the planet and your finances,” said Emily McCavanagh, new business director, Cercone Brown & Co.

The House is expected to host 20 top consumer, green and business editors.  While there, editors won’t just look, they’ll be encouraged to touch, taste and test brands in a living laboratory of the latest ecologically inspired products.  Activities will include test-driving the new Honda Insight hybrid, taste-testing Green Mountain Coffee, and jogging in New Balance’s latest Earth-friendly shoes. Editors will also give back to their home-away-from-home by participating in a community service garden project to aid local families in need.

While PR teams from each company are encouraged to attend, the Green House honors a strict “no pitch” zone, instead endorsing genuine interactions with editors. This system ensures that Green House attendees have the best products of 2009/2010 at their disposal; no boundaries, no time constraints, no distractions.

The Green House: Vermont Living for the 21st Century
The Cercone Brown & Co. Green House is a “net zero” home, meaning it is intended to produce as much energy as it uses over the course of the year. Environmental features include geo-thermal heating, radiant concrete floors, triple pane windows, super insulated walls and roofs, active PV solar panels and significant south facing glass, which provides solar gain and great views down the valley.

Owned by the Vermont Building Resources and the Russell Family Farm, the Green House is certified by the Vermont Builds Green (VBS) program. The house is located on a 24-acre farm parcel with 14 acres set aside for continued farming.

The Green House concept is an outgrowth of Cercone Brown’s successful Summer House/Winter House programs (now in the fourth year) hosted in Nantucket, Mass. and Park City, Utah, respectively. Participating companies have included such leading brands as Subaru, Oakley, Vineyard Vines, Wente Vineyards, Baskin-Robbins, Zone Perfect, Seventh Generation, Nordic Track and many more.  For information on attending or exhibiting in any of Cercone Brown & Co’s Houses, contact Noelle Guerin at 617-248-0680 x21 or nguerin@cerconebrown.com.

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

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Sperry Top-Sider Goes Against the Grain in Tough Economy

Looking around these days, and you can’t help think that the deepening recession is in part due to fear. People are cutting back, as are companies, because they fear the worst.  In some respects, it’s a self-fulfilling cycle.

But as I pointed out in the fall in my eBook Simplinomics, the forces at play here will reckon permanent behavioral changes in the American consumer. One is thrift, and its main byproduct, savings.

Last year, the national savings rate hit 1.7%; historically low, but much higher than recent years where collectively we lived well beyond our means. Increased savings is good for the long-term, but exacerbates economic hardships in the short term.  It’s what “the experts” are calling the Paradox of Thrift.

Some say that the savings rate may peak at 6% next year. And I’m here to say, this change will be permanent.  American’s will be a tougher sell moving forward.

So what’s the answer? Innovate products and features that drive against real problems.

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Staring Down the Numbers Without Blinking

     No matter where you look these days, the numbers are daunting.  Unemployment is nearing double figures. Fourth quarter was dismal, and first may be even worse.  Seems cost cutting is the only way to gain leverage in this worsening economy.

     With this backdrop, I got a call yesterday from a client that wants to put all marketing on hold.  Seems a reasonable response… see a number, make it go away. But my fear is that by abandoning marketing in your greatest time of need is like jumping from a lifeboat into the water.

     Consider that this company has very low awareness, and an even lower understanding of its brand … which, by the way, shows huge loyalty once a consumer is exposed to the brand story.  What’s more, a recent study conducted by this very company shows consumers are continuing to buy this category.
     Under normal circumstances, one would put it together: low awareness in an active category + a brand story that aligns with the professed interest of its target consumer. This should be a lay up, really. And in a time when others are cutting back, the noise level is low.  With a little effort, WE COULD BE HEARD.
     Folks, I understand the reality of dollars and “sense”. But PLEASE consider that unplugging the electricity that keeps the lights on is not a great answer.  You can run on batteries for a bit, but eventually things go dark.
     However, this isn’t a blind plea for fluffy marketing. You MUST demand an ROI strategy for marketing efforts. This doesn’t mean that you can forecast income based on investment. If marketing were a formula of “spend one dollar, make two”, we wouldn’t have this conversation. But you at least need to see how a program will deliver sales, leads, prospects or target engagement.  
     Do this, and you’ll see the numbers, all right.  Ones that you can take to the bank.