According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including
Super Bowl advertising
Spanx
Content marketing
Fake product reviews on Amazon
Fear of finding out
Genesis the Korean luxury car brand
Guo chao – Chinese national pride
Harmony Korine’s creative work for 7-Eleven
Advertising legend Bill Bernbach
Japanese consumer insights
Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
Doughnutism
Consumer Electronics Show (CES)
Influencer promotions
A media diary
Luxe streetwear
Consumerology by marketing behaviour expert Phil Graves
Payola
Dettol’s back to work advertising campaign
Eat Your Greens edited by Wiemer Snijders
Dove #washtocare advertising campaign
The fallacy of generations such as gen-z
Cultural marketing with Stüssy
How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
Facebook’s misleading ad metrics
The role of salience in advertising
SAS – What is truly Scandinavian? advertising campaign
Brand winter
Treasure hunt as defined by NPD is the process of consumers bargain hunting
Lovemarks
How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
Pepsi has got in on drones in advertising before it all goes a bit lame and tired. Some really interesting projection mapping type effects as well
Drones in advertising builds on work that has been done since the Beijing olympics on the use of drone swarms for massed visuals that are complementary to fireworks and 3D projections
Audi advert: Kevin Smith, Jason Meyes. Enough said (oh and some cameos from actors who’ve appeared in Marvel comic film adaptations including pioneer Stan Lee)
Enterprise storage outfit Box.net have a great interview with Stewart Butterfield of Slack (and Flickr fame). Some interesting comments on how a GUI isn’t always the right interface for people who use keyboards. This is so right. I remember working on terminal screens when I worked in a call centre and the ease with which I could quickly tab around screens, rather than having to reach for a mouse to click a multitude of radio buttons. More design related posts here.
Scottish National Party member of parliament Mhairi Black gave an interview back in March. I found it interesting as it shows that kind of impact social media will have on future political careers, particularly when it it will provide greater clarity than the 2009 debate around David Cameron’s raving history. Imagine if you were presented at the age of 50 with selected fringe thoughts you had at 19 years old?
As Black notes:
My uncle summed it up when he said that, when he was a teenager, he just used to shout at the telly. My generation tweets and there is a record of it.
What adult doesn’t look back to things they said when they were 16 or 17 and go, ‘Oh my God?’
The difference is my comments are being dragged out for the whole world to see.
No trite social media analysis or fantastic technical wizardry just a great idea, client belief and a budget made 3M Korea’s Unforgettable Post-It Proposal
Finally Helios is a new Hong Kong film gaining traction in the Chinese box office. In the face of a lack of new Hong Kong actors coming through, it was interesting that the new blood came in the form of Korean boy band member Choi Siwon who also performs some of Super Junior’s mandarin repertoire
Razorfish Berlin’s interactive brochure for Audi to promote the TT coupe’s virtual cockpit. I was reminded of an ad that Mercedes did where the phone became the rear view mirror of a car, emphasising performance. Also McDonald’s had used the mix of print and circuits with phones to create beat making place mats.
But I find the intersection of print and digital an exciting space, even if the virtual cockpit concept doesn’t appeal to me that much.
Leo Burnett Italy created an app for P&G’s Always brand that directly addresses the insecurity women may feel in an unfamiliar area at night time; it connects them with a friend, to protect them on your way home.
It is a smart play for the brand to maximise how it can be useful to consumers.
Celebrity music streaming service Tidal faced critics at launch, this was probably the best of them
I love this old video about Bell Laboratories’ complex in Holmdel, New Jersey that AT&T have put on YouTube as part of their efforts to digitise their archives. This is Silicon Valley before Silicon Valley
At the other end of the spectrum, Ogilvy Hong Kong for Hong Kong Clean-Up produced a campaign that puts DNA analysis into an Orwellian future.
At the beginning of this month Amazon launched an addition to their Dash ordering hardware with the Amazon Dash button. There was a lot of incredulity amongst the media heightened by the unfortunate timing which overlapped with April’s Fool Day.
Why the incredulity?
I would break the cynicism down into two broad buckets:
The Amazon Dash button has a very singular usage / use case, narrower even the Yo! app which was a bit of a tech fad last year. Critics are at best uncertain that consumers would use them? I generally buy toilet rolls every 4-6 months, do I really need a button for that?
The Amazon Dash button implies that the hardware required is ridiculously cheap. How many boxes of washing powder, packets of Mac & Cheese or toilet rolls would be required for a button to break even?
Business perspective
Rather than ripping into this into too much depth I thought I would share Benedict Evans’ interesting hypothesis about the Amazon Dash button:
Amazon is trying to eliminate both vendor and brand decisions, and turning itself into a utility company – get your house connected to power, water, gas and Amazon. And choosing which commodity product you need is just another piece of friction to be removed by Amazon’s kaizen
There are some interesting directions that come out of this view point. Let’s break Benedict’s analysis down chunk-by-chunk:
Eliminating vendor decisions: there are two prongs to this. Firstly, it would reduce the basket size for supermarkets and also reduce impulse purchases. Let’s think about the Walmart ‘beer and diapers’ retail urban legend for a moment – if you weren’t shopping for the diapers, you aren’t likely to have picked up the beer next to it as you would have had no reason to go near those shelves. By implication it is also an attack on some of the categories carried in convenience stores. Given that the button is about ‘just-in-time’ shopping it implies that the users are not likely to have rooms in their lives for big box retailers or CostCo. The buttons are likely to aimed at urban dwellers rather than the suburbs were larger homes and larger vehicles to do the big box store shop are the norm – Sam’s Warehouse is safer than Walmart in this scenario
Eliminate brand decisions: since sales are diverted from supermarkets this also affects their private label sales, especially where they are acquired by accident as lookalikes stacked next to well-known brands. Challenger brands find that switching becomes much harder as they can’t intercept the customer at the point-of-intent through shopper marketing and the opportunity cost for the consumer gets raised due to the comparative nature of the friction in purchase. It also begs a question about how much it affects the share price of WPP and other marketing combines who have spent big on shopper marketing acquisitions over the past few years. Do buttons offer a net gain or loss of value to them? I do know that the button puts Amazon in a much more powerful position versus vendors in terms of discount pricing to retailer and warehousing. The key to understand the power that Amazon would bring is ‘choosing which commodity product you need…’. The very idea of a product being boiled down to a commodity buy would scare the living daylights of the average brand manager in an FMCG mega-corp
Turning itself into a utility: for Amazon this is about locking the consumer in via Prime to the consumer life. At the present time, logistics costs have been an increasing proportion of the cost of sales for Amazon, there must be a hope that the scale of grocery shopping will bring down the price of Prime and drive profits higher?
There is no reason why the likes of Tesco, Ocado or Iceland couldn’t have done this. The wider Dash technology would make it easier for consumers to do grocery shopping and reduce the friction of online purchases. Instead they seem to have wanted to reduce cashier numbers inshore and focused on self-service tills. Time will tell if they made the right technological choice.
What about the user?
This is designed to make the consumers life easier and I can see how it makes purchase of otherwise annoying to shop for items frictionless, but it only works within reason. You can’t have a wall of buttons on the front door of your fridge freezer and just when do you press the button in the bathroom to order up more razor blades or toilet roll? What happens during the run up to Christmas when Amazon has had sub-optimal performance with regards deliveries on occasion? What is the buying frequency required to make the button habit forming, used without thinking about it, without consideration. When does the opportunity cost for the consumer tip in their favour regarding button usage?
What I don’t have yet is a clear understanding on depth and breadth of the customer problem being solved by the Dash button.
Product design
The original Dash device was interesting because it represented a rejection of the broader theme of convergence where functionality is subsumed from dedicated hardware into a software layer running on a computer, via a web browser, tablet or smartphone. Instead Dash is a shopping appliance and wouldn’t look out of place in a cupboard full of Braun kit.
The Dash button represents a further evolution of specialist hardware, a brand-specific, tactile hardware interface. It mirrors software like IFTTT’s ‘Do’ application, the Yo! messenger app and the Dimple smartphone button project.
For non-food products like toilet rolls that come in a plastic bale that is quickly discarded, there may not be a barcode to scan in on your Dash device. Instead you would have to ask for a new pack of Charmin’ or more Mach3 razors. Processing each voice message is expensive, which makes the opportunity cost around creating dedicated buttons for certain classes of product much more attractive. Amazon first and foremost is a data-driven company, they will know which product categories that they want to have buttons for. However, what makes on an Excel spreadsheet doesn’t always make sense to the consumer…
BlueFocus FY 2014 profit up 62.8% | PR Week – Sir Martin Sorrell will be concerned. BlueFocus is at the centre of a high growth market. BlueFocus has access to cheap capital due to its high share price on the Shenzhen stock exchange and it demonstrates the kind of dynamism that WPP no longer has due to its physical size.
Consumer behaviour
Founding Fuel Hunting with the hounds – Indian consumers, by and large and across product categories, gravitate towards lower prices and more features instead of passionate brand loyalty
Keacher.com » How I introduced a 27-year-old computer to the web – interesting article, especially since he has to use at least two pieces of external tech to pre-process required applications to develop a web connection and render the web content itself. It puts into perspective how powerful a smartphone is. More technology related posts here