Category: media | 媒體 | 미디어 | メディア

It makes sense to start this category with warning. Marshall McLuhan was most famous for his insight – The medium is the message: it isn’t just the content of a media which matters, but the medium itself which most meaningfully changes the ways humans operate.

But McLuhan wasn’t an advocate of it, he saw dangers beneath the surface as this quote from his participation in the 1976 Canadian Forum shows.

“The violence that all electric media inflict in their users is that they are instantly invaded and deprived of their physical bodies and are merged in a network of extensions of their own nervous systems. As if this were not sufficient violence or invasion of individual rights, the elimination of the physical bodies of the electric media users also deprives them of the means of relating the program experience of their private, individual selves, even as instant involvement suppresses private identity. The loss of individual and personal meaning via the electronic media ensures a corresponding and reciprocal violence from those so deprived of their identities; for violence, whether spiritual or physical, is a quest for identity and the meaningful. The less identity, the more violence.”

McLuhan was concerned with the mass media, in particular the effect of television on society. Yet the content is atemporal. I am sure the warning would have fitted in with rock and roll singles during the 1950s or social media platforms today.

I am concerned not only changes in platforms and consumer behaviour but the interaction of those platforms with societal structures.

LINE tries to crack US + more things

LINE Tries to Crack US Messaging… With a Times Square Store for Plush Toys? – this isn’t about LINE trying to crack the US market its about reaching an international audience for Brown and Co. Think of LINE as a ‘Sanrio’ analogue with a technology company attached when it comes to markets like the US. LINE is unique in this regard, combining both media assets and technology and that why LINE tries to crack US isn’t as crazy Think about the amount of Asian tourist footfall…

China’s newest trend: mini karaoke booths at shopping malls | South China Morning Post – Li said that at traditional karaoke bars, users have to reserve rooms in advance and there were usually extra charges such as service charge and for beverages and fruit served. – interesting because it moves KTV into a more family orientated area with no room for the ‘added services’ including drink and company at the shadier end of the sector

Ad Tech Firm Criteo to Launch Data Cooperative to Help Retailers Take On Amazon – WSJ – a combination of actors here. Criteo’s business is threatened by the all encompassing ad tech stacks of Google and Facebook – who between account for 85% of online advertising growth. The main insurgent online adverting provider is Amazon… E-tailers in many product categories are now dealing with Amazon as the number one product search engine and e-tailer. This won’t address the challenge of breaking consumer habit of ‘let’s hit Amazon and eBay first to see if I can get it’

Under Armour’s sneaker business has cratered | Quartz – not terribly surprised – when you think about how their basketball business relied on Curry, their football boots have entered a hyper competitive market and the brands historic relationships with college sports

WeChat Vs. LINE Battle Of the Merchadise Stores | China Channel – really interesting battle LINE sometimes looks as much like Sanrio as a technology firm, its character Brown is popular merchandise

The UK home secretary is wrong: ‘real people’ need end-to-end encryption | TheNextWeb – probably won’t help digital start-ups either

UK home secretary Amber Rudd says ‘real people’ don’t need end-to-end encryption | BusinessInsider – what would Amber Rudd know about ‘real’ people

Shanghai to build ‘brand economy’ | Shanghai Daily – really interesting. In general China isn’t the most marketing orientated business culture so having them talk about brand rejuvenation and brand building is a step change. Shanghai makes the most sense as historically it was the commercial centre of China. In the longer term this is a big move against global brands currently there. There has already been a move towards local FMCG despite past security scares, this seems to consolidate that move further

Fox Will Bring 6-Second Ads To TV During Teen Choice Awards | Media – AdAge – it will be interesting to see the efficacy of these ads as will have implications for online brand advertising moving forwards (paywall)

Google’s Push for Dominance Brings Big Change to YouTube | Digital – AdAge – working on media partnerships (paywall)

Tesla Model 3 Buzz Belies Tiny Electric Vehicle Market | CMO Strategy – AdAge – (paywall)

Fendi taps Hong Kong millennial consumers by featuring Taeyang and Asian hip-hop acts | Style Magazine | South China Morning Post – interesting that Fendi is further blurring the lines between streetwear and luxury

LVMH Tests the Notion That Brand Trumps Traffic in China – Bloomberg – going it alone in e-commerce in China rather than being on Jd.com or Alibaba

August 3, 2017
BBC Reith font, Johnston & San Francisco

Whilst looking for the new BBC ‘Reith’ font – which they’ve done in-house to update Gills Sans and not pay licence fees, I came across this interesting specification on global web page design by the BBC.

Mark Ovenden talks about the new font as part of a wider appreciation of Gill Sans and Johnston (the London Underground font) in a BBC 4 documentary. It was interesting to hear how Neville Brody used it in City Limits magazine and the challenges these fonts faced in the move to digital – first of all for graphic design and then for online consumption.

Finally, from a font perspective, I found this video from Apple WWDC 2015 that Apple used to introduce its San Francisco family of typefaces as its system font (they also use it as their corporate font now). This was the first font designed in-house at Apple in 20 years. Apple keeps it tightly controlled and restricts access to it.

I looked back on Apple’s website from 10 years ago following the launch of the iPhone I realised how fad driven web design could be.

In particular notice the reflection was very now at the time. Javascript had taken off with web 2.0 and someone came up with a block of code that did reflections on images a la the image effect you can get in PowerPoint. This then drove a wider trend to do this in code or in InDesign. You can blame the font gradient on a similar ‘cool Javascript hack’ to design trend meme as well.

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August 2, 2017
What does a great email look like?

I often end up with my head in the data and need to check myself to ensure that the basics are happening. This was a deck that I pulled together on what does a great email look like?

Why email marketing? Because it still works and provides relatively good value in terms of marketing spend. We might be getting ever lower open rates over time in aggregate, but that means as marketers we need to be more focused on what makes a great email.

So what does success look like, what constitutes great? If you work in digital marketing you probably have heuristics in the back of your mind based on an article you’ve read or how previous projects have turned out. The reality is that it changes by country and by industrial sector.

There are some interesting variations, such as the US / Canada or UK / Canada click to open rates for email.

Or the comparatively high of churn rate in the UK vis-a-vis the US and Canada.

Getting to open

There are a number of factors that can aid getting to open. Some of them will be hygiene when the General Data Protection Regulations kick in across the EU next year.

A lot of the basics seem obvious, yet there is a lot of unpersonalised, unrequested, irrelevant mail is still sent out. For business-to-business relationships in particular having a phone and online double opt-in is desirable. For consumer marketing an online opt-in followed by a confirmation email and opt-in link.

In some ways we have gone back to the early web. Lean download sizes for email are really important. There have been so many times I have been deleting marketing email on the tube, as the mobile device and spotty wifi can’t download the image heavy communication in a timely manner. For some reason clothing and shoe e-tailers are really bad on this.

Back when I started in digital marketing, people laboured long-and-hard over crafting highly clickable message subject lines, but preview is as important now; especially in ‘three pane’ email clients like Outlook or Mail.app on Mac and iPad.

Design is a key part of getting an email viewed. The design needs to be responsive because of the variation in possible device display sizes and the foibles between email clients, web email clients, web browsers and mail providers. Previously one would have worried about not being black listed (still important), plain text and HTML options. Business to business marketers used to get stressed over will the email work on Lotus Notes (historically no, unless it was in plain text).

When you are thinking about content and design layout the inverted pyramid approach is a good place to start from. With the call to action what kind of behavioural cues would work best? This is where A/B testing can be employed. Marketers aren’t great at intuitively picking these.

Here are some examples of effective email design, notice the vertical alignment that makes them mobile friendly

And here are some examples of effective personalisation (in both these cases based on previous behaviour on-site).

The biggest mistake that organisations fail to do is internalise learnings from previous campaigns. This isn’t just about improving numbers over time but learning what has, and hasn’t worked. Often this knowledge will disappear when the marketer responsible moves on, or when the agency responsible has a similar change on their side.

Thanks for making this far, here are my details if you want to find out more.

You can find this presentation on Slideshare.

1707 – Ingredients of a great email from Ged Carroll

July 31, 2017
China Inc. + other news

Xi’s Sign-Off Deals Blow to China Inc.’s Global Spending Spree – WSJ – China Inc. a mix of brands from those that aren’t known in the property development space to the owners of House of Fraser or Weetabix. I was speaking to a technology start-up who talked about raising their funds and getting them in just in time from investors representing a large China Inc. name, right before ‘the door shut’ (paywall)

Consumer behaviour

One Family, Many Revolutions: From Black Panthers, to Silicon Valley, to Trump – NYTimes.com – interesting reading (paywall)

Design

The Dark Side Of “Friendly” Design | Fast Co. Design

Economics

In China, Herd of ‘Gray Rhinos’ Threatens Economy – NYTimes.com – Chinese conglomerates who have grown based on cheap bank loans. It hasn’t been said yet, but there must be similar implications for Chinese businesses who have benefited from state bank supported vendor financing to win customers abroad (paywall). More related content here.

Gadget

Apple’s iPhone 7 and iPhone 7 Plus Are More Popular Than Older Models | Fortune.com

Hong Kong

Twenty years,20 visualisations | SCMP – great step back to pre-internet living

Japan

In conversation with Japan’s 82-year-old porn star | This Week In Asia | South China Morning Post – What motivates you to continue this work? Tokuda: It’s very simple; I feel very grateful when I get a request to work on a particular film and when a director requests me to be the male lead. I take pride in my work and whenever I have an offer for a part I try my best to make sure I am available and to give a good performance. It is very nice to feel wanted for my skills and I will continue to work for as long as I am wanted

Korea

Korean Broadcasters Launch U.S. Streaming Service, Taking on Warner Bros.’ DramaFever | Variety – and Netflix is running great K-drama like Secret Forest aka Stranger

Legal

The government should fight ‘corporate villainy’ in tech, Senator Cory Booker says | Recode – this isn’t the Silicon Valley that I grew up with and supported through the early part of my career

Media

Why Vinyl’s Boom Is Over – WSJ – not exactly but it does go into the foibles of mastering vinyl and overcompression of mastering for Spotify et al

Retailing

Three Reasons Abercrombie Has (Finally) Jumped on E-Commerce in China | AdAge – paywall

Cheap: The High Cost of Discount Culture – The Agency Review – interesting and disturbing read

Software

Inside Andy Rubin’s Quest to Create an OS for Everything | Wired – wasn’t that a historical Windows vision, there is a tension between general purpose and specialist

A Privacy Choice | Rands In Repose – on browsers

Marcel Is Just a Baby Compared to JWT’s Pangaea | Agency News – AdAge – narrow usage case versus Marcel’s ambitious general purpose platform. It also provides an idea of the steep ramp that Publicis will have to climb from the development perspective, let alone the degree of culture change required

July 26, 2017
Blade Runner 2049 & other things that made my day this week

A new Blade Runner 2049 trailer, the suspense is killing me regarding how Blade Runner 2049 will stake up against Ridley Scott’s original film. Blade Runner was the last truly great analogue film and yet it is still difficult for digital to surpass the originals visual impact.

McDonald’s seems to be going hard on supporting national service in different countries. Here is the Singapore treatment for the ‘Nasi Lemak’ burger. There is also a coconut pie (a bit like the fried apple pie), Cendol McFlurry (presumably containing green rice flour jelly and coconut ice cream) and a Bandung McFizz (rose syrup flavouring). It would be hard to get more Singaporean.

In Korea, they are giving free meals to conscripts whose parents can’t visit them and providing a special menu in the Seoul Station branch so that parents travelling to see their sons in the early hours of the morning by train could have something more substantial than the breakfast menu.

In both cases, it’s a canny move to catch families at a crucial life stage.

Great radio adaption of Lem Deighton’s Ipcress Files – slightly different to the Michael Caine film version you may have seen which deviates from the book (I am guessing due to budget considerations)

Why do graffiti writers get sent to prison for so long? | Dazed – On the same day that known graffiti writer Vamp was sentenced to 3 years for vandalism, a BBC presenter, Stuart Hall, was given 15 months for the sexual assault of 13 young girls over 20 years, between the ages of 9 and 17 – hard questions indeed.

Chinese digger company LOVOL had mandarin pop act Chopstick Brothers, dance troop and a wheeled loader dance along to their hit ‘My little Apple’ at a trade show (i’m guessing in China). It takes the showmanship that JCB has employed and takes it to a higher level.

July 21, 2017