Digital trends for 2011

December 14th, 2010 Suzie Posted in Advertising, Creativity, Digital, Social web, Technology, Video No Comments »

There are already a ton of predictions being pinged around the Twittersphere for 2011. This one from the Barbarian Group caught my eye. it provides a concise and easy to digest summary of some of the broader digital trends set to impact our worlds in the coming year. It’s sure to be an exciting year ahead me thinks…

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Video content on the up

July 27th, 2010 Suzie Posted in Content, marketing, Mobile phones, Restaurants, Social web, Video, Web/Tech No Comments »

We all know that consumer-generated content dominates on the now ubiquitous video channels like YouTube and Vimeo, but marketers are making much more use of video content as well.

Recent research from eMarketer highlights the growth of video content by corporations and marketers and highlights that in some verticals, like retailing, it is no longer a luxury but a necessity to have video content online.

  • Forrester reports that over two-thirds of the top 50 US online retailers now have video content, up from less than one-fifth in 2008. But it’s not just the marketing dept doing all the work.
  • One-third of Fortune 500 companies are now doing some kind of video blogging. (Sourced from same eMarketer article)

A critical transition seems to be the creation of ‘video content’ as opposed to just ‘video advertising’. For years now we’ve had TV ads and virals on the web, but with the ‘social web’ developing at a pace, marketers are exploring other ways of using video as content to engage, inform and entertain.

One example I quite like is from Strada, the Italian restaurant chain. Strada uses video content to show us how to re-create their recipes at home. Step-by-step tuition is given by its top development chef on how to make a range of  Strada recipes by following the video online.

Picture 21

Not only do these videos connect us more intimately with the brand and its products, but they encourage more time to be spent engaging with the brand.

And you know it works! I now know how to master the art of making the best bruschetta al pomodoro.

An extra benefit is accessibility and shareability. You can download the videos via iTunes to watch on the iPod or iPhone and then share them with your social networks.

Do you have any other examples of video content – as opposed to advertising – that works for you?

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Intelligence resource review: YourBusinessChannel

September 28th, 2009 Suzie Posted in Marketing Research | Intelligence |Trends, Media, Research, Video 1 Comment »

I thought I would start a series of blogs looking at some of the intelligence resources I use in tracking B2B and B2C trends.

Yourbusinesschannel.com came onto my radar a few months ago and is something I’m dipping into more and more. Essentially, it offers a wide range of thought-leadership in the marketing and business realm, bringing in key experts and leaders. Positioning itself as an online TV channel, its content is heavy on video, which also gets syndicated around via third party sites and YouTube. As of today (September 29, 2009), it featured over 8,000 followers and 121,000 on Facebook.

As someone that reads a lot online, video content is very welcome in my world. It’s got a nice balance across all areas of business, although an emphasis on business and marketing strategy and featured over 1,000+ TV shows. You will find specific channels for each area: marketing, sales, networking, ideas, start-ups. Plus, you can browse content by experts, which range from celebrities like Bob Geldof to David Meerman Scott and Kevin Roberts Global CEO of Saatchi & Saatchi.

To give you an example, here’s some of the recent news available via YBC’s Twitter feed:

  • Time management top lists of business challenges
  • Social Marketing research focus
  • Doing business on social networks: the video
  • Are corporates capable of devising creative Twitter marketing channels

It’s not the best designed website in the world and it doesn’t stream perfectly for me at times, but the content, such as David Meerman Scott’s weekly video on the marketing channel, offers an engaging way to learn. I imagine its value will build over time as more video content is added, perhaps becoming the Scribd for video content? Who knows.

Of course, sharing content is high on its agenda. As you’ll see here, you can embed content in your blog as well as send it via your social media faves. This one is a video on doing business on social networks.

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UNIQLO at Cannes Lions Ad fest 2009

June 29th, 2009 Suzie Shore Posted in Digital, Retailing, Video No Comments »

A video from my brand new FLIP video camera (NB: I'm not a film expert) featuring the UNQLO display inside the Palais. UNIQLO ran a competition among the design and creative set to design the official t-shirt of the festival, and created an array of visuals for us. This video features the sideshow, which included a lot of screens, including ones embedded in t-shirts themselves. 

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Art of hands video

June 28th, 2009 Suzie Shore Posted in Digital, Video No Comments »

This was one of my favourite videos from the set UNIQLO had commissioned. I will upload others to YouTube soon.
It's not hard to imagine how video may well penetrate other forms and products in the future.

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TV, Mass customisation and why mobile IS big!

June 22nd, 2009 Suzie Shore Posted in Advertising, Content, Digital, Video, Web/Tech 1 Comment »

CannesLions Day One: Bright lights for TV, Mass customisation and why mobile really IS the big thing

The sun was shining and I was in the dungeon that is the Debussy theatre, snacking on pearls of content. After queuing for rather longer than anticipated to get my mug shot taken, the week kicked off with a seminar from the biggest brand of them all, Coca-Cola. This was followed by sessions from interactive digital agency Schematic, LinkedIn and Razorfish. Top tip: you can watch some of the sessions online here, or read on for my top line digest.

Mobile is the [next] big thing: Although it has embraced mobile far more than many others, Coca-Cola highlighted that, to date, limitations on a global level mean there has been a strong bias to making use of text. Opportunities are changing fast, however, as the iPhone and other Smartphones provide the chance to be more creative and provide customised experiences to consumers. Moving forward, Coca-Cola sees mobile as one of the major opportunities in building customer loyalty and improving the purchase mechanism. The iPhone Happiness Factory app (one of its most successful campaigns to date) is one of its most recent forays. With the massive development of mobile apps in 2009, I’ve now doubt this will be a strong theme throughout the week.

Tangible experiences: The Coca-Cola camp is also working hard to expand its experiential campaigns online ( Happiness Factory) into the real world. Collaboration between technology, marketing and design teams has given birth to the U-vend machine. In what could well spark a new genre of vending machines within the industry, it brings the type of interactive experiences we see online to transform what is currently merely a transactional one. In Japan, consumers have been using their mobiles to purchase a Coke for years now, giving them access to valuable consumer data. The U-vend offers up more than a bottle of coke, enabling consumers to download content and interact with the screen.

Bright lights for TV: Schematic, a digital agency, provided an enlightening overview of how TV and the ‘ten foot experience’ will be taking cues from digital in the future. Citing research from Ball State University, TV screen activity remains high, but consumers are multi-snacking using computer, TV and mobile devices. In the future it will remain a key form of entertainment, but will become more personalised according to specific consumer requirements and in accordance with location. The touch sensory navigation that will be possible from the TV screen of the future, could well see The Minority Report finally come to life.

Later on in the day, digital experts Razorfish echoed similar thoughts on the future of TV, delving deeper into the importance of the ten foot experience to consumers. Without one 30 sec spot to their name, Razorfish quoshed the notion that TV would die sometime soon. Showcasing some of their proprietary research on US consumers, they outlined how consumers still rely on the TV experience for entertainment for several key reasons (the DNA of TV). Reasons such as relaxation – zoning out, the watercooler effect, staying in tune with events, social elements: bringing groups together, stimulation and learning new stuff and escapism. It did make me realise how important TV is, but with the web offering so many similar and more exciting possibilities, how long will the halo remain?

It was clear from both Razorfish and Schematic that digital convergence is set to change and enhance the TV experience, bringing the interactiveness of the web to the original Tube screen. In doing so, it will open up the creative possibilities, moving away from the traditions of 30 second ad spot, and giving people greater control to construct their own ‘on demand’ channel. One wonders though are these developments all a little too late?

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Google launches ‘Survival of the Fastest’ B2B channel on YouTube

April 3rd, 2009 Suzie Shore Posted in Advertising, Content, Digital, Digital media, Online advertising, Research, Social media, Social networking, Video No Comments »

Google's new video business blog on its own YouTube platform provides a useful tool in an engaging format. The video content features experts from a number of business disciplines, including Ogilvy's Rory Sutherland, Boris Johnson, IAB and London Business School.

Last month, Google joined forces with WPP to fund new research in the digital realm. As reported by the Wall Street Journal in this article, it includes a number of studies, using Harvard Business School, among others. Google already works as a consultant to advertisers, so this takes that relationship a step further. In addition, it showcases the ways in which businesses may also leverage YouTube from a B2B angle.  

Functions covered include Marketing, eCommerce and Finance & General Management. There are also themed videos around speed, agility and consumer insights. Altogether, a useful tool for businesses in  turbulent times. 

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