Black Friday Gives Way To Cyber Monday

Who wants to get up at 5 am on their day off? That is the attitude many Americans have embraced since wiping Black Friday off of their schedules. But thanks to the fast paced technologically advanced world we live in, consumers no longer have to cut coupons and set alarms to receive the best deals on their Holiday gifts. The consumer driven world is based on instant gratification and marketers have developed a plan that adheres to all their demands

Over the past two years, retailers have morphed their infamous shopping day into a new tradition: Cyber Monday. According to Fast Company, “Cyber Monday sales totaled $687 million” in 2006. Since the majority of consumers’ online purchases are made during business hours anyways, retailers learned to apply this trend to revitalize our holiday shopping experience.

We now have the best of both the materialistic and affectionate worlds during the holiday season: we can enjoy quality time with our family and friends and still purchase our “must have” items. The only fall back is that consumer’s now spend Monday scanning the Internet at work looking for great gift ideas instead of focusing on their normal everyday responsibilities and tasks. Crossing our fingers that our boss won’t catch us! But this change in pace has also caused a seismic shift in the advertising world. Budgets for print and broadband ads are being redistributed into interactive/digital campaigns. The alteration in distribution channels has clients fighting for their banners and skyscrapers to run during this crucial timeline. But marketers have embraced this change. The interactive switch gives them the in the opportunity to create promotional campaigns that will generate a larger database of qualified sales leads and a more accurate account and understanding of their target market.

Consumers shopping habits are evolving and simultaneously, the advertising world must follow suit. Seasons greetings from new media!

New Media Expedites The Demise Of MTV's TRL

This past Sunday, MTV bid farewell to one of the most iconic programs the network has ever produced over the course of its near 30-year history. “Total Request Live,” or “TRL”, officially signed off the air for one last time, marking the end of the road for a show known just as well for launching the careers of “diverse” pop stars like Kid Rock and Christina Aguilera, as it was for it’s steadfastly devoted audience of teenagers (whom either spent after school hours glued to the TV set, or frolicking outside MTV’s studios in Times Square).

But whether you liked the show and what it stood for (obsessive admiration over artists, actors, and other “hip” figures getting their 15-minutes of fame), you had to respect the fact that at the height of its popularity, TRL symbolized the power of MTV to shape mainstream American culture.

That’s because while neither Limp Bizkit nor the Backstreet Boys were creating anything of transcendent quality, the appeal of these groups to the young masses, coupled with TRL’s unparalleled ability to let fans vote for their favorite videos and display their popular musical allegiance, did transcend the way viewers consumed music and supported (or gave “props” to) their idols. In essence, if fans kept voting for them, TRL’s most (in)famous host, Carson Daly, would provide viewers with immediate access to their favorite videos and frequent live appearances from the artists themselves. And, over time, fans began to demand this instant access. Band’s started building elaborate websites, albums came loaded with interactive media, and the music video continued the climb (that began with innovative videos like Peter Gabriel’s “Sledgehammer“) to its perch as the most defining aspect of the pop-oriented musician’s brand. That’s right, TRL was transcending the way we interacted with music, while at the same time, was serving as a band’s primary branding tool.

Admittedly, when I was of high school age I wasn’t thinking about any of this. I was a lot more concerned with aligning myself with the brands of such “alternative” rockers as Staind and Papa Roach. Did I think they made great music? Probably not. But I wanted to disassociate myself from the “boy bands,” so I went to war on a weekly basis (ok, maybe daily) with legions of teenage girls to support my side of the musical aisle. MTV, and the bands I supported must have loved me. I watched the show, voted for the bands, bought the albums, and even purchased the shirts to spread my allegiance, the old fashioned way.

So if TRL was the ultimate pop-culture, brand-building machine, why did the network just host their last show? I’m think it might have to do with the stunning proliferation of new media. Music fans no longer have to rely on TRL to see their band’s favorite videos; they can just as easily go to YouTube. Want to support your favorite band as manically as possible? Join their Facebook group. In a cluttered media landscape and a constant state of information overload, people have tons of different mediums through which to align themselves with, and enjoy, b(r)ands.

Undoubtedly, MTV came to this realization themselves. These days, music fans are just as likely to track a Twitter feed to discover a new band, and then download their video or podcast, then they are to spend a whole hour of their day watching TRL.

Information is moving at breakneck speed and for musicians and the music industry, hopefully this means that quality and skill will win out over the mass marketing and pop culture spin that defined the TRL generation (for better or worse).

Besides, it’s a lot easier to link to your favorite band then it is to buy their T-shirt.

Flash Video Reinvents The PDF

This past summer, the latest version of Adobe Acrobat was released with Flash video support. While this may not seem groundbreaking at first blush (older versions of Acrobat have allowed for embedded video with Quicktime, etc.), Acrobat 9 actually integrates the video directly into the document as opposed to relying on an external video player to be installed on the viewer’s computer. With Acrobat 9, videos can be played directly within a PDF document, in the same way you view videos on YouTube and other video sharing websites.

By integrating this new capability into its Acrobat software, Adobe has taken the static PDF format and reinvented a program capable of creating dynamic and eye catching electronic marketing collateral.

Imagine a real estate agency that would normally email static spec sheets on properties to prospective buyers. How much more interesting would it be for these potential buyers to receive a PDF with a video tour of the property, right there embedded within the PDF? This also opens up a whole new world of possibilities adobe_acrobat12for product support documents. Have you ever downloaded or received a user manual for something you purchased? Wouldn’t it be much more helpful if that manual was embedded with instructional videos of how to operate or put something together? As a new father, I know I would have a lot more hair if I had had instructional videos to go along with the user guides when attempting to put together the stroller, bouncy seat, pack ‘n play, crib, changing table, and Diaper Genie!

With the full Flash integration in this latest release, the previously limited ability to convert web pages into PDFs is significantly enhanced. Until now, it was impossible to capture complete web pages and place them in a PDF document, due to the inclusion of rich and interactive media in most websites. Now the entire page can be captured, which is beneficial in website review as PDF versions of web pages, can be printed, marked up, and shared.

It’s just another cool product released by Adobe that will help marketers get a leg up on their competition by taking advantage of this technology and thinking creatively!

Does Sex Sell?

Before I delve into this charged and heavily argued subject, let me just start by asking you to think back. Try to remember the brand behind the commercial that I am going to try and describe to you now. It begins with a rock guitar solo and a scene of guys playing football. It then cuts to different scenes of guys roughhousing, quarterbacks getting tackled and other masculine imagery. All the while there is a voice in the background narrating and describing the different scenes that are depicted. For example, “I love… playing two hand touch, eating way too much… watching my team win… with the twins!” After he says “twins,” two scantily clad beautiful blondes jump up with pom-poms in their hands. This ad was continued in a series for…were you able to remember?

Coors Light. coors-light-twins2

If you were able to remember then congratulations. If you weren’t, this begs the question, were you more interested in the girls, or the beer? How about the commercial with Paris Hilton washing the car? Or, the commercial with the two voluptuous women fighting and tearing their clothes off over the taste of the beer? Maybe you remembered the brands, maybe you didn’t. After I polled a few guys, I soon realized that a lot of these commercials left a lasting effect on them because of the models in the commercials. When asked what the brand was behind the commercial many times they were not able to remember. This shows us that although many brands are using sex as a tool, the effect of this has been blunted by a disconnect that the advertisers may not be aware of or even ever considered. It’s that sex can overwhelm the message and easily dilute the essence of a brand if not used carefully.

How about the ads with the three frogs hanging out by the bar near the lagoon? Yeah, you’ve got it, it’s Budweiser! This commercial had no models and did not objectify women in any way. Yet, it accomplished its goal by holding the audience’s attention and has been regarded as one of the most memorable ads in history.

Does this mean then that we can write off sex as a way to garner a select demographics attention? No, not at all. When a brand has been built around this theme then it can only reinforce the message. For example, Hooters, Playboy, etc… Well, you might say that these don’t count as they are obviously linked and might be a no-brainer. But, it has been shown that sex also reinforces brands that ultimately have to do with attraction; like colognes, perfumes, clothing, etc. An example of this would be the Acqua Di Gio model who became the face and body of the brand for years and successfully reinforced the core essence of the brand; sex and attraction. Also, Fcuk, a clever way to utilize French connection’s U.K. brand by deliberately confusing the audience into thinking the brand is a more commonly used four-letter word. The campaign that was launched behind this idea was a huge success and Fcuk went on to generate a huge leap in revenue sales. And, what about the Axe Effect commercials? There is another example of how sex reinforces a brand that is ultimately built around the idea of attraction.

What can we take from this? In the digital age that we live, we are bombarded with thousands of advertisements on a daily basis and advertising agencies are struggling to fight for our attention. This means that some believe the easiest way to do this, even if for just a few seconds, is to appeal to our base desires. What many agencies don’t realize is that this could lead to the deconstruction of a brand by confusing the viewer or not reaching them at all. It is important to remember the core of the brand and to never forget that the easiest way out is not always the best.

Innovations in Mobile Marketing

When you hear the beep that you have a new text message it might not be from your best friend anymore. Instead, the message could be a Mobile Marketing tool sent by advertisers and marketers that you agreed to receive texts from. How do you know that the text messages are not spam? That is the power of Mobile Marketing; the consumer controls this form of communication by giving consent to receive text messages. This is different from most other marketing techniques in which businesses control the information they disseminate to consumers.

More and more companies are turning to Mobile Marketing to reach new and existing customers. Recently, QuickMobile, a mobile technology and services company, released a Version 2.0 as part of its Contextual Mobile Marketing Platform. By using QuickMobile, companies can send text, audio, video and graphics to mobile phones. Some new features of this program are Mobile Polling and Mobile Results in addition to enhanced security and preferences. Mobile Polling allows presenters to create and ask questions to audiences in real time and have them answer the question on their mobile phone. This interactive tool will add a new dimension to how presenters can keep audiences’ attention and collect data at the same time. The other new device, Mobile Results, allows Mobile Marketing Firms to track their activity in order to test its effectiveness. Both of these tools were utilized by the Presidential campaigns, as mentioned in Nick’s previous post.

With new tools being created all the time for Mobile Marketing Firms and Interactive Agencies, this technique is growing in popularity among companies. The fast and direct communication it provides to consumers appeals to businesses looking for innovative ways to reach their target audiences. Shopping, for example, can also be done through Mobile Marketing, with new innovative technologies that allow shoppers to engage in text ordering, as well as receive text messages about different upcoming promotions of the respective store.

All the new media technology involving Mobile Marketing is revolutionizing how consumers complete their every day tasks and activities. As the future unfolds, Mobile Marketing will continue to grow as a front-runner in new media communications.