A great click

Jeep Wrangler Unlimited

Stop the presses, I clicked on one. A banner that is. Great example of advertising that actually is relevant and give value. And a great example of a landing page after click that actually continues the experience (this is unusual). Hat of to Swedbank and agency x (anybody know who made this?).

Swedbank calculator

(Yes, definatly considering buying a Jeep Wrangler Unlimited. Hat of to Jeep for making this great classic bigger. If you are a fan, do not forget to check out Jeep great online community)

GCN – one more channel that works?

google_cpa_preformance

Google just released a white paper on the performance of Google Content Network vs Google search. Interesting reading and some worth thinking about findings. Find it through the Inside AdWords blog or get the PDF here.

How do Content Network ads perform for advertisers? We recently analyzed conversions, cost, and cost-per-acquisition (CPA) on the Content Network, and compared them to performance metrics on the search network across thousands of campaigns and many geographic regions.

This white paper presents the findings from this analysis. It shows that advertisers who advertise on the content network see good results on a number of levels:

  1. Ads on the Google Content Network are likely to be as cost-effective – or even more cost-effective – than ads on the search network.
    • The median advertiser has a content CPA that’s about 2% lower than their search CPA.
  2. The Content Network drives a significant share of total conversions.
    • The Content Network drives nearly 20% of total conversions for the median advertiser.
  3. Conversion rates are higher for advertisers who used either of two AdWords campaign management controls: the Conversion Optimizer and site exclusion.

Nicer to have Advertising

MySpace partner with Auditude and launch a “relevant” adverting model for video, following YouTube’s October launch. Myspace us Auditudes content detection system to identify copyrighted content and serve relevant advertising, even on user-submitted video. Warner Music Group is first out to apply this model (on My Chemical Romance’s cover of Desolation Row and U2’s new single Get On Your Boots) where users get an overlay with links to the artist (more info) and “buy at Amazon” button. Over a 24 hour period they got a 1.2% CTR on the ads… which will most likely entise them to move his program forward. Google’s program is somewhat different, where the content owners get the possiblility to post ads on there own videos and others (via ID’s).  – via TechCrunch
There we go, a more relevant and somewhat transparent model that actually give value to the consumer and the advertiser. Like LastFM on video, kinda. I think this is definetly a step in the right direction, thinking user and advertiser here – or as YouTube puts it “We’re happy when we can help YouTube users enjoy the content they love, and we’re happy when we can help our partners build their businesses online – but we’re happiest when we can do both.” Potentiall? Ooh ya, this is a product owners wet dream. Just think integration – TV/Print/display ads for XX pointing to interesting stories around product on YouTube, linking to product and buy. Buypassing that boring campaign site but still providing a action to buy… Next, as seen on TV.

(Ok, it seem that when and who’s first when it comes to this is slightly uncear… but in general this should be correct)

That extra effort

Seth and his brilliant illustrative blogging got me thinking about the one thing that all brands should do but usually market them self out of doing. It applies to even the most mediocre and “one in a million” boring  brand.

Give your “customer” something to talk about – a.k.a give them more that they expect.

Promise you that this is cheaper then that Super Bowl ad (OK, a little over pretentious example maybe), product space at that “in” store, or that exclusive address. + in the long run will build better brand.

Let me illustrate – you just bought designed paper clips (you know the curly kind in mat black) in an typically standard online store. It arrives 3 days later, stuffed in a brown box with the receipt. Fairly typical, right? What if instead you bought the same paper clips (mat black an all) in a beautifully designed online store (easy to use, easy to look at) that gave you some interesting examples on use and pointed you to  relevant info around the product. It arrives in 1 day (you paid for 3 day deliver) in a brown box with company logo nicely applied. You open it an see a neatly packed box (tissue paper and a branded sticker maybe) and a personal letter thanking you for your purchase (this was not your first purchase, they remember), asking how they can make the experience even better and offers rebates on relevant to you list of products.

Which shop and paper clip brand would you recommend to your friends?
Even if the there was two different brands would not both win? Even if you do not go all the way, just talking a step and give something more, unexpected will be worth the effort.

Do Something Worth Talking About

Just found these wise words on Paul Isakson’s blog:

Quit trying to “join the conversation.”

Stop trying to be everyone’s friend.

Don’t shove your marketing messages at people.

Just listen to what people are saying about your product or service and apply what you learn to making it better.

The same goes for your marketing.

Make it worth talking about.

Dito, that is all I can say.

Or just drink this 😉

Agency A-List

Illustrator Robin Eleys rendering of the leaders of the A-List agencies

Illustrator Robin Eley's rendering of the leaders of the A-List agencies

The verdict is in… Ad Age’s Agency A-List, the best marketing shops in 2008… and the winner is Crispin, Porter & Bogusky… Runners up are: 2.TBWA/Chiat/Day | 3. Goodby, Silverstein & Partners | 4. R/GA | 5. Tribal DDB | 6. Mindshare | 7. Martin Agency | 8. Vidal Partnership | 9. Rapp | 10. Deutsch and 10 shops that you should be keeping an eye on in 2009. Whatever your thoughts on this is, it is defiantly an interesting read.

Value for money – a prediction

The lesson: When a marketer creates something that’s actually useful,
consumers don’t really see it as straight marketing,
or they’re at least willing to accept advertising as the payoff.

Mobile advertising that provide value (and makes money) – If I would give my 2 cents and make a prediction for 09 on what is going to take off and provide real value for the consumer and brands – I would say mobile apps.
Case in point – Kraft Hits on Killer App for IPhone Marketing – an pay for app (iFood Assistant iPhone app) with advertising built in that is flying of the virtual shelf… why you ask, well it is simple – provide something with a real value and service built in that harmonize with your brand. And you can and should charge for it, a symbolic amount, which will in turn give this even more perceived value… and if you are transparent enough even throw in some smart advertising. All while giving your brand a shiny appeal. A similar case would be from Arla and its Arla Köket mobile app. Arla managed to provide the service but did not go all the way an build in an revenue stream. On top in the Swedish app store charts though.
Note: this is not just for iPhone apps, goes for the rest as well – Nokia, Palm (Palm Pre being a relay interesting competitor to the iPhone),  Blackberry etc…

Prediction The future of mobile advertising (and to a large extend digital) lies within a service.

Insure this…

created @ Allstate garage

Found this in among my drafts, worth posting even if created 080415…

Created this sweet ride at the Allstate garage. A {new} campaign effort by Allstate to sell insurance to bikers. By Leo Burnett Chicago and Domanistudios. A few things you can do on your visit is plan a trip (mashup with Google maps), watch Garage TV (kinda stupid but im not a biker?), build a sweet ride like above or watch Indian Larry team do the there stuff… o and find an agent or get a quote.

KCIA

We got channels, I mean we got channels and the consumers are using more and more of them. It is not easy to reach the right person with the right message in this channel rich world, right? Right, so why do some brands make it and some don’t. Think the fundamentals are straight forward, but when it comes to execution and communication, there lies the the tricky part. Read this great post form FutureLab on “10 Tips for 360° Marketing – Metallica vs Yael Naim: Steamroller vs Word of Mouth“. This one touches on big budget vs word of mouth (well in this case aided by a strong brad) and the importance of an integrated approach (360°). This got me thinking, how do you go about this on a fundamental level, came up with KCIA – Integrated Communication Model, see illustration below.

Creative Commons License
Quite simple – knowing who {Knowledge} you are you talking to makes it possible to understand what {Concept} to say and where {Integrated Strategy} to say it so it gets heard. Once they hear, you must listen and evolve {Adapt} the message accordingly to stay “listed to”. There we go, a clear and simple way to communicate in today’s multi-channel environment ;). Well, it make scene in my head, thought? comments? please share.