“When it comes to social and digital marketing, 2016 is going to be an adapt-or-die year, one in which marketers will need to evolve as tectonic shifts in the way people use social networks and consume media on them will force massive change.”
– AdAge, Dec. 2015
We consume so many great articles and bits of information each week in our quest to stay ahead in today’s ever-changing marketing landscape. It would be a shame to keep them all to ourselves. Here are some key emerging media and technology trends our team is watching to make sure your brand is always looking forward.
That’s What Speed Do
Here’s tons of great advice about agility from the man who turned Google’s enterprise apps division into a $1B+ global business. Dave Girouard is now the CEO of personal finance startup Upstart, and says at FirstRound.com:
“If, by way of habit, you consistently begin every decision-making process by considering how much time and effort that decision is worth, who needs to have input, and when you’ll have an answer, you’ll have developed the first important muscle for speed.”
“The key takeaway: WHEN a decision is made is much more important than WHAT decision is made.”
Farm Forward VR
With an enormous, all-in investment from Facebook and too many orders to ship on schedule for Oculus Rift, virtual reality is definitely here. But few brands have a handle on how to use it yet.
McDonalds in the UK uses Gear VR and the Oculus Rift to help “teach consumers about its work with farmers to produce its menu.” The campaign consists of a seven-month tour of the UK, creating sites where people can learn more about the McDonalds production line. The VR experience features a two-player tractor-driving minigame, 360-degree videos, and an immersive cinema experience to view inside the tour truck.
Why Nobody Cares About Your Videos
Any marketer worth his or her weight in pixels knows video is where it’s at. With all the variety of video platforms and the heavy adoption of mobile, the trick is to design videos that work for each unique goal. The Great Social Gulf, for instance, means that longer- and shorter-from videos might work best, with the middle ground left behind.
This study compares three different cuts of the same Honey Maid commercial, and supports more nuanced results than you might expect. Yes, there’s a consistent relationship between how long an ad is viewable and its increase in brand awareness and consideration, but there’s also an increase in the investment of a deepening relationship with the brand in longer videos, and a willingness to view them when they make an emotional connection.
A Message From Your Friend’s Chatbot
Yes, the chatbots are taking over. If you could have quicker, more efficient resolutions to your customer service issues online, wouldn’t you be okay talking to a chatbot? I know I hate calling customer service help lines, and would much rather have something resolved via chat. Count me in! Brands, are you listening?
And how about all of those personal relationships on Facebook that you don’t really have time to take a good look at, and aren’t managing very well? Well, now there’s a chatbot designed to artificially interact with your friends.
Who knows? Maybe you and your pals can all have artificial intelligence bots interact on your behalf, and just send you the “highlight reel.” Imagine how much more capacity you could have for even more knowledge if you didn’t have to talk to anyone? 😉