<![CDATA[Indigenous.agency - Blog]]>Tue, 08 Mar 2016 03:25:12 +0000Weebly<![CDATA[Google and BBDO on creating un-skipable video advertisements for mobile.]]>Thu, 25 Jun 2015 15:41:43 GMThttp://www.indigenous.agency/blog/google-and-bbdo-on-creating-un-skipable-video-advertisements-for-mobile
Here's a really great video from Google taking a look at some research into what actually drives engagement with video content on mobile devices. There's a great deal of opinion out there on the subject. what role does humour play? What about music? How prominent should the 'brand' be in the ad? This video tackles ALL of these issues and more and - refreshingly - backs up its conclusions with some definitive, hard numbers - as opposed to just more opinion. 

Unsurprisingly, the conclusion seems to be that the less 'in your face' the approach (from a branding point of view) the more likely consumers are to continue to watch the whole piece. In other words, the LESS it looks like an advert, the more people are likely to want to continue to watch it! 

Interestingly - and good news for brands - is that fact that downplaying the branding in the advert not only increases the viewing time, but in actual fact DID NOT adversely affect brand recall. In other words, despite the fact that the piece was less obviously 'pushy' in terms of forcing a branding message, viewers still recognised the brand element and were just as likely to be able to recall it afterwards as those seeing a more overtly branded piece. 

This is also great news for those of us, like myself, in the business of attempting to get brands and advertisers to better understand and buy into the subtleties of marketing in these new channels. The fear is of course that we could produce lots of 'nice' shareable, fun content - 'but what about the brand??' 

Well, there you go. You can now relax because Google have proved that it's possible to do both. In fact, it's not just possible - it's demonstrably MORE effective to allow the brand to take a back seat to the 'content'. 

Of course, if we remove our 'marketing' hat for two minutes and try to think like a normal human being, we instinctively know that this is self evident. No one wants to be 'sold' to. But we all love to watch things that entertain, educate and inspire us in some way. Providing the quality of content is good enough, we are in fact reasonably happy, possibly even pleased to allow a brand to do a little flag waving as a reward for bringing us such great stuff. Nice film about extreme skiing, RedBull, thanks! Hey, these people are REALLY into the same things that I am into! Maybe I should think about buying their stuff! 

Obvious really, isn't it? 
<![CDATA[Nothing without content... New video now live!]]>Mon, 22 Jun 2015 12:43:16 GMThttp://www.indigenous.agency/blog/nothing-without-content-new-video-now-live

From mass media to milk bottles, suitcases to football stadiums. Even the very universe itself! Without content, these things are desolate, empty spaces, devoid of purpose or meaning. Sad, lonely: wanting only to be filled. 

What difference content makes!

So will it be morning cornflakes or Molotov cocktails? Is it the end of something beautiful, or the beginning of a great adventure? Are we talking jumpers for goal posts down the local park, Springsteen live at Wembly, or the World Cup finals? 

Match the right content with the right medium and you have the power to influence literally millions of people. But without compelling, engaging, exciting, educational, or simply awesome content, none of this is possible.

It’s time to tell your story. The audience is waiting…

<![CDATA[Why you can't ignore the ZMOT]]>Wed, 21 Jan 2015 21:31:29 GMThttp://www.indigenous.agency/blog/why-you-cant-ignore-the-zmotPretty much every new business meeting, presentation or talk that we give includes a section on the topic and at each I always ‘ask the audience’ if they have come across the concept previously.

It may be surprising to learn that, even today, 90%+ of marketers that we speak to, haven’t. Occasionally there is a vague glimmer of recognition, but on the whole, awareness is still minimal.

This is troubling; given the fact that we are talking about Google, talking about the very future of marketing itself. And, let’s face it; they ought to know a thing or two about it, given the fact that they are, to an ever-increasing extent, creating the agenda!

So, why are people failing to fully grasp the enormous, market-redefining significance of the principals wrapped up in ZMOT?

Maybe that’s the issue. ZMOT is such a big idea, impacting across SEO, Content Marketing, Mobile, Social, PR and even in-store and customer service experiences. It’s everything that your business does, or doesn’t do. It’s how you look, sound and most importantly of all, act across all of these channels. Was the website accessible? Could you be found on mobile search? Was the in-store environment friendly and welcoming? What about after-sales? How do your email communications look, compared to the rest of your marketing activity? How friendly were the people on the phone when I called to ask directions to the store?

All of this stuff, good bad or indifferent, now finds its way into the ZMOT melting pot, gets socialized and shared and becomes part of the decision-making process of your next potential customer.

That’s ZMOT. And its implications for your business are indeed vast and potentially terrifying.

Unless, of course, you are getting things right.

In which case ZMOT becomes your best friend. In this brave new world, good ideas, great products, great, engaging campaigns and great service all become genuinely leverage-able marketing assets; more effective than any passive ‘above the line’ advertising campaign could ever hope to be.

From the consumer perspective this is all great news, of course. The market chooses the products and businesses that it prefers and these are borne up on an ever-increasing tide of essentially free word-of-mouth, peer-to-peer promotion. Advertising throws fuel on the fire, driving in potential new advocates and we have ourselves a genuine virtuous circle of good feelings, increasing sales and happy customers, whom in turn go on to spread the happy word. That’s ZMOT.

Meanwhile, the unscrupulous, the disingenuous, the sub-standard or plain just-not-quite-good-enough fall by the wayside or are publically shamed into either improving their offer or, potentially, withdrawing from the fray for good. Double your ‘advertising’ budget in this scenario and all you are going to achieve is to inform an even larger number of people of exactly how bad and unpopular your offer is, even faster. That’s ZMOT too!

In conclusion, this is all pretty basic stuff. But maybe we’ve forgotten some of the basics.

Marketing 101 tells us that, essentially, ‘marketing is everything’. It’s the product, it’s the service, and it’s the brand. Meanwhile, business guru Peter Drucker famously stated that business could be boiled down to just two fundamental activities, marketing and innovation.

I believe that ZMOT will eventually force business to return to that basic starting point. In too many businesses, marketing has become abstracted; an ‘after-the-fact’ activity, designed purely to try to shift units. As opposed to something fundamentally built-in, the essential reason-for-being, that runs through the very DNA of the business.

We’re seeing this come to pass at an alarming rate. Marketing teams struggle in the face of mounting business-wide obstacles and an ever-increasing mountain of disparaging social commentary, filling up the ZMOT space.

So our message is simply to echo the great Peter Drucker and urge businesses to think long and hard about those two fundamentals.

Continuously strive to understand your consumers and to innovate (i.e. improve) every aspect of your business, your product, and your service. This is, now more than ever, absolutely vital to your ability to survive and prosper in business today.

Get this right and you may never have to worry about ‘advertising effectiveness’ again… all you have to do is start the conversation and watch as ZMOT does the rest.

<![CDATA[SEO vs content marketing]]>Wed, 21 Jan 2015 21:22:38 GMThttp://www.indigenous.agency/blog/seo-vs-content-marketingI recently found myself commenting on a piece published on eConsultancy and ended up ‘going on a bit’ in typical fashion. Still banging that same old drum! No matter how much certain aspects of this industry drive me crazy at times, I can’t help feeling the passion rise and the ideas start to tumble out once I get on a bit of a roll. Maybe I’m just frustrated. I think I’ve come to realise over the last couple of years that I really wanted to be Sir John Hegarty all along.

Anyway. Here’s the link to the eConsultancy piece, which is concerned with the future role of SEO and its relationship to content marketing – something upon which I myself have strong opinions.  

And for those too lazy or disinterested to click the link, below is my comment. Saves me writing a blog this week! Tim Ferris would be extremely proud of my time management skills.

An interesting read.

It can’t be denied that a lot of what is being passed off as ‘content marketing’ at this moment is complete junk. What would be referred to as ‘spam’ in other channels. And of course there is sometimes the commercial imperative to try to cut corners and maybe find a way to ‘cheat’ your way to success.

As per my latest blog piece, I think what we have here is an industry in complete turmoil, in which almost no one, be that clients, agencies, consultants, SEO people, PR people or whoever, completely ‘own’ or necessarily even understand the landscape.

We have ‘digital’ agencies now finding that ‘digital’ just isn’t all that special anymore – its just how things are done – and maybe they just need to be ‘a marketing agency’. We have PR people, often with zero digital credentials but with a natural grasp of campaign mechanics and engagement, plus the media relations to make things happen.

We also have ‘traditional’ agencies finally realising that they need to take all of this digital stuff seriously and start to think about putting some kind of properly effective offer together – often with no clue as to how to achieve this. But maybe with great in house creative and real commercial marketing savvy that most of the digital boys still can’t quite lay claim to.

As the author says, there is a pretty undignified scramble going on out there and its not just SEO people, looking to repurpose their redundant link building teams.

In the middle of all of this we have the poor client, clinging to last year’s marketing plan, perhaps wondering if maybe they should invest a couple of hundred quid in one of these new fangled infographics that everyone says will drive hordes of hungry visitors to their doors. Yes I am being facetious (as usual) but the point stands. Confusion reigns supreme. And confused people – clients – tend to freeze up and stick to what they know.

Its a very interesting space out there right now and one from which I believe entirely new agency models will evolve. The old structures and combinations of skills just don’t cut it anymore. The whole superstructure of the marketing services sector needs to be flattened and fundamentally reconfigured before we see things starting to settle down. Otherwise there will remain this unproductive infighting between what are essentially entirely compatible services.

How can you do PR today, without social media?

How can you do SEO without content marketing?

How can you build a brand without engaging consumers across multiple channels, with consistent, joined-up experiences?

The answer, of course, used to be to keep spending more on above the line advertising. Just keep blasting away.

But most people are finding out that doesn’t work any more.

Interesting times ahead!