The Confluence of Marketing and Entertainment

Thought I’d share this great article from Simon Pont, published in business2community.com.

In the article Simon makes a case for using brands as “entry-points into story worlds.”  In effect, he is addressing a very interesting confluence between the entertainment/art community and the marketing community.

As we all know, the business models in the entertainment/art community are rapidly evolving from a tightly controlled hierarchy with regulated channels to a free-for-all where artists are going straight to the audience, and the audience is increasingly fractured and dispersed.

Likewise, marketers are trying to evolve from a disruptive voice to an integrated voice.

Removing the artificial barriers of “product placement” and “branded content” creates a landscape where creators and brands create something greater than the sum of the parts.

Nice!

Click here to read his article “Where Entertainment Meets Marketing: Lessons from Kingsman, Rolex & James Bond” www.business2community.com

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This is “Bring Your Marketing Dinosaur to Work” Week

Sometimes you just have to bring your marketing dinosaur to work. You know, the marketer that thinks up snappy jingles, wants to buy ads in newspapers, uses the google to surf the information highway and thinks social media is a fad.

Here we are walking up to our building.
He is trying to blend-in by flashing the peace sign to the ladies and fist bumping the guys.
Fortunately, he is a very small marketing dinosaur so no one has been scared.

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Being an old-school marketer, he likes to hum commercial jingles when he enters a room.
He calls it “branding”.
We just ignore him.
He also keeps muttering something about a coffee percolator.
I show him how to use the espresso machine, then carry both of our coffees to my office. Marketing dinosaurs are not very coordinated – they find it difficult to walk and carry coffee at the same time.

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Practical Marketing – not just for small business

Last year I had the opportunity of sharing the “Practical Marketing” framework with thousands of small businesses during SBA’s Small Business week.
I developed this framework specifically for small business owners who need to grow their business, but have no time to fuss with ridiculously complex marketing principles.
I wanted to call it “The Cut-the-Crap Marketing Guide”, but our branding team didn’t think that was in alignment with our brand identity :-).
This week I was reminded (again!) of how some marketers are brilliant at obfuscating simple ideas and concepts under layers of spin and jargon in order to justify costs, pet projects or (in some cases) lack of true understanding – literally demonstrating the quote from Albert Einstein “If you can‘t explain it simply, you don‘t understand it well enough.” My thought for the week: it’s marketing, not physics – keep it simple.

 

 

Drupalcon Keynote

gahrrrr… I LOVE it when someone gives you a kick-in-the-pants!

Karen McGrane

I gave a keynote at Drupalcon Portland, and here is the video, my slides, and my speaking notes, which I formatted using the convenient WYSIWYG toolbar at the top of my editing blob. My talk starts around minute 24 of the video.

I owe a lot of my success to Drupal. Let me be clear, I’ve  never installed Drupal, I don’t know my Drupal username, if I find myself on the command line it means something has gone terribly wrong. I’m not a Drupal developer. But understanding Drupal—how it thinks about content, how users interact with it—has deeply informed and inspired a lot of my thinking around the future of content. I wouldn’t be where I am today without this community. I’m not just saying this to flatter you. I’m really humbled and grateful and super excited to talk with you about the future of content today.

It’s impossible to talk about…

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Death by Numbers

I like to think that I am a well rounded marketeer; able to balance creativity, technology and analytics.  I take great joy in sliding seamlessly from the big idea to the metrics but I’ve had it up to here (finger slashing across my throat) with numbers.

I have come to believe that numbers are the enemy of any good marketing plan.  They suck the life blood out of creativity, are the bamboo shoots under the fingernails of originality and are the knife in the hand of the bored boogeyman lurking at the bottom of your basement stairs.

But wait, before you judge me for these comments, please understand – I said “numbers” –  not useful insights.  And this is where I get to the point: numbers in and of themselves are nothing.  The important thing is the RIGHT number.  The right numbers can paint a picture of your audience, the right numbers are the voice of your customer, the right numbers can spark a brilliant idea and solve a complex problem.

 

From interruption to integration: are we at scale yet?

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I love change, chaos and disruption.  In my industry (media and marketing), disruption happens frequently (yay!).  A case in point being the change from single channel marketing to multi-channel  / omni-channel  marketing or whatever term you use to indicate that the marketing message is FIRST and the media/platform is viewed as secondary delivery tactics.

Since I love change, I am always on the look-out for areas in the media/marketing world in the process of change. And not just micro-changes, but also big, revolutionary, disruptive changes that indicate someone may go out of business if they don’t change.

To me, the litmus test for really disruptive change is: can this change become mainstream?  In my world “mainstream” means that all small businesses and part-time marketers can do it. Not ARE they doing it (adoption), but CAN they do it (capability).  The key indicator of capability is the disruptive ideas ability to scale, since there are a large volume of small businesses.

Here is an example of how social marketing at scale lead the way for disruption:

  • Social platforms launch
  • A couple of small companies started using social for marketing (e.g., food trucks and twitter).  Guerrilla marketing, couldn’t scale.
  • The big companies with the big budgets and high tolerance for risk began the process of standardizing social marketing.  Nike was a real leader in this area.  Custom marketing + advertising, couldn’t scale.
  • A few years ago facebook and twitter introduced self-serve ad systems, and social marketing + advertising has now become do-able for small businesses.  Technology = scale.

From my perspective the next disruption on the horizon for the advertising and media industry is integrated advertising.  In this instance, integrated doesn’t mean a single message across all platforms, rather it means that the advertising is PART-OF or incorporated INTO the story.  Traditionally, advertising has been an interruption of the consumer experience:

  • The TV show is stopped so the ad can play
  • The magazine article is continued on another page to make room for a page of advertising
  • The web-content is reduced to 2/3 of the page in order to make room for ads in the surrounding areas.

In all instances the content (the user intent) is interrupted in order to accommodate the advertiser or sponsors message.  But this concept is changing. Advertising is no longer an interruption of the story, but is actually integrated into the story.  Here are some examples:

  • Yahoo’s Get The Look (see the photo inset). On yahoo!, when I scroll through photos of celebs at a red carpet event, I can roll over the photo and see a promotion for a similar product.  I see it, I like it, I click it, I buy it.  Moving from interruption to integration.
  • Branded Content or Branded Entertainment.  Product placement has existed in the entertainment industry for decades, Branded Content is just the next evolutionary step.  If you haven’t see it yet, then you have to see AT&T’s Daybreak as an example of what this really looks like.
  • Content Marketing.  Here, the brand creates the content as part of the over-all business value proposition.   The popularity of Sponsored Content on linked-in, facebook and yahoo supports this point.
  • Second-screens and Internet TV adds a whole other dimension of integration with the concept of t-commerce.  And my list could go on…

However, this raises the question: is integrated advertising just a bubble or is this a true disruption of the advertising system?  And to answer this question I will apply my test for disruption:  is it starting to scale?  Me thinks so, and here is why:

  • In my previous Product role, we introduced video production services to small businesses, and this business is still going strong.  Last time I checked we had created over 40,000 small business videos.  Video content at scale.
  • Last week at the Content Marketing World Conference I met the CEO of crowdsource.com.  They connect content creators with small businesses via an online interface.  Content at scale.

I think there are a few more pieces that need to be developed before I can put a check in the “done” box, but it looks to me like integrated advertising is beginning to scale, which means disruption is just around the corner.

Agreed?

Data Management in the Magical World of Transmedia

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I just read a great article on the challenges of data management for Transmedia.  The articled touched on the need to track both for story continuity and for ongoing story development and optimization.  Here is an excerpt from the article:

” While transmedia is a great avenue for entertainment franchises looking to capitalize on new technology, content creators will need to take inventory on how they are keeping the generated content in synch across multiple platforms. Not only does the content created by developers need to be effectively managed, but these types of projects also produce large sets of consumer data.  With the expectation of active participants, content creators need to address subscription management and location challenges to deliver a more seamless user experience.[transmediacoalition.com].