Nice McKinsey interview with Lorraine Twohill, Google’s senior vice president of global marketing
“The way I think about marketing—and the way I tend to talk to my team about it—is “knowing the user, knowing the magic, and connecting the two.” Knowing the user means understanding who your consumers are, who your customers are. Not just knowing who they are, but what they need, what are their deep insights, and understanding how we can help them. Knowing the magic means knowing what’s in the hearts and minds of your engineers and your product managers, and what they’re building. Connecting the two means bringing the magic built by engineers to the world in a way that is relevant, meaningful, and compelling to the everyday consumer. So we create something that the world will be excited about.”
Ellis says it was a controversial decision to run it early, even among the ad agency and VW’s marketing team. “But I thought if everything goes right, this thing will catch fire and go viral,” he says.
By 8 a.m. Thursday, “The Force” had been viewed 1.8 million times on YouTube and had racked up 17 million views before kickoff, according to figures provided by Deutsch. Today, “The Force” has 61 million views on YouTube and is still the most shared Super Bowl ad of all-time and the second most shared TV commercial ever.
Outfront Media, formerly known as CBS Outdoor, has joined forces with Videri, a technology start-up, to create a new digital outdoor advertising that will enable advertisers to target audiences more precisely. The new platform will combine addressable displays with programmatic capabilities, cloud distribution and addressable ad infrastructure.
We've all heard the adage that brands are supposed to behave like people on social media. You know your friends who are always first to tell you about some new social platform, who had already made a dozen Vine videos when you decided to give it a try? There are marketers like that too.
Advertising Age highlights how GE, Pepsi, Burberry and others try new digital, social, mobile media and other new technology like Vine, Pinterest, Snapchat and Square.
MediaCrossing buys and sells digital ads, ranging from display ads to social media, on behalf of marketers and online publishers, using proprietary computer systems and algorithms to find the best ad space at the best price on behalf of its clients. Like financial trading outfits, it makes money by assuming some of the risk of buying and selling ads for clients and profits by finding more attractive prices to trade the online ads. It also offers a service for online publishers, finding buyers for hard-to-sell ad space.
“OTVETDESIGN was working with a (Russian) company that gets all of its fruits and vegetables from real outdoor fields; there are no greenhouse-grown crops in the bunch. To communicate this proudly, the creative team began with a photo of the primary ingredient in each glass jar and gave it a pair of sunglasses. Enhanced with a nose, a mouth and a mustache, each edible is rendered anthropomorphic and instantly engages the human consumer. You can understand which diced food is inside, you can appreciate its natural production and SunFeel packaging will ultimately make you smile.”
“No branding tool is more powerful than color. It can transform a logo into an emotional experience by instantly stimulating desire, instilling trust and connecting your company to the customer's soul. Also, it's pretty. After consulting with psychologists, designers, decorators, the guy at the paint store and our aunt down in Florida, we've created a guide to the virtues conveyed by 20 colors frequently used in company logos.”
At the conference, we put a GEnx engine on the stage. People posed for pictures with the engine; they marveled at the technology and its sheer size. It was a reminder of two things. First, few companies can do what GE does; the scale we operate on and our decades of investment are a competitive advantage. Second, in an uncertain economy, long-term growth and competitiveness require the endless pursuit of innovative productivity.
Similarly, I recently returned from Sub-Saharan Africa, a region that was “off the radar” when I became CEO. Today, we are at a $3 billion annual run rate, and that could double in the next few years. GE could have “$1 billion Franchises” in Nigeria, South Africa, Mozambique and Angola. We are investing in capability and people. There are very few American companies in the region. But we could sell more gas turbines in Africa than in the U.S. in the next few years.
A GE annual report has never fully featured software and Africa. Today, we feel they are essential and we can lead.
Random forests, naïve Bayesian estimators, RESTful services, gossip protocols, eventual consistency, data sharding, anti-entropy, Byzantine quorum, erasure coding, vector clocks … walk into certain Amazon meetings, and you may momentarily think you’ve stumbled into a computer science lecture.
You may think investors would not care, but that was actually a very effective way for Bezos to explain Amazon’s large data center and other technology capex investments. It is a nice way for Immelt to showcase GE is way past its capital and NBC priorities just a couple of years before.
European companies have been even more creative
Austria Solar delivered its annual report in invisible ink which shows in sunlight (in video below) a nice reminder of the company’s benefactor.
Roche, the Swiss pharma company, Allianz, the German financial services company and others offer their reports as iPad and other apps for an interactive experience
So tell your accountants and your attorneys to make room for your marketers as you design your next annual report. Because annual reports are also read by many customers, prospects and casual observers like me
On Sunday you will chuckle when you see the GoDaddy commercial below about body builders who congregate at Selena’s tiny Spray Tan shop.
Watching the preview I wondered Danica how got so buff (a muscle suit), which town is so empty (Long Beach), whether bodybuilders actually tan this way (yes, plenty of orange chemicals in that world).
I was even more curious how a tiny business like Selena’s gets discovered by her unique demographic in the wide World Wide Web. So, I requested a call with Rene Reinsberg of Locu, which GoDaddy has acquired and is the basis of its Get Found offering.
Turns out the ex MIT folks at Locu had given plenty of thought to SME lack of IT resources and standards (GoDaddy is primarily focused on SMEs with less than 5 employees.) So, for example, how to get some semblance of consistency across unstructured menus across small restaurants and cafes? They have invested in a crawler, learning algorithms and some crowdsourcing. Given the mountain of data they have crawled through and classified, here is a helpful blog post - five suggestions for data teams
Depending on the type of business, they have also developed a wide portfolio of destination sites to propagate – they include Web, mobile sites and apps including Google, Yahoo, Bing, Yelp, Foursquare, YP (Yellowpages), Citysearch, TripAdvisor, OpenTable, Local.com, Judy’s Book, MerchantCircle and MojoPages.
So chuckle at the high chemical content, but also think of the high IQ behind discovery marketing as you watch this on Sunday