What can beat a day out shopping with friends, trying on clothes and generally having the chance to chat about what you do and don’t like about each other’s choices?
So far, you haven’t been able to have a similar experience online, as although the concept of social shopping has been around for quite a while; (Bluhalo covered it in a blog post in the summer of 2008). Historically, to enjoy the social shopping experience, you have always needed a browser plug-in to chat to friends whilst on shopping sites.
However, there’s a new kid on the block, Plurchase.com; who just might have found a solution that really will make it possible to shop till you drop, but with your friends in tow online, there to stop you making those disastrous shopping purchases and generally making it a whole lot more fun!
The way it works is simple. Visit Plurchase.com, choose where you want to shop and then email your friends a URL, which means they can join you real-time and see what you’re looking at before you go ahead and decide to buy. It also gives you the option to connect to Facebook and share your product choices with all your Facebook friends; there’s even a Twitter link.
The best bit is that you don’t need to register. They make their money from affiliate payments from the shopping sites they support, making it completely free to use. The downside at present is that they don’t have a huge portfolio of stores they are linked to – just www.Zappos.com, www.amazon.com and www.craigslist.org, but the potential is fantastic and I’m sure they are busy trying to persuade other sites to join in!
Plurchase loads as a sidebar on the site that you are visiting and shows which of your friends are online. The item you are looking at is displayed in the sidebar on your screen as well as on that of your online friend. They can then click on the link so they can see what you’re thinking of buying and can write comments in a box in the sidebar. And there you have your instant feedback.
It may not be quite as good as the real thing, but just think how useful it would be if you needed to buy a shared present for your parents for example. You could find the perfect present, send an email to your siblings and then get everyone to discuss and agree to it then and there. Even better, it could also be a brilliant way to make sure your other half buys the right present for you – no more excuses!
The traditional older established social shopping sites like www.kaboodle.com, www.thisnext.com, www.wists.com and www.wishpot.com are all still serving us well, but in theory, the Plurchase offering takes it one step further – they just need to make it work in practise by getting a decent number of sites to sign up so it makes it worth our while to use them whenever we can.
Jill Thater
Client Services Director
Tuesday, 24 November 2009
Wednesday, 18 November 2009
Truly Global Domain Names - a long overdue revolution
ICANN, the Internet Corporation for Assigned Names and Numbers have finally deemed it appropriate for Russian, Chinese, Arabic and other, non ASCII languages to use domain names represented by local language characters. To put it simply, Latin based characters will no longer be essential in making up domain names.
Currently, more than 50 percent of the current total of 1.6 billion Internet users speak languages that aren't Latin-based, according to widely used estimates.
I know that I would have been incredibly disgruntled had it been necessary for me to use Chinese language domain names whilst surfing the web for the years since it’s birth up until now, so I imagine that for these millions of users, this is an incredibly important and long overdue movement.
Tina Dam, ICANN’s Senior Director of Internationalized domain names, heralds the movement as “the biggest technical change to the Internet’s addressing system – the Domain Name System – in many years.”
Having undergone many revisions, the final proposed implementation plan for the Fast Tracking process has been published and is due to commence today ( November 16th ). The Fast Track process has been introduced as a mechanism to introduce a limited number of non-contentious internationalized country-code top level domain names. These sites would include sites such as governmental and territory administration sites.
I look forward to seeing how the implementation plans unfold!!
Anya Gooch
Account Director
Currently, more than 50 percent of the current total of 1.6 billion Internet users speak languages that aren't Latin-based, according to widely used estimates.
I know that I would have been incredibly disgruntled had it been necessary for me to use Chinese language domain names whilst surfing the web for the years since it’s birth up until now, so I imagine that for these millions of users, this is an incredibly important and long overdue movement.
Tina Dam, ICANN’s Senior Director of Internationalized domain names, heralds the movement as “the biggest technical change to the Internet’s addressing system – the Domain Name System – in many years.”
Having undergone many revisions, the final proposed implementation plan for the Fast Tracking process has been published and is due to commence today ( November 16th ). The Fast Track process has been introduced as a mechanism to introduce a limited number of non-contentious internationalized country-code top level domain names. These sites would include sites such as governmental and territory administration sites.
I look forward to seeing how the implementation plans unfold!!
Anya Gooch
Account Director
Monday, 16 November 2009
The Digital Cream Floats to the Top
I was lucky enough to be invited to judge some creative awards the other day – not just for digital, but for all channels – TV, radio, DM, SP, POS/instore and digital. Having worked in most of these at one time or another, it was good to see some other media than digital again. Good, but a little underwhelming.
Some of the work in other channels was good, most of it was ok, and some of it wasn’t so great. But it was in digital that the work really sang. All the judges agreed that digital was the most hotly contested category, by a long way.
I remember reading in one of the trade press magazines in 2006 that digital accounted for just 5% of most companies’ marketing spend. Judging by the production values of some of the entries, either marketing budgets must be massive these days or marketing directors have been persuaded to part with more cash in return for some truly excellent and engaging brand experiences.
Ewan Gee
Creative Director
Some of the work in other channels was good, most of it was ok, and some of it wasn’t so great. But it was in digital that the work really sang. All the judges agreed that digital was the most hotly contested category, by a long way.
I remember reading in one of the trade press magazines in 2006 that digital accounted for just 5% of most companies’ marketing spend. Judging by the production values of some of the entries, either marketing budgets must be massive these days or marketing directors have been persuaded to part with more cash in return for some truly excellent and engaging brand experiences.
Ewan Gee
Creative Director
Monday, 9 November 2009
Augmented Reality - a marketer's dream?
Augmented Reality! You can practically feel the air buzzing at the words! As a self confessed geek, I think it is pretty cool – it’s one of those things that seems to say “the future is almost here”.
As big an advocate of Augmented Reality (AR) as I am, would I call it a mature technology? Well, the answer to that very much depends on what exactly you want to achieve with it. We have seen the iphone apps, for example, in which someone is looking at a street with useful little notes indicating the location of things we cannot live without (mmm, McDonalds…) such as http://www.metroparisiphone.com/index_en.html.
However, in such a case, what exactly are we seeing? When people look at AR, they often think along the lines of “well, it’s recognising what it’s looking at. Obviously.” Unfortunately that isn’t always the case. In the case of the above app (as well as the majority of similar apps), this would not work on earlier models of the iPhone, since it uses the hardware to determine your location and the angle of the phone as opposed to actually 'recognising' the location based on visual features.
This is still an impressive achievement, and useful, since it does exactly what it says on the tin. However, it’s not doing it in the manner in which many people expect. This distinction is beginning to artificially raise expectations of what the technology is capable of; to unintentially misrepresent the current state of image recognition technology.
Image recognition basically works by using a database (dictating shapes and appearance from various angles etc) in conjunction with algorithms to isolate visual objects that correspond with the stored elements. This combination allows the application to recognise a “familiar” feature and determine its’ position, angle and distance; this is then used to determine matrix which can be applied to whatever virtual elements are to be added.
For this implementation of the technology, the quality of the recognition can be hampered as much by the breadth of the database as the algorithms themselves. The target also plays a large part. For example, if we wish to recognise an arm, we could suddenly find ourselves with positive matches on (relatively angled) lamp posts. Context would mitigate this (the need for an app to differentiate between lamp posts and arms is unsurprisingly quite low), and tweaks to the algorithms and database could overcome this.
The point I am trying to make is that to accurately pick out and track non specialised or relatively featureless objects is tough. There are ways to cheat this. In as much as the mapping applications make use of additional information to enhance their reliability, we can use markers or patterns in image recognition applications. This is becoming quite common already. For example, many of the proof of concept application that have been developed (most based on the same open source code) rely on a small square containing an arbitrary pattern.
These two approaches to augmented reality are quite different, and I have read of several people suggesting that different phrases / names be coined to differentiate between the different types of the technology in order to manage expectations (http://radar.oreilly.com/2009/09/resetting-expectations-some-augmented-reality-links.html discusses this and more). This is unlikely to happen; instead as the technology improves, it will likely get rebranded or tweaked (as with HD television).
It certainly doesn’t mean it can’t be successfully used now to great effect. A nice commercial example would be Lego, who recognise their packaging and use it to apply a rendered image of the built product (http://www.youtube.com/watch?v=PGu0N3eL2D0). A similar example is the Bluray release of Transformers 2 – it includes an AR element using the disc packaging.
The key then is to carefully consider what you are trying to achieve, beyond simply looking cool (gimmick for the sake of it tends to create fairly short term buzz and appeal to a limited demographic). For best results, you need to determine a way to augment your Augmented Reality – as much as it may seem limiting, you risk doing more harm than good marketing an unreliable demonstration. Some projects will lend themselves to this more than others for example http://www.youtube.com/watch?v=628ruDBA6Jg&feature=player_embedded – facial features themselves can act as markers. This obviously won’t be appropriate everywhere (context again).
Other recognition based projects may necessitate markers (such as the card). But if the benefit is sufficient, the user will be more likely to accept the additional inconvenience. For example, on an ecommerce site it is common to include pictures of the products. We could perhaps supply a printable pattern which is then used to display high resolution 3D models of each item – this allows the user to examine the product from a much wider range of angles than the standard 3d “click-to-rotate” style wrap around. If done properly, the user can better gauge, for example whether the dress they are about to buy will make their bum look big. Hooray!
It would then be easy to suggest expanding on this – for example why not have it wrap the clothes on the person themselves? Here we start pushing the boundary of the image recognition / inconvenience trade-off. If a person has to wear certain colours while shopping online, and only in front of a certain colour wall-paper in order to use the feature reliably, they are likely to deem it too much hassle.
That’s not to say it is unworkable – some US shops have introduced “virtual mirrors” that allow just that – however it is in a “controlled” environment (the benefit of context again). This may get people into the store for novelty, but provides a tangible benefit that might induce sales (no waiting in line for changing rooms, etc).
Leaping back to location aware applications, there are a number of smart phones out there that would allow such applications. The iPhones “app store” allows for easy deployment, and tends to appeal to the same demographic that would be most impressed by such technologies, hence the proliferation of augmented maps and sky charts.
To leverage this technology then isn’t a massive departure from current marketing thinking – you just need to carefully consider who you are aiming your campaign at and exactly what requirements it will place on the target user, versus what gains you are hoping to achieve.
While the location aware aspect of the technology is definitely the more mature, with real world 'useful' applications already out there, the image recognition element definitely has much further to go. However, there is tremendous potential in the technology as a whole and it is only a question of time…
Nick Nawrattel
Lead Multimedia Developer
As big an advocate of Augmented Reality (AR) as I am, would I call it a mature technology? Well, the answer to that very much depends on what exactly you want to achieve with it. We have seen the iphone apps, for example, in which someone is looking at a street with useful little notes indicating the location of things we cannot live without (mmm, McDonalds…) such as http://www.metroparisiphone.com/index_en.html.
However, in such a case, what exactly are we seeing? When people look at AR, they often think along the lines of “well, it’s recognising what it’s looking at. Obviously.” Unfortunately that isn’t always the case. In the case of the above app (as well as the majority of similar apps), this would not work on earlier models of the iPhone, since it uses the hardware to determine your location and the angle of the phone as opposed to actually 'recognising' the location based on visual features.
This is still an impressive achievement, and useful, since it does exactly what it says on the tin. However, it’s not doing it in the manner in which many people expect. This distinction is beginning to artificially raise expectations of what the technology is capable of; to unintentially misrepresent the current state of image recognition technology.
Image recognition basically works by using a database (dictating shapes and appearance from various angles etc) in conjunction with algorithms to isolate visual objects that correspond with the stored elements. This combination allows the application to recognise a “familiar” feature and determine its’ position, angle and distance; this is then used to determine matrix which can be applied to whatever virtual elements are to be added.
For this implementation of the technology, the quality of the recognition can be hampered as much by the breadth of the database as the algorithms themselves. The target also plays a large part. For example, if we wish to recognise an arm, we could suddenly find ourselves with positive matches on (relatively angled) lamp posts. Context would mitigate this (the need for an app to differentiate between lamp posts and arms is unsurprisingly quite low), and tweaks to the algorithms and database could overcome this.
The point I am trying to make is that to accurately pick out and track non specialised or relatively featureless objects is tough. There are ways to cheat this. In as much as the mapping applications make use of additional information to enhance their reliability, we can use markers or patterns in image recognition applications. This is becoming quite common already. For example, many of the proof of concept application that have been developed (most based on the same open source code) rely on a small square containing an arbitrary pattern.
These two approaches to augmented reality are quite different, and I have read of several people suggesting that different phrases / names be coined to differentiate between the different types of the technology in order to manage expectations (http://radar.oreilly.com/2009/09/resetting-expectations-some-augmented-reality-links.html discusses this and more). This is unlikely to happen; instead as the technology improves, it will likely get rebranded or tweaked (as with HD television).
It certainly doesn’t mean it can’t be successfully used now to great effect. A nice commercial example would be Lego, who recognise their packaging and use it to apply a rendered image of the built product (http://www.youtube.com/watch?v=PGu0N3eL2D0). A similar example is the Bluray release of Transformers 2 – it includes an AR element using the disc packaging.
The key then is to carefully consider what you are trying to achieve, beyond simply looking cool (gimmick for the sake of it tends to create fairly short term buzz and appeal to a limited demographic). For best results, you need to determine a way to augment your Augmented Reality – as much as it may seem limiting, you risk doing more harm than good marketing an unreliable demonstration. Some projects will lend themselves to this more than others for example http://www.youtube.com/watch?v=628ruDBA6Jg&feature=player_embedded – facial features themselves can act as markers. This obviously won’t be appropriate everywhere (context again).
Other recognition based projects may necessitate markers (such as the card). But if the benefit is sufficient, the user will be more likely to accept the additional inconvenience. For example, on an ecommerce site it is common to include pictures of the products. We could perhaps supply a printable pattern which is then used to display high resolution 3D models of each item – this allows the user to examine the product from a much wider range of angles than the standard 3d “click-to-rotate” style wrap around. If done properly, the user can better gauge, for example whether the dress they are about to buy will make their bum look big. Hooray!
It would then be easy to suggest expanding on this – for example why not have it wrap the clothes on the person themselves? Here we start pushing the boundary of the image recognition / inconvenience trade-off. If a person has to wear certain colours while shopping online, and only in front of a certain colour wall-paper in order to use the feature reliably, they are likely to deem it too much hassle.
That’s not to say it is unworkable – some US shops have introduced “virtual mirrors” that allow just that – however it is in a “controlled” environment (the benefit of context again). This may get people into the store for novelty, but provides a tangible benefit that might induce sales (no waiting in line for changing rooms, etc).
Leaping back to location aware applications, there are a number of smart phones out there that would allow such applications. The iPhones “app store” allows for easy deployment, and tends to appeal to the same demographic that would be most impressed by such technologies, hence the proliferation of augmented maps and sky charts.
To leverage this technology then isn’t a massive departure from current marketing thinking – you just need to carefully consider who you are aiming your campaign at and exactly what requirements it will place on the target user, versus what gains you are hoping to achieve.
While the location aware aspect of the technology is definitely the more mature, with real world 'useful' applications already out there, the image recognition element definitely has much further to go. However, there is tremendous potential in the technology as a whole and it is only a question of time…
Nick Nawrattel
Lead Multimedia Developer
Thursday, 5 November 2009
Marketing Magazine Top Digital Agency
Bluhalo/GyroHSR has featured strongly in this year's Marketing Magazine Digital Leagues, ranking 19th largest digital agency, showing 28% growth on the previous year's digital activity.
The ranking follows closely on from Bluhalo/GyroHSR's recent ranking in New Media Age's Top 100 report, highlighting the company's dominance as the largest digital agency in the South of England and 8th largest digital marketing agency in the UK.
The continual growth of the agency means that there is a continual need for top digital talent, which you can find out more about here.
The ranking follows closely on from Bluhalo/GyroHSR's recent ranking in New Media Age's Top 100 report, highlighting the company's dominance as the largest digital agency in the South of England and 8th largest digital marketing agency in the UK.
The continual growth of the agency means that there is a continual need for top digital talent, which you can find out more about here.
Thursday, 22 October 2009
Crowdsourcing - genius from the masses
Crowdsourcing. The term is cropping up all over the place, but is it just a short-lived ‘buzz’ phrase or is it a genuinely useful business tool?
In a world where it is increasingly difficult to achieve cut-through – both from a marketing perspective and a product differentiation point of view, anything (within reason of course) which can set you apart from the crowd is a good thing. So how can crowdsourcing help?
Firstly, what is crowdsourcing?
Brought into the spotlight by Dell’s innovative use of the concept, crowdsourcing is a technique that empowers your audiences to help solve your business challenges, innovate in product development, evolve the business to meet consumer needs and much more. It draws upon the input of the ‘crowd’, posing questions, requests for ideas and general input. The crowd could be made up of a group of brand fans, subscribers or followers who have a level of interest in the improvement of a product, offering or service. By gaining input from the masses, the brand achieves a great number of viewpoints and inspirations in a short space of time and potentially covering a wider selection of viewpoints and abstract ideas.
So, we know what crowdsourcing is, but does it work?
Crowdsourcing does require investment for it to be of value. But this doesn’t necessarily have to be financial. You could begin with a simple approach to crowdsourcing and empower a member of your marketing team to create and then leverage a following, for example, via Twitter. Communication is real-time and you can generate a relatively large number of followers fairly quickly if you have a known brand.
Many brands are now investing in crowdsourcing for a variety of reasons, some of which are cited as examples above. And many are finding great successes from doing so. A recently publicised and unintentional crowdsourcing example comes from Air New Zealand, with its latest ad campaign inspiration being taken from a customer tweet – you can read more about it on Brand Republic – it’s a nice idea, and a different take on the usual airline ad messaging.
There are a host of other brands successfully using crowdsourcing for various benefits – check out the list below (courtesty of Open Innovators) for examples of real brands making embracing crowdsourcing:
- Dell IdeaStorm - external idea sourcing
- P&G Open Innovation Challenge - external idea sourcing in Britain
- Ideas4Unilever - corporate venturing
- BMW Customer Innovation Lab - in german
- Staples Invention Quest - idea contest - site no longer live but you can read more about it here
- Kraft - innovate with Kraft
- Vocalpoint - P&G’s network for women
- Betavine - Vodafone’s mobile app community
- My Startbucks Idea - shaping the future of Starbucks
- Nintendo Wiiware - nintendo embraces crowdsourcing
- LEGO Factory - LEGO co-creation tool
- Nespresso - design contest for coffee machines
- Muji - improving and suggesting new designs
- Fluevog - open shoe design
So is crowdsourcing for you?
This may well sound obvious, but it depends on your brand, product/service and objectives. Crowdsourcing brings a number of marketing benefits such as brand awareness, consumer engagement, the building of a community and potential press coverage. Alongside this, it also brings with it genius from the masses – it is effectively a giant brainstorm. If these benefits work for you, then you should probably consider investing in a crowdsourcing programme…
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @ JocelynKirby
Thursday, 15 October 2009
Unmissable Event - Gambit on B2B
Gambit is a special interest group for the gaming gambling industry worldwide.
It is destined to be intellectual playground for all those in the gaming, gambling and gamebling industries. Initiated by Cass Business School's Executive MBA alumni, Gareth Wong, founder of GamBond, Gambit's aim is to provide a space for networking, mental stimulation and exchange of views on an industry that’s highly innovative, always controversial yet gaining further legitimacy and respects everyday.
Gambit already attracts interest from around the globe and is passionate about creating an eclectic mix of business, legal and technology professions with an interest in debating industry trends and developments.
The Gambit on B2B is exactly that - looking at the B2B side of gaming and gambling. It's on 19th October and you can sign up at www.TheGambit.info/re/.
It is destined to be intellectual playground for all those in the gaming, gambling and gamebling industries. Initiated by Cass Business School's Executive MBA alumni, Gareth Wong, founder of GamBond, Gambit's aim is to provide a space for networking, mental stimulation and exchange of views on an industry that’s highly innovative, always controversial yet gaining further legitimacy and respects everyday.
Gambit already attracts interest from around the globe and is passionate about creating an eclectic mix of business, legal and technology professions with an interest in debating industry trends and developments.
The Gambit on B2B is exactly that - looking at the B2B side of gaming and gambling. It's on 19th October and you can sign up at www.TheGambit.info/re/.
Tuesday, 13 October 2009
Website Usability - more important than you may think
Now this may sound fairly obvious, but usability and the creation of an excellent website user experience really is very important. And probably more important than you may realise.
Most marketers will understand the value in ensuring their website is usable, particularly if they are the owner of an ecommerce website; it impacts basket abandonment / completion rates, conversion rates, brand perception, lead generation, etc., in fact, pretty much every aspect of the success of your business online is affected by the quality of user experience your website offers.
However, the impact of your user experience does not end there…
Recent research has revealed that the last 12 months has seen a significant increase in the number of consumers who will share a bad online transactional experience on social media sites (13% - up from 8% in 2008).
But is this really a big issue? The same applies to a poor offline experience – a consumer will tell people about it. Not ideal, but there’s little that can be done to eliminate this, right?
Wrong. It really is a potentially BIG issue and one that won’t go away, particularly not if what is shared has a viral element to it, such as the renowned Virgin / Richard Branson complaint letter. Although much debated as to its authenticity, the letter is undoubtedly a brilliant read and a clear example of how a customer complaint shared online can reach a large number of people in a very small space of time.
The potential for a dissatisfied customer’s online gripe to do damage to your business is far greater in the digital world; and given that, according to the same survey referenced above, 74% of online adults said negative comments read online have an influence on whether they will do business with a company; marketing and brand managers should be investing heavily in their consumers’ online experience.
Now let’s for a minute imagine that your brand has done everything it possibly can to ensure a problem-free, intuitive and satisfying user experience… what next? We can assume that the very unique individual characteristics of humans mean that you cannot please all of the people all of the time, therefore it would not be presumptuous to expect a number of dissatisfied consumers, regardless of the perfection achieved on your website.
The best way to check up on these consumers; because stats also show that they’re as likely to tell others about their complaint as they are to tell you; is to monitor brand buzz. Brand buzz monitoring allows you to tap into all of the online mediums a consumer may use to discuss your brand, giving you visibility of the general public feeling about your brand and providing you with the opportunity to respond to specific comments – potentially negating the impact of the complaint and even publicly gaining trust in your brand in the process – Carphone Warehouse is great at doing this!
So this post is ending on quite a different topic to where it began, but validly so. Your website’s user experience is more than just about the directly attributable numbers. It’s about ensuring the best possible user experience to achieve maximum customer satisfaction. And then engaging your target audience in real conversations.
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @JocelynKirby
Most marketers will understand the value in ensuring their website is usable, particularly if they are the owner of an ecommerce website; it impacts basket abandonment / completion rates, conversion rates, brand perception, lead generation, etc., in fact, pretty much every aspect of the success of your business online is affected by the quality of user experience your website offers.
However, the impact of your user experience does not end there…
Recent research has revealed that the last 12 months has seen a significant increase in the number of consumers who will share a bad online transactional experience on social media sites (13% - up from 8% in 2008).
But is this really a big issue? The same applies to a poor offline experience – a consumer will tell people about it. Not ideal, but there’s little that can be done to eliminate this, right?
Wrong. It really is a potentially BIG issue and one that won’t go away, particularly not if what is shared has a viral element to it, such as the renowned Virgin / Richard Branson complaint letter. Although much debated as to its authenticity, the letter is undoubtedly a brilliant read and a clear example of how a customer complaint shared online can reach a large number of people in a very small space of time.
The potential for a dissatisfied customer’s online gripe to do damage to your business is far greater in the digital world; and given that, according to the same survey referenced above, 74% of online adults said negative comments read online have an influence on whether they will do business with a company; marketing and brand managers should be investing heavily in their consumers’ online experience.
Now let’s for a minute imagine that your brand has done everything it possibly can to ensure a problem-free, intuitive and satisfying user experience… what next? We can assume that the very unique individual characteristics of humans mean that you cannot please all of the people all of the time, therefore it would not be presumptuous to expect a number of dissatisfied consumers, regardless of the perfection achieved on your website.
The best way to check up on these consumers; because stats also show that they’re as likely to tell others about their complaint as they are to tell you; is to monitor brand buzz. Brand buzz monitoring allows you to tap into all of the online mediums a consumer may use to discuss your brand, giving you visibility of the general public feeling about your brand and providing you with the opportunity to respond to specific comments – potentially negating the impact of the complaint and even publicly gaining trust in your brand in the process – Carphone Warehouse is great at doing this!
So this post is ending on quite a different topic to where it began, but validly so. Your website’s user experience is more than just about the directly attributable numbers. It’s about ensuring the best possible user experience to achieve maximum customer satisfaction. And then engaging your target audience in real conversations.
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @JocelynKirby
Thursday, 8 October 2009
Digital Agency - behind closed doors - part II
Rather incredibly, it has been almost a month since my last edition of Behind Closed Doors and what a month it has been!
We were ranked 8th largest digital marketing agency in the UK and 17th largest interactive agency, by the respected New Media Age Top 100 Interactive Agencies Report, also identifying us as the largest interactive agency in the South East.
We are now eagerly awaiting the results of Marketing’s Digital Leagues, which are due out towards the end of the month – we’re expecting great things!
Moving on from awards and we’ve had two really exciting new client wins this month; another case of ‘watch this space’ before we make the formal announcement, but both part of great new projects that will almost certainly become a part of your everyday lives in the not-too-distant future. Thanks to these new clients wins, we're also expanding our team - to find out more about our current vacancies, check out our careers page.
Moving on to the people behind the machine… Last month, I introduced you to Ewan, Creative Director and Bluhalo’s newest recruit. Rather aptly this month, I am going to introduce you to Kunjnita Udeshi, our longest running employee and Head of Production.
What Kunji doesn’t know about the web probably isn’t worth knowing, and with almost ten years behind her at Bluhalo, she’s definitely one of our long-termers! Having started her career at Bluhalo as a Web Developer, Kunji has filled a number of shoes in her time here, including Producer, Studio Manager, Director of Web Services… to name a few.
Interested to hear what Kunji has to say? I presented her with a few questions:
What have you been up to this month?
Lots! Travelling to Paris, working on an exciting project for a big global brand and building up to my annual leave next week!
What sites are you loving?
That’s a tough one - I’ve been so immersed in my current projects that I’ve done less of my usual web exploration! My most recent top find is dotspots, which is a universal annotation system for the web – capitalising on the wisdom of the crowds. Another site I’m currently loving is Vark.com - fancy joining my network?
What are you listening to?
Recently I’ve been listening to Akon, Dizzy Rascal, Kings of Leon and La Roux.
What’s the next big thing?
The next big thing – there’s so many things I could say! But for me it’s got to be the semantic web. We’ve started to see elements of it filtering through into everyday use, but it’s not yet hit the mainstream. When it does, we can expect to see a big change in the way we use the web.
That’s it from Behind Closed Doors today, I hope you’ve found it interesting - we’ll be back soon with more insight into the daily workings of digital agency Bluhalo. In the meantime, if you need a bit of digital magic working for your brand, give us a shout – we love a new challenge and have a few tricks up our sleeve to put you one step ahead of your competitors.
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @JocelynKirby
We were ranked 8th largest digital marketing agency in the UK and 17th largest interactive agency, by the respected New Media Age Top 100 Interactive Agencies Report, also identifying us as the largest interactive agency in the South East.
We are now eagerly awaiting the results of Marketing’s Digital Leagues, which are due out towards the end of the month – we’re expecting great things!
Moving on from awards and we’ve had two really exciting new client wins this month; another case of ‘watch this space’ before we make the formal announcement, but both part of great new projects that will almost certainly become a part of your everyday lives in the not-too-distant future. Thanks to these new clients wins, we're also expanding our team - to find out more about our current vacancies, check out our careers page.
Moving on to the people behind the machine… Last month, I introduced you to Ewan, Creative Director and Bluhalo’s newest recruit. Rather aptly this month, I am going to introduce you to Kunjnita Udeshi, our longest running employee and Head of Production.
What Kunji doesn’t know about the web probably isn’t worth knowing, and with almost ten years behind her at Bluhalo, she’s definitely one of our long-termers! Having started her career at Bluhalo as a Web Developer, Kunji has filled a number of shoes in her time here, including Producer, Studio Manager, Director of Web Services… to name a few.
Interested to hear what Kunji has to say? I presented her with a few questions:
What have you been up to this month?
Lots! Travelling to Paris, working on an exciting project for a big global brand and building up to my annual leave next week!
What sites are you loving?
That’s a tough one - I’ve been so immersed in my current projects that I’ve done less of my usual web exploration! My most recent top find is dotspots, which is a universal annotation system for the web – capitalising on the wisdom of the crowds. Another site I’m currently loving is Vark.com - fancy joining my network?
What are you listening to?
Recently I’ve been listening to Akon, Dizzy Rascal, Kings of Leon and La Roux.
What’s the next big thing?
The next big thing – there’s so many things I could say! But for me it’s got to be the semantic web. We’ve started to see elements of it filtering through into everyday use, but it’s not yet hit the mainstream. When it does, we can expect to see a big change in the way we use the web.
That’s it from Behind Closed Doors today, I hope you’ve found it interesting - we’ll be back soon with more insight into the daily workings of digital agency Bluhalo. In the meantime, if you need a bit of digital magic working for your brand, give us a shout – we love a new challenge and have a few tricks up our sleeve to put you one step ahead of your competitors.
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @JocelynKirby
Tuesday, 6 October 2009
Digital Jobs - Bluhalo is expanding
Thanks to several exciting new clients wins, Bluhalo is currently expanding its team. If you like the idea of developing your portfolio, working on some of the world's top brands, whilst being part of a fun and dynamic team, read on...
We currently have the following roles available for immediate start:
We currently have the following roles available for immediate start:
- Head of Design
- Middleweight Developer
- Heavyweight Developer
We are also on the lookout for top digital talent currently working in the following job roles:
- Digital Sales Specialists
- User Experience / HCI Consultants
- Information Architects
- Accessibility & Usability Specialists
- Digital Planners
- Social Media Strategists
- Senior Digital Creative
- Digital Experiential (CRI) Specialist
- Technical Director
- Search Marketers
- Affiliate Marketers
- Digital Media Planners
- Digital Data Specialists
- Film Director / Videographer
If you are interested in any of the roles above, please email your CV, along with a summary of what you feel you will bring to the Bluhalo team, to jobs@bluhalo.com or find out more on our careers page.
Please note - if you are a recruitment agency, do not call us!
Monday, 5 October 2009
Ensuring Clarity in Digital Communications
As a company, you are a complicated and sometimes confusing entity to get to grips with, especially for someone looking in from the outside. You have clients, distributors and many products, or maybe just one product and many distributors, many products and one distributor...you get the idea.
So you want a new digital strategy, an inspiring online campaign and maybe a shiny new website too; you come to us (hopefully) and we do our thing – more about that in a moment. One of the first and most important questions we need to ask is; “Who do you want to visit your website?”
A good agency will take the time to understand your brand, its positioning, your target market, your competitors and much more, before even beginning to advise you on a recommended strategy and approach. At risk of sounding like I am stating the obvious, these are all areas of your business that you ought to already have a good understanding of, and if not, it’s definitely worth spending some time on this before you engage a digital agency.
It can be a delicate balancing act condensing such disparate information into a coherent online presence. You can be too business focused; too client based or caught up in including the latest ‘must-haves’, with little idea of how they will deliver a return. It is all too easy to lose sight of the real purpose of your digital presence, the client relationship and what you need to do to service the needs of all your stakeholders online. Without a comprehensive understanding of the bigger picture, it is almost impossible to ensure you get your digital strategy and online presence right – unless you just happen to get lucky. Personally, we prefer not to leave things to chance!
Our work for NFL UK is a great example of putting this into practice. The NFL UK website objective was to strengthen the brand’s UK presence, without alienating new or current brand ‘fans’. We chose to present the information in a very user-friendly way, with a strong focus on the Information Architecture and User Experience of the website. We didn’t want an NFL-newbie to be bombarded with information, but we still wanted to be able to provide the dedicated fan with everything they could possibly desire and more.
Another example is our work for Hi-Tec. We were tasked with creating a digital channel to support the global launch of Hi-Tec’s new ion-mask footwear range. We created the microsite WetisDry.com and focused heavily on the communication of information at a variety of levels, giving the basic footwear consumer simple enough information to get an understanding of the product and its benefits, whilst also providing the more technically-minded visitors with enough depth of information to demonstrate the science behind the product.
So to sum up the message I’m trying to get across here (this is the clarity of message part!) – whether a website, like the two projects above, a campaign or a global digital strategy; any digital project requires a significant investment in planning and research before pen is even put to paper in the creative department. It is this step change that will see the delivery of increasingly impressive ROI from digital. Digital IS marketing and much like above the line communications, it’s the messaging that is key. Fail to carry out sufficient research and planning and you will end up with the same results as a poorly prepared offline campaign!
Paul Windust
Digital Project Manager
So you want a new digital strategy, an inspiring online campaign and maybe a shiny new website too; you come to us (hopefully) and we do our thing – more about that in a moment. One of the first and most important questions we need to ask is; “Who do you want to visit your website?”
A good agency will take the time to understand your brand, its positioning, your target market, your competitors and much more, before even beginning to advise you on a recommended strategy and approach. At risk of sounding like I am stating the obvious, these are all areas of your business that you ought to already have a good understanding of, and if not, it’s definitely worth spending some time on this before you engage a digital agency.
It can be a delicate balancing act condensing such disparate information into a coherent online presence. You can be too business focused; too client based or caught up in including the latest ‘must-haves’, with little idea of how they will deliver a return. It is all too easy to lose sight of the real purpose of your digital presence, the client relationship and what you need to do to service the needs of all your stakeholders online. Without a comprehensive understanding of the bigger picture, it is almost impossible to ensure you get your digital strategy and online presence right – unless you just happen to get lucky. Personally, we prefer not to leave things to chance!
Our work for NFL UK is a great example of putting this into practice. The NFL UK website objective was to strengthen the brand’s UK presence, without alienating new or current brand ‘fans’. We chose to present the information in a very user-friendly way, with a strong focus on the Information Architecture and User Experience of the website. We didn’t want an NFL-newbie to be bombarded with information, but we still wanted to be able to provide the dedicated fan with everything they could possibly desire and more.
Another example is our work for Hi-Tec. We were tasked with creating a digital channel to support the global launch of Hi-Tec’s new ion-mask footwear range. We created the microsite WetisDry.com and focused heavily on the communication of information at a variety of levels, giving the basic footwear consumer simple enough information to get an understanding of the product and its benefits, whilst also providing the more technically-minded visitors with enough depth of information to demonstrate the science behind the product.
So to sum up the message I’m trying to get across here (this is the clarity of message part!) – whether a website, like the two projects above, a campaign or a global digital strategy; any digital project requires a significant investment in planning and research before pen is even put to paper in the creative department. It is this step change that will see the delivery of increasingly impressive ROI from digital. Digital IS marketing and much like above the line communications, it’s the messaging that is key. Fail to carry out sufficient research and planning and you will end up with the same results as a poorly prepared offline campaign!
Paul Windust
Digital Project Manager
Thursday, 1 October 2009
NMA Top 100 Interactive Agency
It was the 10th year of the New Media Age Top 100 Interactive Agencies Awards last night, and Bluhalo/GyroHSR performed exceptionally well, ranking top interactive agency in the South East, 8th in the marketing agencies league table and 17th in the overall interactive agencies list.
The leagues are calculated based on fee income and are considered the ‘who’s who’ of the digital world.
Bluhalo/GyroHSR’s impressive climb falls in line with its current offering as a global digital agency, with 200 digital staff worldwide, working out of 17 offices in 9 countries.
With a fully integrated on and offline offering, as part of the GyroHSR network, Bluhalo provides its clients with a global service at a local level, as one of the few digital agencies with offices in key EMEA and US locations.
The leagues are calculated based on fee income and are considered the ‘who’s who’ of the digital world.
Bluhalo/GyroHSR’s impressive climb falls in line with its current offering as a global digital agency, with 200 digital staff worldwide, working out of 17 offices in 9 countries.
With a fully integrated on and offline offering, as part of the GyroHSR network, Bluhalo provides its clients with a global service at a local level, as one of the few digital agencies with offices in key EMEA and US locations.
Monday, 28 September 2009
Viral Marketing - what is it?
We're often asked to include considering 'viral' as one part of our integrated campaigns. But viral isn't a channel, it's an effect. It's just easier to refer to it in that way.
And it's simple and cheap right? Just film a movie, stick it on YouTube and watch it spread all over the world. Easy!
Wrong.
Due to the popularity of YouTube it's often assumed that viral=video but this is far from the case. These days 'viral' can be pretty much anything, from videos and Twitter competitions to augmented reality and 20% off booze vouchers.
And because it can be anything that's why an integrated approach is often best.
These days the easiest way to pass any content on from one person to another, or preferably to many, is using digital channels. But that doesn't mean that digital folk are necessarily the best people to come up with the original idea. In fact, you're probably going to get a more cynical response to an average idea because we tend to have more exposure to these channels and therefore more viral campagins than the average person. It's just the way we are.
Take the T-Mobile dancing in the station. Your average digital person would probably have said they'd seen flash mobs 100 times before. Been there, done that. I think it originated in New York and the first was in a carpet shop much to the displeasure of bemused sales assistants. It was nothing to do with a brand or product, just a bunch of pranksters having a laugh. Then there were the singers in the airport advertising the theatre. And so on....
However, with the backing of a TV campaign, the Liverpool Street dance has achieved nearly 14m views on YouTube. Now that's impressive!
But it's not a digital idea and sometimes the best virals aren't. In fact nearly every successful video viral is a good piece of film-making rather than a great piece of digital. The power of viral is usually in the digital method by which it's passed on.
As with any campaign a mix of channels works best. While I'm no fan of the advertising, Oasis pushed the boat out with the Cactus Kid. There was a website to vote on your preferred ending to the advertising series, Facebook and MySpace pages for the characters, behind the scenes making of content, even a fake find the kid campaign site. It wasn't my cup of tea, but then again I'm not the target audience. But I'm not sure they got it either.
It's not always about video. Websites can be viral too. Swedish Armed Forces is a spin off the traditional game route, presenting intriguing tests in such a creative and cool way that you want to send it on, well I did anyway.
And SAS Globe of Fortune is a clever hook up with your friends on social networks to win a free flight.
When you start to mix video content with creative digital technologies that's when things can really hot up.
Amongst the first to start customising video content online and sending it on were Audi (with their DNA campaign) and Mini with this viral classic produced by Glue.
Now this has spread to include video content and even voiceovers. Have a look at this from the Know the Signs Campaign from Heineken.
or this from ICO...
So what makes a successful viral? It really comes down to two key things, content and exposure.
1. Content
The general rules are that your viral needs to be;
- interactive (challenge your friend game)
- shocking (VW Polo suicide bomber or Diesel safe for work porn)
- sexy (Kylie for Agent Provocateur)
- funny (Old Spice)
- cool (Quiksilver)
- inquisitive (TFL or Samsung)
- or the latest trend, to have a feel good factor (Evian)
Sounds easy, but it's harder than it seems. It's difficult getting one of these that works hard in a way that your client's brand will be happy with. And it's always easier with B2C. It's got to have standout. So if you're going for comedy then make sure it's funny.
2. Exposure
If you are Nike then you're likely to have a database of customers and the traffic to your website to get your viral passed on. Nike didn't even need to release their Kobe LeBron adverts online, their fans did it for them, and then they parodied the ads, gaining even more exposure. Then again a good script, two megastars and a few Henson creations go a long way.
If you're a lesser known brand and are looking for impact, then you have to seed your content. And it's definitely worth working with seeding specialists rather than trying to join in the conversation cold. Your target blog will see right through any impostors and the damage you inflict could go more viral than your intended content.
Remember you can't control viral. It might spread around the world to audiences you never expected. With both positive and negative effects!
To sum up, always ask yourself, would you forward it to a friend or colleague? Would your target audience? If the answer's no then it's not going to go viral. Easy :-)
This last example ticks a number of boxes. It's a topical, clever, shocking, interactive video from the Metropolitan Police. Brilliant. If you're only going to click on one link in this post make it this one.
Barnaby Ellis
Head of Digital
And it's simple and cheap right? Just film a movie, stick it on YouTube and watch it spread all over the world. Easy!
Wrong.
Due to the popularity of YouTube it's often assumed that viral=video but this is far from the case. These days 'viral' can be pretty much anything, from videos and Twitter competitions to augmented reality and 20% off booze vouchers.
And because it can be anything that's why an integrated approach is often best.
These days the easiest way to pass any content on from one person to another, or preferably to many, is using digital channels. But that doesn't mean that digital folk are necessarily the best people to come up with the original idea. In fact, you're probably going to get a more cynical response to an average idea because we tend to have more exposure to these channels and therefore more viral campagins than the average person. It's just the way we are.
Take the T-Mobile dancing in the station. Your average digital person would probably have said they'd seen flash mobs 100 times before. Been there, done that. I think it originated in New York and the first was in a carpet shop much to the displeasure of bemused sales assistants. It was nothing to do with a brand or product, just a bunch of pranksters having a laugh. Then there were the singers in the airport advertising the theatre. And so on....
However, with the backing of a TV campaign, the Liverpool Street dance has achieved nearly 14m views on YouTube. Now that's impressive!
But it's not a digital idea and sometimes the best virals aren't. In fact nearly every successful video viral is a good piece of film-making rather than a great piece of digital. The power of viral is usually in the digital method by which it's passed on.
As with any campaign a mix of channels works best. While I'm no fan of the advertising, Oasis pushed the boat out with the Cactus Kid. There was a website to vote on your preferred ending to the advertising series, Facebook and MySpace pages for the characters, behind the scenes making of content, even a fake find the kid campaign site. It wasn't my cup of tea, but then again I'm not the target audience. But I'm not sure they got it either.
It's not always about video. Websites can be viral too. Swedish Armed Forces is a spin off the traditional game route, presenting intriguing tests in such a creative and cool way that you want to send it on, well I did anyway.
And SAS Globe of Fortune is a clever hook up with your friends on social networks to win a free flight.
When you start to mix video content with creative digital technologies that's when things can really hot up.
Amongst the first to start customising video content online and sending it on were Audi (with their DNA campaign) and Mini with this viral classic produced by Glue.
Now this has spread to include video content and even voiceovers. Have a look at this from the Know the Signs Campaign from Heineken.
or this from ICO...
So what makes a successful viral? It really comes down to two key things, content and exposure.
1. Content
The general rules are that your viral needs to be;
- interactive (challenge your friend game)
- shocking (VW Polo suicide bomber or Diesel safe for work porn)
- sexy (Kylie for Agent Provocateur)
- funny (Old Spice)
- cool (Quiksilver)
- inquisitive (TFL or Samsung)
- or the latest trend, to have a feel good factor (Evian)
Sounds easy, but it's harder than it seems. It's difficult getting one of these that works hard in a way that your client's brand will be happy with. And it's always easier with B2C. It's got to have standout. So if you're going for comedy then make sure it's funny.
2. Exposure
If you are Nike then you're likely to have a database of customers and the traffic to your website to get your viral passed on. Nike didn't even need to release their Kobe LeBron adverts online, their fans did it for them, and then they parodied the ads, gaining even more exposure. Then again a good script, two megastars and a few Henson creations go a long way.
If you're a lesser known brand and are looking for impact, then you have to seed your content. And it's definitely worth working with seeding specialists rather than trying to join in the conversation cold. Your target blog will see right through any impostors and the damage you inflict could go more viral than your intended content.
Remember you can't control viral. It might spread around the world to audiences you never expected. With both positive and negative effects!
To sum up, always ask yourself, would you forward it to a friend or colleague? Would your target audience? If the answer's no then it's not going to go viral. Easy :-)
This last example ticks a number of boxes. It's a topical, clever, shocking, interactive video from the Metropolitan Police. Brilliant. If you're only going to click on one link in this post make it this one.
Barnaby Ellis
Head of Digital
Thursday, 24 September 2009
Bing's Visual Search
In another move to regain market share, Microsoft, through their latest search engine, Bing, have soft launched a seemingly fantastic “Visual Search” tool.
Visual search results can be put into the category of next generation content distribution. Appearing as thumbnails, the user can view their search results as images. This is particularly helpful for those utilising the web’s vast ecommerce capabilities. The user searching to purchase is able to view a product prior to reading about it. For example, a user looking to buy a digital camera can view the cameras immediately and click through to the site of the ones they like the look of best! Let’s call it ergonomic for one’s forefingers!
The soft launch is currently taking place on limited searches in the states, so road testing is proving somewhat difficult. However, the service promises to offer multiple benefits to both brands and consumers alike and we look forward to the rollout hitting our shores.
Click here to read more on the media centric web.
Anya Gooch
Account Manager
Visual search results can be put into the category of next generation content distribution. Appearing as thumbnails, the user can view their search results as images. This is particularly helpful for those utilising the web’s vast ecommerce capabilities. The user searching to purchase is able to view a product prior to reading about it. For example, a user looking to buy a digital camera can view the cameras immediately and click through to the site of the ones they like the look of best! Let’s call it ergonomic for one’s forefingers!
The soft launch is currently taking place on limited searches in the states, so road testing is proving somewhat difficult. However, the service promises to offer multiple benefits to both brands and consumers alike and we look forward to the rollout hitting our shores.
Click here to read more on the media centric web.
Anya Gooch
Account Manager
Thursday, 17 September 2009
Digital Agency in a Marketing World
With the unquestionable fact that digital is now firmly rooted in the marketing strategy of any half decent Marketing Director, there has been a definite shift in the way digital is viewed in the marketing world.
Historically, just another channel to communicate an offline campaign, digital has struggled as the underdog to ATL agencies. But finally, things really are changing.
Digital agencies have spent many years implementing the great ideas dreamt up and brought to life by ATL agencies, with little more creative input than the interpretation of the ATL campaign to a digital format. And before this gets too much to sounding like a rant, let me assure you that it really is not.
The point of this post is to highlight (and celebrate) the fact that digital has finally got its feet firmly under the top table.
Digital agencies have grown up in recent years, with increasing investment in their planning and creative departments (meet our new CD here) and the development of a commercial understanding of the applications of technologies. No longer are we simply trying to fit an offline campaign into an online world, frequently a campaign idea is now being driven by digital, with awe-inspiring new technologies often leading the way.
The Doritos Augmented Reality campaign is a great example of an integrated campaign with digital technologies at its heart - you can watch the video below:
Equally, we love the Nike+ Men vs Women campaign – a great early example of the successful application of the pervasive web, the legendary comparethemeerkat.com and BMW’s Z4 in 3D augmented reality campaign.
So it looks like digital is at the top table and here to stay. And as for being a digital agency in a marketing world? I think we can safely say that we are fast moving towards a role reversal, with the marketing agency existing in a digital world.
Jocelyn Kirby
Marketing & Business Development Manager
Historically, just another channel to communicate an offline campaign, digital has struggled as the underdog to ATL agencies. But finally, things really are changing.
Digital agencies have spent many years implementing the great ideas dreamt up and brought to life by ATL agencies, with little more creative input than the interpretation of the ATL campaign to a digital format. And before this gets too much to sounding like a rant, let me assure you that it really is not.
The point of this post is to highlight (and celebrate) the fact that digital has finally got its feet firmly under the top table.
Digital agencies have grown up in recent years, with increasing investment in their planning and creative departments (meet our new CD here) and the development of a commercial understanding of the applications of technologies. No longer are we simply trying to fit an offline campaign into an online world, frequently a campaign idea is now being driven by digital, with awe-inspiring new technologies often leading the way.
The Doritos Augmented Reality campaign is a great example of an integrated campaign with digital technologies at its heart - you can watch the video below:
Equally, we love the Nike+ Men vs Women campaign – a great early example of the successful application of the pervasive web, the legendary comparethemeerkat.com and BMW’s Z4 in 3D augmented reality campaign.
So it looks like digital is at the top table and here to stay. And as for being a digital agency in a marketing world? I think we can safely say that we are fast moving towards a role reversal, with the marketing agency existing in a digital world.
Jocelyn Kirby
Marketing & Business Development Manager
Wednesday, 16 September 2009
Web TV Streaming - update
ITV have confirmed their apparent defection from the Microsoft Silverlight camp last Friday. Instead, their content is now provided via Adobe Flash. This is unfortunate news for Microsoft; while ITV state that they continue “to use Microsoft’s products extensively to develop and deliver solutions”, it doesn’t change the fact that Microsoft haven’t had as much impact on Adobe’s dominance as they no doubt hoped to.
This may be about to change - they have announced plans to start rolling out more wooshy Silverlight applets across their sites, including MSN – one of the most visited sites on the net. Such a move is bound to help boost their (approximately) 33% share, which in turn would give web developers (and their clients) greater confidence in developing for the format. This in turn would help drive greater market share, which in turn etc. An interesting article on the subject can be found here.
In other Web TV news, a recent Wii update has stopped the BBC iPlayer from working reliably. The update brought Flash 8 to the console, but had side effects ranging from programs dropping part way through, to failing to work entirely.
The BBC have confirmed that there is something wrong, and have stated that they are “currently working to resolve these issues with the iPlayer website” so it shouldn’t be long before we are able to waggle away at tv [recently] gone by. More here.
Nick Nawrattel
Lead Multimedia Developer
This may be about to change - they have announced plans to start rolling out more wooshy Silverlight applets across their sites, including MSN – one of the most visited sites on the net. Such a move is bound to help boost their (approximately) 33% share, which in turn would give web developers (and their clients) greater confidence in developing for the format. This in turn would help drive greater market share, which in turn etc. An interesting article on the subject can be found here.
In other Web TV news, a recent Wii update has stopped the BBC iPlayer from working reliably. The update brought Flash 8 to the console, but had side effects ranging from programs dropping part way through, to failing to work entirely.
The BBC have confirmed that there is something wrong, and have stated that they are “currently working to resolve these issues with the iPlayer website” so it shouldn’t be long before we are able to waggle away at tv [recently] gone by. More here.
Nick Nawrattel
Lead Multimedia Developer
Tuesday, 15 September 2009
Digital Agency - behind closed doors
Sometimes an agency appears to be just that. A name, a website, a portfolio and an address. Of course, Bluhalo is much more than that, but sometimes, without physically walking through those doors, it is hard to see beyond the cold hard facts and the Google search results.
So, how about a peep behind our closed doors (which are always open by the way), to find out a little more about the people behind the machine?
It has been a busy month so far this September, with both our NMA Top 100 and Marketing Digital Leagues entries going in, several exciting pitches involving visits to the much-loved city of Milan and the cultural city of Manchester, and the approaching launch of a new website design for one of our clients; eagerly awaited by many dedicated fans of the brand. We’ve also got a couple of important new client wins to announce but that is going to be a case of ‘watch this space’ until we get formal approval to go ahead and shout it from the rooftops!
And so to the people; a recent addition to the team seems an appropriate place to start for our first edition of Behind Closed Doors and so, I introduce to you, Ewan Gee, Creative Director.
Previously of Publicis, Ewan has recently joined Bluhalo to further strengthen and develop the creative team. Tasked with recruiting a Head of Design, leading the creative thinking behind the new Bluhalo website (yes, it is on its way and is going to be brilliant!) and jumping in with some of our highest profile clients, Ewan’s first few weeks have been non-stop pure agency lifestyle, to say the least. So let’s hear what Ewan has to say. I presented him with a few questions:
So, how about a peep behind our closed doors (which are always open by the way), to find out a little more about the people behind the machine?
It has been a busy month so far this September, with both our NMA Top 100 and Marketing Digital Leagues entries going in, several exciting pitches involving visits to the much-loved city of Milan and the cultural city of Manchester, and the approaching launch of a new website design for one of our clients; eagerly awaited by many dedicated fans of the brand. We’ve also got a couple of important new client wins to announce but that is going to be a case of ‘watch this space’ until we get formal approval to go ahead and shout it from the rooftops!
And so to the people; a recent addition to the team seems an appropriate place to start for our first edition of Behind Closed Doors and so, I introduce to you, Ewan Gee, Creative Director.
Previously of Publicis, Ewan has recently joined Bluhalo to further strengthen and develop the creative team. Tasked with recruiting a Head of Design, leading the creative thinking behind the new Bluhalo website (yes, it is on its way and is going to be brilliant!) and jumping in with some of our highest profile clients, Ewan’s first few weeks have been non-stop pure agency lifestyle, to say the least. So let’s hear what Ewan has to say. I presented him with a few questions:
What have you been up to this month?
“Working, mostly. On pitches, meetings, ideas. Finding my feet, getting frustrated, getting inspired, finding ways to build a bigger, better creative department.”
What sites are you loving?
“The new agency website – in development.”
What are you listening to?
“The radio. And other people’s tunes. I’ve no time for music of my own any more.”
What’s the next big thing?
“New romantic revival, Romola Garai, more powerful tools to create transparency on the Web, business really getting to grips with social media and putting it to work for them to build brands, drive engagement, improve their CRM.”
That’s it from Behind Closed Doors today, I hope you’ve found it interesting - we’ll be back soon with more insight into the daily workings of digital agency Bluhalo. In the meantime, if you need a bit of digital magic working for your brand, give us a shout – we love a new challenge and have a few tricks up our sleeve to put you one step ahead of your competitors.
Jocelyn Kirby
Marketing & Business Development Manager
“Working, mostly. On pitches, meetings, ideas. Finding my feet, getting frustrated, getting inspired, finding ways to build a bigger, better creative department.”
What sites are you loving?
“The new agency website – in development.”
What are you listening to?
“The radio. And other people’s tunes. I’ve no time for music of my own any more.”
What’s the next big thing?
“New romantic revival, Romola Garai, more powerful tools to create transparency on the Web, business really getting to grips with social media and putting it to work for them to build brands, drive engagement, improve their CRM.”
That’s it from Behind Closed Doors today, I hope you’ve found it interesting - we’ll be back soon with more insight into the daily workings of digital agency Bluhalo. In the meantime, if you need a bit of digital magic working for your brand, give us a shout – we love a new challenge and have a few tricks up our sleeve to put you one step ahead of your competitors.
Jocelyn Kirby
Marketing & Business Development Manager
Wednesday, 9 September 2009
Gran Turismo 5 - featuring Bluhalo
With the long-awaited, but still unofficially confirmed news that GT5 is set to be released on 4th December this year, we felt it worth a mention that along with stunning cars and amazing graphics, Bluhalo is featured.
Thanks to Bluhalo's previous digital partnership with Subaru World Rally Team, Bluhalo's logo can be seen on the car's spoiler - which we definitely thought was worth mentioning!
We've included an image so that you can join us in feeling rather pleased about being part of what is probably one of the most eagerly anticipated launches this year!
If you'd like to see the new game in action, check out the video below.
Thanks to Bluhalo's previous digital partnership with Subaru World Rally Team, Bluhalo's logo can be seen on the car's spoiler - which we definitely thought was worth mentioning!
We've included an image so that you can join us in feeling rather pleased about being part of what is probably one of the most eagerly anticipated launches this year!
If you'd like to see the new game in action, check out the video below.
Thursday, 3 September 2009
Google Caffeine - enough boost to beat Bing?
I am becoming rather a fan of blogging on Google developments - it most certainly keeps me on my toes, and the collaborative nature of Google’s efforts appeal to my generally enthusiastic nature.
So… once again, Google have opened up to the development world, the opportunity to comment on and contribute to the optimisation of search results.
This new search platform development program is called Google Caffeine.
At the moment, what you need to know is that this development program is looking into 2 key areas within Google search:
Speed
Currently at a Google search rate of 3000 searches per second, speed is of the essence and needs to be a factor that is continually improved. Google Caffeine has doubled this current search speed - ok, so it may only be by one tenth of a second but every little helps.
Accuracy of search results
More accurate search results provided by Google Caffeine can be illustrated with several examples. One is the reduction in the amount of back-links to blog sites. Just to clarify, a back link can be quantified as ‘a brand inserting their link into a blog site or discussion forum’. Our objection, which is an objection shared by many SEO agencies, lies in the fact that this passes on the brands marketing costs to the blog sites and is effectively, if paid for, ‘buying friends’. Let’s sum up by stating that this way of getting your URL out there, is invasive and non engaging, to say the least.
Although there is currently a less blended set of search results coming through on Google Caffeine, this is an area that is being looked into.
These search results are also providing more real time search results with improved result refinement. We will say now that our experience to date has demonstrated that keyword chains take a little more formulation work to provide optimal results but, true to form, we hear that Google are working on it.
Online businesses must be keeping on top of this. It is a major platform change. At least, with Google incorporating developer feedback and opening this up to the floor, businesses can keep one step ahead of the game.
Check out the dev site and compare your search results to those thrown up by your current Google search browser window.
Anya Gooch
Account Manager
So… once again, Google have opened up to the development world, the opportunity to comment on and contribute to the optimisation of search results.
This new search platform development program is called Google Caffeine.
At the moment, what you need to know is that this development program is looking into 2 key areas within Google search:
Speed
Currently at a Google search rate of 3000 searches per second, speed is of the essence and needs to be a factor that is continually improved. Google Caffeine has doubled this current search speed - ok, so it may only be by one tenth of a second but every little helps.
Accuracy of search results
More accurate search results provided by Google Caffeine can be illustrated with several examples. One is the reduction in the amount of back-links to blog sites. Just to clarify, a back link can be quantified as ‘a brand inserting their link into a blog site or discussion forum’. Our objection, which is an objection shared by many SEO agencies, lies in the fact that this passes on the brands marketing costs to the blog sites and is effectively, if paid for, ‘buying friends’. Let’s sum up by stating that this way of getting your URL out there, is invasive and non engaging, to say the least.
Although there is currently a less blended set of search results coming through on Google Caffeine, this is an area that is being looked into.
These search results are also providing more real time search results with improved result refinement. We will say now that our experience to date has demonstrated that keyword chains take a little more formulation work to provide optimal results but, true to form, we hear that Google are working on it.
Online businesses must be keeping on top of this. It is a major platform change. At least, with Google incorporating developer feedback and opening this up to the floor, businesses can keep one step ahead of the game.
Check out the dev site and compare your search results to those thrown up by your current Google search browser window.
Anya Gooch
Account Manager
Wednesday, 2 September 2009
Writing a Business Blog - stuck for inspiration?
Ok, so today’s blog has come from my lack of inspiration for a topic to write about and it got me thinking… how many people out there that write for a business blog have moments when they are simply struggling for inspiration?
I’m guessing a fair few, so I’ve put together some simple suggestions on how to create inspiration, when the ideas just aren’t a-flowing. Let’s kick off with current news.
Current news is a great source of inspiration for your blog posts – it’s current, therefore relevant and every industry has related news so (if you don’t already) regardless of your industry, find a selection of reliable news sources and monitor them daily – you’ll soon find the creative juices start flowing!
When it comes to current news, don’t just regurgitate a story that you read and find interesting! Read it, think about it and then form your own opinion. Not only are you adding value, you are also then positioning your brand as a thought leader – just be careful not to cross the line to become uber-controversial – it may not impact too positively on your brand, unless controversial is what you’re all about! (The new American Apparel ad that has made it to almost all marketing press today springs to mind)
So current news – read it, think about it, form an educated, well-articulated opinion, blog about it!
So let’s say, like me, today’s news just doesn’t float your blog-writing boat, what next?
Try turning to your colleagues. As immersed in your industry as you are, your colleagues are a great source of ideas for blog posts, if not for the posts themselves! Variety is the spice of life, so why not your blog too? Try enlisting a team of bloggers to contribute to your blog on different aspects of your company and industry – they may need to be coerced from time to time, but writing for a blog is something that many people find satisfying, great for their online personal brand (that’s another post in itself) and a welcome break for their everyday job roles.
Ok, so now I’ll assume that colleagues are less than co-operative / busy / out of the office… what now?
It is often difficult to come up with an idea for a post from nowhere. So let’s consider why you write your blog? To drive sales leads? To increase brand awareness? To position your business as an authority in your industry? To help others? Hopefully it is a beautifully balanced amalgamation of all four of the above, but whatever the motivation behind your blog, use that as a starting point for idea generation.
If you want to generate sales leads, consider your key search terms and use this as a basis for an article, discuss a new product line, or simply showcase a recent client success. To increase brand awareness and present your business as an authority, consider focusing (ethically, unlike Habitat’s Twitter PR disaster) on incredibly popular and of-the-minute topics related to your industry to gain maximum coverage and increased likelihood of social sharing. If you want to help others? Consider ‘top tips’, ‘how-to’ guides and general information provision.
Regardless of your motivation, ensure you pay careful consideration to your target market, tone of voice and messaging – get that wrong and your blog may miss the mark altogether!
For more blogging tips, you can check out our previous post on 5 simple tips to blogging successfully.
Jocelyn Kirby
Marketing & Business Development Manager
I’m guessing a fair few, so I’ve put together some simple suggestions on how to create inspiration, when the ideas just aren’t a-flowing. Let’s kick off with current news.
Current news is a great source of inspiration for your blog posts – it’s current, therefore relevant and every industry has related news so (if you don’t already) regardless of your industry, find a selection of reliable news sources and monitor them daily – you’ll soon find the creative juices start flowing!
When it comes to current news, don’t just regurgitate a story that you read and find interesting! Read it, think about it and then form your own opinion. Not only are you adding value, you are also then positioning your brand as a thought leader – just be careful not to cross the line to become uber-controversial – it may not impact too positively on your brand, unless controversial is what you’re all about! (The new American Apparel ad that has made it to almost all marketing press today springs to mind)
So current news – read it, think about it, form an educated, well-articulated opinion, blog about it!
So let’s say, like me, today’s news just doesn’t float your blog-writing boat, what next?
Try turning to your colleagues. As immersed in your industry as you are, your colleagues are a great source of ideas for blog posts, if not for the posts themselves! Variety is the spice of life, so why not your blog too? Try enlisting a team of bloggers to contribute to your blog on different aspects of your company and industry – they may need to be coerced from time to time, but writing for a blog is something that many people find satisfying, great for their online personal brand (that’s another post in itself) and a welcome break for their everyday job roles.
Ok, so now I’ll assume that colleagues are less than co-operative / busy / out of the office… what now?
It is often difficult to come up with an idea for a post from nowhere. So let’s consider why you write your blog? To drive sales leads? To increase brand awareness? To position your business as an authority in your industry? To help others? Hopefully it is a beautifully balanced amalgamation of all four of the above, but whatever the motivation behind your blog, use that as a starting point for idea generation.
If you want to generate sales leads, consider your key search terms and use this as a basis for an article, discuss a new product line, or simply showcase a recent client success. To increase brand awareness and present your business as an authority, consider focusing (ethically, unlike Habitat’s Twitter PR disaster) on incredibly popular and of-the-minute topics related to your industry to gain maximum coverage and increased likelihood of social sharing. If you want to help others? Consider ‘top tips’, ‘how-to’ guides and general information provision.
Regardless of your motivation, ensure you pay careful consideration to your target market, tone of voice and messaging – get that wrong and your blog may miss the mark altogether!
For more blogging tips, you can check out our previous post on 5 simple tips to blogging successfully.
Jocelyn Kirby
Marketing & Business Development Manager
Wednesday, 26 August 2009
Public Sector Web Design
Information is one of the cornerstones of web design. Your digital marketing strategy is likely to be very much centered around brand awareness, providing information to the consumer and encouraging the consumer to engage with the company and the product, which will hopefully eventually result in a sale (let’s face it, we’re in business to make money!)
Public sector web design is a very different animal indeed. It’s also about providing information to an end user, but for a very different end result and notably different motivations. There is very little place for the usual marketing terms or often ‘glamorised’ sales copy used on many websites.
Most public sector websites have to fulfil a public service and often provide the public with very important information. Take the recent Swine Flu website, much maligned, but a vital public service nevertheless. If you extrapolate the advice to users of the site to base economics, then the conversion rate of product ‘sold’ (Tamiflu) is the envy of many corporates.
Of course the reason this site was set up was to try and combat the spread of a disease not to make money! However, I think it highlights the very serious consideration that has to be given to designing a website in the public sector, paying particular regard to how the information is presented. You are still trying to drive traffic to the site, and very high volumes at that, but not for the same reasons.
Many of the same cornerstones of all web design projects still hold true, W3C guidelines and the importance of the user journey for example. But most of these projects require careful and considerate handling of the public message. Many public sector organisations, and in particular the NHS, have had limited contact with digital agencies, mainly due to the majority of digital work and system development previously being carried out by in-house teams of developers. Reassuringly, these days most stakeholders in the public sector understand that as an information tool, the internet is key in helping to reach as broad an audience as they can.
Historically most NHS websites have been developed by very busy IT professionals, who are not designers, but predominantly programmers and have to work under strict user guidelines. Our job, as a digital agency, is to show that we understand the nature of the work and the message that needs to be conveyed. Public sector projects can be rewarding, complex, confusing and complicated all at once! But understanding the message and as a digital agency being sympathetic to the organisation’s needs, great things can be achieved, with some public sector organisations even taking a lead in terms of their approach to digital. Public sector web design really can be exciting stuff!
Paul Windust
Project Manager
Public sector web design is a very different animal indeed. It’s also about providing information to an end user, but for a very different end result and notably different motivations. There is very little place for the usual marketing terms or often ‘glamorised’ sales copy used on many websites.
Most public sector websites have to fulfil a public service and often provide the public with very important information. Take the recent Swine Flu website, much maligned, but a vital public service nevertheless. If you extrapolate the advice to users of the site to base economics, then the conversion rate of product ‘sold’ (Tamiflu) is the envy of many corporates.
Of course the reason this site was set up was to try and combat the spread of a disease not to make money! However, I think it highlights the very serious consideration that has to be given to designing a website in the public sector, paying particular regard to how the information is presented. You are still trying to drive traffic to the site, and very high volumes at that, but not for the same reasons.
Many of the same cornerstones of all web design projects still hold true, W3C guidelines and the importance of the user journey for example. But most of these projects require careful and considerate handling of the public message. Many public sector organisations, and in particular the NHS, have had limited contact with digital agencies, mainly due to the majority of digital work and system development previously being carried out by in-house teams of developers. Reassuringly, these days most stakeholders in the public sector understand that as an information tool, the internet is key in helping to reach as broad an audience as they can.
Historically most NHS websites have been developed by very busy IT professionals, who are not designers, but predominantly programmers and have to work under strict user guidelines. Our job, as a digital agency, is to show that we understand the nature of the work and the message that needs to be conveyed. Public sector projects can be rewarding, complex, confusing and complicated all at once! But understanding the message and as a digital agency being sympathetic to the organisation’s needs, great things can be achieved, with some public sector organisations even taking a lead in terms of their approach to digital. Public sector web design really can be exciting stuff!
Paul Windust
Project Manager
Monday, 24 August 2009
Dull is the New Interesting
To my enormous and increasing regret I’m old enough (and then some) to remember the big, so-called dot.com bubble of the late 1990s. Back then, the race was on to build a website. Why? If your idea was good enough, you could build one and make your millions. And that’s why millions did it. The trouble is, they concentrated on the last two thirds of that last sentence and conveniently forgot about the first.
Which is why there never were millions of millionaires.
Notwithstanding, countless websites were born. If you had some sort of commercial enterprise, a website was your shop window on the world. You had to have one. And Noah-like, you said: ‘if we build it, they will come’. The more enlightened of us saw the error of this approach. We knew websites needed promoting. 10k animated GIFs were waiting to be born – they just needed a reason. And driving traffic to our websites was it.
Right, we said: website, tick. Marketing to make people go to website, tick. What next? Just sit back like a city fat cat and see the pounds roll in, of course. What could possibly go wrong?
But like a smile that slowly fades from the face once you’ve told a joke that nobody has found funny, it became increasingly apparent that nobody was coming.
So we were left with websites that nobody came to. Time to put our thinking caps on, and we did: many inventive solutions were tried. Of course, high interest products always fared better. For boys, fast cars are always going to be cool; as are hi-fi’s, new TV’s, cameras, and trainers. Basically everything we spend time mooning over on Ebay. For girls, I guess it’s some of the above plus fashion, travel, shoes, beauty, handbags, jewellery (not that we’re stereotyping here).
But what about washing-up liquid? What about shoe polish?
The makers of shoe polish have to shift units just like the makers of computer consoles or designer shoes. The trouble is, unless you have a totally out-of-control fetish, why would you give up even 0.0001% of your day to delve into the murky world of shoe polish?
So if you have a low-interest product, two approaches suggest themselves: the first is: Can we be useful? Can we provide a service? Does our presentation of it respond to a user need?
Usually not – it’s a bolt-on. The story goes like this: Look at this shoe polish. It’s the best shoe polish in the world. You must buy it for the following reasons. Oh, and here’s some fluffy stuff to show we’ve thought around our little problem (that no one’s interested in shoe polish), like a funny quiz about shoes, for example, or an article about how to make your feet ‘smile’. And so on.
Mildly entertaining it may be (although probably not) but it’s not useful. It doesn’t start with a need. It’s still push with fluff on, not pull.
The second approach is an advertising trick as old as the hills: if there’s nothing that interesting about the product, create some theatre.
Goodby Silverstein’s Hotel 626 is a perfect example of this. It’s slickly done, it’s highly entertaining, it’s genuinely scary, and it’s bloody good.
It’s advertising Doritos. That’s right, Doritos. The target market’s teens – nobody loves a good scare like a teenager – and it was created to answer the brief that Doritos wanted to announce that they were re-introducing two flavours. Once the agency insight had the insight that these two flavours were being brought back from the dead, the rest kind of writes itself (although absolutely no credit taken away).
But the point is that it’s no longer a message – and a rather unremarkable one at that – it’s an experience. One that people come to. Engage with. Pass on. For free.
Ten years ago, if there was a Doritos website (and I’m guessing there was) the announcement of two old flavours would have appeared in the form of a 120x60 pixel button on the homepage.
Nowadays, with the advancement of technology, the increase in common bandwidth and the courage to create something truly excellent and memorable, people have willingly, joyfully, not just taken on that message, but have taken an incredible brand experience away with them too.
Ewan McGee
Creative Director
Which is why there never were millions of millionaires.
Notwithstanding, countless websites were born. If you had some sort of commercial enterprise, a website was your shop window on the world. You had to have one. And Noah-like, you said: ‘if we build it, they will come’. The more enlightened of us saw the error of this approach. We knew websites needed promoting. 10k animated GIFs were waiting to be born – they just needed a reason. And driving traffic to our websites was it.
Right, we said: website, tick. Marketing to make people go to website, tick. What next? Just sit back like a city fat cat and see the pounds roll in, of course. What could possibly go wrong?
But like a smile that slowly fades from the face once you’ve told a joke that nobody has found funny, it became increasingly apparent that nobody was coming.
So we were left with websites that nobody came to. Time to put our thinking caps on, and we did: many inventive solutions were tried. Of course, high interest products always fared better. For boys, fast cars are always going to be cool; as are hi-fi’s, new TV’s, cameras, and trainers. Basically everything we spend time mooning over on Ebay. For girls, I guess it’s some of the above plus fashion, travel, shoes, beauty, handbags, jewellery (not that we’re stereotyping here).
But what about washing-up liquid? What about shoe polish?
The makers of shoe polish have to shift units just like the makers of computer consoles or designer shoes. The trouble is, unless you have a totally out-of-control fetish, why would you give up even 0.0001% of your day to delve into the murky world of shoe polish?
So if you have a low-interest product, two approaches suggest themselves: the first is: Can we be useful? Can we provide a service? Does our presentation of it respond to a user need?
Usually not – it’s a bolt-on. The story goes like this: Look at this shoe polish. It’s the best shoe polish in the world. You must buy it for the following reasons. Oh, and here’s some fluffy stuff to show we’ve thought around our little problem (that no one’s interested in shoe polish), like a funny quiz about shoes, for example, or an article about how to make your feet ‘smile’. And so on.
Mildly entertaining it may be (although probably not) but it’s not useful. It doesn’t start with a need. It’s still push with fluff on, not pull.
The second approach is an advertising trick as old as the hills: if there’s nothing that interesting about the product, create some theatre.
Goodby Silverstein’s Hotel 626 is a perfect example of this. It’s slickly done, it’s highly entertaining, it’s genuinely scary, and it’s bloody good.
It’s advertising Doritos. That’s right, Doritos. The target market’s teens – nobody loves a good scare like a teenager – and it was created to answer the brief that Doritos wanted to announce that they were re-introducing two flavours. Once the agency insight had the insight that these two flavours were being brought back from the dead, the rest kind of writes itself (although absolutely no credit taken away).
But the point is that it’s no longer a message – and a rather unremarkable one at that – it’s an experience. One that people come to. Engage with. Pass on. For free.
Ten years ago, if there was a Doritos website (and I’m guessing there was) the announcement of two old flavours would have appeared in the form of a 120x60 pixel button on the homepage.
Nowadays, with the advancement of technology, the increase in common bandwidth and the courage to create something truly excellent and memorable, people have willingly, joyfully, not just taken on that message, but have taken an incredible brand experience away with them too.
Ewan McGee
Creative Director
Thursday, 20 August 2009
Mobile Apps Advertising - could be better?
So this week's New Media Age lands on my desk this morning and I read, with a certain level of surprise, the cover article, outlining recent concern on the use of mobile application advertising.
The article highlights, that whilst many well-known brands are embracing the opportunity that advertising in iPhone and other mobile apps may bring, their approach could not be described as particularly well-thought out.
That is not to detract from the 5% of brands that appear to be doing it right, but what of the other 95%?
NMA quoted fairly shocking figures, with up to 30% of ads within mobile apps linking to flash sites which cannot be displayed on an iPhone, and the majority linking to sites not optimised for mobile. If only 5% of advertisers are actually linking to a mobile-enabled site, what sort of user experience are the other 95% giving the consumer?
In a world where both time and financial resources are increasingly scarce, it seems crazy to waste both, with a poorly planned and executed advertising campaign that just doesn’t make sense. So how has this happened?
In defense of the brands, it appears that Google’s launch of AdSense for Mobile Apps has caused this potential issue, with all ads booked via Google automatically running within apps unless the advertiser opts out.
Google probably should have made this clearer to advertisers upon launch to ensure the appropriate changes could be made to the search campaigns. However, contrary views suggest that mobile browsers are sophisticated enough to handle standard, non-mobile-enabled sites, therefore suggesting no change is required.
But if they are offering anything but the best possible user experience throughout their campaign, surely brands should not settle for this?
Marketing budgets are often fought very hard for, both to get and to retain, and if achieving anything but the highest possible ROI, they are certainly not doing their budget-holders, brand or objectives any justice. More worryingly, they could also be causing damage to their brand.
It will be interesting to see how industry bodies respond to the COI’s request for guidelines on advertising in mobile apps.
Jocelyn Kirby
Marketing & Business Development Manager
The article highlights, that whilst many well-known brands are embracing the opportunity that advertising in iPhone and other mobile apps may bring, their approach could not be described as particularly well-thought out.
That is not to detract from the 5% of brands that appear to be doing it right, but what of the other 95%?
NMA quoted fairly shocking figures, with up to 30% of ads within mobile apps linking to flash sites which cannot be displayed on an iPhone, and the majority linking to sites not optimised for mobile. If only 5% of advertisers are actually linking to a mobile-enabled site, what sort of user experience are the other 95% giving the consumer?
In a world where both time and financial resources are increasingly scarce, it seems crazy to waste both, with a poorly planned and executed advertising campaign that just doesn’t make sense. So how has this happened?
In defense of the brands, it appears that Google’s launch of AdSense for Mobile Apps has caused this potential issue, with all ads booked via Google automatically running within apps unless the advertiser opts out.
Google probably should have made this clearer to advertisers upon launch to ensure the appropriate changes could be made to the search campaigns. However, contrary views suggest that mobile browsers are sophisticated enough to handle standard, non-mobile-enabled sites, therefore suggesting no change is required.
But if they are offering anything but the best possible user experience throughout their campaign, surely brands should not settle for this?
Marketing budgets are often fought very hard for, both to get and to retain, and if achieving anything but the highest possible ROI, they are certainly not doing their budget-holders, brand or objectives any justice. More worryingly, they could also be causing damage to their brand.
It will be interesting to see how industry bodies respond to the COI’s request for guidelines on advertising in mobile apps.
Jocelyn Kirby
Marketing & Business Development Manager
Wednesday, 19 August 2009
Gold Star to M&S for QR Campaign
A gold star goes to Marks & Spencer for trying to engage more with their customers with the trialling of mobile QR codes on their ‘Food to Go’ freshly squeezed juices.
What, you may ask, are QR codes?
Not as it may appear a weird layout for a new type of puzzle, but a neat way of offering consumers product information and money off future purchases that has proved to be very popular in Japan. All you need to do is scan the QR code on the bottle with your phone’s camera and you will be directed to a ‘Food to Go’ mobile site which features a range of content and a voucher code to claim against your next bottle of juice.
It’s not the first time it has been tried in the UK; The Sun used them last year to drive traffic to their mobile site via an eight page pull-out section in the newspaper. This was then followed by campaigns from brands like the BBC, Pepsi and Volvo. However, there has been a small hitch in the development of the format over here due to a lack of QR code readers that are automatically embedded in UK phones. Small but potentially significant problem. It will be interesting to see how it works for them. If you’re an M & S freshly squeezed juice fan, you could save yourself a fortune so it might be worth checking your phone does have it!
Consumers may be a difficult target in the short term but one area that QR codes should take off in is at the good old trade fair. Maximising the huge investment that it takes to attend these shows could ensure that B2B clients think about providing mobile QR codes on their stands as a novel way to provide a direct link to mobile phone formatted information with order forms and product information. It would certainly make you stand out from the crowd! Keep an eye out for future QR developments as they may well be the key to the success of your campaign…
Jill Thater
Client Services Director
What, you may ask, are QR codes?
Not as it may appear a weird layout for a new type of puzzle, but a neat way of offering consumers product information and money off future purchases that has proved to be very popular in Japan. All you need to do is scan the QR code on the bottle with your phone’s camera and you will be directed to a ‘Food to Go’ mobile site which features a range of content and a voucher code to claim against your next bottle of juice.
It’s not the first time it has been tried in the UK; The Sun used them last year to drive traffic to their mobile site via an eight page pull-out section in the newspaper. This was then followed by campaigns from brands like the BBC, Pepsi and Volvo. However, there has been a small hitch in the development of the format over here due to a lack of QR code readers that are automatically embedded in UK phones. Small but potentially significant problem. It will be interesting to see how it works for them. If you’re an M & S freshly squeezed juice fan, you could save yourself a fortune so it might be worth checking your phone does have it!
Consumers may be a difficult target in the short term but one area that QR codes should take off in is at the good old trade fair. Maximising the huge investment that it takes to attend these shows could ensure that B2B clients think about providing mobile QR codes on their stands as a novel way to provide a direct link to mobile phone formatted information with order forms and product information. It would certainly make you stand out from the crowd! Keep an eye out for future QR developments as they may well be the key to the success of your campaign…
Jill Thater
Client Services Director
Tuesday, 18 August 2009
The Future of Gaming - pay what you want?
With Eidos’ big splash announcement that it will be selling digital download versions of Championship Manager 2010 on a pay-what-you-want basis, starting from just £2.51, are we seeing a change in the future of gaming, or is this just a clever marketing ploy?
The pay what you want technique, first championed in 2007 by Radiohead to launch their ‘In Rainbows’ album, has seen little application by marketers since, despite the album achieving an exceptional number of downloads, as well as incredibly strong physical product sales.
The technique, which has so far, gained extensive media coverage for Eidos, appears to open doors to ‘freeloaders’, who will choose to pay only minimal fees for the game. However, even at £2.51, the increased lift in the number of purchases should see not insignificant income for Eidos and if Radiohead’s foray into the world of pay-what-you-want has set a precedent, then Eidos can also expect to see many purchasers choosing to pay more than the minimum download fee.
So, is this an indication of a shift in the future of gaming?
It is a very clever move by Eidos indeed, with impeccable timing and a perfect PR launch. But it is also much more than that. With increasing levels of in-game advertising and a more spend-thrifty consumer, this looks to be the beginning of a shift in the way we market and consume in our gaming lives. I doubt very much that we will see an overnight shift in pricing strategies from the big game producers, but certainly an incremental shift over the coming few years is likely to demonstrate an increase in pay-what-you-want style game launches.
Jocelyn Kirby
Marketing & Business Development Manager
The pay what you want technique, first championed in 2007 by Radiohead to launch their ‘In Rainbows’ album, has seen little application by marketers since, despite the album achieving an exceptional number of downloads, as well as incredibly strong physical product sales.
The technique, which has so far, gained extensive media coverage for Eidos, appears to open doors to ‘freeloaders’, who will choose to pay only minimal fees for the game. However, even at £2.51, the increased lift in the number of purchases should see not insignificant income for Eidos and if Radiohead’s foray into the world of pay-what-you-want has set a precedent, then Eidos can also expect to see many purchasers choosing to pay more than the minimum download fee.
So, is this an indication of a shift in the future of gaming?
It is a very clever move by Eidos indeed, with impeccable timing and a perfect PR launch. But it is also much more than that. With increasing levels of in-game advertising and a more spend-thrifty consumer, this looks to be the beginning of a shift in the way we market and consume in our gaming lives. I doubt very much that we will see an overnight shift in pricing strategies from the big game producers, but certainly an incremental shift over the coming few years is likely to demonstrate an increase in pay-what-you-want style game launches.
Jocelyn Kirby
Marketing & Business Development Manager
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