CM Access

Lately there’s been a lot of discussion about how video (viral or otherwise) is being integrated into marketing campaigns, and our online life in general.

I certainly love that with broadband, I can watch TV shows at any time I’d like, rather than having to commit my life to a network’s whims. I love that I can iChat with my sister across the country, in real time. And I know several people who are really getting into video e-mailing, with programs like HelloWorld making it easier than ever. And places like VidRez offer video resumes for anyone.

I’m not sure I’m ready to lose the certain amount of privacy that written communication still affords us. Most of us have never been on TV, let alone written, directed, and starred in our video.

But for video being integrated into marketing campaigns, it needs to get to a better place than the YouTube-platform, user-generated SuperBowl competitions. And now it’s getting into politics, with YouTube partnering with Senator McCain’s campaign.

Is it useful? Is it effective? Are consumers really being more inspired to recognize brands, or urged to make a purchase, based on a video they saw on YouTube?

I’m sure the debate will go on, and I’m hardly qualified to stage it, but the variety of uses for video sharing is a very interesting case. I think the more effective uses of video are not the general mish-mash that can be sorted through on the generic site, but instead how it’s integrated into a larger strategy, placed specifically on certain areas of a webpage, and used in conjunction with other tactics. And there’s also a big difference between a 3 minute video that someone seeks out, and an integrated Flash video within a superior, dynamic website.

I’d have to say this is my current favorite: effective use of entertaining video, in so much as it reaches consumers on a higher level. The Renegade Marketing group is really working toward the successful side of using video. Would love to hear what you think!

And while I’d love to support the effort of Southern New England chapter of the American Marketing Association made to work in the new media space, I’m not sure the value or effectiveness of this youtube video“>video quite hits the mark.

And videopodcasting is another topic of note. Not a podcaster myself, I haven’t quite the perspective to comment, but with the iPod capabilities to carry video, it seems to be a natural evolution of the popular subscription and personalization abilities we now have at our fingertips. And from what little I know, this guy gets it. (Though, is there anything Robert Scoble doesn’t get?)

It’ll be fascinating to see how video evolves as our use of the internet, instant communication, and marketing tactics adapt. If nothing else, we’re all going to be a lot tougher critics because the content of new pieces will need to consistently surpass all others for creativity and concept.

Technorati Tags: viral video, HelloWorld, ScobleShow, YouTube, video, Renegade Marketing, iChat, Flash, MenWithCramps, video resumes, VidRez

Sounds so obvious, right? Well, what I mean to say is that if technology is changing the way things get done, need to change the way we’re doing things, too!

This article from eMarketer Daily highlights some research done by Neilsen that demonstrates that DVR owners are watching commercials anyway.

A March 2006 survey by Forrester Research of the members of the Association of National Advertisers indicated that almost 70% of them believed DVRs and VOD would reduce or destroy the effectiveness of the traditional 30-second commercial and, furthermore, that when DVRs were in 30 million homes the majority of the advertisers would reduce their spending on TV advertising.

That sentiment is likely born more of fear than reality. What it does mean is that many advertisers are reassessing their strategies to reach DVR users.

This got me thinking. Advertisers are forced to alter their media buying tactics, their creative concepts, their general marketing strategy to work around (and through, and with) the changing technology. We need to alter our job search tactics in the same way.

Just as the fear is that DVR owners are increasingly choosing what they want to see and when, hiring managers are extremely selective about who’s resume gets read and when.

Try new tactics, don’t fall into the CraigsList, Monster.com, CareerBuilder.com rut. Everyone else is doing the same thing, you’re going into a huge pile of resumes that must be whittled down somehow. Ever think about this?: maybe you are the PERFECT fit for the position, but you never even get considered because you were at the bottom of the inbox, and after 10 calls were made, 10 interviews conducted…you were number 11.

How will you be adapt with changing technology? Change your tactics.

Technorati Tags: technology, Neilsen ratings, DVR, search strategies, new

My family and friends will tell you that I am not content for things to be simple or easy. I can’t watch television passively. I tend to enjoy movies that have some sort of message, or discussion, even if I have to make it up (”But did you notice the buttons on all of the characters’ shirts? What was the costume designer trying to say with that detail??”).

And best of all–I LOVE to watch commercials.

My current faves are (of course) the Geico cavemen (the actor is the guy on the new TBS sitcom 10 Items or Less), those incomprehensible Skittles commercials, and pretty much any that make you say “whaaaaa?!”

This is one reason I’m very much looking forward to the Philly AMA’s Super Bowl Smackdown event on Feb 7th (yes, I’m plugging it). This is the best event of the year (except I really enjoyed 21st Century Marketing with Jeff Greene of Gold-Group) where marketers and advertisers gorge on Dave and Buster’s amazing mini-hamburgers and debate the success and entertainment value of the top commercials aired during the big game!

I saw this post at the Church of the Customer, and thought about how this facet of advertising might make it into the discussion. Jackie makes a great point about how, if the winning ideas are then turned over to ad agencies to produce the spot, then what’s the point? Free labor?

Technorati Tags: Superbowl, Smack Down, American Marketing Association, PAMA, commericials, Church of the Customer, consumer-generated

I will not comment on, or request insight about, or opinions regarding the latest product announcement from a certain technology company named after a fruit.

While it’s a fascinating study of blogger-hype and buzz, it is what my friend Robert called “expectation marketing” (see word of mouth marketing, including buzz and viral…) because by not giving any solid information about the product, what’s actually being advertised–and blogged the hell out of–is the expected product.

As Robert explains, with the product likely still being in early stages of development, this corporation, by leaking the idea to a very well-connected network, the world (well, blogosphere) soon becomes the focus group. Through this, the product itself can continually be adjusted as needed. (this is probably precisely what is blogged about elsewhere)

My point is: It will be uber-expensive until everyone has one and then, why would you want it anyway? Because soon after the price drops from $499 to $49.99, something better will be launched, probably by the same corporation, and with even more expectation of the way it will change how we communicate with one another on a global level…

[oh crap, I talked about it anyway!]

If you don’t know where that quote is from, you must be too young. (I can’t believe I said that, but having just celebrated my birthday I guess references to aging are inevitable.)

I bring it up because there’s been some buzz recently about the TVLand list of 100 Greatest Catch Phrases and TV quotes. The list is making a lot of people reminisce about their favorite shows, and about how pervasive much of television language is in today’s vernacular.

But the list is incomplete. I can’t say this is my idea, I heard it on the radio on my way in this morning. But I wondered what other very influential quotes and phrases might not have been included, and I wondered, “why?”

Here’s some that are included:

And some that I think should have been:

Oh and I just found these two here

And this is a great list, too

I wonder why some of them are included, and others not? Any ideas?

Technorati Tags: television, catch phrases, lists, commercials, TV Land

I’m a busy girl.
Last night I went the Philly American Marketing Association (PAMA) November event, a presentation by Jeff Greene of Gold Group, entitled “21st Century Marketing.”

This afternoon I went to a luncheon for the Philly Ad Club (PAC) that was a presentation by Karen Seamen, EVP, Cramer-Krasselt, Chicago about “The CareerBuilder.com Story” (I love those chimp commercials!).

Mr. Greene’s presentation was terrific. He is quickly and effectively positioning himself and his agency as the expert of a very inexact, but emerging science. And there was a room full of people at the PAC event to hear from an expert about how to create a successful, creative and quality ad campaign.

Here’s the point: CreativeCamp is like and unlike the industry organization events. While it’s related to things we’re all familiar with (conferences, networking) it’s doing it differently. There are no singular experts–everyone who attends can be an expert in their own right!

From the excitement and interest I saw last night as Mr. Greene told us of how Gold Group is integrating viral marketing, podcasting, blogging and mobile marketing to really approach this new wave of advertising, I know that there is much more to be said. I know that there are many who have something to say. I know that CreativeCamp will be a great venue to do so.

Before you say “but you’re the organizer and you’re just trying to get people to come eat your cookies and hand out business cards”, please know that I really am an attendee more than a sponsor. I feel strongly that the idea is a good one. I know how trying and tiring ‘networking’ events can be, and I like that the *camp style allows for less intimidation, more interaction, and more conversation. (And if you’re really afraid of people check out CaseCamp SecondLife here )

While I’m thrilled to be able to go to PAC and PAMA (Holiday wine-tasting event on December 14!!) events, and learn from those who have built a reputation for their innovative work, I know that some of us feel are afraid to ask questions, and feel we’ll never reach that level, or never have anything worthwhile to say.

At CreativeCamp2.0 you will! Sign up at the wiki site for http://www.creativecamp.org.

Technorati Tags: CreativeCamp, networking, philly ad club, philly american marketing association, barcamp, expert, CaseCamp Second Life