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DEFINING INSIGHTS

CES: A Window into the Busy Streets of Technology and Our Future

Friday, January 13, 2012 by Michael Sater
My first trip to CES in Las Vegas feels more like the sandstorm that overtook Tom Cruise in Mission Impossible: it came on suddenly and I left blinded, coated with bits and pieces of silicon.



I have only begun processing the whirlwind of flashing lights called CES and though fortunate to have an opportunity to immerse myself in the future of consumer technology, those 48 hours left me with just as many questions as answers.
 
Distraction or enhancement? Tech that integrates social:
We are entering a world where we are connected to friends and foreigners and to the internet, everywhere we go. At CES, I saw dozens of new mobile devices and tablet computers in numerous shapes and sizes. I caught sight of the immediate future where new Samsung TV's and "eco-friendly" washing machines offer “Smart Interaction” — a platform featuring gestures and voice controls and facial recognition. I visited TiVo where they demoed DVR video streaming within their familiar TV interface onto their iPad companion app. I listened to a thoughtful debate on the merits of Social Television by a panel that included Lisa Hsia of NBC, Jean-Pierre Lespinasse of BET and, our very own Frank Radice.


radice at CES
 


Is this a world consumers want to experience?
 
Yes and no. Consumers expect an exciting world of brands and branded content in motion. But what I saw at CES forced me to catch my breath. I thought of times that I yearned for more immediate connections: finding an out of the way coffee shop; learning more about a talented singer on The Voice; researching food choices on my Weight Watchers app; and sharing a story with friends on Facebook. But when I am watching televised drama (have you caught the GOP debates?), the last thing I want is a social ticker scrolling across the screen. When I am focused on well-crafted TV content or a well-written story on Men’s Health, don’t bother me. Technology, content, and social strategies need to be addictive, not distracting.
 
Beware being crowned “King” too soon:
Before leaving for CES, I already understood that all media has become social, and social informs all media. But brands and technologies must have an in-depth understanding of their consumers. Listen to your social audience and speak to them in an appropriate tone. I truly think some of the newest technologies displayed at CES will take off, while others will wither away. But, a line between personal technology and invasive technology should not be crossed! The brands that create poorly designed, overcomplicated, and irrelevant technologies that take away from the experience, don’t do enough “right” and that don’t listen to consumers may find themselves with the next Motorola XOOM Tablet (Winner of the Best in Show for CES in 2011).
 
And yet, CES also showcased how the mobile and Internet revolutions continue to change lives and commerce in meaningful ways. Throughout the convention center the automotive, healthcare, entertainment, online, robotics, and other industries all showcased a present and future of leveraging apps, phones, and tablets to invent new business models striving to better meet consumer needs. The future looks exciting and...exhausting!


CES Panel_Vegas
 

Holding Your Campaigns Together: Six Email Marketing Tips for E-tail Marketers

Tuesday, November 1, 2011 by Jeremy Bromwell
Holiday sales
As holiday decorations in stores change and the first snowfall passes, I can’t help but think about the busiest retail season of the year that is right around the corner.  As an email marketer, this means increased frequency, and a higher tolerance to frequency from your subscribers, as well as promotions kicking into high gear.  However, as an email recipient, the next few months represent the most clutter I get from brands all year long!

I’ve put together my top 6 tips to hold your holiday (and all campaigns in general) together as you finalize your messaging and creative and start sending messages.

1. Reinforce that you know me and get personal. – Use the profile information you gather and personalize your messages to me.  Include my name, information about store hours or shipping windows based on my location, reference prior purchases and cross-sell relevant items to complement what I already own.

2. Understand my buying patterns and deliver timely and relevant messages that match up to them. – If you analyze your data and apply some common sense and a little marketing savvy then it will be easy to segment your subscribers and understand where each group is in the bigger picture.  Let’s simplify this: I bought a warm winter coat within the last year (that should last longer than that.)  This tells you that I need warmth but probably won’t want the same kind of coat.  How do you then sell me winter wear when you have great deals? Market a coat in a different category to me (dress, sport, or something I don’t own), Market other winter items to me – glovFrustrating holiday giftses, pants, shoes, etc. if they’re part of your offering.  ** The big key here is don’t tell me that the item I bought last year is now cheaper or technology is significantly lagging because you’ll just frustrate me!

3. Give me something exclusive for being a subscriber: value, content, discounts, etc. – Be unique and tie the exclusive content in your email to the action you want me to take (see below.) Don’t have a 20% off coupon in print, social media, email, and on my website.  If I don’t get anything special why would I remain a subscriber when there are much more passive ways I can get the same deal.

4. Make me want to open your email and load images with interesting visual design that renders well on my client. – Understand if I’m more likely to read my email on my smart phone, tablet, or computer and design so it looks the absolute best there and be different. Imagine what kind of success you could have if your email was personal, focused, and not cluttered!

5. Share similar peoples comments and feedback that are like me (because I trust them more than you)  – Pull in feedback on related items from other channels (social, reviews) into your creative.  This is a great way to let your customers be your voice and also grow following and participation in other channels.  It also makes the copy more interesting if it’s from a “regular” person.

6. Inspire me to take action and reward me for it! – Use a clear call to action (never more than two though, especially this time of year), make it easy for me to convert, pre-fill my information, and reinforce the fact that you know how I got into your conversion funnel and reward me as I move through the steps (hopefully 3-4 max).

You may think that it’s too late to implement these steps into your holiday campaigns but as with everything there are varying levels of implementation so start somewhere and pull out a test segment. Let performance guide you to continual optimization and really solid insights move your campaigns into 2012 as you are planning that email marketing strategy and calendar.

Shark Tank: Taipei, The Interactive Marketing Edition

Thursday, October 20, 2011 by Paul Hernacki
I’ve always wished there was an interactive marketing version of the reality TV show Shark Tank, or something akin to a digital marketing version of American Idol or X Factor. I’ve also always wanted to be a rock star even though I have absolutely no serious musical talent apart from my claim to fame of briefly appearing as Henry Higgins in My Fair Lady and Action in West Side Story while in high school. Pretty far from Rock Star status. But I recently had both wishes granted and it was an awesome experience.
Paul Hernacki in Taipei
Last week I had the incredibly interesting opportunity to journey to Taipei to co-host an annual event called Interactive@Taiwan. This event brings together leading interactive agencies in Taiwan to host a meeting featuring select speakers from abroad whose companies have gained some degree of international recognition for their work in order to learn from them. Each agency participating sends a cross-functional team that then competes over the course of three days to ultimately present the best concept based on a Challenge Brief. The featured speakers work with each agency team in workshops to refine their ideas and concepts in a near crucible-like environment to arrive at a final presentation, which then is judged by the speakers, with awards granted to the best concepts.

While previous years they focused mostly on the creative aspects and invited speakers like the ECD’s of companies like AKQA and W+K, this year they wanted to focus on the importance of technology in combination with strategy, marketing and creative… they looked to companies who have really brought technology and creative together in a unified manner to make a difference.

I was pretty honored when they reached out and invited me based on their awareness of the great work we’ve done for Coca-Cola on their Open Happiness campaign and the work we’ve done for HBO’s True Blood.
HBO's True Blood Immortalize Yourself app
It was also pretty cool to be in the company of the other speaker, Nathan Martin, the CEO of Deep Local which brought the world the Nike Chalkbot and Nog Pong. I can say that in the course of the week I gained a tremendous amount of respect for Nathan and the work Deep Local does.

We set the stage for the event talking about how our agencies marry the fields of creative and technology, art and engineering, marketing and digital, all while staying true to the importance of understanding the brand, the personas of the target market, the desired business results, and the importance of the insights and big ideas. We talked to them about our different models for how we do this to come up with truly innovative ideas and then be able to execute on those ideas. From there we issued them a challenge that basically involved them coming up with concepts for one of their current clients or prospects that involved both digital and post-digital executions that were “outside the box” and leveraged technology beyond simple basics or common approaches.

For two days straight we met with every team in succession, one after the other, several times a day. They brought concepts for brands like HTC, China Trust Bank, FamilyMart, Heineken, Giant Bikes, Samsung and more. It felt like Shark Tank with the weird aspect of being one of the judges and critics. I’m definitely not always right- just ask my wife, my boss, our CMO, or our ECD. But it was amazing to see how much they valued my input and commentary on how to improve their ideas and executions.

Not every idea was great, and many took a long time to work through to something really cool and viable. But in the end, 10 teams from 10 different agencies presented amazing ideas and concepts. There were a few that were fantastic, others that were great, and others that were good and just needed some work. I definitely learned things. I learned how agencies on the other side of the planet are thinking and operating. I learned areas where they are well ahead of the West like RFID/NFC, QR, and mobile gaming. I learned how they operate against very different demands, budgets, and cultures. I hope they learned a few things from me too.

Lastly, my hat is off to the people and culture of Taiwan. I did not deserve it, but they treated me like a rock star while I was there. They are some of the most hospitable people on the planet, I have rarely felt so welcome and well taken care of, and I would do it again in a heartbeat.

I only wish everyone back here in the U.S. thought I was as smart as everyone over there did.
Fireworks in Taiwan

Added bonus: While I was there it was Taiwan’s 100th anniversary. Fireworks abounded. Very cool to see. Watched it from the top of a building in Taipei thanks to a guy named Mouse and his company Webgene .





Insights on designing email marketing to be actionable

Tuesday, October 11, 2011 by Mark Holland
Recently, I had the pleasure to attend the ExactTarget Connections 2011 Conference in Indianapolis, IN.  One of the sessions I attended was for insights on designing email marketing to be actionable.  I learned a few ways to get subscribers to engage more with email marketing rather than just read it.

Define Before Design
When planning an email, it is important to first define the goal of the email.  Before any thought goes into the design of the email, you should ask yourself questions like, “What do we want our subscribers to do when they read this email?” and “How are we going to measure success?” 

Design Towards Ultimate Goal
In putting together a plan for designing email, focus on these key elements:

1. Sketch out a wireframe of the user experience (UX).  The wireframe provides the hierarchy and structure for your message and visuals.  The UX should focus on what the email does, not what it looks like.
 Groupon Wireframe example
2. Apply the brand and graphic design.  It is important to be consistent across your channels. Brand consistency throughout channels build subscriber trust. If you cover up the logo, will it still look like your company?  Even if you are sending informative vs. promotional emails, it is important to stay on brand, even if your objective changes.  For example, Crate and Barrel excels at matching its brand across its email marketing, website, and print catalogs.
 
 Crate and Barrel example

3. Use clear visual cues.  When creating your user interface (UI), focus on engagement techniques to get your subscribers to click:
     a.UI elements are limited in email, so use clickable styling.  For example “Enter Now” looks more clickable than “Enter Now” simply because it’s blue and underlined.
     b.Images with borders look clickable.
     c.When linking to a video, show a play button.
 Visual cues for email
     d. If you include an animated graphic, know that Outlook rarely to never displays animated graphics.  Therefore, make sure the first cell of animation is enough to get the point across in case that is all the subscriber ever sees.
     e. In a test Helzberg Diamonds ran, adding arrows to image links increased clicks by 25%
 Helzberg Diamond email example
4. Over 80% of emails open with images turned off by default.  While this will decrease as mobile smartphone and tablet use rises, it is still important to account for it today.  Therefore, you need to determine a strategy based on your goals:
     a. Make images in your email required by including nothing but images in your email.  Nike sends its emails this way.  The brand experience is so important to them, they would rather you not see the email or force you to enable images, than see it other than how it was intended in its entirety.
     b. Let the text speak for itself.  Images will provide a nice background and/or supplement, but they are not required to understand the email.  CNN sends its emails this way.  The images are not required to comprehend the news stories, but they will supplement the story
if subscribers load them.


nike-CNN
  
Nike- Images needed for action     CNN- Images not needed for action

nike - CNN
 
Nike- Images needed for action CNN- Images not needed for action

By following these simple tips and tricks, your emails will be more actionable and get your subscribers engaged.  However, these ideas might not be best for you.  It is important to focus on your corporate goals, and determine which results are important to you.  Be innovative when you can, but do not ruin the experience. 

Steve Jobs: A Visionary Who Connected a Generation

Thursday, October 6, 2011 by Gil Wolchock
The Apple IIe to my current array of Apple devices are just a few of the things my mind ran to when I heard the news of Steve Jobs passing early yesterday evening.  From an irony perspective, I was in the midst of finally upgrading my MacBook Pro to Snow Leopard so that I could go to Lion when the news came across.  I sat back and had a chance to reflect, as the disc whirred in my optical drive.


My first computer in the early 80’s was an Apple IIe.  My mother was a Math teacher at the time and she was on the forefront of the technology curve and was embarking on her own path that would turn her into a Technology Specialist.  Besides writing ‘go sub’ routines my favorite pastime in Computer Class was opening up the CPU and pulling the audio cord so we could play “Hard Hat Mack” and “LodeRunner” without the teachers knowing.  From the IIe I moved on to the Macintosh SE.   For those of you that don’t remember, that was the first ‘all in one CPU/monitor’ package, and it was fairly popular in the schools.  At this time, I was also introduced to Apple Talk and the ability to network 5 or more computers together and even add in a shared printer!

Steve Jobs - CEO of Apple 1955-2011

As I entered the business world I drifted away from Apple at about the same time that Jobs drifted away from Apple.  But, as my business world changed so did my ability to experience the change of Apple’s market strategy, which included Jobs re-entry to the company.


I have been an early adopter ever since.  I remember ‘spinning’ the slide wheel on that first, bulky iPod and
realized how much the world was about to change.  With each successive release it seems like I have upgraded until I moved over to the iPhone and was able to integrate my phone and audio devices together.  I was on the original list for the iPhone4 and waited in line to pick mine up on day one.  I am typing now on my MacBook Pro and am the proud owner of not just an iPad but also the new iPad2.  I have also spread the ‘Apple fever’ to my children.  My girls, 11 and 9, both have iTouch 4’s and our favorite thing to do is FaceTime at night before bed as we live a 1,000 miles apart.  That smile I get from them and the ‘live’ kiss sums up for me what the mind and spirit of what Mr. Jobs means to me.  He, and Apple, have helped ‘connect’ the world in ways that we only dreamed about less than one generation ago.

 
The above image is from www.Apple.com

Brand Emails on Mobile – Should you care? How do you justify program optimization?

Wednesday, September 28, 2011 by Jeremy Bromwell
Last week I attended a great interactive marketing conference in Indianapolis (and yes, got a side dish of Katy Perry while there!) Of all the things I learned about unified marketing, one of the most interesting sessions I attended was about Email Design in the Mobile Inbox Age.  The presenter was Chris Studabaker from ExactTarget.
Definition 6 team at the Katy Perry concert at ExactTarget Connections conference
The Definition 6 team at the Katy Perry concert from ExactTarget Connections 2011.

Chris answered the question “What is mobile email?” with the following explanation: Email + mobile.

From this perspective a mind shift starts to occur and move away from thinking about designing email templates and brand communcations for a mobile device, or for any singular device at all which makes complete sense.  As a “connected consumer” just think of the places you are likely to consume email content: computer, tablet, mobile come to mind immediately.  Intuitively receipients interact different with messages based on the device they are consuming it on.  
Connected consumers

Will I click through email links (or even load images) on my cell phone? Maybe not.
 
On my iPad? I am likely to click through and browse/shop and even purchase on the tablet.
 
Desktop? Standard behavior applies!



As you’d imagine, we can really easily over complicate the issue and instead of inspiring improvement in a campaign become paralyzed and less clear with our goals than when we started so let’s break this down into a few tips, steps, and data points that will help us actually DO something!

Here are a few images of the data that Chris shared:

Email opens by environment graph


Mobile opens by platform graph


Where do subscribers open graph


Email click through chart
The graphs above were created by ExactTarget and distributed to Connections 2011 attendees.

Now that you know more about the landscape, let’s talk about the solution!  There are three things to consider in crafting the solution: The code (technology), visual presentation (content), conversion path optimization (experience). You must balance all of these with the level of investment and projected return. 


I’m going to focus on the content portion of the solution in this post but feel free to contact me if you’d like to talk more about the technology or the experience!

There are 2 major considerations:
- Small screen
- Touch

The mobile inbox has some different display restrictions that are important to consider with your content strategy.
- Subject Line – Display ~35 characters
- Preheader content – Accommodate between ~40 to ~80 character.

Try the following layout guidelines when you look at how you organize your content.
- Make sure the content is readable on a small screen
- Use a grid layout that you can “train” your subscribers and creators to expect
- Try a single column layout for primary content
- Strong language & visuals for primary call to action (CTA)
- No more than 3 columns for secondary content and beyond

Scaling and Text Size Guidelines
- 22px or more for Headlines
- 16-22px for body copy
- iPhone’s automatically scale up text under 12px

In the end it all comes back to your goals and your audience.  Email marketing gives the sender the great ability to data and easy A/B testing on changes so look into your performance, talk to your subscribers, develop an approach, and test!  That’s the only way our campaigns will improve over time because there is no “one size fits all” solution.


It's Not About Going Viral

Monday, September 26, 2011 by Bryce Kervin
The days of an artist continuously, if ever, going platinum and multi-platinum are behind us, but that doesn’t mean the people aren’t listening. Existing and emerging platforms continue to help shape the music business every day.  Take for instance a young new hip hop artist out of Pittsburgh who at the tender age of 19 has over 135,000,000 YouTube Views on his channel… and he is not signed to a major label, but has stayed loyal to his independent label Rostrum Records.

mac
mac miller
macmiller

How did he do it? Social Media. Branding. Engagement.
Mac Miller has followed suit from those who have just recently come before him and dove head first into the Internet. Releasing his entire music collection to date for free and relying heavily on social media to gain fans. For every 100K followers Miller receives he has put out a free song on his #road2amillion twitter followers. Surpassing 1,000,000 fans on Facebook and gaining a majority of the YouTube views in under 1 year is no easy task even for the biggest social media beast. 
 
His biggest video, “Donald Trump,” has 26,085,243 views. 



Even The Donald himself eventually had to put in his two cents.  As powerful as Donald Trump is, the video commenting on Mac Miller has about 100,000 more views then all of his other YouTube videos.


 
This isn’t about videos going viral. Connecting with people is what resonates with me. Miller has branded himself while not letting the conversation between him and his fans become one-sided. He continues to stay engaged with people all over the world (currently on a sold out tour in Europe… independently and still 19 years old.) His fans have been made to feel a part of something through his tweets, music videos, and the brand he has built instead of just consumers of the music. At any given moment people are commenting on his videos and tweeting about him, the fans have been engaged with what he has built. Relevant blogs continuously post content. The more content that is out there the more successful the online presence has become, but the content is fine-tuned and ready to be live, it is planned and well put together.

How does this relate to your brand? Carefully construct your social media strategy, spend time gathering content that your consumers will have a reaction over. Make it so good it will leave them wanting more. Engagement is a word all too often thrown around a room full of marketers, but sometimes the message doesn’t get through because the content is too dry to move anybody. In the 1960’s Howard Gossage said, “The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.” The same holds true today, people still engage with the things in their lives that move them… and sometimes it’s a brand. 

It's All About Engagement: Meeting of the Minds at #iStrategy Atlanta

Tuesday, September 20, 2011 by Bryce Kervin
The iStrategy conference was held in Atlanta last week and brought together an amazing list speakers from Frederick Townes, the CTO of Mashable to Craig Newmark, Founder of Craigslist & Craigconnects. From start to finish, the conference was on fire! Twitter was lit up with the hashtag #iStrategy, and in between panel sessions, the sweet smell of networking was in the air. 
On the first day of the event, a lot of the discussion revolved around social media and how to effectively build a real strategy that was actionable and impactful.  With panelists that ranged from Don Steele, Todd Wilms, and Elizabeth Pizzinato we heard a lot of how they were able to achieve success in their companies.  We heard that most often listening can be more important talking, that authenticity is still a key to success, and that social media is not something you control, but something in which you need to participate with.  Definition 6’s Jennifer Dowd took away another great key point on how to effectively establish a social media practice in a large organization: Raise the social IQ one group at time within a large company. Establish the rules. Do not try to execute a companywide revision of a social media plan because the entire group will not retain the strategy at the same level.
  Michael Kogon moderating an iStrategy panel
We were fortunate enough to have our CEO Michael Kogon moderate an amazing panel on Social Media & E-Commerce. Kicking off the panel was our Social Media DJTM Ashley Reed, encouraging the audience to participate via Twitter and it would pay off...with some amazing prizes, including an HP Touchpad & a football signed by Dan Marino (thanks to Nutrisystem!). Winner of the Dan Marino football

dan marino football
The panel was made up of great companies like Rue La La, Vista Print, Nutrisystem, Sears, and HP UK. Each of the different organizations has taken a different approach to e-commerce and social media by engaging with their consumers on mobile, creating their own content and even leveraging their social channels for charitable causes. Ryan Ostrom, from Sears has taken it one step further to become a media company as well, creating their own content including many how-to videos – their most popular is how to turn a picnic table into a keg.



Panelist Christy Monaghan from Nutrisystem said it’s all about engagement for them, with tons of mobile apps created in the last few months where their users have the ability to track calories, and their diet regiment. Christy even mentioned that they have 70% re-engagement for their droid app alone. Stacey Santo from Rue La La has utlized social media for improved customer service.  So much, in fact, that Rue La La has its own twitter account solely dedicated to this. Depending on your definition of social media, you must do what is in the best interest of an ultimate goal, make the campaign work for you. 

All in all, this event was thought-provoking, insightful and had great networking opportunities (despite the fact there was no soda to be found at all during the breaks!!!) Thanks to the panelists and iStrategy team for inviting us to participate!

Your Name is Your Brand: 5 Steps to Personal Branding

Friday, September 9, 2011 by Frank Radice
So, you've been downsized or made redundant. But you're certainly not ready to throw in the towel.

You've been paid lots of money over the years by some big company where you learned and refined the exact skills they needed you to have in order to make their business work.

Now it's your turn to do it for yourself. But where do you start? You've always had the company to give you business cards, cell phones, laptops, desktops, probably an office or a cubicle, and maybe an assistant and an expense account.

Now it's all gone!

But it's really not if you know what to do.

The most important thing to remember is...Your Name is your Brand!

Your skills are still there and your experience has taught you how to hone them.

Here are 5 practical starting points to get your personal brand going.

1.  Register yourself as a company or a partnership (first name last name company) This is easy to do, but you may have to wait in line at City Hall for a while.
Frank Radice's company business card
2. Get your own URL. (You can lock that down at any number of place like name.com. Own your name if you can with your first name & last name.com (joeschmoe.com). Make a basic web page (you can do that a places like use.com).  Make it simple and use your new URL as the title (JoeSchmoe.com)

3.Get your own e-Mail address appropriate to your URL. firstname@firstnamelastname.com (you can do this for your business at google Apps) (Joe@joeschmoe.com)

4.  Print business cards that are very simple. Your name, your URL, your e-mail address, and your mobile phone number

5.  Start a Facebook fan page and a Twitter Page for your company. Show links to them on your website. Make a Linkedin page and get someone to do a Wikipedia page for you.

After you have populated your sites and pages with your expertise, experiences and some examples of your work (make sure you use video), get out there and network.  

Hand out your cards, talk up what you can do for a potential client.  Get their card....and then...Follow-Up.

A great example of personal branding is the recent campaign by Matt Epstein called "Google Please Hire Me" where he created a website and a video all focused on landing a job at Google.  He even worked his personal brand into the URL playing up the double entendre of "ME" to reference his initials.



TalentZoo also released an article last week entitled, "10 Strategies to Reinvent Your Personal Brand" which outlines many of the topics I touched on above.  In fact, it even further discusses ways in which you can improve your personal brand by being a catalyst or being a source of great knowledge.  In this day and age, you need to market yourself even more to differentiate yourself from the ever-growing talent pool.

Of course you need a strategy and you must understand how to use all of these tactics...but you've got to start somewhere.

Now let's get this party started.

Marketing Tips for the Here and Now

Friday, August 19, 2011 by Rachel Conforti
Climbing Most marketers are now beginning 2012 strategy and planning sessions, as well as budget reviews.

However, given the economic situation these days, it may also be prudent to take a look at your current media mix and spend some time to adjust your plan that will actually affect business for 2011.

Our CEO, Michael Kogon, wrote a great blog post on 6 Marketing Steps You Should Take Before October 1st, with insights into tactics that will be beneficial to your company's revenue.

Are you adjusting your marketing strategy this year?

Seven Conflicting Trends Impacting Business (Part 2)

Monday, August 8, 2011 by Michael Sater
A few weeks ago, I shared some insights from a report I had written on Seven Conflicting Trends in Corporate Social Responsibility.
seven conflicting trends
The second part of this two-part series was recently released on Vault.com.  Key topics the article touches on include rising expectations, shareholders pushing harder than ever, and supply chain engagement. Part two focuses on the increase in shared knowledge, winners arising from clear leadership, greater localization, and the trend of greater transparency/accountability and integrity.

These days, a plethora of new media opportunities—interactive, experiential, social, mobile, etc.—amplifies every action. As each company looks inward examining the corporate social responsibility strategy and tactics of the business, it must also have a greater understanding the archetypes of all screens—mobile, tablet, laptop and desktop—and develop integrated communications strategies to share their efforts and their story.

You can also read the report in full on Forbes.com.

Michael Sater, Brand Management Strategist

Mobile Marketing Tips from Definition 6's Expert

Friday, July 29, 2011 by Rachel Conforti
Definition 6's very own Mark Emery spoke at the IAB Mobile Marketplace on July 18th, 2011, discussing "Who's Buying...Who's Not...and Why? The Buyer's Side of the Story." IAB's Willow Duttge caught up with Mark after the panel to ask him a few questions.


Mark touched on some very interesting points, including his opinion of when he believes mobile should be considered as part of a client's strategy, how sometimes it is the first screen, and how mobile users relationship is very personal with their devices.  He goes on to say that is "the first thing they reach for when they wake up in the morning and the last thing they put down at night."  He also is seeing more mobile growth beyond just "I need an iPad app."

How are you planning for mobile?  Leave your comments below on what you'd like to see more of in the mobile space. 


IAB Mobile Marketplace 2011 Recap

Monday, July 25, 2011 by Mark Emery
On Monday of last week I had the (mostly) pleasurable experience of speaking on an IAB mobile advertising panel in New York. I say mostly because, technically, 10% of me burst into flames on the subway and never actually made it. 

Panels like these used to be the stuff of software geeks, carrier overlords and some gnarly, unholy combination of the two. The conversations were invariably technology focused as people scrambled to make sense of a fragmented industry growing at a bewildering pace. It took a few years longer than it should have, but at some point walled gardens, WAP decks and SOAP APIs gave way to use cases, ROI and sound design principles. 

The conversation has shifted again, and now people are beginning to contextualize mobile as part of a branding continuum, where digital, traditional and emerging media converge to tell a story that engages people in motion. Simon Bond, CMO of BBDO, pointed to a study his firm had done which found people are more likely to wake up and reach for their mobile device rather than their lover (or themselves, for that matter). Razorfish is doing really ground-breaking stuff in mobile advertising, working with publishers and networks to create dyanmic new ad models. Michael Collins of Joule talked about how the metrics mobile provide are on par with - even exceeding in many cases - the analytics available on the desktop web. 

At Definition 6 we are bringing serious innovation to our mobile clients. From mobile websites that predict behavior and present contextualized experiences, to mobile marketing applications that leverage unique combinations of variables like speed, distance, orientation and time of day, we are helping our clients deploy mobile marketing strategies that transform their businesses.

Check it out:
 


It begs the question - how is your firm using mobile marketing and advertising to build your brand? If you aren't, somebody else is. 

Social Media for a Cause

Friday, July 22, 2011 by Casandra Kate Escobar
Hello.  I am CKE.  This year for my birthday, I decided to forego personal gifts and do something for others.  So, I left shame behind and asked 500+ of my closest friends to join me on Facebook for a Social Cause. The goal was to host my very first virtual party during my birthday month, and raise $500 for an organization dear to my heart.  
Facebook Page
 
Being new to the digital industry, I've been exposed and inspired to do many cool things. Definition 6 offers such great solutions to our clients, such as planning social media strategy, creating voice of brand for clients to engage with audiences effectively, and even developing amazing Facebook apps such as the one for True Blood, Immortalize Yourself, that I could not resist the temptation.  I decided to get close to the action and see what independent results I could stir up for my own cause.

My charity of choice was Infinite Family. INFINITE FAMILY makes it possible for adults around the world, through weekly video conversations, to improve the daily lives and future of sub-Saharan African children affected by HIV/AIDS and poverty. 

As an active member of Infinite Family Connections Council; the news that excites me the most, happens when students are confident, prepared and mentored into passing Regional Tests. A passing score determines if the student will attend middle school. Without passing the test and without a middle school education, the child has NO chance of a secondary education.  For my birthday, my wish was for friends to join me in contributing to the long-term success of these children.
 
Infinite Family
And now the drums roll.  What were the results of the Birthday Facebook Cause?  At first, the responses trickled in before my birthday so I was pretty psyched to see how it would turn out.  However, on the actual day of July 15th, the needle did not move past $200.  How would I ever reach the goal of $500?
 
Cause Page
I had to apply the missing component.  Engagement.  My strategy included personal emails, wall posts, videos, event invites, periodic $$$ updates, and honest communication.  In the engagement, I learned a lot about my friends and was able to really answer their concerns and questions.  The grand surprise came from an unexpected donor who received a forward of my wall post.  The message motivated the donor to match what I was suggesting and they pledged $500 immediately.  Between on-line donations and off-line donations, My Birthday Facebook Cause raised over $1000!

The power of social engagement cannot be denied.  

My desire to promote and contribute to the cause remains vibrant.  If you wish to donate during my birthday month of July, please visit My Birthday Facebook Cause.  

With great gratitude,
CKE

Smartphones and the Mobile Internet

Friday, June 3, 2011 by Mark Emery
Background: It’s almost impossible to describe the smartphone market accurately without sounding overly prone to hyperbole. Worldwide, nearly half a billion smartphones will be shipped in 2011. By Christmas of 2011, one in two Americans will have one. Gartner predicts that in 2011, 85% of all handsets shipped globally will be able to access the mobile Internet.

US Smartphone Market ShareUS Smartphone Market ShareIn Q1 of 2011, Android supplanted Apple as the #1 smartphone OS in the U.S. While smartphone manufacturers jockey back and forth with one another for frontrunner status, swapping places with every latest hardware entrant, only feature phones (where the OS is proprietary firmware, and NOT a third-party development environment) are left in the starting blocks; there is little churn in the segment. In fact 2011, according to Nielsen, will be the year smartphones overtake feature phones in global mobile shipments.

For brands looking to build or maintain a mobile presence, the smartphone onslaught simply cannot be ignored. Nor can it be oversimplified. Too many American marketers think mobile is merely a stripped-down digital experience, a checkbox extension of their digital initiatives created automatically through the advent of rich smartphone browsers. The reality is that, worldwide, more people access the Internet through mobile devices than personal computers. It is the first screen, not the third. That over 95% of domestic digital marketing budgets are earmarked for non-mobile initiatives is an unpardonable lack of imagination, courage and good sense.

Smart brands and advertising agencies must consider several factors when evaluating how to create a mobile presence for smartphones. First the upside of browser-based mobile applications:  

  • Write once, run anywhere: This is the siren’s call of mobile that promises cost efficiencies by keeping the time spent creating, maintaining and updating applications to a minimum through the utilization of a tool-based multi-platform design paradigm.

  • Universal browser availability: A rich browsing experience is all but universal in the smartphone market. If a brand presence can be defined and made accessible through a mobile web browser, it reduces the number of headaches to resolve for platform-specific nuances as long as you stick to the lowest common denominator.
 
  • Support of advanced features available in HTML5: There are some components of HTML5 that will be a boon to mobile devices. Unlike mobile browsers of old, HTML5 promises offline support. Also, video in HTML5 is standardized, which will make adding video content to websites much easier. HTML5 also supports a GeoLocation API, allowing web developers to capture critical location data.

  • Layout standardization: Web browsers depend on a layout engine at the presentation layer. While there are myriad mobile browsers available, WebKit and Gecko are the layout engines used by most, including Internet Explorer, Firefox, Safari, and Chrome.

Unfortunately, there are also downsides to a browser-only approach, including:  

  • Browser diversity: The most prevalent smartphone browser in existence is the Blackberry, which has its own layout engine used by precisely nobody other than RIM. At the very minimum, creating a browser-based smartphone application that works on a majority of devices will require at least two completely separate development efforts.  

  • Limited HTML5 support: When Steve Jobs lambasted Adobe’s Flash in 2010, he pointed to HTML5 as the author of its death spiral. Somebody forgot to tell RIM, who supports the Opera browser while remaining ambiguous about HTML5.  

  • Hardware-specific amenities: Downloadable applications are typically able to access many features baked into the hardware that a browser-based application simply cannot. From the iPhone’s popular “shake” feature to other phones cameras and GPS chips, in order to unlock the richest of features from a mobile device, you have to think thick-client.

While the debate continues, what is certain for brands is to contemplate the merits of downloads vs. browser-based applications on a case-by-case basis. Mark Donovan, comScore SVP of Mobile concludes, “with mobile media consumption on the rise, the discussion of how consumers are accessing content -- whether it is via application, browser or both -- continues to be an important factor for companies looking to invest further in their mobile brands.” In every scenario, however, it is important to consider what will not work, and that, specifically, is to think that just because an HTML-based application works on a personal computer, it is sufficient for a mobile device. Mobile users have limited and hugely variable display capabilities, awkward and difficult input mechanisms, and the mobile mindset differs vastly from the PC user’s mindset.

In future posts, I’ll talk about mobile application design principles and dissect smartphone platforms in an effort to provide color for brands contemplating including them in mobile marketing strategies.

Online Video Content: We Take it With Us

Thursday, May 26, 2011 by Darcey Topham
Earlier this week, I attended the BrightcovePLAY Conference in Boston. If you know anything about Brightcove, you know they have something to do with online video. As such, the conference talked a lot about online video, and I’m about to do a little of the same.

We’re going to do a fairly quick, informal poll. Raise your hand if you watch online video? Ok, keep your hand up if you have a smartphone or tablet device? And hands still up, how many of you watch video content from your smartphone or tablet device? Yep, that’s what I thought.

Current statistics state that online video accounts for 50% of all traffic on the internet (which makes sense, considering YouTube is the number two most-used search engine after Google). Those same statistics say that 25 million Americans watching online video also do so from their smartphone or tablet device. Consider this: In 2010, 31% of people own a smartphone, which is up from 23% in 2009. Currently, 8% of the American population owns some type of tablet device, and that is expected to jump to 27% in the next year as more companies release their versions across different operating systems.

So what does this tell us? It tells us that online video, particularly mobile video, is becoming increasingly important for video content generators. Fairly obvious, given the statistics I threw out, right? (Let’s hope so.)

It is no longer a matter of “I want to watch X when I get home”; it is “I want to watch X on my nearest screen.” It doesn’t matter if your nearest screen is a smartphone, tablet, PC or even TV – either way, people are transitioning from delayed gratification of watching when and where media is being pushed to them, but rather instant gratification of watching when and where they are pulling media to their (mobile) devices.

As a content-generator, that means you must work to limit or (even better) remove any barriers that keeps the user from getting to the desired content -- your content. Your mobile content.

Some things to consider: Does your site only render video in Flash? If so, that means you’re missing the nearly 25% of smartphone users that own an Apple iPhone and 75% of the tablet users on an iPad – I don’t know about you, but that doesn’t exactly scream “edge case” to me.

Is your site optimized to be mobile-friendly? Easy to navigate with touch-screen controls? Adaptive bitrate streaming so you deliver the best quality video no matter if the user is on a 3G network or connected to a Wi-Fi hotspot?

This doesn’t mean that you have to change your desktop website experience that was built with a specific experience in mind. It means you can't just expect users to navigate your site as-is from their mobile device. Nor can you create one mobile version and expect it to work on all devices – different operating systems, different screen sizes, and different purpose.

I know, you’re starting to grab your calculator and your eyes are bugging out about how much that is all going to cost. Customization gets expensive. But what is more expensive? Losing out on your target demographic because your mobile experience is cumbersome or not available at all. (And there are great options available for customizing content for mobile devices – Brightcove just launched their new AppCloud platform this week.)

Bottom line? If your video content is not available when and where your viewers want to consume it, and if you don’t make it easy for them to do so, you lose the opportunity. Which means lost revenue.

Content Marketing Through Video

Monday, May 16, 2011 by Rachel Conforti
Paul McClay, Definition 6's director of strategy and media, recently spoke to Mark Ragan on the topic of content curation through video.  He emphasizes the greater ease we are seeing in recent years in producing and distributing video, and how brands have found success reaching their audiences by bringing new and interesting content to them, at a lower cost than traditional TV advertising.  Having more distribution channels in social media, like YouTube, is one way that his process became easier.  To learn more about this topic, watch the full interview here.





Landfills, Singing Canadians, and Margaritas at #RaganCisco

Thursday, May 12, 2011 by Rachel Conforti
Another great Ragan event took place last week in San Jose, CA at the Cisco headquarters, and while we didn’t see the same antics that went on at the last event in Las Vegas, we still managed to have an incredible week. As a resident New Yorker, and not a car owner/driver, I was a bit apprehensive at first about driving in San Jose, by myself, as I'm not the best with directions.  My fears were proven true on the first attempt to attend the pre-conference workshops, where I got lost and ended up in a landfill.  When I asked for directions, the attendant told me he "only knew how to get from his house to this place" and I found myself surrounded by trucks, and in a bit of a pickle.  Eventually, I was saved by my Android phone and Google maps.  I missed the pre-conf sessions but oh well, at least the weather was nice.

When I finally made it to the conference the next day, the energy was incredible.  We were tweeting so fast that the Twitterfall couldn’t keep up, which resulted in #RaganCisco trending in San Jose, and in various other global locations!

Twitter Lounge Ragan

Held at the Cisco headquarters in Silicon Valley, there were presenters you’d expect to see from this area including Cisco, Adobe, SAS, Facebook, Yahoo! and PayPal.

Cisco HQ

The conference kicked off with Cisco’s SVP, Corporate Marketing, Marilyn Mersereau, sharing an anecdote of a recent Cisco social media “crisis,” where a customer was not satisfied with his wireless router. After becoming frustrated with customer service, he did what we now see as a natural response – create a YouTube video called “Cisco Sucks.”



Luckily, it did not go viral, but it did get about 1,500 views. In this new reality where social media gives power back to the people, brands are held to a higher standard. Customers now have a very public medium to complain about things when they unhappy.

In response to this video, Ms. Mersereau told us that she bought the customer (whom she thought was very cute, and happened to be a fellow Canadian like Ms. Mersereau) a new router from Amazon.  Her philosophy here was that the router was a small price to pay to appease this customer, and she had hopes that he may go back to his viewers to tell them the problem was rectified. No word yet if this has happened. Although this seemed to rectify that particular instance, it does raise the question – how sustainable is that model? Thus, we dove into the Ragan Social Media Best Practices for Communicators event.

The conference was jam-packed full of great speakers, with Carlos Dominquez, SVP, Cisco, wishing everyone a happy @Cisco de Mayo (as it was Cinco de Mayo) in his opening keynote, and well, we were already ready for some margaritas! He then went on to define the role of a “Tech-Nowist” – “someone who embraces change, understands what technology is available, experiments with it, learns from the experiments, and leverages it for a competitive advantage.”

Ragan Panel

Other hot topics included internal adoption of social media tools for higher efficiency at large corporations like Adobe and SAS, social media CRM (a huge leap forward where social media will become scalable with the use of data: recent example of SalesForce acquiring Radian6) as presented by Altimeter Group, Shel Holtz on creating compelling content (content vs. context brought up yet again!), and of course, how to measure the effectiveness of social media, specifically when presenting to senior leaders in your organization to create more internal adoption.

The conference ended with an inspirational talk from Brian Solis at Altimeter Group, empowering us to not to social media CHAMPIONS, but instead, be LEADERS. Entitled “Engage or Die,” his twitter-friendly presentation focused on collaborating internally at companies, before promoting messages in social media channels, stating that the consumers only see one brand – we can’t be comfortable in silos anymore, sounding a lot like our unified marketing approach at Definition 6! We all know the world is changing rapidly.

We need to be comfortable with that change, and lead the way on how to act/react appropriately. One thing I’ll leave you with is something that Brian mentioned which epitomizes the current social media disconnect between some brands and consumers. He did a bit of role-playing where he described the point of view of why brands want to be involved in social media (using Facebook as an example) and what consumers are looking for when they “like” brands. Brand: "My customer will want to 'like' us on Facebook because they are really looking for more information on our products/services. Customers want to get more information. They want to engage with us to create a community." Customer: "I’m going to 'like' this brand on Facebook because I want coupons, specials, discounts or win free stuff. I want the ability to purchase items within my social networks."

Carlos Dominguez and Cisco attendees at the Definition 6 Twitter lounge

By just having people follow your brand on Twitter or Facebook is not enough. If you don’t provide value to the consumer, they will essentially break-up with you on those social networks. How much harder will you need to work to gain them back? In fact, You need to have a strategy that provides value over time. Without that, you may as well not bother. Oh and you will want to plan for an F-commerce model, which sounds like it should be a bad word, when in fact, this is the future. For more recaps, check out Cisco’s blog for day one and day two or search on Twitter for #RaganCisco to read the top tweets.

As always, you can hear more of my thoughts by following me on Twitter @RachelConforti.

Advertising is Failing

Thursday, April 14, 2011 by Michael Kogon
Why advertising continues to fail is becoming clearer to me every day, and after every conversation I have with a client. 
 
It isn't that people are watching less TV (because viewership is up), or that we are reading less content (please, with the amount of social content, blogs, text messages, etc. - we are reading more than ever), and it is not even that consumers led by the Millennials are jaded and immune to ad messages.  To me, it is simple - advertising is failing because it focuses too much on the "big idea" and not enough on the "big connection" (You could call also it "engagement" or "emotional connection").
 
Big ideas in this context are the big "ad" ideas, not the big idea that makes a moment.  In fact, if advertising were to focus on "big ideas that made an impact," then it would be doing a much better job than it is today. But it would still be failing.  What consumers crave - and brands must deliver - is the idea that makes the connection to the way we live (and want to live) our everyday lives. 

I'm not talking merely about making sure that there is channel consistency in messaging, or even in experience.  Both are essential as I've discussed before. And I'm certainly not talking about making sure you are mobile and, if you are really smart, ensuring you have some social gaming elements in your arsenal.  Again, those are important, essential for consumer consumption and desire.  What I really mean is this.
 
Make my life better or I don't care about you!
 
Seems pretty simple to me and, to that end, advertising needs to understand that its role is fading and won't come back.  Marketing, the entire discipline, is now tasked to take the lead.  I'm talking about the four P's and the four C's too!

Our clients, friends in the business, the CEOs that we spend our days with don't want ad campaigns or advertising ideas. They want business driven marketing support.  They ask for it differently; "Our customer service experience in-store doesn't align with our brand promise in our advertising" or "Our product teams aren't listening fast enough to our consumers to make a meaningful impact this year" or "Why do I need an iPad strategy? I've barely finished executing our social strategy? Do I need an international activation team too?"
 
What I'm hearing is don't bring me advertising ideas, bring me business driven marketing ideas.  I think they are right.  Anyone else feeling like their clients are asking for the same thing these days?

Architectural Diary - The .NET Observer Pattern

Tuesday, March 8, 2011 by Jonathan Taylor

Web application development can get tricky. Not only are we, as developers, charged with constructing brilliant websites that address every requirement each project entails, we also have to be concerned with the things not explicitly listed in our requirements document - things like how do we secure it? How do we know it's working at peak performance? How can we make sure people are entering in the data they're supposed to? On top of all that, if we're doing business website development, be sure to stay abreast of current application development technologies, the best ways to improve search engine optimization and last but not least, be sure to address brand experience strategy in everything you do.

See? Tricky. Fortunately, developers are weird. We like the challenges each web application development project presents. Really. We're weird.

Now despite this apparent quirkiness, in any software project we're working on, if there's something someone's built before that can help speed the development process along, we're likely going to use it. Design patterns represent tried and true ways to accomplish certain tasks in code - they're structures that solve problems common to many different project types. Confronted by a massive project with a tight deadline? Spot a process that can be handled by a design pattern? Sign me up! Design patterns to the rescue.

One of the most common design patterns which has been implemented time and time again is the Observer pattern, which is basically a structure that allows you to setup one or more entities (the observers) that react to changes in another entity (the subject). Not an uncommon scenario, right? Think RSS news readers that display news items as they are posted on the remote server. The observer pattern has solid grounding in real-world scenarios too; think of the iconic "hot doughnuts now" sign from your doughnut shop of choice – they light it up, people come running. Ok, maybe not the best of examples, as people still have the choice to grab a doughnut or not, but hey, it’s a vice, what can I say?

Traditionally the Observer pattern is implemented by using a set of objects derived from a common set of interfaces, namely the IObserver interface for objects we want to be notified of changes in another object, and the ISubject interface for the object we want to be watched. Basically, the ISubject interface defines a set of public methods to manage observer signup and notifications as outlined in code segment 1:

Segment 1

    interface ISubject

    {

        public List<IObserver> RegisteredObservers { get; set; }

        public Boolean state { get; set; }

       

        public void RegisterObserver(IObserver observer)

        {

            RegisteredObservers.Add(observer);

        }

 

        public void RemoveObserver(IObserver observer)

        {

            RegisteredObservers.Remove(observer);

        }

 

        public void UpdateRegisteredObservers()

        {

            foreach(IObserver observer in RegisteredObservers)

            {

                observer.Update(state)

            }

        }

 

So a set of methods to add and remove any objects derived from the IObserver interface to an internal list of IObserver objects which is used in the Update method to notify the observers of any change to the ISubject object, in this case a simple Boolean field called state (ugh, brutally obvious, I realize, but prudent..) . The observer objects implement their own interface outlined in segment 2:

Segment 2

    interface IObserver

    {

        public void Update(Boolean state)

        {

            //update status to reflect change in subject

        }

    }

 

And as expected, IObserver contains just one method to update itself to reflect any change in the subject object.

Not so difficult, right? A handy mechanism to handle distributed subscriber-based notifications for a number of different circumstances; if you haven’t found yourself in a situation where you needed to distribute multiple updates based off one event, trust me you will, and you’ll be happy you know about your friendly neighborhood Observer Pattern

Now while you are more than welcome to implement the Observer pattern using this traditional dual-interface manner, in .NET, there really is a better way. (You knew I was getting to it at some point, didn’t you?) Because the Observer pattern is so heavily entrenched in object-oriented development these days, and since the maintenance of registered observers can get pretty tricky pretty quickly in a traditional Observer pattern implementation, Microsoft went ahead and built its own short-hand version directly into the C# language from the very first version (yup, C# 1.0, don’t see that much anymore do you?) through the simple use of events and delegates. Microsoft uses it so much in their own internal coding, they even went so far as to rename it the Event Pattern (Oooo, Aaahh..)

OK, so here’s how it’s done: we’re going to build a subject class to expose an event whenever it changes internally, then we’re going to define a delegate to handle that event, which we’ll use to link all our observers to the subject– and we’ll transmit the subject’s change in state through a custom EventArgs class. Now, if that sounds like a lot, don’t freak out just yet, if you’ve ever wired up code to an event in .net, you’re already well acquainted with how events and delegates work through the standard signature of an event handler – think of a button click event handler like the one outlined in code segment 3.

Segment 3

public void Button1_Click(Object sender, EventArgs e)
{
    //button event code goes here
}

See that EventArgs parameter? That’s how .Net passes parameter values to event processors. So the cornerstone of implementing our own .net observer is by overriding the default System.EventArgs class with our own version to hold the information we need to pass to our observers from our subject class. Sound like a plan? Let’s get started.

Code Segment 4 lists a custom event class which contains two readonly properties, oldvalue and newvalue – we’ll use this class to notify all our observer objects whenever there’s a change in our Subject’s values.

Segment 4

public class SubectChangedEventArgs : EventArgs

    {

        //these values will hold values our observers want to know about

        private readonly int oldvalue;

        private readonly int newvalue;

 

        //constructor that sets old & new values

        public SubectChangedEventArgs(int oldval, int newval)

        {

            oldvalue = oldval;

            newvalue = newval;

        }

 

        //readonly properties to return Subject values

        public int OldValue { get { return oldvalue; } }

        public int NewValue { get { return newvalue; } }

    }

 

Ok, so now that we have a custom EventArgs class, we need to declare the event handler which our observers will mimic to receive subject change events – our delegate:

Segment 5

 

public delegate void SubjectChangedEventHandler(Object sender, SubectChangedEventArgs e);

 

 

The SubjectChangedEvenHandler defines a method signature which all our observers will implement to receive notifications from our subject; two parameters are defined – an object and an instance of our SubjectChangedEventArgs. When declared as a method in one of our observer classes, the object parameter will be a reference to the Subject object the Observer is watching, and changes to its values will be held in our readonly SubjectChangedEventArgs class; code segment 6 lists a typical observer object implementation.

Segment 6

    public class SubjectObserver

    {

        //int to list change in value

        int change;

 

       //subject change even handler to match our delegate and use our custome EventArgs class

        public void SubjectChange(Object sender, SubectChangedEventArgs e)

        {

            change = e.NewValue - e.OldValue;

        }

       

        //constructor that requires a subject to observe

        public SubjectObserver(Subject s)

        {

            //Register our delegate-based method to the subject instance

            //This is how we link our observers to the subject

            s.SubjectChanged += this.SubjectChange;

        }

    }

 

So, the SubjectObserver class has one method that matches our delegate defined to handle any changes in the subject, and we wire up the observer to the subject by linking our delegate-based SubjectChange method to our subject’s ‘SubjectChanged’ event as an event handler. Nice, huh? .Net baked-in goodness. The final piece of our puzzle is the Subject class itself. The Subject class has two responsibilities – to expose an event for changes to its internal value (which we’ll use to hook all our observers to as event handlers), and to ensure it raises this event any time a change to its internal value occurs. Code Segment 7 lists how our Subject class is structured.

Segment 7

public class Subject

    {

        //private int to hold the current subject's value

        private int subjectValue = 0;

 

        //public property to set the subject value,

        //the set method is where we capture the value change and

        //notify all the registered observers of the change

        public int SubjectValue

        {

            get { return subjectValue; }

 

            set

            {

                // new eventargs class to pass the current subjectValue and the new value

                SubjectChangedEventArgs e = new SubjectChangedEventArgs(subjectValue, value);

 

                //update the subjectValue

                subjectValue = value;

 

                //Signal all the observers

                OnSubjectChanged(e);

            }

        }

 

        //declare the event using our SubjectChangedEventHandler delegate

// to handle changes to the subjectValue

        //we'll also use this to attach our list of delegate-based observers to.

        public event SubjectChangedEventHandler SubjectChanged;

 

        //method to trigger our subject change event

        //Note: events can only be triggered from within their respective types,

        // thus we marked the scope as virtual protected to allow the method

        //to be over-ridden while still being able to raise the default event

        virtual protected void OnSubjectChanged(SubjectChangedEventArgs e)

        {

            SubjectChanged(this, e);

        }

    }

 

So there we have it, a public property with its setter calling a protected function to raise its own event to notify all our registered eventhandler observers. Any time the subject changes, the SubjectChanged event gets raised, and all our observers can react to the new value enclosed in our own custom SubjectChangedEventArgs class.

Now, admittedly that seems like a lot of work compared to the traditional ‘I only need two interfaces’ Observer pattern implementation, but the payoff is in the use of the pattern, as shown in Segment 8 which outlines the process of using the classes we detailed previously to gain our .Net Observer pattern sweetness.

Segment 8

    Subject subj = new Subject();

 

    SubjectObserver observer = new SubjectObserver(subj);

    SubjectObserver anotherObserver = new SubjectObserver(subj);

 

    subj.SubjectValue = 33;

 

    //both observer and anotherObserver both update immediately

    int observerValue = observer.Change;

    int anotherObserverValue = anotherObserver.Change;

 

Ok, now seriously, how freakin’ cool is that? No messy ‘I’m an observer, add me to the list of registered observers’ calls, no ‘ok, I’ve changed, let’s loop through the list of registered observers and let them know’ routines, just wicked fast event-based programming. And did I mention the wicked-fast-ness of this .net Observer implementation? Oh yeah.

Again this is a .Net-specific implementation of a widely recognized and utilized design pattern of modern object-oriented programming, the Observer Pattern. Microsoft uses this pattern extensively in their own class structure for the .Net framework – so much so, they’ve come to call it the Event Pattern. 

Oooh, Aaah…

Regardless, if you haven’t had the need to implement a similar pattern in your own coding projects, you probably will run into it sometime in the future, and when you do, you are now armed with the powerful and pervasive .Net Event Pattern.

 
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