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DEFINING INSIGHTS

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.

Architectural Diary - Keywords, overlooked, but still part of the future

Monday, March 7, 2011 by Ric Williams

The Information Technology field has to have one of the highest rates of evolution of any field. A friendly warning for College Students, if you don’t like learning and discovering choose another field. Over the last 10 years the evolution of the web has been constant. Today we have information flowing to multiple channels, more complex information being captured, and more data being provided to users. With all of the content and information available it is no surprise that finding that content has had to get more complex as well. Optimizing your web site or web application for search engines is getting more and more complex. One aspect to look at is a subtle one. Ensuring that your site map and your keywords are captured, architected, and developed to work together.

A good BA is worth their weight in gold and early on in the requirements and discovery process capturing the keywords can really help the development of your tool. Keywords are a known importance to optimizing your site for organic discovery by Google, Bing and other search engines. There are tools dedicated to keyword mapping to show how your site will be captured by a search engine. What the keywords can’t be, however, are an afterthought to the development process. Keywords are concise definitions of your web site. Like the advertisement on television for a popular clothing retailer right now, the tag line is “Modern. Southern. Style.”. In three short concise words they define themselves. Even the government has taken to this “Safer. Healthier. People”. Keywords have been around for a while and we all know about them but I bring this up to discuss how we focus on them and use them.

A BA can use keywords to focus requirement sessions, the architect on the site map and architecture for the system, designers to ensure the colors layout user experience match the keywords, developers for for the folder structure, and testers to make sure they got it right. Now some would say that keywords should be derived from the requirements and the experience the company wants for its customers. Which is a great point that opens a question, are the creative people that can help write that copy and help getting involved early enough? Once the keywords have been defined so much can be based on them. The point of this column is architecture so lets jump there.

When the site map is being determined and the layout of the site designed/architected keeping the keywords in mind can really help. It is a common best practice to have a site-map on your web site. Many web sites have several versions to ensure they are read by the search engines. Ever added an XML web site document to ensure Google would read it? So using your keywords in various other locations can greatly assist your website.

If your keywords define your site and its content then shouldn’t your page titles include these keywords? With our keywords in the title another step is to ensure that we use the keywords in the URL. For example, instead of www.sitex.com/en/ we could include keywords www.sitex.com/keyword-keyword/. Not only is this more descriptive for the user the search engines will jump up the importance score. Why does this need to be part of the site map? If you are going to include keywords as part of the URL and folder structure the developers need this info to focus on. So that means knowing the site map before the pages are developed so they can use this information to their greatest value.

Considering the search engine will use the links on the site map to crawl the site, using keywords would help raise the score wouldn’t it? Getting into Canonical URL is a little beyond the scope of what we are discussing here but is a topic you might want to look up as well. While it may seem simplistic at this point in time of the internet’s evolution, keywords are still and will remain and important part of content discovery. Understanding how to re-engage on the importance of keywords and their use can help prepare for future evolution of the web.

Ever hear of the concept of ‘the semantic web’? Today a user views pages for information gathering and capture for activities like travel. With the sematic web, pages will interact in a more automated fashion reducing the amount of work a user does. As the web continues to evolve the potential for keywords to grow in importance is still relevant even considering their long history. The tie in to the site map becomes more important as desired functionality evolves. The key to scalability will be planning today for what is coming tomorrow. Preparing for tomorrow begins with looking at the process, collaborating, and working to the future. Don’t pass over the simple things, they just might be the key to the future.

NATPE 2011: The Rebuilding Year

Monday, January 31, 2011 by Frank Radice


The National Association of Television Program Executives Annual Event

I've been going to the NATPE TV supermarket for years.

I remember a time when millions of dollars were spent on the booths, and lavish parties were thrown for the execs and the affiliates.

I also saw it lose ground to CES during the financial meltdown, and now I've seen the start of a comeback for NATPE as an event and a marketplace.

I'm told there were a thousand more attendees at NATPE this year over last.

67 countries were represented here and every major content provider globally seemed to be in attendance.

This year, they had online show guides to help navigate the sessions and the floor, a hash tag and TwitterFall, a Facebook presence, and lots of social media interactions...they just needed better access to the NATPE Wi-Fi on site.

The theme this year was "Content First!”


NAPTE Venue

Some things I heard and learned on content distribution, international programming, video strategies, brand integration and connected TVs:

Netflix, HULU, and other new(ish) content rich platforms need to be viewed as alternative distribution methods, not competitors. Beth Roberts of NBCU says broadcasters need to rethink their approach to windowing feature content to avoid being overwhelmed by all the new platforms.

But traditional media still sees platforms like Netflix as foes, where content producers see it as its friend. The truth is it's not going away, so everyone needs to play nice in the sandbox.

The mood overall was upbeat, as the advertising climate heats up again.

The international business was red hot according to my sources, and of course Latin American programming played a significant role here, with a large turnout from Univision, Telemundo and Televisa (not surprising in Miami)!

There was talk about the mainstay of Hispanic programming in the US Latino market- The Telenovela - being the best at serving the female demographic to the detriment of the male viewer. In other words, give the guys something more to watch as well!

Yahoo!, having lost the UGC battle To YouTube, is changing its video strategy to one of original video content.

#NAPTE

#NAPTE Barndon Tartikoff AwardBrand integration in programming was a big topic for the advertisers here. There was even a company on the floor pitching a software solution that inserts banners into video called SeamBI for seamless branding integration.

The talk about multi-screen TV consumption was still on a roll here, so that's good news for interactive TVs (but I'm still not convinced. Get Glue and Twitter while watching a show already distracts me).

And one last thought. It was an honor to see two old friends, Dick Ebersol and Mary Hart join Regis Philbin and Gerhard Zeiler, all Icons of television, receive the Brandon Tartikoff Legacy Award from NAPTE.  It truly was an inspiring event.

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6 Posts Read the Most in 2010

Monday, December 13, 2010 by Chris Thornton

It’s that time of year again. A time for reflection and a time for predictions. On the outside chance you did something this year besides monitor your RSS feed from Defining Insights, we thought this would be a good time to reflect on the top posts of the last 12 months.

For those of you that don’t know, Definition 6 has a very open corporate blogging policy. All of our employees are welcome (and encouraged) to contribute to the blog. With a team that spans many different areas of expertise, we find this is a great approach to keeping our customers and other friends up to date on the latest trends in digital marketing and emerging technology.

It’s also an opportunity for us to share successful approaches to unified marketing, helping you develop and leverage strategies that deepen relationships and improve marketing ROI. Without further adieu, here are the 6 most-read posts of 2010:

#1 “Nike ‘Write the Future’ Ad Breaks Viral Video Record” by Jon Accarrino

It should come as no surprise that the leader of Definition 6’s social media operations published the most-read post of 2010. Before joining Definition 6, Jon launched many of NBC’s first social media initiatives, including the Twitter accounts of many of the Today Show stars you know and love.

Leading up to this year’s World Cup action, Jon had the foresight to write a quick review of Nike’s ‘Write the Future’ ad. As fans took breaks from vuvuzela tooting to search the Web, many stumbled across Jon’s post.

You can read the original post (and watch the video again) here.

#2 “Best Practices for Facebook Pages” by Ashley Reed

Definition 6’s social media team must know a thing or two about producing and sharing content on the Web, because its Atlanta-based social media manager Asheley Reed wrote the second most-read post of 2010, “Best Practices for Facebook Pages.”  Ashley’s post was jam-packed with practical information top brands can use to get more out of their Facebook marketing efforts. If your organization has a Facebook Page (or is thinking about launching one), you may want to check out Ashley’s post here. Of course, you might also find value in here “Why People Like Brands on Facebook” post as well.

#3 “How You Like Me Now?” by Matt Timpson

Matt Timpson gives us a great argument for why companies should open blogging to more employees. Matt doesn’t work in marketing, he’s not a client manager or on the sales team, he works in the engineering department.  But he contributed one of the most-read blog posts of 2010, an in-depth analysis of Kia’s 2010 Super Bowl ad (you know, the one with the Sock-Monkey, Squeak-Monster and the Robot?). With an unassuming title “How You Like Me Now?” (a nod to the music used in the spot), his post climbed the charts. If you are familiar with the commercial, you might find his analysis interesting. It’s hard to believe Super Bowl spots are right around the corner.

#4 “Babes... And Some Other Basic Truths About Re-Connecting With Audiences Online” by Al Leach

Al Leach leads the national strategic communications practice for Definition 6. Needless to say, he has a way with words. While the content of Al’s post is written from the point of view of a veteran communications professional, the lighthearted headline and lead demonstrates a point about capturing attention in a short attention span world. Al’s post presents 4 self-proclaimed “truths” about communicating with audiences today - a great read for any communicator. Read Al’s post here.

#5 “The Gap Logo Fiasco” by Chris Wojda

Work for an iconic brand? Want to generate a lot of buzz this year? Have an intern redesign your logo and swap it out on your website - the blogosphere will go wild and you’ll be top of mind for a couple of weeks (at least). While that’s not exactly how it played out, some suspect Gap’s re-branding efforts from this past summer were a publicity stunt. With ‘serious’ re-brands, you would typically see signs at stores change. In this case, it was really just the logo on Gap’s website. Regardless of what the strategy really was, Gap made a lot of noise with its logo ‘fiasco’ this past summer. One of Definition 6’s leading brand strategists, Chris Wojda, couldn’t resist chiming in with his ‘two cents’ on the whole mess. Read his take on Gap’s logo swap here.

#6 “Unified Marketing: A New Model for a New Era” by Michael Kogon

One of the most significant events for the agency this past year was our own re-branding effort. As most of you know, Definition 6 is now a Unified Marketing Agency. Definition 6 CEO introduced positioning and why we feel so strongly about this model in all that we do. The fact that this post rounded out the top 6 posts of 2010 shows that not only did the message resonate with you, but also that we continue to see coincidences with the number “6” in everything that we do. To get the full scoop on what our Unified Marketing Agency positioning is all about, read Michael’s post here.

Chris Thornton is Chief Marketing Officer of Definition 6 and was recently named “CMO of the Year” by the Technology Association of Georgia’s (TAG) Technology Marketing Association. Chris also serves on the board of the Atlanta Interactive Marketing Association (AiMA). When he’s not blogging, you can find Chris tweeting at @CMORocks.

Make Sure You Are Getting the Truth When Hiring an Agency

Tuesday, December 7, 2010 by Sean-Michael Daley
It how do you know your agency is telling the truth?is a very difficult task for brands to choose a new marketing agency. There are lots of promises - and just like prom night - everyone is looking their best. But once the decision is made, reality sets in.

You thought you knew what you were getting, but then the estimates change, timelines extend and the people you thought were going to work on the project and no longer available. Make sure you get the truth before you sign the contract.

So how do you avoid making the wrong decision and ensuring you get the truth upfront before you hire an agency? Here are three suggestions that can save you the headaches later on:

1. Process. Process is key. Great ideas are magic, but creating them is a science. Can your agency clearly show their process and demonstrate its value? How do they manage you through this? What are the key milestones and deliverables.

2. Impact. Impact on your business. Cool ideas that don't increase revenue aren't really cool? How do they plan on measuring the results? Does your agency talk about ROI?

3. People. People create and execute ideas. Who is really working on your project?

Given the importance of your unified marketing strategy, not to mention the financial and resource investment, it is essential you spend the time upfront to ensure the both you and your agency understand the rules of engagement. You should have clear project definition and criteria for evaluating success.

This will manage expectations for all parties involved, reduce cycles spent on dealing with distracting issues but most importantly it will reduce the risks associated with the project and keep you in control.

Sean-Michael Daley is Group Account Director for Definition 6's Dallas Office.


(Image Credit: "How Could You Say No?" by kennymatic)

Is Budget Allocation Killing Your Marketing?

Thursday, October 28, 2010 by Michael Kogon
There’s not a day that goes by without some discussion of budgets, especially this time of year. This is certainly the case with the senior-level discussions I have, where the conversation ultimately ends up on the subject of budgets.

Don’t get me wrong, it’s not all we talk about – there’s plenty of discussion about ROI, market share and the latest strategies and tactics for unified marketing, but the conversation always ends with some discussion of budgets. Maybe that’s the problem?

I’m not talking about the frozen budget problem or the not-enough-budget problem, there’s no solution for that. Rather, I think the problem with budgets today is how they’re split up. Budget allocation is the problem.

Take for example the CMO (names withheld to protect the innocent) who has a traditionally organized budgets like this:
  • 70% working media
  • 15% trade media
  • 15% production/PR/fees
If this client wants to leverage social networks to engage with consumers, the allocation is actually a little more like this:
  • 5% working media
  • 80% production/PR/fees
  • 15% additional staffing requirements
The budget isn’t organized this way today, and the CFO’s office and procurement aren’t being flexible. I find this situation happening pretty regularly. It isn't that the CFO's office isn't part of the business discussion and that they don't want to see the organization succeed, but the system is set up one way and in many ways, it is dated from a previous time and period of advertising.

Most CFOs and procurement offices have a procedure for modifying budget categories and moving stuff around, unfortunately they allow for easy movement on the edges and make it much harder at the core. The real problem is that it might take 60-90 days to make the shift. In that amount of time, an agile challenger or a progressive market leader is already having a dialogue with the community and the space is crowded and noisy.
 
The Headcount Line Item
The biggest problem however is that the real budget change the marketing department needs is head-count. Adding people is the hardest thing to do in today's climate as the capital markets, equity markets and global environment is volatile to say the least.  However, consumer engagement is a person-to-person event - it requires people.

Agencies are adapting and adding solutions to help CMOs outsource community management, social monitoring and engagement and even helping to route contact into call centers as need be, but marketing organizations need a few more people to make a really big difference.
 
Shift to ROI-Based Budget Allocation

What I suggest is moving budgets into a ROI based allocation that the CMO is accountable for and that the CFO requires reporting and monitoring, but not strict category adherence.  The pace in which we operate is too fast to use conventional means of fiscal control and the need to grow market share is too great to allow a GL to impact our performance negatively.  

What do you think? How should budgeting change to reflect the realities of unified marketing?

Checking In To Tell The LBS Story

Wednesday, October 13, 2010 by Gil Wolchock
Fall is my favorite time of year, just like it is for a lot of folks. While I enjoy the cooler temperatures, the changing of the leaves and all the preparations for the holidays, the real coup de grace for me is sports. Let’s face it, summer is the ‘dead of winter’ for a true sports fan, but fall is our Valhalla. 

I mean, could October be any better? You have baseball pennant races, playoffs and The World Series. In Hockey and Basketball, the seasons are just beginning and everyone thinks they have a chance. For America’s new favorite pastime, college and professional football are in full force.


But you're on our blog to read about unified marketing or the latest technology trends, right? You don't really care about my passion for sports.

When Sports and Marketing Collide

Sports and marketing have been closely aligned for as long as I can remember now. From the ads you see in the programs at the ballpark, to TV/radio spots (and shows created for the sole purposes of selling ads I might add). Of course, there's also the signage all over, including player uniforms, the scoreboards and that precious real estate in the line of sight of any television camera (like behind home plate).

The next iteration of fan engagement is coming through Location Based Services (LBS). There is no question that services like FourSquare, Gowalla and Facebook Places have moved beyond the fad to widespread fan adoption.

For me, I think sports is the bridge between fad and reality for LBS. Sporting events - whether you're at the game or watching it in the neighborhood bar or from your couch with your Snuggie on - have always been about participation. Fans want to be part of the experience. With LBS, they can mark the event.

-          A captive audience – when you arrive at a stadium for a game, they have you at “hello”.  You are there for 3-6 hours (if you include tailgating).  Advertisers have long seen the value here with placement in Programs, buying up ballpark ‘real estate’, etc…

-          Fans are a passionate, core demographic for sports. The term ‘fan’ comes from ‘fanatic’ - is there a more poignant example of this passion.

LBS Creates New Opportunities for Storytelling

-          The narrative – here ‘IT’ is, the KEY to making LBS truly successful. At the heart of any success is STORYTELLING. At the heart of sports and why we love them is STORYTELLING.  Whether it is sharing the ‘moment’ with 95,000 others or telling your grandchildren 40 years later about how you were there when ‘IT’ happened, sports is about the story! Deep in this concept of STORYTELLING is the desire to SHARE, which is really what LBS is about.

So now that we have the groundwork we need to look at LBS and assume that something is ‘missing’.  If you agree that three things needed for success today from a marketing standpoint are storytelling, technology and social engagement you can begin to see where I am going.

Clearly LBS’ have the technology angle solved. Smart devices with GPS and social networking built in are what have fueled the revolution. Additionally, they are inherently social. You check in, tell your friends where you are, see where they are, etc... 

What I see as missing is the ‘story’. When LBS first launched the question was raised, “Why would I check in and tell people where I am at?”  In those early days the answer was, “If you give them a free beer they will check in”. While that worked initially, I don’t think it is a long-term strategy.

What should be the answer is sharing. Let people share in a group experience, add in their commentary/story, record it for posterity, and then relive it as they choose. Now, what better platform is there for that than sports? 

Take this past week and look at all the great stories you could have been a part of:

  • Roy Halladay pitching only the SECOND No Hitter in baseball playoff HISTORY
  • Bobby Cox managing his last game for the Atlanta Braves
  • Brett Favre throwing his 500th touchdown last night on Monday Night Footbal
Quite literally there were THOUSANDS of fans looking to share those stories and LBS’ could have been the perfect tool to do so. Sure, you get a glimpse of the story with a short message, but there's more to it than that.

You could check in that you were there, you could post pictures, add running commentary and lastly share the emotions of the moment.  Yet, it’s not being done, at least not through one consistent service.

The question is then why? The answer is money. It’s expensive to launch initiatives, especially ones that don’t have a direct ROI to the groups, in this case a Sports Teams, bottom line.  But I see that as short sighted and where advertising can step in.  For an advertiser what is the benefit of placing an ad in the program of a World Series Game? It’s that eyeballs in the stadium will see the ad, resonate with it and choose to purchase your product. 

The same thing can happen through LBS with an even more emotional pull. Take the Halladay no-hitter (as a Philly fan I will). If I were checked-in to the game and right after it ended, I received a personal message to me (and the others that checked in) that I could be the FIRST to get the t-shirt commemorating the event --- how fast would I do it? Two seconds! How long would it take me to tell the rest of my social network that I did?  Less than two seconds!! 

Soon I would have two stories to tell, the game AND the great offer I received after, all because I was checked-in. How many of my ‘friends’ will now check into games waiting to see if they will get anything? A lot of them. If they get something, they might tell two more friends, and they tell two friends and soon we are all using shampoo from the 1980’s!

So, why haven’t teams, leagues and advertisers seen the power of this yet? I’m not sure, maybe they need to check into LBS in the off season.

How to Run a Successful Direct Response Campaign

Tuesday, October 5, 2010 by Rhonda Hamilton
When running an direct response campaign, there are a lot of variables at play. Choosing the right combination can be the difference between a successful campaign and a campaign cut short due to poor performance. To set yourself up for success, conisder these factors when planning your direct response strategy:
  • Content: Content is a crucial component of any successful campaign. The content decides how long a user is going to be on your site, what would be the location of the ad on the page and how much will the user engage with the ad.
  • Audience:  When planning your campaign, it is imperative that you chose to run it in front of the right audience. As simple and as obvious as it may sound, it is often an overlooked feature of a campaign.
  • Recency and Frequency: While deciding who to show the ad and who not to, a key decision parameter to use is how recently the ad was shown to the user in question and how many times has the user already seen the ad.
     
  • Re-targeting:  Re-targeting allows you to target users who have been on the advertiser's site either browsing or looking for more information. If you can identify such users within your network, you can be assured that these users will engage much better than other users.
  • Standard Targeting: Basic targeting can save media dollars for your advertisers which could result in an efficient successful campaign. If you are showing an ad which is relevant to a certain state, there is absolutely no advantage in showing that ad to users who are outside that region.  

With all that being said, it boils down to smart planning and execution. Knowing the goals and objectives with successful planning will make for a successful campaign.

To learn more about direct response campaign planning, and how it fits into the larger context of a unified marketing strategy, please visit our site.

Fan Nation - A Study of Natural Social Networks in Sports

Monday, September 20, 2010 by Joni Lockridge
Part Two:  The National Basketball Association (NBA)

In Part One of my look at the presence of natural social networks in sports, I looked at social media's impact on professional soccer. In this part, I'll look at the National Basketball Association.

Let's start by taking a look at the top corporate brands on Facebook:



At first glance, it appears that one of the most effective tactics utilizing social media is providing promotional privileges for fans to get their pick-me-up.  Starbucks, Coca-Cola, and Red Bull are all in the top five. What can brands in other industries learn from the natural social networks formed by sports?  

The NBA, at #9 on the list, is actually ranked 1st in “Page Value” by the same site.  Its success in the social media space is likely driven by its success across the globe, with a powerful fan nation both online and off.  

For over three decades the league has been expanding internationally with marketing programs growing the game in over 240 different countries.  

The international growth demonstrates the sport’s ability to translate across culture, gender, and level of play. In an interview with Emilio Collins, the Senior VP of Global Marketing Partnerships for NBA Entertainment, he explains how the nature of the game facilitates social inclusion. “The game can be played a variety of ways, 1 on 1, indoors or outdoors, male or female.”  

Participation fueled the craving for content, which proved profitable for the NBA.  In fact, Collins cites content distribution as the NBA’s number one source of international revenue.  150 different broadcast partners and numerous highlight shows provide fans their daily fix of the league’s core attributes: passion, teamwork, intensity, history of the franchises, and tradition of the league.  Combined, this is the caffeine equivalent to sports fans.  

Most importantly, the league has maintained its brand identity throughout its development.  Collins states this simply, “Basketball is the NBA.  One entity, one brand associated with the sport.”  The sweat, tears, and slam dunks all make up the National Basketball Association, and the fan nation follows religiously.

So what can other brands learn from the NBA?  “Make your consumers as passionate about your brand as you are,” suggests Collins.  Find those defining attributes that make you brand stand out, and offer a powerful identity to encapsulate those attributes.  

For example, take the 1992 Summer Olympics in Barcelona, cited as the turning point in the NBA’s international growth by Collins.  This is when the world met the Dream Team, setting the stage for the perfect storm of sport, strategy, and brand.  “Kids got to see how inspirational the sport can be, and they saw the domination of our players.  And as a result, we saw all points of our business grow—the distribution of media, participation rates, and the increase of international players,” said Collins.  In effect, the NBA only had 17 international players in 1992.  Now they have 85.  

Regardless of industry, businesses can learn a great deal from the NBA’s success.  More companies need to find passion in their product or service offering and package this into one voice, one brand.  Once established, this brand should serve as Team Captain to employees, fans, and followers, directing the entire team down a path to victory.

Just as athletes communicate during the game to adjust the game plan on the fly, utilize social media to listen to your consumers and respond with innovative marketing strategies.  Finally, commit… to your team, to your fans, and to the game plan.  The NBA has done just this, and fans and teams alike are enjoying its success.

Creating Stronger Banner Ads

Friday, September 17, 2010 by Rhonda Hamilton
How does Definition 6 create stronger banner ads? We start by thinking smart. We use a compelling design and target smart placement - these are the two important things that we need to make banner advertisement succeed.

Example of a Banner Ad We Created for MitsubishiFor quite some time, banner advertisements have been getting bad reviews because online marketers have shifted to pay-per-click strategies and other seemingly more attractive, higher return methods of increasing web traffic and sales.
Marketers and advertisers alike have been griping about how frustrated users tend to ignore all their marketing efforts completely. Searching for the close button on the banners as soon as they show up.

Thanks to the advancement of technology, the problems about loading and viewing ads have all but disappeared while new targeting technology is now within reach. The flexibility that PPC programs along with the brand of recognition building and the power of attention has been grabbing visual display recently.

If you are looking for some strategies on how to create and place your banner ads in strategic places that will help you save time and money as you build your brand and grow your business, here is a short list to cut your quest short. Here are some of the most effective ways that you can use to make your banner ads a sure win.
  • Design customized banner advertisements for every website: If all your banner ads on all the websites that you put them on seem too identitcal, they will not stand out and will simply blend in to the background. You need differentiation in your media mix to catch a visitor's attention. If your design is too distracting or too loud, it will encourage a careless attitude from the viewer.
     
  • Make sure that the colors, images and fonts are consistent - your designs should complement your site to maintain a consistent brand impression through the action. You don't need a flashy banner ad to make an impression - but sometimes rich media can be more effective for engagement.
     
  • Make use of compelling designs and texts - Banner copywriting is actually a very daunting and time consuming task. Since it involves putting an entire company message into a few words or one very short sentence that will oblige the viewers to click, you should make sure that you choose the images carefully in such a way that they will be a logical match to the copy as much as possible.
Finding the optimal banner ad strategy for your campaign varies for each client. To learn more about media strategy and execution and how you can leverage it as part of your unified marketing strategy, please contact us.

Connecting People and Brands in Real-Time

Tuesday, September 14, 2010 by Chris Thornton
Unified marketing is our strategic framework for creating experiences that deepen the emotional connections between brands and people. It sounds easy enough, right? Consumers are a moving target. Brands move fast too. At some point, they interact – you need that experience to be a meaningful one.

Thinking in terms of campaigns is short-sighted. I believe successful brands need to think more in terms of unified experiences – across any interaction a consumer has with your brand, regardless of medium, stage of the relationship or any other factor you can think of.

How can you get into the unified marketing mindset? It all starts with insight. Insight is essential to everything we do with unified marketing strategy development. We believe to truly optimize your marketing, the effort needs to mirror the environment – in this case, always-on and always-evolving.

The art and science of creating brand impact and enduring customer relationships revolve around immersive experiences. Here’s how we approach unified marketing for our clients:

  • Find & Define the right target audiences. It’s not just about demographics, but rather about understanding the nuances within your customer base and targeting the right segments of your audience based on behavior and psychographics.  Go after the right audience at the right time with the right message.
  • Engage and Connect to create brand engagement through rich experiences that add collective value and resonate with your audiences on an emotional level.
  • Build and Maintain customer relationships through the use of brand nurture relationship marketing and social relationship environments and tactics.  It’s about continual and on-going value in an always-on, always-changing world.
  • Understand and Optimize for maximum impact. Improve your media mix and strategic messaging by incorporating appropriate testing, analytics, monitoring and intelligence to make more-informed business decisions in real-time.
Unified Marketing Strategic Framework enables us to more effectively plan, execute, and dynamically optimize your marketing initiatives.  It links our marketing strategy and our creative design to our technical planning, development delivery and optimization. Through this approach, we help clients build more meaningful brand experiences that unite brands and people in motion, driving more interaction and transaction.

Learn more about our unified marketing approach in What We Do or see the results of our programs in Our Work. Thanks!

Unified Marketing: A New Model for a New Era

Saturday, September 11, 2010 by Michael Kogon
As you can see from our new website, Definition 6 is now a Unified Marketing Agency. It might look like something that happened over night, but it is an approach we have been refining for years now.

There is only one constant in marketing today: change. Customers change. Technologies change. Mediums change. You change. As an agency, we too must change to help clients better manage business performance. It’s something we’ve been doing for 13 years now.

Unified marketing is our most dramatic transformation yet. It’s an evolved approach to marketing that is designed to challenge conventional wisdom in the agency world.

While some are looking to add more capabilities, we’re looking to develop a better model equipped for the realities of marketing in an always-on and always-evolving marketplace.

Unified marketing is our new approach to strategy and execution. Rather than thinking in terms of campaigns, we think in terms of real-time experiences - every time a person interacts or transacts with your brand. Our unified marketing strategy framework is designed to help clients create experiences that unite brands and people in motion - in real-time.

Experiences come in many forms, and not all points of engagement are predictable - but smart brands can plan to build collective, dimensional relationships with customers with each and every experience.

Our Unified Marketing Approach

Our unified marketing approach is designed to help you identify where your best opportunities are to engage and connect with your most valuable customers. We create meaningful - often one-of-a-kind - brand experiences that are relevant to your audiences and build collective value.

Unified marketing is a departure from start and stop, short-sighted and disconnected marketing campaigns. It’s the beginning of a mindset that looks at relationship building as a constant, persistent effort across all experiences.






















There are four stages to our unified marketing strategy framework:

•    Find & Define the right audiences that represent the greatest brand opportunity for you

•    Engage & Connect through more meaningful and relevant experiences that strengthen your relationship

•    Build & Maintain your relationships to build collective, dimensional value over time and foster reciprocity across your communities

•    Understand & Optimize through insight and real-time data, making better informed decisions to drive better interaction and transaction

This process enables us to continually refine and optimize campaign performance in real-time, ultimately helping our clients build more meaningful brand experiences and relationships.

Proving the Model

We’ve put our unified marketing approach to the test with several clients and are pleased to report the results have been impressive. We’ve also continued to build out our capabilities to support the unified marketing model. Our acquisitions of Creative Bubble and Leach Communications, the opening of our Dallas office, the addition of 100+ new team members, and some of the most impressive work we’ve done to date, are all strategic moves to execute on our unified marketing vision.

We’re beginning to see the results of our work, you can see it through the impact our people are making, and we hope it creates more opportunity for us to work together.

We look forward to talking with you more about our unified marketing approach and how we create brand experiences that unite people and brands in motion.

Note: Please visit the What We Do section to learn more about our Unified Marketing Approach and process.


Google Offers Instant Gratification with Google Instant

Thursday, September 9, 2010 by Jeremy Porter
Google Instant is a new search enhancement from Google that loads new search results with each keystroke you type – it performs queries in real-time. Google is now pretty much predicting what you are searching for before you finish typing your query. Of course, this confirms what we've all known for years, Google IS actually smarter than you.



According to Google, the primary benefits of Google Instant include:

•    Faster searches – Google Instant predicts what you are looking for before you finish typing (Google states this can save a user 2-5 seconds per search)

•    Smarter predictions – Google knows the words people use to search for different things – as you start typing, Google produces a list of search terms (usually including the one you were about to type)

•    Instant Results – you no longer have to hit return to get your search results – your search results load as you’re typing.

Those are some pretty meaninful benefits. For me, I"m most excited about the fact that Google has unveiled some pretty significant innovation around what it does best: search. 15 new technologies contribute to Google Instant and with this launch, it's pretty clear Google plans to maintain its market dominance as the world's most used search engine.

But Wait, Do I Need to Change My SEO Strategy?

The most common question people will want to know about Google Instant is what impact these changes will have on search engine optimization (SEO) strategy. The short answer: none. According to Google, Google Instant doesn’t change page rankings at all, so your current rankings will be intact.

Realistically, SEO strategies will need to change as a result of Google Instant. For starters, marketers should pay attention to what alternative terms appear in Google’s suggestions list under the new Google Instant model.

Google's suggestions can sway users to select a term other than the one they intended to search. Depending on the terms your site is indexed for, and the volume of searches for the particular term each month, websites could notice a decrease (or increase) in traffic as a result of the suggestions.

Search engine marketers would be wise to optimize their sites for suggested terms that may compete with terms they already enjoy prominent ranking.

Closing Thoughts

Google Instant is a significant change in the way Google works. I like the change and feel it’s a great enhancement to the user experience. I also like anything that saves me time in my workday (even if it’s only five seconds at a time).

By improving the user experience and delivering more instant gratification for users, I wouldn’t be surprised to see Google’s market share tick up a bit. As usage increases and user experience improves as a result of Google Instant, organic and paid search strategies may need to evolve to adapt to changes. For now, marketers should hold tight, but earmark some more budget for search enhancements in 2011.

What do you think? Do you like Google Instant? Does it improve your search experience?


BONUS: Want more on Google Instant? Watch Marissa Mayer, Google’s VP of Search, discuss these changes in her interview with TechCrunch:


 
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