Profero have put their latest online ads for FRANK on display for all of our perusal, along with an introduction on the Creative Social blog. It's all class A stuff*.
* forgive the pun
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David Armano with a good round up of several articles looking at the current crisis facing traditional agencies. Go have a read.
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Chris Thilk tells a story worth reading about the marketing of Cloverfield:
To understand just how fervent the buzz has been about the movie, you kind of have to look at how Paramount sold the movie in two completely different ways to two completely different audiences. Or, as I call it: The Tale of Two Cloverfield Campaigns.
A nice audio presentation on how youth culture can gives clues about new ways to share information, and why competing with pirates is often better than fighting them:
More from the author here.
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AdAge have announced their agencies of the year and digital has triumphed, with Goodby, Silverstein & Partners coming out on top and Tribal DDB taking the international agency of the year title. Go check out the whole supplement, before it disappears behind a pay-wall.
Patrick Altoft with a really good plain English guide on how to achieve good results for your site:
Including all the elements to rank highly for your target keywords is quite straightforward and you can often look at the content of pages that already rank highly for clues as to how they are structured. The difficult aspect of SEO comes from attracting enough incoming links to reach trusted status with Google.
Following on from my two posts on the subject of microsites last year, Andrew Walmsley has piled in:
They dilute brand equity and perform poorly in search. They might look attractive in a conventional advertising sense, but they frequently fail to deliver in digital terms.
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Matthew Finch has a great article on how to measure the impact of all of your online marketing activities - a thing surprisingly hard to do:
Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.
A great article from Peter Merholz on product [or service] design
When you start with the idea of making a thing, you're artificially limiting what you can deliver. The reason that many of these exemplar's forward-thinking product design succeed is explicitly because they don't design products. Products are realized only as necessary artifacts to address customer needs. What Flickr, Kodak, Apple, and Target all realize is that the experience is the product we deliver, and the only thing that our customers care about.
Read the whole thing.
Just watch:
Conversely an ad from Anomaly for Converse.
Update: An insight into who they are.
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On Thursday, I went along to Social Media Club London and listened to Antony Mayfeild say things like:
Revolutions are sudden changes, but they are also things which take place over time and the effect of which increase as time passes. The web is a revolution that will continue to bring incredible undreamt of changes to our lives for as long as we live and for some time afterwards, I expect. We know little about where this will take us in ten years time, let alone fifty. What the historian of 500 years time ... will make of what happened ... we can only guess at.
It was great. See you at the next one?
Shaun McIlrath, Creative Director at Hurrell and Dawson on how to do Direct:
it is your job to help your clients be uncorporate - to be human. You can do it through comms, or by working within the company to help make it more accessible and helpful to the customer - but do it, because it will make their behaviour more distinctive and their comms more engaging.
Graham Charlton:
It is vitally important for etailers to constantly monitor their websites, looking for ways to improve the user experience, with the aim of increasing conversion rates.
Read on.
Jennifer Whitehead:
Growth in internet adspend appears to be falling off, with the smallest upward revision [16%] to online marketing budgets since the autumn of 2003, according to the latest Bellwether Report.
James Gordon-MacIntosh with an interesting post (I agree with some, not all, of it) on the move to zero media spend:
The media that they would have bought is being replaced - for many of them - by the creation of original, engaging content that the brands themselves generate and own.
Read on and let him know what you think...
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