Sunday Musings w/ Shore Branding – 9-29-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to this week’s Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing that caught our attention over the past seven days.

#1 – Yahoo’s Mayer Sees Mobile Ads Following Search Business – via AdWeek.com 

Premise: In an interview with Charlie Rose, Yahoo!’s CEO, Marissa Mayer, compares today’s state of mobile ads to the beginning days of advertising in search.  Mayer believes that with the right mix of quality and targeting, mobile advertising will be successful.  She has made mobile the number one priority for Yahoo! moving forward.

Thoughts: As you may have noticed over the past few weeks, mobile advertising has become a major source of news and focus here on the site.  As we saw firsthand in our write-up on mobile advertising with NearWoo, the ability to target and tweak your advertising on this growing medium can and will be critical in the very near future.

#2 – “Using Vine and Instagram for product video” – via eConsultancy.com    

Premise: Social network users have clearly shown that they love online video and sharing them with their contacts.  Given this, product videos have adapted to the micro-video platforms of Vine and Instagram to market themselves, but also to allow others to market their products for them.  An added bonus for using video is that it will help your pages in search.

Thoughts: Let’s not forget about the hot topic on this site prior to mobile advertising; micro-video and the use of Vine and Instagram by brands.  There are several points in this write-up that further the argument that you need to strongly consider using at least one of these platforms in your marcom plan.  I completely agree with the last point the author makes about offering up discounts or promotions to those who send videos of your product (or run contests for producing video that includes your brand/product).

#3 – “Thoughtful Branding: Where The Company Begins And Ends” – via Forbes.com

Premise: The author offers up advice on how to best brand your business, but challenges you to take a step back and ensure you can answer six critical questions about your brand/company before moving forward.  If you don’t have an answer for each of these six, you really won’t have a strong brand.  These questions include your brand’s purpose, values, and what does it want to stand for.

Thoughts: The examples and context put around the six questions posed in the article are all well-stated and clearly laid out.  The type of culture you evoke for your brand is critical.  I thought the use of Zappos was a perfect example and one that could certainly be used as a benchmark for others.

#4 – “Intel Looking for Help from Amazon or Samsung to Keep Its Web TV Project Alive” – via AllThingsD.com   

Premise: Intel has been looking to launch a web-based pay TV service and is now looking for support on the project, talking to Amazon and Samsung to help fund and distribute the product.  The project is called “OnCue” and Intel is looking to compete with Comcast, Verizon, and others by delivering TV services over the web.  However, the company is being cautious given its lack of experience in managing content and the lack of programming deals it has been able to strike.

Thoughts: It feels like we are getting very close to another tipping point in the television industry, where ‘smart TV’s’ take another huge step in technological advancement.  How/Where that comes from though, is TBD.  Intel is probably better off being a key cog with a partner vs. doing this themselves and that looks like the path they are trying to turn towards.

#5 – “Facebook to Give Users More Say About Ads in Their News Feeds” via AdAge.com

Premise: Facebook is once again updating its algorithms in order to improve the targeting of advertisements on users’ news feeds.  When users ‘like’ or ‘hide’ ads in their news feed, that data will go back to Facebook and they will be able to tweak what future ads are shown to said user, which means more relevant ads will appear more often.

Thoughts: More relevant ads?  Yes please.  If I’m going to see ads in the middle of my news feed, at least let them be of some relevancy or interest.  I’ve definitely seen an improvement here more recently.  The use of this data will only make the experience that much better for users.  Have you noticed any changes to the advertisements popping up in your news feed on Facebook?

Bonus video this week … One of my good friend’s has a son with diabetes and every year they do a tremendous amount of fundraising for Juvenile Diabetes.  Please watch the video below and consider donating to Miracle for Matthew:

Those are the top stories in branding and digital marketing from the past week.  Enjoy the rest of your Sunday and the week ahead!