Interactive Window Shopping

Hilfiger_WindowA new technology is being created and tested in a line with this corporate need of bringing products closer to customers. This technology will allow customers to enter a corporate store and even purchase products LIVE before even going inside the store. This new technology is being now called “Interactive Window Shopping” (IWS).

Customers walking pass the store will have ability to interact with the computerized glassed windows displays, which will allow them to browse through different product offerings using only the window of the store. The window of the store will be therefore transparent as all the other windows of the stores are but at the same time they will be interactive computer displays which will change window depending on the customers inputs.

Additionally, not only customers will have ability to interact with the window displays, but also the window displays will have ability to interact with the passers by. This will be achieved by the use of the eye detection cameras and motion sensors, which will tell the display exactly where the potential customers are respond to them in pre-programed way.

IWS’s will further have ability to interact with mobile devices, so that consumer has ability to browse different product offering using their mobile phones, from outside the store.

Different companies like Philips and TBWA are already fighting to bring this technology to the market bringing us closer to the the SciFy movie reality Minority Report. The question on everyones mind is whether this technology will catch on and when we will see these displays on our local community stores.

(Check also Interactive Television for more about on future advances in Marketing).

Marketing Campaign of a CENTUARY You Will Never Hear About – Diamons

In my previous video on what in this video is called Marketing scam speaker Dr. Michael A. Klaper talked about a Marketing that made us believe that meat products and other animal derivative products are important to us for our SURVIVAL.

In the current video internet comedians College Humor bring up a factually supported, unknown or simply forgotten advertisement campaign that shaped our society, probably not for the best…

Here is the link to the previous post, but before you check this previous video watch this one on why Diamonds are NOT your best friend.

Here is again the link the the food marketing scam.

Quoting one of the Youtubers who commented on this video: “Question everything!”

Markting of – Specific Moments in Live

Due to abundance of marketing and large similarities between products, marketers are struggling to differentiate their products from competition. If they cannot do it on the physical level, than thy do it on psychological level.

While, this still will not be possible because majority of companies will target the same peoples needs, as for example a need for comfort, adventure, and prestige in case of cars, which will make all marketing campaigns almost indistinguishable, it is still will be sometimes possible to find that one need and show it in a way that was not shown before.

This is, for example,  very well done with new campaign of Nike showing teenagers pretending to be famous players:

This campaign is good for many other reasons, but next time people will say “I am (like) Ronaldo” or any other player, people will think “Nike”.

Another example is the advertisement of Invictus perfume where you can see a perfume attached to concept of masculinity, winning and somewhat Godly power:

In fact, not only do the campaigns take possession of these core comments of live, they also inspire people to talk more about these moments, becoming more of social trend.

In case of Nike and, teenagers and other football players will now compare themselves to the famous people on the fields of football. This is to say, the did it already, but now they will do it even more, making football not only a game, but also a fantasy, specially while wearing Nike.

In case of Invictus, people who are will associate themselves more with Gods, when they wear the perfume, although, probably not talk about it, but maybe feel that extra confident when they use the product.

Where do we get our energy from – Is it Marketing?

1I have recently read an idea which inspired me.

Apparently, and this can be somewhat of a common knowledge too, if a infant is not to receive any nurturing at the first weeks of its life, he or she can die. Even in possession of good and warmth, without some “love” a baby cannot survive.

Even if we survive the infancy, which majority of us do, the need of receiving some emotional energy never really goes away. The whole live people are looking for different sources emotional of energy, which shape people as whole.

Some people find energy in their parents from the early start of their lives and stay close to them forever. Some people find it in gangs, the only authority willing to spend energy on them. Still other are inspired by their heroes, which they never even meet.

Overall, there are sources of emotional energy which every person is tapping to a certain degree.

A source can be: family, friends, work / school, sports, leisure activities, such as passive entertainment, expensive toys, such as a new car, and so on.

Every aspect of our lives gives us or takes from us some energy, which case depend, and varies from person to person. Some of the energy is therefore positive and other is negative. There are other aspects of our lives that neither give or take energy.

A lot of positive energy is good and leads to happiness, while a lot of bad energy is bad and leads to depression. The important thing is, therefore, to find out what part of live give us energy, or take it from us. If we don’t have enough positive sources, it is important to cultivate them.

As for the role of Marketing, it provides us with product consumption experience expectations, which one of the major energy sources in today’s society, as we consume and use a lot of products daily. Advertisement creates needs, through conditioning of our brain responsible for the rewards and punishments. Otherwise said, advertising tell us that if we want to receive psychological rewards and to be happy, we need to get this or that. One the object is acquired, brain receives signal to feel good, otherwise it stays in the state of perpetual wait. The more the things we want accumulate and are weight against our goals and wants, specially if they are in line with our goals and wants, the more we feel that incomplete and receive a negative energy feedback. This to say Marketing can be a source of positive energy when we are consuming products and a source of a negative feelings at the moment of wait for a new source of stimulation we now want to have.

On the other side, the brain stimulation at the moment of acquisition of good, is a temporarily mechanism. The good feeling of a reward does not stay forever with us, it is not an accumulation of happiness feeling, otherwise as King Solomon said “we would be only happy when we are dead”. So after we have acquired the object of our desire and our emotional energy goes up and than desapears, it is replaced by a though on possession or of experience, not the feeling, making the whole process a never ending Rat Race for more positive energy.

So from personal perspective we need to forget about wealth and experience accumulation as a mean to happiness. We should regard Marketing as a tool for information and try to have a balanced energy levels, knowing where we get the most of our daily energy and strive to create more energy sources. This is the way for durable personal fulfillment.

20 Most Expensive Words on Internet (AdWords)

I originally found the 20 most expensive ad words post on wordstream, a company that specializes in helping companies finding the right way of advertising online, including selling google ads, aka adwords.

When it comes to head to head competition, the company that is the top of the list usually makes most money. This is specially true for internet, considering the way people analyze webpages #1 link being most clicked and watched overall. So you want to be on top, so you have to pay for it.

f_reading_pattern_eyetracking

 

 

 

 

The next component is the revenue per click, aka margins (price – costs). The higher the margins in an industry the more companies can give to find a new customer. This creates the bidding war where the most expensive words will correspond to the products where the words with the highest margin. The most value afterwords follows not from selling the product ones (so called “one-offs”) but rather have a continuous flow of revenue over time (“subscription” type service). This is what we also see in the graphic bellow. It is not the “cars” or “jewelry”, but rather “insurance” and “mortgage”. Some of the founding even surprised me.

where-does-google-make-its-moneySo don’t be shy. Go right now on Google and search for the most expensive AdWord words. Click on several links and top ads. Support Google and help level the corporate play field.

Google+ vs. FB – what is the current difference in popularity?

Google plus and Facebook trends

Google plus and Facebook trends

This is by no way conclusive or 100% correct but on one of my sources that I personally believe to be unbiased (without putting any names – a company where you make online food orders), I found a ratio Google+ vs Facebook to be

approximately 200,000 likes to 10,000 likes, meaning and 22times higher preference for Facebook.

Marketing is Good: “Have You Seen It?”

I love controversy of Marketing. It gives me a lot to talk about.

The biggest controversy in Marketing is of course related to the discussion of whether the Marketing is good or bad.

The following conversation shows that the Marketing is good, which I’m sure you had in one point or other in your life:

A: – Did you see this movie?

B: – No.

A: – I can’t believe it! It is so good.

B: – …

A: – Well you should go see it immediately!

Actually, this conversation does not have to be only about a movie. It can be about a place (like Paris – have you been there?), an object (like a car – have you driven it?), or anything else.

It is good to hear these words, not because it is one of the best Marketing promotional tool (word of mouth), but because it shows that despite all, Marketing has positive qualities, as people get to know good products and the society growth as a whole.

One of a good movie in cinema right now is The Great Gatsby. Have you seen it? My father lives in different continent from me, and he has seen it.

There are a lot of good movies out there and there is discussion as to “Which is (best) most watched film of all times”. Some say it is Titanic and Star Wars, some other say it is The Wizard of Oz and Gone with the Wind, just because these two last have been out for longer time (even though we have unprecedented growth of people on earth and people who watch cinema nowadays).

No matter what is the right answer, we can take another film that did very well in cinema as an example – The Avengers. This movie received several awards including the first film to break gross revenue of $1 billion worldwide. I could not find the estimated figure of how many people watched this movie, but even if it is 1 billion people and given the total population of earth is 7billion, only every 1 person in 7 watched the movie.

your argument is not validThis gives a high chance that even though a lot of people who saw it, a lot of people did not, therefore making the initial argument of “did you see this movie?” invalid.

Furthermore, it is interesting to notice that if you want to make the best marketing campaign for a movie you just have to go to Wikipedia. It has now a section for “Marketing” or “Promotion” in a lot of articles about movies, tv-shows, and other domains.

Game of Thrones, currently number one show in many rankings, for example, included a new and innovative way of promoting itself by creating “props” exhibition in different capitals of the world (last in Amsterdam, Netherlands), where people can take pictures siting on the Iron Throne, see clothing and items used to make this series and to get a feel as they were a part of this magical medieval world. They can later post these photos online and get other people to talk about this series.

siting on the Iron throne, game of thrones

So next time you hear “have you seen this movie?” just remember: Marketing is your friend.

Social Campaigns – jpg and audio.

Lately I have been paying special attention to entertainment material, which may have an educational aspect to it.

I did this because I think that this material can teach a valuable social lessons in a fun way, and therefore can be more easily remembered. This sort of educational material can therefore serve as a better tool for schools and social campaigns.

Here are my favorite examples:

1. IKEA’s campaign “Free Snowman” is specially good example of how you can promote your company in a way that brings a social responsibility, unique point of sale and branding, all in one add.

Social campains

2. Use paper towels in moderation, as well as other forms of paper products, and help to save Earth, were two campaigns also well done by both Guadalupe agency as well as WWF.942467_409454665818914_1081475050_n 420771_406203349477379_338972031_n

3.  You can interpret this pictures in many ways. To be pretty you don’t have to go to extreme, is one way. You can leave your own interpretation in comments.543714_370268529744405_1396123783_n

4. I don’t know what this picture says in Arabic but I think it is self-explanatory. If two countries (or entities) will fight over resources, they will not get anywhere. Cooperation is the key.

417971_514404675262730_28953941_n5. The following lyrics are from the song Azonto by Fuse ft. Tiffany Ghana. It refers to the fact that sometimes you should not look for social approval from others to do something. Of course it the lyrics are very important in any song, as they determine demographics. In this case, authors made a good job of making this music fun and with the good message.

azonto fuse ft. tiffany ghana lyricsEnjoy.

2013 Popularity – Social Media and Apps

buddy-media-social-marketingAs it happens on periodic bases, people what to know what is the most popular Social Media, and now also App, on Internet and on the phone.

Some results are to be expected, but other will blow you mind, as for example Zinga being more popular that WhatsApp and WhatsApp being more popular that Twitter.

So here is 2013 popularity list for Social Media and Apps:

1) Facebook – 1.1 Billion

2) YouTube – 1 Billion

3) QQ – 700 Million

4) Weibo – 503 Million

5) Google + – 343 Million

6) WeChat – 320 Million

7) Shazam – 300 Million

8) Yahoo Mail – 281 Million

9) Skype – 280 Million

10) Zynga – 232 Million

11) WhatsApp – 210 Million

12) Twitter – 200 Million

13) SoundCloud – 180 Million

14) Pandora – 175 Million

15) Badoo – 172 Million

16) Tumblr – 170 Million

17) LinkedIn – 160 Million

18) Snatch – 150 Millions photos uploaded every day

19) Line – 150 Million

20) Instagram – 100 Million

21) Flickr – 87 Million

22) Yelp – 84 Million

23) FlipBoard – 53 Million

24) Evernote – 50 Million

25) Pinterest – 49 Million

26) Kik Messanger – 30 Million

27) MySpace – 27 Million

28) Spotify -24 Million

29) Path – 10 Million

30) Instapaper – 2 Million

The later positions might be still interesting to you, depending on your industry, target group, country and clutter preferences.

Also it will be interesting to compare this results in few month or so to see the evolution of this positions.

(source: buzzfeed)

Queens Day Follow Up

Queens day Amsterdam partyQueens Night (Koninginnenacht) is the night between the 29 and 30th of April, while the Queens Days (Koninginnedag) starts the morning after, the 30th.

If you don’t know what the Queens day is, it is a yearly celebration of the birthday of the queen of Netherlands, Beatrix Wilhelmina Armgard, a national holiday, where everyone dresses up and goes on the streets to dance, drink beer, sail boats on the canals and socialize.

It is a great day, where everyone dresses is orange full of marketing and business opportunities. I really like the idea and all the people trying to sell you orange on this day, but what I find even more interesting is that this products have to go somewhere after the day is over (storage house of some sorts). There these products rest for another year until they are ready to be brought again to the market.

Who knew this business model would work? I mean if you think about it, there are countless storage facilities just packed with durable products just sitting there, for month and for years at times (not only related to Queens day).

And what if some trend is over? Some people don’t even bother to clean their closets. No wonder there are organizations out there like “junk king” and the “container auction house” (tv-shows), where Once man’s trash becomes another man’s treasure.

Anyway, if you haven’t heard of Queens Day, you are missing out. We will see you there next year.

PS: This year was the last Queens Day. Next year, due to this years coronation, there will be a Kings Day (Willem-Alexander’s birthday), which conveniently is on 27 of April (2014).

Social Uncertainty: What we Should and should Never do.

JudgementDay is comingSocial Uncertainty is on my mind lately. What is it like to be cool? How do our decisions affect others and us in the eyes of the others? Should I do something or should not I?

While the questions above were already asked by many philosophers, sociologist, and many others, the truth of the matter is that the world is changing and new trends are appearing and dying everyday. So what does that mean for us, common people?

This means that we are living in the world of uncertainty. We don’t know or understand how some things work, even if we know what they are. This is because some things did not exist 1 or 2 years ago and now we take them for granted (e.g., smart phone, 3d cinemas). It is like knowing poker rules, but still losing every time we play it. A more accurate metaphor would be to have a Social Media page, such as facebook or twitter, and not to know how our posts or comments will affect us in a long run. Certainly, we think twice before pressing “like” button or posting a new picture.

This was indeed a result of a study conducted Carnegie Mellon University, in Pittsburgh, US, where researcher took a look at effects of social media on our lives. Some of the examples discussed in this research were: a guy getting fired for badly commenting on performance of his team, and a teacher forced to resign after publishing pictures drinking beer and a wine on FB. You can read more about this study and its results here.

There are many more example of things in our lives that give us uncertainty: buy or not to buy, spend time doing working or to go out, to tell something to someone or not to tell, …. Pick one.

My take of it is that we as a society are over thinking and trying to much to please others, even if we don’t know who they are. “You don’t have a new generation TV?” or “Still listening to music of 80s”? We should stop with judgement and caring about opinions of other, because other people don’t know themselves anything. Everything they think they know, is the result of social pressure and probably comes back to Money and Marketing. So take that Marketing.

Top 6 ways of finding Perfect Keyword

6103Keywords are important in online activity. They help browsers connect websites content with different searches.

While the use of keywords is useless for regular, or static webpages (the ones where content never changes), as Google and Yahoo removed the keyword tagging due to abuse, they are still important for many 2nd level (so to speak) search engines and very much so for blogs (or other websites, where content changes on regular bases). The question remains, how to find a perfect keyword?

Here are 6 inspiring ideas:

1) Title as a keyword. Don’t just copy past the title, but do use the main words of your title as your keywords. For both readers and webpages, titles serve as one of the most important ways of identifying the body of a content, therefore additional emphasis is important.

2) Search the body of your text. If you are writing a scientific paper or a book and you are looking for help with the structure for your content, many opinion leaders will tell you to write the body of the book first and the introduction, conclusion and the title second. This is because the introduction, conclusion and the title depend on the body and not the other way around. Therefore, if you are looking for a good keywords, don’t just take them from the title and the introduction. Also, see the main content. There are plenty of potential keywords there.

3) Use creativity. Spend 2-5m just thinking of any other ways you can think how you can say the same keywords. These will be indeed your new keywords.

4) Google the competition. Competitive or similar articles, by other authors, hold keywords that we sometimes don’t remember, or just could not think of, as other authors might be creative in different ways, or simply have different information, due to their specialization. These keywords could still be valid for you.

(Quick note here: why use step 3 if you can just get all ideas from step 4? Because in a long-term you want to rely mostly on yourself rather than on the others, otherwise I don’t think you would write in the first place.)

5) Find synonyms. When you got your keywords, from step 1 to 4, it could be a good idea to just google the rest. Write in a google, or other search engine “*keyword* synonyms” and see what you get.

6) Filter your keywords. If you go through steps 1 to 5 you will definitely exhaust all the options, but not all options are good for you. Even if someone is to find your content using a bad keyword, they will probably “bounce” (leave) immediately, informing search engines that you have a bad content than (or keywords), and search engines might decrease you in search priority.

AutoTrader.Ca TV Commercial

After a modest break, I am proud to announce a new TV commercial that in my mind made to the top of best commercials of 2013.

It is both funny, straight to the point and sticks in your mind, because both the ad and the ad execution are in line. Enjoy:

Comparative advertising

There are fundamental differences in how people do advertising all around the world. These differences are not only guided by the legal or cultural aspects of advertising, but also the ideology.

Specifically, the use of Comparative Advertisements is not the same everywhere you go in the world. In US, for example, the act of showing and comparing performance or images of two brands in the same industry is allowed and socially accepted, with ads showing one competitor as s weaker than other appear all the time on TV and billboards.

In EU, on the other hand, comparative advertising was not allowed for very long time. This limitation has been later removed, but this did not lead to increase of comparative ads in commercials. Why is that so?

What happens is that EU people don’t like comparative ads and they think that this form of competition is a “low” and unfair way of competing. Thus, if comparative ad is to be shown in EU, both brands will be seen as worth off at the end of advertising inspection. So it does not matter whether this aspect of advertisement is allowed or not, it is just smart not to do it in EU.

Lets now enjoy some classical comparative ads: Pepsi vs. Cola

Creative, but smart – Branding

Concentrate - Homer editionWhen I am looking up a company or information I expect to find it under certain name or keyword. Keywords should be consistent with the information I am looking for. If the keyword is inconsistent, my search will be much more difficult and I won’t be as happy even if I find the correct result.

If a brand name is inconsistent with what brand stands for, it will be harder to find that brand and I wont be as happy if I spend 10 minutes looking for something that usually takes maximum 1 minute to find. This should be obvious, however some companies continue doing this mistake, making their lives harder. For example:

1. Taxi – international adverting agency. If you look for “Taxi” you wont find an international ad agency…

2. Fluid Technology – a sport equipment brand. A Google search for “Fluid Technology” shows water turbines.

The lesson is: Do your branding creatively, but do it smart.

Best Ad from India

Marketing potatoes is hard, because potatoes are boring and everyone knows what they are. Therefore, as a marketer one needs to get creative in the execution for the ad of potatoes. The following ad is not about potatoes, but also has characteristics of the above described product. Also, it takes a Indian cultural characteristic into consideration so this ad is for Indian local market (with a quick explanation in the begging to make sense of the ad).

Lobbying – Senior Level Marketing

Pepsi Cola bribeImagine, you are a large Multinational Corporation (MNC) expert in a specific field. You are a portfolio brand holding brand of all sizes and specializations in the field that I just referred to. You hold 40+ % of the market. Your marketing budget is +100M (million) euro / dollars. What do you do?

Well, all this criteria and qualifications are necessary to say that you are not going to do things conventionally, and one thing you are probably going to look at is Lobbying.

Lobbying is an act of attempting to influence decision making of officials of government or other people responsible for regulation and legislation in a specific sector (which in the case of our imaginary firm is its specific field of its work). Lobbying also applies to hiring of the people who will be responsible for these legal aspects.

Lobbying is not illegal practice, if done publicly and within law, but for obvious reasons it has some controversy related to corruption and serving own interests, to the interests of the public. Lobbying might not be only done in a form of a bribes or other financial adding ways like presents and invitations to expensive VIP events, but also in non-monetary ways like arranging a meeting.

There are 12.000 estimated and registered lobbyists entities registered during 2012, companies like MNC Coca-Cola, which is reported to have spent over 9M$ dollars in 2009. This is nothing if you compare to firms like Patton Boggs LLP, which is estimated to have spent 452M$ between 1998 and 2012.

2012 US elections was one of the biggest and most openly accepted lobbying event in recent years. Top 5 lobbyists during these elections, by sector, are:

1) Finance, Insurance and Real State groups (640$M)

2) “Other” (540$M) – Individuals or parties that don’t belong to specific groups (usually people, not companies)

3) Miscellaneous Businesses (350$M) – e.g., manufacturing, textiles, consumer retail goods, gambling and tourism.

4) Ideology and Single Issue groups (320$M) – focus on a single-issue area such as abortion, the environment, gun rights or foreign policy.

5) Health institutions (250$M)

(Source)

Lastly, the conventional wisdom holds, you don’t need to be rich to be powerful, you just need to be well connected.

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Old Spice Ad Marking (in one shot)

Old Spice makes the best commercials in term of entertainment level and involvement of the viewers. What is more amazing even is how they make their commercials. It is a show in its own form. Here is a sneak peak at the production of a Old Spice commercial. Enjoy!

Valentines Day: All you Need to Know!

Valentines heart cake with candle : happy birthdayValentines Day! It is day of love and of great romance, but it is also my Birthday, and nobody likes their birthdays more than I do. It is just “my day” and I celebrate myself as a person. So yes this is my blog and yes I do write about important events such as this and yes my birthday is on Valentines Day. However, having a birthday on St. Valentines day is actually not so great as people think it is…

Sure, more people remember your birthday, but all the restaurants are booked and half of my friends cannot come because of their dates. Also, sometimes instead of receiving presents I have also to give them…

Therefore, birthdays are as important as other celebration days, even more so, sometimes. Do celebrate them as a company, as marketers and as regular people, because you are not getting older, you are getting another chance to shine!

PS: Curious Fact – if you did not notice it, in 2010, aside from Valentines Day and my birthday, 14th of February was also a Carnival and Chinese / Lunar new year!

6 Lessons from a Marketer

Two Marketing thinkers1- Try different approaches – In marketing, as in life, there are no magic bullets. Don’t let other people tell you otherwise. There is no one approach that fits all the situations. Otherwise there would have already been one person who would have it all, leaving nothing for the rest of us. Marketing is a science and an art. One approach might be effective, but there is always a better one. There are numerous reported situations whereby marketers just by changing how the message was framed achieved 4 to 12 times increase of results.

2- Even a small person can succeed big – It does not take millions of dollars to make a great marketing campaign. It of course helps, to buy more media, but a good idea can go viral just by the word of mouth, requiring little to no investment.

3- Get creative, but don’t forget to be logical – Getting creating is not a first step nor the last. With all seriousness it is somewhere in the middle. To simplify, it all starts with analysis of the market, then getting creating and after implementation analyzing results (only 0,1% of all ideas is truly creative, the other 99,9% is just modifications of already existing ideas).

4- Everything counts as one – Marketing is integrated. All activities complement each other, or at least they should. It is therefore important to implement marketing activities in similar way, aiming at synergies and looking at the history, while thinking of the future.

5- Know who you are dealing with – everyone is different, but there are commonalities. It is important to know these commonalities, but it is even more important to know what these commonalities stand for, how they can be used in communication process. A research should be conducted to understand real hearts desire.

6- Polite but loud – It takes time to build reputation but it takes seconds to destroy it. Keeping this in mind, there is a lot of clutter in marketing (i.e., noise or other marketing). In order to break through the clutter one just can’t say that he is here and that people should listen to him, but he needs to be loud. Arguments don’t even count. The loudest wins.