Tag Archives: Digital media

Windows versus Goliaths: targeting a rival’s immersed audience

Internet Explorer is eyeing the children of the 90s, a very well informed audience immersed in the environments of very strong competitors

With the launch of their Surface tablets, Windows Phone and the Windows 8 operating system, Microsoft is trying very hard to recapture a audience that is no longer tied down to a stationary web browsing experience.

After stalling with the insistence on the decrepit Symbian system, this technology giant is finally making some progress in the world of mobile experiences. Microsoft are, however, climbing a very steep hill to recapture an audience that has long abandoned their flagship products in the ‘post-PC’ digital world.

With the above advert, Microsoft are trying to entice consumers of a specific demographic to try out their new Internet Explorer. Now I would say that the large majority of their target audience is already deeply immersed in their Android or iOS smartphone, so creating an advert for what is basically a ‘small fish swimming in a large pond’ is not necessarily going to make many people jump on the Surface/Windows 8 bandwagon.

The digital consumer is one constantly connected via smartphones, tablets, laptops and, to a lesser extent, desktops. As we all know, they’re doing so largely within the iOS and Android systems and with apps that provide a multitude of consumer experiences and choices.

Cross-platform is the way forward

Browsing habits have fundamentally changed and consumers are either using apps to access their digital world, connecting via social networks or using OS integrated search functions to find what they need online. In some cases, we’re talking about the standard browsers that ship with the Android or iOS platforms, or, in other cases, options that have become popular like Chrome or Dolphin Browser, that both have the added advantage of being cross-platform.

It will take more than one app, no matter how good it is, for any of the consumers this advert is targeting to choose Windows 8 over the countless advantages that Android and iOS offer. What Microsoft seems to be disregarding is that their target audience is way too clued up on what digital solutions would work for them to take any type of action based on this type of advert alone.

Microsoft risks further irrelevance if they don’t continue to create a platform with enough solutions and apps that would entice consumers looking for a different option. Until wildly popular apps like Instagram or Tumblr are available on the Windows Phone 8, marketing Internet Explorer will not work, no matter how good the advert is.

Would it be a better strategy to finally act like most other software providers and offer the Internet Explorer as an app on competing systems? This would of course mean that Microsoft is conceding defeat in trying to make their Windows OS relevant. Sooner rather than later, we will see if this pride and insistence on walling off their apps and solutions to their own operating system will pay off. I tend to think no. What about you?

Tagged , , , , , , ,

Relevancy is not enough!

Why brands should give consumers what they want, how and when they need it.

The above screen grab is from an appeal that Maura Johnston made yesterday evening on her Twitter account. Whichever site she was clicking on, her frustrating customer journey simply illustrates what some marketers and publishers have failed to grasp: relevancy is key to what people want in media.

Since its origins in publishing, content marketing has become one of the latest buzzwords in marketing. Google has recognised the importance of the relevancy of content in their latest search algorithm updates, as have so many other parts of the PR, marketing and retail industries.

Social media has had a great deal of influence in this growing tendency due to its capacity to allow family and friends to efficiently share the latest products, videos, news and entertainment with their network. The keyword here is efficiency, as time-hungry consumers dislike jumping hurdles when trying to get what they want.

Relevancy in content

There’s no secret to what used to make print publishing so successful, as at the core of all successful publishing products we will find relevancy of content. Publishers (should) know their target market inside out and so the content they produce ought to meet the reader’s expectations.

In the past, all this was relatively simple as it all came together in one channel, the printed magazine or newspaper. However, as we all know too well, the multitude of communication channels has piled much pressure on publishers and marketers to reach their audience by way of different platforms, each with their particular costs, challenges, etiquette and limitations.

Efficiency in the user journey

What marketers and publishers should not forget is that relevant content alone is not enough to satisfy consumers. A simple and straightforward route to access it is key to ensuring the content reaches them and serves its purpose. Otherwise, we are just wasting time and money in creating good content only to have customer journeys that frustrate the target audience, especially when venturing into the digital arena. You might have a very engaging video about your brand or product to excite consumers, but making them download an app to be able to see it is a one-way ticket to a negative customer experience.

This is all the more important in a world that is increasingly mobile. According to Google research, 72% of consumers want mobile-friendly sites (see study here), so if you’re looking to go digital with your content, make sure that it’s tailored to being accessed on mobile devices, especially smartphones and tablets. Although use of apps to showcase content is on the rise, more and more brands and their agencies are realising that a good mobile-friendly website is just as efficient in achieving campaign objectives, hereby sidetracking the many challenges of an app-centred content marketing plan.

This does not mean that every single website should load, by default, in mobile-friendly format when a consumer arrives at it. Some people with large screen smartphones and on tablets are more than happy to access websites in their “full fat” version. What’s important is give the consumer the preference and not dictate it. The consumer knows what (s)he wants. All you should do is be there to provide it how and when they want it.

Tagged , , , , , , , , , ,

Digital spurring on print advertising

I know I’m overstating the obvious, but marketing and publishing work best when an effective mix of digital and offline messages come together so that the reader/viewer will undertake a desired action and convert to a brand advocate or consumer.

In the publishing arena, the pressure is much more evident due to the progressive decline in advertising revenues. For the foreseeable future, publishers will continue to work on a set of solutions to counteract this spiral, as online revenue is yet to plug the hole of cutbacks on print spend.

The answer certainly lies within mobile media and marketing. The iPad, along with other tablets and some of the more powerful smartphones, are the perfect vehicles to bridge the gap, as they are usually within arm’s reach of someone reading a magazine or newspaper.

A new campaign by Lexus to promote their 2013 ES model is just such an example and certainly a step in the right direction of printed material generating an engaging digital experience. By using a technology called CinePrint, Lexus has created a digital experience that only works effectively when tied to a printed product. The technology can be tried in the October issue of Sports Illustrated.

It would be interesting to see if Lexus plan on rolling out the idea to more magazines that have an iPad edition and that are read by their target audience. I also reckon that the next step should be to globalise the campaign, as not all consumers have easy access to the printed Sports Illustrated.

Here is the YouTube preview of how it works:

Tagged , , , , ,
%d bloggers like this: