Innovation is more than just the shiny new technology, its figuring out how to take the media we are accustomed to and finding new wyas to make it relevant. Office Max does it right with the below bag.
It was in the coupon section of the Sunday newspaper, making saure that it could be seen by all. Not only does it include the details of the sale, it is required to bring in store, ensuring a valid count of all bags utilized. The bag is then carried home for others to see and especially in SF probably reused somewhere in the household.
As a planner/buyer who is transitioning between traditional and digital, I find myself constantly struggling as to how to position digital in the media mix. I absolutely believe web will revolutionize the way we interact with a brand, consume and communicate. Just as radio out did print; TV revolutionized radio; cable changed broadcast; web will forever alter all of it. I don’t believe the web will ‘kill’ any of its predecessors off, but it will change the how we use each of them.
We’ve moved from mass media to niche groups. The media mix is now about both reaching the most about of consumers, but also reaching the most relevant of those prospects at just the right time in the funnel. Web is the only medium to offer the reach of mass media and the segmentation of niche delivery at any point in the sales funnel.
Unfortunately, trying to sell digital as a supplement to traditional is difficult and trying to sell digital as a stand along medium is nearly impossible (on a local/regional level). There are a couple key issues that make it a hard sell.
As the end of the year approaches every blogger out there is throwing down their 2009 predictions; I’m jumping off the cliff to throw down my own thoughts on the new year.
But don’t worry is isn’t some haughty predictions list, but merely a top 10 list of my hopes for marketing and technology in 2009.
1. MySpace will die. Enough of the glitter backgrounds, 10 mintue page downloads and endless random friend requests from half naked teenagers. Most of the cool kids have left anyways.
2. Everyone will stop hating on Twitter. You know you want to, like that one time in college. Get drunk and blame your experimental tweets on the booze. In four years if you’re not into it anymore you can just say you were going through a phase. Then you can follow me here.
3. Spammers will learn correct grammar and proper English. Maybe more people would respond if they could read your spam emails or they contained plausable stories. Really I won the lottery in Nigeria, I didn’t even buy a lottery ticket?!
4. Mobile marketing will finally take off. The last few years have been predicted as The Year for mobile, please finally get big so the masses will figure out what the next big thing will be.
I only realized it was Shark Week on the Discovery Channel this week because it peaked on Google Trends…but do love Shark Week. Not as much as I love Cash Cab on the Discovery Channel, but its pretty close!
The Discovery Channel has turned out some pretty great creative to promote it in NYC this year.