Social2B had the pleasure of attending Internet Week at the Metropolitan Pavilion yesterday, to not only enjoy the delicious offerings of Pop Sugar’s coffee bar and Momofuku Milk Bar cookie offerings (although a pleasant addition), but of course to experience current innovations in the World Wide Web community. From the Google+ promo photo booth (and a great discussion with attendees on how Google+, in yet another move to take over Facebook territory, has updated their photo capabilities to include high level photo editing, GIF development from similar photos in a photo album, and more) to a presentation by the developer of WordPress, Matt Mullenweg, there was plenty to hear and see at this technology wonderland. Because of Social2B’s involvement in the social media marketing community, we will focus on a two innovative panels — “The Power of Marketing in the Moment” and “Mobile First Publishing: Is This The Future?”
Marketing in Real-Time: Capturing the Moment to Seize the Future
Real-time marketing has made a splash over the last several months, ever since Oreo came out with their brilliant Dunk in the Dark ad during the Super Bowl blackout this year. Their real-time response tactics and ability to react quickly and both recognize and capitalize on an opportunity has started a trend for many others to do the same. During “The Power of Marketing in the Moment” panel, Sarah Hofstetter, the President of 360i, along with other panelists, discussed the challenges and opportunities of real-time marketing. Key takeaways included:
- Especially when marketing on a big stage, such as the Super Bowl, you need to be aware of your competition and how you will be vying for attention, especially across social media platforms. So the question is: How do you create the right moments? You need to know what’s right for your brand to jump into the conversation and capitalize on certain moments.
- How do you get a massive organization to move and react in real-time and react in real-time? In the advertising space there are usually many channels to go through before obtaining approval, so you need to come prepared. B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International, talked about how it’s all about preparation. If you have a set strategy in place, invest in the right resources, and “have the muscle memory,” you can then seize the moment and be able to perform during these big moments.
- In the ability to capture the moment, you take audience engagement to the next level by advertising in real-time. It’s taking the strategies that social media have implemented (as we have seen prove successful in areas such as customer service), and moving them into the ad space. By capturing audiences in the moment, you can seize the future of marketing. If you are able to take a big event that creates buzz everywhere, and are able to attach your brand to that moment, the possibilities are endless for the exposure that will create, as we saw with Oreo’s thought leadership and impact on the marketing space.
User First or Mobile First? The Jury Seems to Still Be Out….
With everything going mobile the question of the day seems to be whether to automatically create content for mobile optimization first, or implement a more responsive design strategy. Although the panel was titled “Mobile First Publishing: Is This The Future?” the panelists themselves seemed to also be questioning this, as many maintained that they design for the user first (i.e. responsive design). Some of the questions that came up throughout the discussion, that are significant to owning the mobile advertising space were:
- While there is no doubt that the mobile web is critical, especially with the amount of discovery occurring through social media channels, should media go mobile first?
- Do you actually need to create new content for mobile or can you just curate it differently?
- Mobile consumption is a multi channel experience, so how can that be optimized to engage with users throughout the day?
- How can we monetize the relationship between users and mobile across multiple channels?
- How can we more readily build better mobile ads (because according to Brian Morissey, Editor at Digiday, “most mobile ads suck”)?
“Native advertising” was a term that continually made its way into the conversation as many of these questions were asked. As Jack Marshall of Digiday so pointedly wrote about in an article earlier today, the terminology around this topic is still quite vague, making the discussion of “native advertising” a tricky one, yet the panel navigated their way across the topic, discussing this in terms of advertising through unique content that is integrated successfully into the user experience. This means knowing your audience, and knowing how to advertise to them in a way that doesn’t end up just being your typical banner add, or a Pandora commercial that interferes with the user’s enjoyment of their experience. Mobile consumption needs to be user friendly, and perhaps “mobile first publishing” and the implementation of micro content can in fact be the solution for this.
By Jess Spar