Archive for June, 2010

In the shadow of the web

Tuesday, June 29th, 2010

Today my 14 year old daughter, Emily, is shadowing me at work.  I have shown her some of the websites we are working on, an SEO program we are using and a couple of advertising campaigns we are in the process of preparing. She has also seen me answer some emails from clients, chase up an outstanding invoice and watched one of our designers search online photolibraries for pictures for a newsletter. It makes me realise how much of our lives are now spent staring at the small screen, and how  ‘live’  human interaction has decreased in the workplace. This is mirrored in people’s social lives too, with fewer people going out in the evening. Instead the desire for human communication is met by the social media sites which have stepped in to replace the ‘water cooler’ moments at work and the traditional ‘meeting down the pub’ in the evening. Because this is the dominant new form of human exchange, its importance to marketeers can not be overestimated. Ask Emily and her friends - their dedication to a single media platform - Facebook – is a brand manager’s dream.

The other half

Tuesday, June 8th, 2010

One of the most famous marketing bon mots, usually attributed to Lord Leverhulme of Lever Brothers fame, is “Half of my advertising is wasted, but the trouble is, I don’t know which half”. In the digital age however it is much easier to see if your marketing is working effectively. If you create a banner advertisement and no one clicks on it, you’ve clearly got a problem. If your email campaign remains steadfastly unopened, it’s time to rethink the content. Equally if your website is attracting loads of visitors but no one’s buying from it, it’s time to adjust either your proposition, presentation or product range. The good news is when you can quickly see which part of your spend is falling down you can adjust it equally quickly. Google is fond of advocating trial and error. As a design and advertising agency, we’d reckon our experience can make the latter a little less likely.