Pareto and what we unleash

A side comment in a meeting stimulated a thought.

“I don’t think most of what’s on the internet is any good.”

“What, you don’t like what’s on our website?”

“No, I mean in general. All of it.”

Pareto 80/20 mug
Only 80% of this tea is actually tea
This helped to crystalise something that’s been pinging around in my noggin for a while. Why do I think we publish what we publish on our website? Or on our social channels? Or any advertising we put out? Or basically anything we unleash on the unsuspecting world?

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Virtual insanity

(With apologies to Jamiroquai)

The future of marketing is in virtual reality, apparently:
Why Virtual Reality is the ultimate storytelling tool for marketers

So, people will buy a virtual reality setup to play games or enjoy other forms of entertainment. And already we’re trying to think of ways to gatecrash it and fill it with our ‘stories’?

Look! Hands!
Photo by Maurizio Pesce

This is the same way we’ve gone with lots of channels – and it hasn’t worked out well for us.

How about rather than trying to invading peoples lives in every way we possible can, we concentrate on building trust and adding value for them?

Virtual reality of games and experiences seems like an interesting idea. For advertising? Not so much.

Hey, now you’ve read this why don’t we connect? You can find me on Twitter or LinkedIn.

Unhelpful segmentation – Millennials

Millennials or Marketingus Focusi. Not a day goes by without an article appearing claiming it can help you understand and sell to this trendily defined generation.

It’s odd how sometimes we totally reject stereotyping and generalising, and sometimes we embrace it wholeheartedly. Like in so many areas of life it seems we’re trying to find the simplest answer to a complex question – how do we segment in a useful way?

At this point I’ll usher you in the direction of the ever excellent Mark Ritson on segmentation. And for a forthright visual interpretation let me point you to this presentation by Adam Conover:

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Taste, feelings, and brands

So, Dairy Milk has a new slogan:
‘Tastes like this feels’.

It has been noted that this isn’t a million miles away from Coca-Cola’s:
‘Taste the feeling’.

According to Marketing Week, Cadbury’s global brand equity director Nikhil Rao, “insists that Cadbury’s focus on ‘consumption experiences’ gives it a point of difference”. I assume a consumption experience is when you eat something. Continue reading