Consumers ‘quick fix’ for information

As stated in one of my other blog posts, the use of mobile phones has increased dramatically – as has advertisement spending for the platform. However, another interesting statistic has popped up which correlates with the increased use of Snapchat, Instagram and Vine. This is the fact that consumers are far more visually engaged and like to consume content faster than ever.

Vine is becoming more and more popular

What does this mean for marketers? In a nutshell, it illustrates the fact that consumers want content which is quick and easy to view on their mobile device. Things like Vines and quick YouTube advertisements are perfect examples of this. However the issue is, how do marketers relay information in such a short period of time?

Answer to that is relevancy. Advertisements need to become more relevant and “honed in” on specific target markets. There is no longer a “one size fits all” policy when it comes to marketing, as consumers are becoming far more picky and now also have the tools to filter information they deem irrelevant. The current trend is showing that short, relevant and personable ads are far more effective than some traditional forms of media.

Going back to my first point about mobile phones, the Australian Bureau of Statistics state that over 90% of adults have their phone within arms reach at any given time. This means on the train, waiting in line and even on the toilet, consumers are using their phones or have them near. The trend in short videos or infographics correlates with this, because time and attention is limited when waiting in line or on the train.

Using smartphones on the train

Ultimately, digital marketers need to start creating content that is easy to ‘digest’ for consumers. Content that can be opened and viewed in less than half a minute. Utilising platforms such as Instagram and Vine is a good start to take advantage of the trend of short and easy to consume content.

Have you guys come across any images or short videos which really struck a chord? Feel free to share them here.

Our Story

Snapchat, a tool used primarily as a way for friends to communicate with each other via the use of pictures has begun to sell itself to companies in the shape of the “Our Story” feature. In a nutshell, the Our Story feature lets snappers who are attending an event post pictures of the event based on their geographical location and proximity to the event. In other words, if you’re at the event, and using snapchat, you can post about the event you’re currently attending to every single person in the world who has snapchat.

Essentially, this is marketing the event. Events such as concerts can pay to be included in the “Our Story” segment and the snapchatters will be the ones providing all the content. For example, at an electronic dance music festival, the Our Story featured snaps and videos of festival-goers having fun, enjoying themselves and projecting a positive vibe. Since it is broadcasting worldwide to Snapchats 30+ million users, it sends a shows the event or festival to people who have probably never heard of it. These changes to snapchat show exactly how the platform is progressing, and how consumers do react positively to content which is “fan-made”.

Snapchat “Our Story”

Our Story was initially used for events such as the world cup and music festivals. However, recently as of last week Apple had a live story covering the release of their iPhone 6. This allowed people who couldn’t see the keynote or the announcement to watch the highlights of the event quickly and easily without missing much. It raised awareness of apple’s iPhone 6 and the Apple Watch release dates, to people who are not only the target market (as they own smartphones – a requirement for snapchat) but also people who may not have been aware of anything being released – I for instance had no idea apple was planning an “apple watch”, but viewing the story piqued my interest and I researched it a bit more.

The “Our Story” update shows how with digital technology, it is becoming easier and easier to interact with consumers in a non-invasive way which I believe to be important in this digital age. Moreover, it showcases how content created by fans can be just as effective if not more effective then content which is created by professional teams. Finally, the success of Our Story outlines the power of “word of mouth”, and how it’s becoming easier and easier to let more than 30 million people at a time know exactly how much fun you’re having at an event.

What do you think of “Our Story”? Bit of fun and a welcome addition to Snapchat? Or yet another thing you ignore on social media?

The Mobile Phone

Six of the worlds seven billion people own a mobile phone (U.N Survey). Moreover, close to 22% of the worlds population owns a smart phone – that’s close to 1.5 billion people with information right in their pocket, and what’s more is that this number is increasing every single day. Digital Marketers have been quick to jump on the smart phone bandwagon, which is evident in a plethora of innovative new advertising techniques we see today.

Smartphones

Facebook is the giant of the smart phone world. Buying out start-ups and offering ludicrous sums of money to popular apps. Their hunger for anything popular on the mobile phone is immense. This is because these apps have one of the most important attributes of marketing – reach. Nearly everyone in the world has a mobile phone, and these apps are becoming staples in smart phones, which account for 22% of world population of phones. Snapchat deals with over 350 million messages per day – this is a massive number and demonstrates simply the sheer amount people use their phones.

Snapchat Logo

Other techniques to utilise the mobile phone have sprung up. The QR code is one of them. Essentially, a QR code is a barcode which your phone is able to read via its camera. QR Codes then contain information or links to websites which are able to show you more of a product you’re interested in.  Marketers have been utilising QR codes for some time now, however due to the massive rise in smart phones or just mobile phones in general with cameras, they have become far more relevant. QR codes on billboards and in magazines accompany regular advertisements to put a digital twist on a classic print ad. These QR codes compliment the ad and may provide information on where to purchase the product. For example, an ad for a T shirt may have an accompanying QR code which lists all the stores local to you where you’ll be able to purchase it or even have it in stock.

A QR Code for Ralph Lauren accompanying a regular print ad.

Mobile phone use is growing, and becoming more and more relevant each days. At the core of the phenomenon, we are carrying computers with access to the internet in our pocket. Information is incredibly easy to access, and marketers are jumping on board and giving us relevant information.

Has anyone used QR codes? Has it made your experience better or worse with the ad in question?

Internet Celebrities

Snapchat has exploded.  A platform seemingly impossible to advertise on is becoming more and more saturated with celebrities or people with a lot of followers to endorse products. The days of going on the app to see what your friends are up to are dwindling, and it’s becoming more with seeing what Sedgy Fergo is up to tonight and whether or not she’s going to her FAVOURITE club, Blue Velvet in Newcastle.

The app is slowly turning into marketers utilising people with a decent following to endorse products or places, much like what’s happening with popular instagram accounts. As a result, these new celebrities are being born under the guise of still being “untainted” by the corporations. Dan Bilzerian and Jen Selter are the most popular instagram celebrities who post the products they used or recently purchased to their mass of followers. It is unknown whether or not organisations such as Nike are behind the accounts and pay them, but one things for sure – they reach millions of people daily.

A Dan Bilzerian post, showcasing his products

This is what marketing is turning into digitally. The consumer is becoming fed up with advertising and advertisements and will find ways to block them, hence the popularity of AdBlocker. Companies are looking for other ways to engage their audience and are using an age old tactic of endorsement. It happened to sports such as soccer in the 70’s and 80’s and now it’s happening to people who have a large following on social media. People are getting paid to simply make give aways on their youtube channels, flaunt their new watch they were given on instagram or let people know where they’ll be a certain night to build hype for the venue.

A Popular YouTuber’s giveaway

Essentially, it’s traditional marketing with a digital twist. My question is: how does this affect your browsing of youtube or instagram? Do you really care about advertising if it’s non invasive in the form of giveaways or photos on instagram accounts?