Author Archives: seanh

10 big marketing trends of 2010

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Here is some material that I culled from the recent re-launch edition of Admap and with a few tweaks used to open up a really lively debate with a client on ‘Real Time Planning’.

Some seem pretty obvious but as a collection they are a launch pad for a ‘where next’ session. 

1. Learn to do more with less

2. Thinking in terms of ‘Paid; Owned; Earned ‘

3. The move to social strategies

4. More data: more understanding?

5. Further decline of demographic targeting / insight in favour of behavioural stuff

5. Not Push or Pull but Push and Pull

6. The blurring of lines between media channels

7. More fertile ground for collaboration and partnerships

8. Big ideas expressed through content will be king

9.Views and content travelling at speed of share

Culminating in……………….

10. 2010 as the year of Real Time

Anyway check out the article for more thoughts in detail

Born in 1948: lucky blighters

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Hi everyone,

Have a butcher’s at this article from The Guardian that pinpoints 1948 as the best ever year to be born.

It is worth bearing in mind the gilded lives of baby boomer punters when selling them as an audience or building communications strategies that target them.

Clearly they are not a bunch of old duffers – they were the original teenagers; have enjoyed universal public services and have driven the consumer choice society in which we live.

They were educated to question authority – bear this in mind when reaching out to them.

Cheers,

Sean

Real Time Planning: The Future

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Dear All

Here are some musings before I get the feck out of here to do something less like being at my desk

The future of what we do is Real Time – a nice addition to the family of thoughts that live in the family commune of Real World Communications

So what do we mean by Real Time?

1. Our sources of consumer insight now move in real time: out with the TGI in with Google Trends / Video Blogging / Getting off your behind to talk to some punters

2. Creative now moves more easily in Real Time: the web, mobile, digital OOH etc all changing quickly

3. Our campaigns evolve in response to the way people get involved in them in Real Time: see T Mobile Dance + Karoake – living breathing things

4. The planning cycle is shortening due to changing business imperatives and our clients looking for quicker accountability than a year end wash up

Here is a question - should 50% of the plan be committed for the long term and 50% to be agile with – elevating ‘tactical’ activity to a priority?

I could go on but here is a chart that Stevie G put together to explain the above.

 

From the crazy world of Faris Yakob to ‘Made To Stick’

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Here are a few things that I have been reading that are interesting.

First of all wisdom from the mighty Faris Yakob (ex of Naked with job title Digital Ninja).

I saw him present (in Manchester ) on a Skype video-link from New York where he is Head of Technology for Universal McCann. It was a somewhat surreal experience.

Nevertheless he was very good live and has lots of great ideas.

Here is a taster of his thinking in the form of two articles he has written – one on our increasing need to express ourselves through mediation and another that suggests that there is a watershed period in our lives after which we can never truly relate to new technological developments. An interesting idea when we are developing broad plans. Do we need two fundamantally different sub-plans: one for ‘digital natives’ and one for the aging technophobe such as myself.

http://farisyakob.typepad.com/

I’ve also chucked in something from Dan and Chip Heath about putting numbers into everyday content which is pretty useful when thinking about the scale of changing consumer behaviour and making our data driven aruguments clear to clients.

Happy reading!