Online marketing Calgary

Another week went by fast. I'm still reading "who's got your back" by Keith Ferazzi. Also here is a few articles on the business of digital media I wanted to share with you. This time I wanted to focus on transitioning of traditional media companies into the digital age.

Media business at crossroads as deals pick up

NEW YORK (Reuters) - The growing influence of the Web to distribute news, video and other content, combined with the lingering economic malaise, have left many media executives and investors uncertain about where to make their next bets. Read the entire article at Reuters.com

Newspaper brands that manage the transition to digital models can thrive

“Newspapers are dying.” Lately, that’s the constant, gloomy chorus. But it couldn’t be further from the truth. Certainly, the newspaper industry faces significant challenges, including a tough economy and the mass migration of readers and advertisers to the Internet. But newspaper brands that successfully transition to digital models can thrive — without giving up their streamlined print products. Read the entire article at Reuters.com

Tough times turning newspaper lenders into owners

SAN FRANCISCO (AP) - Newspaper headlines have skewered money lenders for dubious decisions that stoked the recession. Now the financiers are starting to headline newspapers in a new way - as the owners. These newspaper novices are taking control through bankruptcy proceedings and giving few clues about their turnaround plans. Their decisions will be crucial because this new age of media ownership is unfolding at a time that could make or break some of the largest publications. Read the entire article at Associated Press

I would not say that I'm a huge Yahoo! fan but I do respect what the company does to get the image and employees up there. I would neither say that this is the best advertising spot I've seen, but... it's well produced and talks about YOU as the focus of the campaign, which is great in a lot of the cases.

Here are some of the themes I picked up in this ad: colour, kids, diversity, international, friends, beyond the limits, play, love, flirt, imagine, dance, all over the globe. The ad is 1 min long and it's unlikely that it's going to be on network TV. I'm thinking that the spot was initially produced for the award shows as well as for online distribution.

Dove Campaign for Beauty is one of my personal favourites done by Ogilvy & Mather, also one of my most admired agencies. I thnk they were one of the first hugely successful viral campaigns mainly due to its extreme masnifesto agains main stream culture. Great campaign overall, awesome creative work and music. I wonder where the music is coming from.

Here's what I got from the video details on youtube.com. Director Tim Piper Ogilvy, Yael Staav (soft citizen). Soho - post production, Rogue - editing, Vapor music - sound and mixing, Gabor Jurina - photography, Make-up - Diana Carreiro, music - Flashbulb and Vapor. Ogilvy creative team: T Piper & M Kirkland. Thanks Dennis Lewis and Malcolm Poynton for starting it and Ogilvy Toronto and New York for expanding it. Go Dove. Great brand. Great people. Just want to recognize the people once again!

Although it's been some time since this campaign was released, there's still a great deal of SEO that's being relevant. Comparing to the Sony Bravia Balls campaign, this one, when searched on google, brings up the actual websites for this campaign as a first listing. Although the URL is clightly longer than usual, it was been displayed prominently through carious media associated with this campaign.

Great concept, great execution. SEO, SEM and viral components are very strong. Following this commercial there were a number of others like this:

(more...)

Above is another great commercial. I will not be able to comment on the contents of the integrated marketing campaign as it was awhile ago. However, the commercial is amazing. I can definitely say that there was a huge viral component involved but not the SEO of the campaign. I just searched for sonybravia on google and got the youtube and ebay links in the related searches. This leads me to think that although there as a strong viral component, SEO and drive to website was slightly weaker.

Learning

• Great colour play. Beautiful production. Feel free to read some notes on rendering here: http://vimeo.com/3703357
• Great sound and motion play! Awesome track "heartbeats" by Jose Gonzalez.
• Again, advertising is connected to the product key selling points: colourful, realistic, hi-def.
• Because of the power of song within the audio-visual balance, Jose Gonzalez got extreme recognition. This is a great example of promoting musical talent. Event today, I'm searching google and finding a lot of curious questions from people about who this guy is. Great move!

It's not that often that you run into a great commercial. This one from Pfizer shocks even more: well made, very emotional and the craziest part it's from a pharmaceutical company Pfizer. The campaign is called "More than Medication".

The site where all traffic drives is http://www.morethanmedication.ca. The site engages with useful information both covering the viral component of the campaign and giving users valuable articles and communication tools around health and wellness theme.

The campaign is backed up by strong SEO and SEM efforts targeting "health and wellness" searchers. On top of targeting health and wellness audience in Canada, the campaign is very strong as viral. People want share it with their friends. I'm still looking for the agency responsible for this campaign. I will update the post once I find it. Help will be much appreciated.

Learning

• Advertising / marketing campaigns touch several different media of delivering information.
• Advertising is no longer a one way communication, there has to be feedback.
• Advertising is no longer on its own, it has to go in tandem with business model.
• The message here is composed of sound, colour contrast and the concept.
• Agencies are becoming ever more creative with the ways to communicate the message. For example, who would have ever known that Pfizer (medication) will start talking about More Than Medication. The message touches of very personal strings of the audience. Great campaign.
• This particular video uses great sounds / feelings transition within the commercial.
• Great play on colours too!