Football's biggest tournament is currently taking place out in Russia, and with the eyes of the world keenly focused on the coverage, the marketing opportunities are massive for global brands. The 2010 and 2014 World Cups drew in an average of 3.2 billion viewers, so the opportunity for advertisers is huge and provides a chance for marketeers to get creative with the beautiful game and their brands.
To really stand out from the crowd, sometimes you need marketing that creates an instant reaction and puts your brand or product at the front of your customer's minds. If you treat your advertising like you’re constructing a famous building, it’s far more likely to have an impact in the mind’s eye of your customer (What's the old saying, 'If you build it, they will come!').
Cadbury's Gorilla Advert
Marketing that creates this so-called WOW! factor sometimes doesn't even have to make sense, it just has to create a reaction and the best example of this is Cadbury's 2007 advert, 'Gorilla'. If you have never seen the advert (video below), it is a 90 second tracking shot of a rather intense large Gorilla, with Phil Collins' "In the Air Tonight" playing in the background. The Gorilla then performs the infamous "In the Air Tonight" drum solo at the end of the advert, to hair-raising effect. The advert was part of a move for Cadbury away from its traditional adverts, where they pushed their products, to what they called 'entertainment pieces'.
The whole advert was very visceral, it was both intriguing and had the ability to give you goosebumps. It created the WOW! factor instantly. Even though it was very abstract and random, it made the viewer connect with the Cadbury brand in an emotive way, with Phil Collins famous track playing a big part in that.
The advert instantly took up the imagination of the British public, going viral on Youtube, at a time when Youtube was still in its infancy, and spawning many parodies online and on television. There was so much buzz about it, there were even a mystery over whether the Gorilla was real? Some believed it was Phil Collins himself, in a Gorilla costume. Phil Collins didn't mind either way, as "In the Air Tonight" had re-entered the UK singles chart as downloads of the song sky-rocketed.
After the campaign, Cadbury's Dairy Milk sales had increased 9% from the same period the year before, while the public opinion of the brand improved by 20%. 'Gorilla' would go on to win a slew of awards, and was eventually named named by Marketing magazine as the nation’s all-time favourite.
Producing marketing that creates an emotional response, which creates that 'WOW!', will make customers feel good about doing business with you now and in the future. Make sure your advertising makes your business memorable for the right reasons.
Written by Frank Stannard. If you want to find out more about marketing your company, or discuss this article further, you can contact Frank at email@example.com or +44 (0) 7939605820.
Last week after more than 18 months of testing, Google released a blog post explaining the newest changes to it's algorithm, meaning that now mobile sites will be the main source of indexing on Google, over desktop sites.
What does this mean for you?
Well, effectively this means that when google looks for search results for websites a Smartphone Googlebot will be crawling for websites, rather than the desktop Googlebot. Of course, this doesn’t mean that desktop page content will no longer be crawled or indexed, but Google is making it clear that the future is very much mobile and for businesses and brands whose website isn’t optimised for mobile, there could be serious consequences.
“Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they’re looking for.” Google says in a blog post announcing the change.
What do I need to do about it?
The implications for businesses and brands in ensuring their websites are built with mobile first in mind are significant. So, here are some things to consider when assessing the potential impacts of Google’s mobile-first move:
- As a rule of thumb it is best to be following best practice guidelines, but responsive websites should be fine. It is likely responsive sites will become doubly valuable, due to their inherit nature to dynamically fit to the size of the browser they are being viewed in across any platform.
- Google recommends that the content of separate and mobile and desktop sites be the same, including metadata.
- If you are about to redesign your site, it is important you take these new guidelines into account and make sure your new site is built with a mobile first mentality.
- Frankly, this point has always been an imperative when maintaining website, but fast-page loading speed is more important than ever and will become even more important from July when page speed will become a ranking factor. No one wants to wait for that epic header picture on your site slowly loads, it will only annoy your audience and could turn away potential customers.
What all this means is that time is running out for webmasters without optimized websites for mobiles, soon their Google search rankings will be taking a blow.
Written by Frank Stannard. If you want to find out more about optimising your website, or discuss this article further, you can contact Frank at firstname.lastname@example.org or +44 (0) 7939605820.
Every corporation, brand, political party, charity and sole trader will have its own individual identity which dictates how it interacts with its consumer and fellow organisations. A code by which its every action is underpinned.
Sir James Dyson once declared that "You need a stubborn belief in an idea in order to see it realised"; such a belief has to be instilled at every echelon of ones organisation, or else the organisation betrays all that it sets out to acheive in each of its every actions.
There is a distinct problem that can consume organisations; they may believe fully in principles which they have set out as the cornerstone of thier working practices, yet if they fail to act them out then they hold little resonance. To betray the philosphy is to betray your product or service. Therefore, it is paramount that the ideology is the life blood of every action.
The belief of a customer in an organisation certainly can be waivered if said organisation fails to practice what it preaches. Evidence of such occurences are widespread, an example of which is a nationwide commercial computer store. where staff aren't provided with up to date computing systems, leaving staff and customers alike wasting their time waiting for Windows XP to load up in order to process a transaction. Despite this, the company's rhetoric remains that it is vital we all use the most revolutionary new Desktops, Laptops and Tablets for personal and professional use, even though they can't provide their own staff at grassroots the same systems.
Imagine finding yourself in a forest, in which you had never before visited, without a map or any means to find your way out, the frustration would be over-bearing. Similarly, if the philosophy of an organisation fails to resonate through every level of the business, the customers and employees are likely to experience a similar frustration. Employees would wander through a working day in a fashion akin to being in the forest, they would be ultimately lost without a philosopy. By extension customer service may suffer, while the quality of work produced by staff could become inhibited. The establishment of a mission statement, the articulation of the vision and the embedding of philosophy through action, are all vital in order to stop any problems regarding clarity of vision.