Evolution of the Phone

I have spent the last three weeks consulting at 5th Finger, a mobile advertising agency located in San Francisco. They are a very talented group of people and I have really enjoyed working with them on some amazing Fortune 100 consumer brands.

Being so immersed in mobile has really got me thinking about how much the phone has evolved. When I first began using a mobile phone in 1997, I used it solely to place phone calls and have a one-on-one conversation with friends. Nowadays, my mobile phone allows me to find restaurant reviews, check my bank account, read news and connect with thousands of friends, colleagues and family using it's many social media applications.

Simply put, the mobile phone has profoundly changed the way we communicate. All you have to do is look at today's teenagers to see what I am talking about. With text messaging, they have developed their own language and are constantly in contact with one another. Sending notes during class are a thing of the past.... sending text messages is now the norm.

As the penetration of smart phones continues to increase, I am very excited to see how mobile phones, and mobile marketing, will evolve. I have a few different ideas that I am working on, but they aren't yet fully baked. What about you? What is the future of mobile?

- Chris

Agencies & Clients Need a Kick in the Butt

I recently ran across a study that nicely sums up what I have been trying to change on the agency-side for more than a decade. Despite the best posturing from some of the largest agencies and brands in the world, there is still a huge lack of knowledge about how consumers use digital media.

"Over ninety percent of respondents indicated they planned to increase marketing spend in digital. Yet many identified significant barriers including: insufficient metrics (62 percent), lack of organization support (51 percent) or lack of experience (59 percent) in the new media."

This study also mirrors the findings of a 2007 study... that's two years of the same findings, but no movement in closing the gap.
http://www.ana.net/news/content/856

This survey frustrates and excites me at the same time. It's a little frustrating given that we are making such slow progress. But, it also excites me because it means opportunity abounds. I am confident in my abilities to help agencies close this gap. But, are they ready to make the changes necessary to embrace digital, better engage with consumers and drive more profitable revenue? Sounds like a no-brainer, huh?

Call me when you are ready (415) 307-7289 - chrisjcrichton @ yahoo dot com

- Chris

The Screen Theory?

A few years ago, Kevin Roberts published a book, "Sisomo: The Future on Screen." According to Kevin, "the future of brands lies in distributing branded content via an endless range of new “screens,” each of which provides yet another outlet to capture the hearts (and occasionally minds) of a brand’s core audience. The key, explains Roberts, is utilizing the tools of “screen” media: sight, sound and motion, or “sisomo.”

This just doesn't hold water. For me, this theory falls down because digital is not just another medium to distribute a message. Whether we are talking about web, or mobile, digital is fundamentally different than print, tv, radio, etc. Not only do we interact with these "screens" differently, but its use and purpose is unique.

Furthermore, digital communications allow the consumers to shape the message. Unlike traditional communications, mobile and web are not passive experiences (or screens). Because of this, simply treating it like "another" medium to broadcast your message simply won't work.

Thoughts?

- Chris

Balance Has Been Restored

Last week I discussed my initial frustrations with my new class of students from The Miami Ad School. As one student put it, "I only want to work on TV and other sexy stuff." Hearing that the new generation of advertising creatives didn't believe in, and didn't want to work in, digital was disappointing.

I am happy to report that last night's class proved to be very successful. The work the students presented was far beyond my expectations. The level of creativity and their understanding of the digital space was refreshing.

Now, before I get too excited, they still have plenty to learn. Their knowledge about how to concept and design for the web remains to be seen. And, many best practices that they should know seem to be a mystery to them. Don't worry though, that will change very quickly.

- Chris

Death of the Phone Book

Is it me, or have you not used a phone book in years? Both the white and yellow pages have completely disappeared from my vocabulary, let alone my life.

While my parents have been online for more than four years, they have only recently discovered the power of Google. While looking for the address of a restaurant over the Easter holiday, my dad did something I have never seen before. Rather than reach for the phone book, he went straight to the computer and Google'd the restaurant's name.

This may not see like a big deal, but it is a HUGE shift in my dad's online habits. When I asked him about why he went online, he said that he had thrown away the phone book because the internet was just as easy to use. I was shocked. For someone who was happy simply using the internet to check his email account just six months ago, this is a big step.

I can't wait to see what is next for my dad.... mobile banking?

- Chris

One Step Forward, Two Steps Back?

Last night I taught the first Digital Campaigns class of the quarter for the Miami Ad School. The reason I chose to teach at the Miami Ad School is that I want to help inspire and educate future creatives about the digital medium. Even today, I work with far too many creatives who simply don't understand, or are completely uneducated, about the digital medium. Designing, writing or even concepting for digital is completely foreign to them.

As with the previous quarter, I began the class by asking everyone to talk about 1) why they had chosen to pursue a career in advertising and 2) the type of work they expected to get following graduation.

The answers I got last night left me frustrated, disappointed and confused. While there were a few students who understood the power of digital and integrated communications, many had absolutely no desire to learn about digital and were in the class only because it was a requirement for their graduation. These students believed that they would easily be able to find a job in an agency working solely on TV spots and print ads directly out of college. As one put it, "I only want to work on TV and other sexy stuff."

Honestly, I felt like I stepped back into the 1990's where TV ruled the marketing world. I had always thought that this younger generation would be more fascinated and willing to learn about digital communications.

What the hell? Did I enter the Twighlight Zone, or is this class as naive as I think they are?

- Chris

DiGiorno Pizza Uses Twitter to Help Launch New Product

DiGiorno Pizza will use Twitter, with the support of traditional advertising, to help launch their new Flat Bread Pizza product. With the help of their PR agency, DiGiorno will reach out to influential tweeters willing to host tweetups, or in-person get-togethers prearranged on Twitter, in Chicago, New York and Los Angeles. Kraft will deliver DiGiorno to the events and hope attendees spread the word.

While the idea isn't very innovative or ground-breaking, it's nice to see that more and more brands are beginning to embrace Social Media and include it in their budgets.

"DiGiorno is launching a flatbread pizza by way of TV, print and ... Twitter. The freezer aisle's largest-selling pizza brand is wading into social media for the launch, tapping tweeters with strong followings and offering to provide food for tweetups."

http://adage.com/digital/article?article_id=135876

- Chris

Results Through Social Media

I recently completed an integrated program for the Monterey Bay Aquarium to help announce the opening of their new exhibit, The Secret Lives of Seahorses. This program included print, SEM, radio, DJ chatter, display campaign, contest promotion and a social media strategy.

While I can't go into too many details of the program, I can say that our social media campaign has been a complete success. Initiated months prior to the exhibit opening, our social media program has been a key component in driving results. In fact, the program has resulted in the aquarium 4x'ing their goals in less than month.

Keys To Our Success:
1. We crafted the social media strategy well before any work was ever executed.
2. We developed contingency plans and were prepared to execute on them had anything gone awry. I can't stress enough the importance for pre-planning.
3. We created unique content, which gave increased value and "reason for being" to our effort.
4. Innovation - We looked for, and executed on, strategies that we had never seen before.
5. We integrated our social media program with offline components.

There is a lot more to this story that I will discuss in the near future. Until then, I would love to hear what others are doing to break through the clutter and engage with their customers.

Anyone?

- Chris

Recovered.... Finally

It's been three weeks since I ran the Way Too Cool 50k ultra trail marathon in Cool, Ca. Since the race, many friends have asked me, "How long does it take to recover from a race like that?" My knee jerk reaction has been to say, "a few weeks." Well, I am happy to say that my legs are finally feeling back to normal. Unlike the first few weeks, I feel like I can push the pedals on my bike without cringing, am able to keep up with my friends on the climbs and can walk up the stairs without my quads from feeling like they are exploding out of my skin.

With the Tahoe Rim Trail 50M race coming up in July, I am curious to see how much longer it will take me to recover. 5 weeks? 6 weeks?

- Chris