Koot writes this week about the roots of ‘Just Do It’, the four quadrants of the Web 3.0 playbook, and Trends in Digital Media, as compiled by Screenforce. He also speaks of the special phenomenon of Co-Marketing without permission† The opposite of earned media, an entertaining site for a Da Vinci makeover and a slightly hysterical experiment with a giant house of cards.
Gert Koot writes it weekly – all about him and the profession in the wild world of branding, media and entertainment. Koot worked for more than twenty years in various advertising agencies and was also a director of marketing for a time. For several years, Koot has had his own consultancy under the name of Branded Entertainment and advises on new and digital media. As a teacher, he is associated with SRM and NIMA, among others. In this column on Marketingfacts, Koot discusses “what needs to be discussed.”
#1 brand behavior
Jeff Rosenblum, author, documentary filmmaker, ad agency founder, and well-known pain in the ass, has published yet another new book. Exponential: Transform your brand by empowering instead of interrupting. He is widely regarded as one of the leading innovators in digital marketing. In addition to writing books, Jeff is the co-writer and director of a groundbreaking documentary on the future of the advertising industry, The Naked Brand. In this Fastcompany article we can probably read a bit. It shows how Nike transformed from operating by the old rules to what many more brands should be doing. Briefly; from brand image to brand behavior. Brands can no longer be built based on how they are represented. Successful brands are based on how they behave. Would we finally get it? By the way, you can also read in this story where the roots of “Just Do It” come from. A remarkable story.
#two Web3 Playbook for Brands
Ana Andjelic is a brand executive. She is the author of “The Business of Aspiration” and one of the most influential CMOs according to Forbes. Monique van Dusseldorp drew my attention to Ana’s newsletter: “The Sociology of Business”. In one of her latest newsletters, she immerses herself in the world of Web3. A journey beyond the Metaverse and NFTs. I think she presents a very simple but very interesting model in this post. The Web3 Playbook. The playbook has four quadrants and two axes. On the horizontal axis, the user approach and the market approach. On the vertical axis, the incremental added value and the transformative added value. The transformative value does not yet exist, but it gently knocks at the door. The incremental value added is based on the company’s existing products and services. All four quadrants have a function. Addition, System, Design and Disruption. She describes each quadrant while also giving examples of what those specific quadrants represent. I think this could be turned into a new Eisenhower matrix for Web3.
Shelly Palmer is a technology consultant in New York City. She an authority on digital transformation, marketing, strategy, and blockchain. She is also Resident Professor of Advanced Media at Syracuse University’s SI Newhouse School of Public Communications. She now she is not so special. There are probably more of those! But the reason we’re focusing on Shelly Palmer in this week’s update is the start of the Metacademy. A free tutorial that will teach you how to set up a crypto wallet, mint your own NFTs, how to buy and sell them, and much more. At Metacademy, you’ll gain a solid understanding of cryptocurrencies and the emerging world of decentralized finance (DeFi), learn the difference between Web 2.0 and Web3 sites, explore the metaverse and underlying technologies, and learn how to collect data using decentralized tools. She is quite risk free as she learns with “test cryptos”. And given the current volatility, it’s not a bad idea at all.
#4 Trends in Digital Media
Enough of Meta and Web3. Let’s make the change to today’s world. And the media world in particular. This week, Screenforce released the results of its annual Trends in Digital Media survey. It gives you a good overview of the use of Dutch when it comes to digital media. What is striking about this research is the term looking forward. Looking forward to TV shows is something that a quarter (26%) of all Dutch people now understand. In the streaming world, Disney+, Ziggo Sport and Videoland are the strongest climbers. YouTube and Netflix are still the biggest. Fortunately, trust in the (news) messages of traditional media is much higher than in social networks, although I think we cannot ignore the impact of this. The Google Assistant has a familiarity of 87% and the most used function of the smartphone is still the call. The study also provides a good picture of the digital devices that we all have at home. 20% of people surveyed listen to a podcast through a smartphone.
#5 transmission status
The results of the above survey indicate that the viewing of short videos has decreased. But what can we do? Because it is not that we spend less time watching videos. Fortunately, there is an answer that can be found in the perspectives of the media. They organized a nice session on the “State of Streaming” on Tuesday, February 1st. Jeroen Wijering was a guest here, who as the founder of the JW Player platform has insight into online video usage behavior. In fact, his story confirms that there is a trend towards longer videos. He also sees tremendous growth in e-learning videos (live and on-demand) and sports and fitness videos. All together in the online yoga class! However, this event is interesting to learn more. Video is in a transition from one-way to interactivity. Whether in the world of gaming or e-commerce through a live shopping event. To stay up to date, I recommend you check out these talks from the State of Streaming event.
The events of the last two years and COVID-19 have certainly had an impact on the advertising industry. Prior to March 2020, knowledge about changes in business media usage was highly evolving. But what is the status now? As we move beyond lockdowns, is this still the case? Has the old normal completely disappeared or has commercial media consumption returned to normal? If you want to know the answer to this, you can watch the IPA webinar themed “Making Sense, The Business Media Landscape” next Tuesday (February 8) at 11am for free. Why is this interesting? The IPA has been very progressive in media research for years. Just think of the often-discussed touchpoints here. The agenda includes the state of business media in recent years and how COVID-19 has changed the status quo. The impact of changing device usage and why context and engagement are now more important than ever to building effective campaigns. Where brands need to focus their research, attention, and efforts to continue to thrive after COVID-19. To make a little link to the Netherlands, you can see the results of Newcom’s annual survey of social media use in the Netherlands here.
#7 Co-Marketing Without Consent
Much of the communication we produce is usually 100% about our own brand or company. What if we also pay attention to other brands or organizations in that (marketing) communication? But also bloggers or content creators? And do it again without asking permission beforehand. We now call it Permissionless Co-Marketing. It’s the opposite of earned media, where you’re the one organically calling someone else. The reward is gaining goodwill and possible reciprocity. You can read all about it in this SparkToro story. If you know the wise lessons of Cialdini, you will know that reciprocity can be a very effective way to indirectly gain a great advantage.
#8 web design inspiration
Always tasty. Examples of web design can be found on Godly. If you want to take a look for distinctive web design inspiration, then this is a wonderful place. In fact, as they themselves claim, there are astronomically good examples yet to be discovered. Probably the best first UX designer will immediately label a lot of these designs as very bad for conversion, I think creativity is also an important part of brand perception.
We know the Mona Lisa. And perhaps there are people who wonder what would happen if Leonardo Da Vinci had not painted Lisa di Antonmaria Gherardini di Montagliari but he had captured you in oil paint. If this pressing question worries you, here is the solution. A revolutionary technique that turns every selfie into a real Da Vinci.
#10 card stacker
It is not an Olympic piece but at least as beautiful. Construction of houses of cards. I can’t imagine what you can do with all that. Even doing commercials for washing machines!
† podcast of the week
Every week, Airborne chooses the Podcast of the week. This Week’s Podcast: “Antidote Against Noise” created by…. airborne.
The “Noise Antidote” is a 15-minute mini-podcast on the power of audio storytelling. Consumers’ time and attention are in short supply, so how can you as a company, brand or organization ensure there is depth, nuance and empathy? In the “Antidote against Noise” Airborne answers this question. Featuring guest appearances from the likes of Donald Trump, Yuval Noah Harari and Gimlet Media’s Alex Blumberg. Have fun listening.
You can listen to the Antidote through this link
X Insight&Connect branded entertainment. Fresh out of the oven and still warm. The written version now also in audio. Join us for your mental breakfast and start the dialogue. Every Sunday at 9:00 am in the Club House. Under the inspired moderation of Sylvie Verbiest. This week also the talk column of Tino Stuij.
Until next week!