My first day I sat down and I thought “I am a spy working for an advertising agency!”
Each week I am given a list of events for Double Cross Vodka. When I attend these events I make sure to write down how they set up, what the brand presence is and if anyone talks about the brand. I document the night by taking photos.
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We who email naturally worry about unsubscribers. We limit how much email we send for fear of wearing out patience and in the confident expectation of diminishing returns. That’s probably a good thing.
But there is evidence to suggest that, at least for certain brands, there is a better approach to optimizing email success. It comes down to sending as much as possible, while testing for diminishing returns. The Obama email team did this and found that, for them, there was no limit.
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Most iPhone cases just protect your phone from drops. If you’re getting fancy, it may have a fisheye camera lens or a screen-printed back. But what about diagnosing coronary heart disease, arrhythmia, or congenital heart defects? The AliveCor Heart Monitor is an FDA-approved iPhone case that can be held in your hands (or dramatically pressed against your chest) to produce an EKG/ECG–the infamous green blips pulsing patient-side in hospitals everywhere.
“We think that EKG screening can be as approachable as taking blood pressure,” AliveCor President and CEO Judy Wade tells Co.Design.
Why do we under-test?
Here are some lessons from the winning Obama Campaign, via Bloomberg BusinessWeek.
I love this article because it neatly demonstrates what all marketers who use direct response tactics should know, but typically don’t. It gives some great examples of what marketers using direct response tactics should do, but overwhelmingly don’t. And it shows the results, including the large sums of money that most marketers leave on the table.
Their marketing crime: under-testing.
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Don’t be surprised if your next doctor visit requires you to touch your physician’s smartphone: the U.S. Food and Drug Administration has approved an iPhone case from AliveCor that can monitor your pulse and heart rhythm. The $199 AliveCor Heart Monitor, which works with either an iPhone 4 or 4S, is available for pre-orders and should be shipping to medical professionals by January of 2013.
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The argument is over.
Digital is the most effective and efficient means of connecting with customers. Increasing consumer engagement digitally has measurable impact on both the top and bottom lines. Compelling digital content fuels an increasingly social, mobile, and connected world.
Case closed.
So we can all just get on with it, right?
Not quite.
Yes, there is agreement that digital technology has killed the traditional marketing funnel as consumers turn to one another for advice and information–and that this shift has put pressure on brands to create content that is consumable, shareable, and credible. But the common response seems to be to saddle marketing or corporate communications (or their agencies) with budget-starved mandates to get digital, to become publishers, to interact.
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Here are your social updates for the week—enjoy!
1. Facebook Cover Photo Crackdown
2. 500,000 Facebook Users Chase Fake $1 Million From Powerball “Winner”
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Columbia University has released a new study on subjective well-being around the world, listing the “happiest” countries. They are all in Northern Europe, while the least happy are in Southern Africa. U.S. is #16
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