Digital marketing has a bright future with a sharp increase in effectiveness if we harness sensory metaphors (bright future, sharp increase) in our work.
A new study published in the Journal of Personality and Social Psychology has found that sensory metaphors are more memorable and more successful (in terms of popularity) than non-sensory metaphors (open access draft). The logic is that our five visceral senses (sound, sight, touch, smell and taste), shape our language, our perceptions and our experiences, and so sensorial language cues more mental associations, making the metaphor more immediate, meaningful, and memorable. Like ourselves, it would seem our experiences and language are embodied.
The research ‘Drivers of cultural success: The case of sensory metaphors‘, conducted by Jonah Berger and Ezgi Akpinar looked at data from 5 million books over 200 years and found that sensory metaphors are used more frequently over time than their semantic equivalents (e.g. bright future vs. promising future). Followup experiments with 156 participants found that sensory metaphors are indeed more memorable than non-sensory metaphors, and that they have more associative cues (the metaphor is associated with more things).
What this means is that brands, advertisers and copywriters will enhance the effectiveness of their campaigns and content if we focus on bringing to life the sensorial truth of their communication through sensory metaphor. This latest research confirms another finding that consumers may respond better to taglines that use metaphor (specifically metaphors with figurative and literal meaning) than purely literal language.
With that in mind, ask yourself – or better your customers – which of these sensory metaphors best suit your brand? Use the answer to diagnose how people really feel (sensorially perceive) about your brand, and use that insight to connect with people on a more visceral level using sensorial metaphor.
Display advertising has suffered some damning news in recent years. From large amounts of bot traffic to shady practices, display advertising gets a very bad rap. Taking this information collectively could indicate that the state of the display advertising market is even worse than we thought, and possibly rife with fraud.
The biggest issues, according to Bob Hoffman, retired CEO and chairman of Hoffman/Lewis Advertising:
MediaPost cofounder Reid Tatoris estimates that fewer than 10 percent of display ads will ever be seen:
We start with the notion that only 15 [percent] of impressions ever have the possibility to be seen by a real person. Then, factor in that 54 [percent] of ads are not viewable (and we already discussed how flawed that metric is), and you’re left with only 8 [percent] of impressions that have the opportunity to be seen by a real person … That’s an unbelievable amount of waste in an industry where metrics are a major selling point.
Marketers have been fighting back through improved technology, or combined efforts such as the Trustworthy Accountability Group. Samuel Scott, director of marketing and communications at Logz.io, has some suggestions for marketers, including demanding full disclosure from advertising partners and abandoning cost-per-impression campaigns until the market becomes more honest.
Scott recommended using ad-fraud-detection software, blocking countries known to provide bot views and fraudulent clicks and, perhaps most important, running manual campaigns. Manual campaigns that focus on specific audiences and don’t rely on nebulous campaigns are probably the best choice given the current display ad environment. There’s a good reason why alternative marketing methods are on the rise.
Readers: What have your experiences been like with display ads?
Images courtesy of Shutterstock.
Article courtesy of SocialTimes Feed
The travel industry is one of many that have been disrupted by digital innovations. More consumers are turning to online marketplaces to review their options and book travel. An infographic from SDL, a provider of customer experience management solutions, outlines how travel trends are shaping the future of the digital shopping experience.
Mobile is a big part of the coming shift, not just for the travel industry, but for e-commerce as a whole. Just as consumers want access to coupons and other deals on their mobile devices, 62 percent of travelers want the ability to book hotel accommodations. More than half of consumers are already checking in to their flights via mobile as well.
Online reviews are also important, as consumers want to make informed purchasing decisions. Indeed, nearly 50 percent of consumers consider travel review sites the “most helpful” when planning a trip, and 64 percent check travel research sites like TripAdvisor, according to SDL.
Travelers love to share their experiences, and according to SDL data, 76 percent of consumers share their experience on social media. Smart airlines are taking advantage of this trend for improved efficiency in the social customer service experience.
Check out the infographic below to see how mobile will create more disruption in the travel industry.
More details are available in the document embedded below, but Instagram’s suggestions included:
Readers: What have your experiences been like with brands on Instagram?
Article courtesy of SocialTimes Feed
An update Wednesday to Facebook’s iOS app borrows from Foursquare, showing detailed information — context cards — over the News Feed after a user checks in or after they link to something like a movie or song in a status update.
Facebook notes that this is a test that will roll out to iOS users starting today.
For instance, if you check in at a local park or restaurant, Facebook will show which friends have also checked in there and how recently, as well as photos from their experiences. If you post a structured status update saying that you’re listening to a certain artist or watching a movie, it will show friend who have done the same.
A Facebook spokesperson explained this new feature:
These cards can help you discover information about where you are or what to do next, or inspire conversations with your friends around you. This feature respects all existing privacy settings, and the card will only show you information that you could already see elsewhere on Facebook.
The feature also injects some color into the Facebook app. Within these new info cards, friends’ birthdays will be shown in blue (and include a prompt to write on their timeline), location information red, photos yellow.
Readers: Do you like this new feature?
Image courtesy of Facebook.
Article courtesy of Inside Facebook
On the heels of its acquisition of popular messaging app WhatsApp, Facebook isn’t done shopping. Mark Zuckerberg announced Tuesday that Facebook has purchased virtual reality firm Oculus VR for roughly $2 billion.
The cost includes $400 million in cash and 23.1 million shares of Facebook stock. The agreement also provides for an additional $300 million earn-out in cash and stock based on the achievement of certain milestones.
Zuckerberg posted to his Facebook timeline about what this means for the company:
Oculus’s mission is to enable you to experience the impossible. Their technology opens up the possibility of completely new kinds of experiences.
Immersive gaming will be the first, and Oculus already has big plans here that won’t be changing and we hope to accelerate. The Rift is highly anticipated by the gaming community, and there’s a lot of interest from developers in building for this platform. We’re going to focus on helping Oculus build out their product and develop partnerships to support more games. Oculus will continue operating independently within Facebook to achieve this.
But this is just the start. After games, we’re going to make Oculus a platform for many other experiences. Imagine enjoying a court side seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face — just by putting on goggles in your home.
Brendan Iribe, Co-Founder and CEO of Oculus VR, commented on the acquisition in a press release:
We are excited to work with Mark and the Facebook team to deliver the very best virtual reality platform in the world. We believe virtual reality will be heavily defined by social experiences that connect people in magical, new ways. It is a transformative and disruptive technology, that enables the world to experience the impossible, and it’s only just the beginning.
Facebook will hold a conference call later today to discuss the acquisition.
Article courtesy of Inside Facebook
SparkLabs Global announced today that John Pleasants, the former co-president of Disney Interactive and former COO of Electronic Arts, has joined the fund as an advisor. SparkLabs Global, which focuses on seed-stage startups around the world, also disclosed new investments in Good.co and Zanbato.
Pleasants joined Disney Interactive after it acquired Playdom Inc., the online gaming company he founded, in July 2010 for $563 million. During his three years at Disney Interactive, Pleasants oversaw the launch of Disney Infinity.
In a statement, Pleasants said: “I’m excited to be part of SparkLabs Global because the depth of their experiences and global reach. The timing for such a seed-stage fund is ideal because of how rapidly innovation and great companies are being founded throughout the world, and many are looking for help to cross the Pacific and Atlantic which this team excels at.”
Based in San Francisco, Good.co is a career site that wants to help put the “human” back in human resources. The startup has raised $1.45 million from Norwest, Sparklabs Global, and other venture capital firms. Good.co users fill out a variety of surveys to help determine what their working style is, and whether or not they are a good fit with specific companies or managers.
The site’s goal is to enable job seekers find positions they will flourish at, which in turn helps employers save the hassle and expense of hiring people who end up leaving or getting fired within a few months. Good.co fits into the same niche as startups like 15five and Culture Amp, in that they all seek to increase employee retention rates boosting workplace morale.
SparkLabs Global also invested in Zanbato, a platform that helps institutional investors find opportunities in alternative asset classes. The company’s founders include Joe Lonsdale, the co-founder of Palantir Technologies, Nico Sand, Dan Settel, and Kevin Leung.
Article courtesy of TechCrunch
Over the last year or so – and especially in the lead-up to the launch of IE11 – Microsoft partnered with a number of organizations and developers ranging from Red Bull to Atari and GlacierWorks to showcase what a modern browser can do, and today it’s launching Rethink IE to aggregate all of this content and to start a new conversation around IE.
As Roger Capriotti, Microsoft’s senior director for Internet Explorer marketing, told me earlier this week, the idea here is to showcase IE’s “leadership in trying to move the web forward” and to highlight the experiences IE has helped to create. Rethink IE brings together the work Microsoft did with its partners (though Cut the Rope is missing), both for consumers and developers. Developers get behind-the-scenes looks for how the different experiences were created, but the main idea behind the site is to continue Microsoft’s overall IE marketing theme of trying to redeem Internet Explorer in the eye of the public.
IE, Capriotti stressed, had a pretty good year, and last November, it saw its highest market share since 2012, with quite a few Chrome and Firefox users moving (back) to IE. “We want you to rethink what IE has become,” he noted, and for Microsoft, that specifically means IE on a tablet like the Surface. In Capriotti’s view, Chrome and Safari were developed for desktops and ported to mobile without fully taking advantage of the new platform. He believes that by designing the Metro version of IE from the ground up, Microsoft is a step ahead of its competitors. “If you look at Chrome on a tablet,” he said, “it looks like on the desktop.”
He also believes that now that load times and fast rendering engines are standard, the ability to build new experiences on a browser with the help of touch and other new technologies will be what sets browsers apart (while still maintaining support for open web standards, of course).
Article courtesy of TechCrunch
As part of our annual Google Ventures CEO Summit, Nest founder and CEO Tony Fadell and I filmed a live Foundation episode in November in front of a few hundred startup founders in the GV portfolio. Tony told stories about his entrepreneurial roots as a kid selling eggs door to door, his experiences at Apple, angel investing and what the future looks like for the connected home.
Tony is a remarkable leader, and the news that Google plans to acquire Nest is a testament that leadership, as well as to his excellent team focus his team.
Tony’s advice on how to stay focused:
I learned the power of ‘no.’ No is really important. Entrepreneurs are told to say ‘yes, yes, more, more.’ To help you focus, to help you really understand what you’re doing, you have to say no a lot. When you say yes to everything, you get distracted. When you say no, you have to get the one thing you’re doing really right.
Kevin Rose is a general partner at Google Ventures. You can watch Kevin’s prior Foundation episode, an interview with Coinbase founder Brian Armstrong, here.
Article courtesy of TechCrunch