Lightning strikes, maybe once, maybe twice February 11, 2010Posted by David Gillespie in business strategy.
Tags: Add new tag, Foursquare, Zagat Survey
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So I went on a wee tear the other day, and in response to Bud Caddell’s pondering if the future needed agencies, posted a series of points on what was and was not going to work for companies who sought to play the kind of role in business agencies have played thus far.
As part of that piece I wrote the following:
Agencies with big technical production capabilities need to send the work out to be done more cheaply, take the best and brightest they have and remake that department as a research & development arm. There is no reason Foursquare could not have been created by Zagat’s; but nobody was working on that kind of problem.
And today we announced a partnership with Zagat aimed at rewarding foursquare users for discovering and experiencing Zagat Rated places in their city. If you’re in New York, San Francisco, Los Angeles, Chicago or Boston you can now “follow” Zagat on foursquare to unlock insider tips about nearby restaurants. And of course, we’ve added a Zagat “Foodie” badge that can be unlocked by dining at some of these Zagat Rated restaurants.
…I’m just saying…
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Let’s get together and do it again January 6, 2010Posted by David Gillespie in advertising, technology.
Tags: advertising, Display advertising, Foursquare, JP Morgan, Mobile Computing, Mobile phone, SMS
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JP Morgan’s Imran Khan (different Imran Khan) is tipping online display advertising to grow this year by around 10.5%. Which is obviously massive. He also cites a few trends that seem to be moving the industry away from naff executions – aka the banners that neither you nor I ever click on. Which, let’s be honest, is all of them. He is talking though of a trend more towards what Banner Blog exists to share with us, which is great.
That’s not what I want to talk about though. In the same article Khan talks about mobile growing 45% (!!!) this year, winding up with $3.2 billion spent on SMS, $253 million in mobile display, and $321 million in mobile search.
A few things:
- As the mobile platform improves, the notion of display as distinct on mobile from PC will disappear
- It will however give way to services sensitive to your platform and do other interesting things around location, and device-specific functionality
- I don’t understand what constitutes “mobile search” – maybe someone can explain it to me?
- Advertisers who invade the phone like they have every other medium are going to get smacked; it’s still too personal
Aside from all of this, it’s the same Mcluhan-esque mistake (slide 44) made in online advertising where we take what we did before and force it into this new shape because we don’t know any better. If anyone truly believes the best way to use a mobile phone is to send people SMSs, they deserve the rapid demise their business will receive.
Frankly it speaks to the lack of vision and general laziness that pervades the entire ad industry. With the simple days of TVCs and print long behind it, rather than thinking about how it can reinvent itself to be relevant in a new era, it consistently mines tired ideas that speak to the silo-mentality of 20th century media.
People, look at foursquare, get in and use it for a few weeks. That, right there, is a perfect storm of local marketing, small business marketing, and mobile. If you do not see it, either try harder, or find a job where you do not need to.