The Impact Of Technology On Brand Marketing.

Technology doesn't just give people a new way of doing things; it gives people a new way of thinking. The biggest impact of technology is the change it creates in people's perceptions.

In the absence of digital technologies, it would never occur to someone that marketers could be engaged in dialogue, much less dialogue at the point of contact. But the presumption of dialogue created by digital technologies goes beyond the technologies themselves.

People have learned a new capacity from digital technologies and they want to exercise it everywhere, even in low-tech points of contact.

Digital technologies operate instantaneously, so people are losing patience with anything that operates more slowly. The more liquid an activity becomes, the more people take it for granted, and once a capacity becomes commonplace in one domain, the more people come to expect it in other domains.

Technology doesn't just expand the power people have; it changes their ways of thinking as well.

Read more on this subject here:

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The increasing importance of video in digital.

YouTube responsible for 22% of all mobile bandwidth. 

Almost a quarter of all global mobile bandwidth is consumed by people watching YouTube videos, according to a new report from network management vendor Allot Communications. 

The global bandwidth share of the Google-owned video site was 22 percent in the first half of 2011, compared with just 17 percent in the first half of 2010. YouTube now accounts for 52 percent of all global mobile video streaming. 

Overall, video streaming now accounts for 39 percent of all mobile traffic and it grew 93 percent in the first six months of 2011. VoIP and IM traffic grew even faster at 101 percent, but they still only represent a total of 4 percent of all mobile traffic. 

This growth and change in media consumption patterns on mobile devices makes it apparent that digital communication should (and can) now have a large component of video content which is tailor made for the smaller screens. 

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Social Media & CPG / FMCG brands.

Came across this wonderful post by Martin Bishop, Director, Brand Strategy of Landor and thought it was one of the articles that needs to shared and read widely by all CPG / FMCG brand marketers. 

Martin captures the aspirations well when he writes that, though every CPG brand might wish to be loved so intensely, few reach the top of the relationship ladder. When you come right down to it, who wants a relationship with a bar of soap? Or as one commenter put it, responding to a blog post on the death of branding: “They buy something to drink because they’re thirsty. Not because they f****ng LOVE Coke!” 

Simply mimicking the behavior of brands that have highly engaged audiences doesn’t work; social media applications have to be aligned with the strength of a brand’s consumer relationships. There are too many examples right now of brands assuming that their customers care about them when the reality is that most customers couldn’t care less. 

It’s sad to see brands trying too hard. Of all the social media options, Twitter is perhaps the most difficult to use effectively without a resonant relationship. 

There’s got to be an angle.

If you think of social media as being primarily about communication, it’s difficult to see how most CPG brands can use it effectively. But if you view social media as an infrastructure supporting a wide range of activities based on connection, then more opportunities present themselves. 

Read the full article here and try share it around (you can also download it for keeps)

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Coca Cola face recognition machine integrates with Facebook.

This is another great social/ offline integration by Coca Cola Israel. 

This machine allows users to login to the Coca Cola app in real life using the face recognition feature, a very clever way to extend the offline experience to users’ friends and family through Facebook. 

Also look at the previous campaign Coca Cola village.

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Kraft Foods. Kay Slaven, Sr. Manager Digital Marketing. QR Seminar.