Friday, 24 July 2009

New Rules for Highly Evolved Humans

How to live digitally - excellent article from Wired Magazine. Highlights of good advice include:

  • Friend Your Boss But Not Your Boss's Boss
  • Ignore Your Ex on Facebook
  • Ditch the Headset
  • Choose the Right Ringtone
  • Balance Your Media Diet
  • Remember, Online Conversations Are Not All About You
  • Seek Out Your Coworkers on Facebook
  • Leave Your Wi-Fi Open
More here...

Sunday, 19 July 2009

Campaign Building Blocks

German ad agency Lukas Lindemann Rosinski created QR codes entirely from Lego building blocks. The campaign was for an online German toy store. The idea is that in taking a snap of the code the hidden message is revealed and a link to the related product on the website is presented. The colourful 3 dimensional codes were made by hand and posted on billboards in urban areas. The playful nature of the campaign sits well with Lego's personality and was effective at driving sales - the products advertised using the codes outsold the others by a factor of 2 and 49% of visitors to the Lego product pages on the site came from the QR codes.

The campaign won a Silver Lion at Cannes and the entry can be found here...

Sunday, 12 July 2009

The Rewards of Relevance

The open rate for marketing e-mails increased for the third quarter in a row during Q1 of this year and also rose significantly over the year-ago..

The "Epsilon Q1 2009 Email Trends and Benchmarks" report found that (over Q1 2008):

  • Email open rates reached 22.1 % in the first quarter, up 11.2% over 2008.
  • Click rates increased to 6.1%.
  • Delivery climbed to 94.1 percent compared to 93.4 % for the same quarter last year.
  • Open rates generally increased. Financial services achieving the highest open rate at 31.4%, while retail apparel did the least well at 14.3%.

The report concludes that the single most important driver of these improvements is relevance in terms of "content, timing and frequency." Marketers increased focus on growing and maintaining an effective list, and using advanced analytics and segmentation models to reach the right consumers at the right time with the right message underpins this.

An additional study found that emails drive offline sales - 59% consumers in Asia Pacific made offline purchases as a result of e-mails. That figure was 53% for North Americans and 37% for Europeans. There is a lot of life yet in this complimentary channel...