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National Parks Street View-style trails goes live, avoids the Google cars (video)

Source: http://www.engadget.com/2012/03/08/national-parks-street-view-style-trails-goes-live-avoids-the-go/

National Parks Street View-style tour goes live, avoids the Google cars

After tooling up a team of hikers with an impressive camera tripod and unleashing them on the likes of the Grand Canyon and Yellowstone Park, Nature Valley has published its fully rotational Trail Views online. You’ll be able to effortlessly follow several routes across the great American countryside and for those too lazy to even click the forward arrow, there’s an autoplay mode. Three different locations — with multiple trails — are online now and you can check out how the granola-grinding company captured it all right after the break.

Continue reading National Parks Street View-style trails goes live, avoids the Google cars (video)

National Parks Street View-style trails goes live, avoids the Google cars (video) originally appeared on Engadget on Thu, 08 Mar 2012 09:02:00 EDT. Please see our terms for use of feeds.

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Thursday, March 8th, 2012 news No Comments

The Grand Unified Theory of Marketing(tm) – Digital String Theory

UPDATED:  March 2014

Grand Unified Theory of Marketing by Augustine Fou 2014 Update from Dr Augustine Fou

 

UPDATED:  September 21, 2011

Most people use the term integrated marketing now and it has come to mean loose “integration” or interrelationships between marketing channels, like putting a web address on a TV ad, a QR code on a print ad, etc.

I am adding the following slide called “Unified Marketing – ecosystem of touchpoints” to put forth the concept of unified marketing.  This starts by putting the customer in the “middle” and wrapping their purchase funnel around them. Then we add the 3 concentric circles: 1) on-site, 2) off-site, and 3) third party to represent the types of channels at the disposal of the marketer/advertiser.

Then all tactics can be plotted on this single, unified marketing chart to reveal whether there are any gaps (not enough activity) or redundancies (too much spend).

Unified Marketing – ecosystem of touchpoints

Additional Reading:  Digital is a Philosophy

 

ORIGINAL POST

Just as physicists and mathematicians have been searching for the grand unified theory of the universe, I have been looking for a way to tie together the disparate disciplines of marketing and advertising, a way to correlate metrics from different industries that interrelate with marketing (e.g. market research, Nielsen, etc.), a way to put all past theories in context and perspective (Michael Porter’s Five Forces, Net Promoter, etc.), and a way to explain marketing successes and failures — all in one.

My method is the scientific method – which is simply put doing experiments and making observations that either support or refute hypotheses.

A grand unified theory will also need to be able to take into account phenomena such as social networks, etc. What are the organizing principles of such; what is the value?

Why now?

Using digital tools — such as search volume trends — we can start to correlate marketing spend effectiveness across different forms of media and also different advertising and marketing techniques.  The example below compares eTrade and @Drobo. What is most embarrassing is that eTrade, a well known brand from the first dot-com heyday, spent lots of money creating and airing TV ads which it hoped would go viral. They even paid for Superbowl ads for the last 2 years to promote the “eTrade talking babies” as you see from the 2 spikes in search volume during February of 2008 and 2009.  However, when compared to Drobo (a startup company that developed a very easily upgradeable back up hard drive array), it is shocking to note that Drobo spent NOTHING on advertising and relied entirely on word of mouth and an awesome product. And their search volume is not only larger than eTrade but also sustainably larger despite zero advertising and media cost.  The “totals” even suggest that the volume under the curve of Drobo is 8X (EIGHT TIMES) that of eTrade.

So if you consider that eTrade spent millions of dollars to create the TV ads and even more millions of dollars to air them on TV in order to drive interest, demand, and hopefully new customers, then Drobo can be considered to have gotten the equivalent of 8X more dollars in advertising and media – for FREE using techniques and channels other than TV advertising. So what does that say about the relative value of TV advertising compared to these other, newer techniques?

etrade-drobo-search-volume

godaddy vs megan fox

megan-fox-godaddy-search-volume

Grand Unified Theory of Marketing - Digital String Theory

Grand Unified Theory of Marketing – Digital String Theory

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Thursday, October 29th, 2009 digital strategy No Comments

AdAge Top Viral Videos: all take 3 – 6 months to reach full viral effect

Samsung Sheep Viral Video – 2 months

samsung-sheep-viral-video

T-Mobile Dance viral video – 5 months

t-mobile-dance-viral-video

Cadbury Dancing Eyebrows Viral Video – 4 months

cadbury-eyebrows-viral-video

Geico Numa Numa Guy viral video – 3 months

numa-numa-guy-geico-viral-video

McDonalds Filet-o-Fish Viral Video – 5 months

mcdonalds-filet-o-fish-viral-video

etrade baby took 4 months to reach full viral

etrade-baby-viral-video

Super cameleon viral video took 3 months to reach full viral

super-chameleon-viral-video

Durex bunnies viral video took 3 months to reach full viral

durex-bunnies-viral-video

Dennys banana pancake viral video took 4 months to reach full viral

dennys-banana-pancake-viral-video

Lewist Hamilton Grand Prix took 2 months to reach viral

lewis-hamilton-grandprix-viral-video

the shape of the views curve is different for a NON-viral video — it just accumulates views over the years.

shape-of-a-non-viral-video-curve

link back to the original article showing 12 points that demonstrate why I think the JK Wedding video has a manufactured viral effect.

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Friday, July 31st, 2009 digital 1 Comment

What viral videos look like; what non-viral videos look like — by the stats

The first 2 are viral videos – notice the shape of the “total views curve” (quick rise and approaches the max asymptotically). The last 2 videos are not viral, and supported by paid advertising and promotion. It is a straight line that grows steadily over time. The 2 examples of non-viral videos were chosen simply to have similar view counts as the first and second examples.

Viral video examples – notice the asymptotic curve towards the max on the total views chart.

Frozen Grand Central ImprovEverywhere viral video – 18 million views – added on Jan 31, 2009.  “Other/viral” gave it its first big boost and embedded views gave it another big push.
frozen-grand-central-improveverywhere-viral

No Pants Subway Ride ImprovEverywhere viral video – 9 million views – uploaded January 13, 2009; got onto YouTube homepage and got a major boost from it.

no-pants-subway-ride-improveverywhere-viral

NON-viral video examples – notice the straight line of the total views chart.

corbin-bleu-non-viral-video

ashley-tisdale-non-viral-video

Perfect example of NON-viral video that had help with paid media – in this case, GoDaddy supported these videos with costly Superbowl ads — which led to nice bumps-up in total views.

godaddy-viral-non-viral-videos

In the case of Smirnoff’s Tea Partay, it was not supported by paid media so it took longer to grow and the shape of the curve is a nice blend between the straight line of a non-viral video and the asymptotic line of a viral video.

tea-partay-partially-viral-video

Finally, blatant ads don’t go viral – Sony’s grand central product demo stunt. And even if they are discussed in dozens of blogs it is not enough to get past the first tipping point.

sony-grand-central-stunt-video

How the JKWedding Viral Video was A Manufactured Success

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Friday, July 31st, 2009 digital 1 Comment

Viral videos are cool and all, but most of them don’t drive sales.

Samsung LED Sheep – how do I even buy an LED from Samsung, if I wanted one?

T-Mobile Dance – not sure exactly what it means or how it is related to cell phone service, but it SURE was cool!

Cadbury Eyebrows – cool, and forwardable video. but what does Cadbury make again? So I can go buy some of whatever they make?  😉

etc. etc.  you get the point…

the only videos (below) that actually have anything to do with the product are Filet-O-fish, condom bunnies doing their thing, and Denny’s banana on pancakes.


Source:
http://adage.com/digital/article?article_id=135717

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Samsung Extreme Sheep LED Art The Viral Factory 2,866,364 +39% Samsung: Extreme Sheep LED Art
2 2 T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 876,946 -15% T-Mobile: Dance
3 4 Cadbury Eyebrow Dance Fallon 636,418 +27% Cadbury: Eyebrow Dance
4 New Geico It’s the Gecko/ Numa Numa The Martin Agency, Horizon Media 442,653 New Geico: It's the Gecko/Numa Numa
5 5 McDonald’s Talking Filet-O-Fish Arnold 378,488 -2% McDonald's: Talking Filet-O-Fish
6 9 E-Trade E-Trade Baby Grey, New York 323,100 +17% E-Trade: Baby
7 New Ray-Ban Never Hide Cutwater 304,970 New Ray-Ban: Never Hide
8 8 Durex Get It On Fitzgerald & Co., SuperFad 235,290 -18% Durex: Kama Balloon Animal Sutra
9 Back on chart Denny’s Nannerpuss Goodby, Silverstein & Partners 178,359 -3% Denny's: Nannerpuss
10 6 Vodafone Lewis Hamilton and the RC Office Grand Prix Outsider 171,123 -49% Vodafone: Lewis Hamilton and the RC Office Grand Prix

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Monday, July 6th, 2009 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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