What happened to QR codes?

What happened to the QR code? It seems like the next "it" thing that never came to see its full potential. When QR codes came onto the scene, it appeared to the perfect marketing vehicle. It's small, it can be scanned whenever, wherever and no one needs to buy any special equipment to access it. So why didn't it take off like a rocket? You still see some of them around, but for the most part, QR codes are not a omnipresent as you think they should be. Maybe it's because they are a little, well, unsightly. These black and white squares that look neither elegant or modern, QR codes look dated. Maybe it's because short urls were competing in the same space. They are short (obviously), easy to remember and can be incorporated into copy easily. Or maybe it's because it took the user out of the experience they had entered into. One of the key goals on a website is to keep the user engagement in the page they are in. You never want to take the user out of that and risk abandonment altogether. So, maybe the QR was doing just that.

Whatever the reason, why we don't see more QR codes in marketing and advertising will always be a bit of a mystery to me.

Selling Values Not Products

Consumers today are not just connecting with brands based on their products, but also their values. The article, “Take Notes On Samsung’s Most Clever and SuccessfulDigital Marketing Strategies” written by Asena Arica, evaluates Samsung’s digital marketing strategy and how this company’s innovative advertising allows Samsung to compete with Apple. Cutting edge marketing techniques include “adventurous branding image” in which Samsung uses brand films to convey the values of the brand via storytelling. Although video advertising, e.g. commercials, is not new, the concept of video taking the audience on an audiovisual journey to sell a company’s values rather than their products is definitely an increasing trend in marketing. For instance, both Nike and Under Armour have run successful ad campaigns that sell their values: Nike’s “Just Do It” adverts connect the audience with commitment, courage and motivation, whereas Under Armour conveys resilience and the brand’s commitment to training and preparation in its “ProtectThis House” spots. Following this trend, Apple also successfully sells its values of innovation ease-of-use, and personalization in its “Shot on iPhone” marketing campaigns. These brand films have become essential to forging emotional connections between customers and companies based on shared values and identity.

As part of establishing strong brand values, companies such as Samsung are also expending effort to be identified as socially responsible. For sure, consumers are placing more economic value on brands that contribute to societal good, which has pushed companies to reevaluate their value propositions and shift focus from not just producing products to evaluating how consumers interact with those products. Consumers are rewarding companies that are invested in making the future better. Brands that highlight not only their contribution to today but also how they envision tomorrow, as evidenced by Samsung’s futuristic ads and “out of the box marketing,” are able to convey both their legacy and innovation to the audience. Increasingly so, marketing campaigns will focus on not only their relationship with the user, but also their investment in society, to create greater connections to potential consumers.

Is advertising on Google the right decision?

https://www.indiehackers.com/article/we-wasted-50k-on-google-ads-so-you-dont-have-to-355a425b27

I saw this really interesting post this morning that explains an experience on buying google ads that didn't quite lead to business. Its obviously unique to them and not necessarily indicative of a broader trend. But I thought it was worthwhile to post.

We spent a good amount of time in Simonov's marketing class exploring how you can A/B test (seasons, diff browsers, etc.) and adjust for additionality. I worry that there is more cannibalization and that the decision of whether to advertise is more nuanced than many think it is.

New Google Tool

Google is launching a new product out of beta. Dataset search. You might be asking "what is dataset search and why does it matter?". Great question. As highlighted by search engine land, Google Dataset Search enables searchers to find datasets stored across the web through keyword searches.

This is a new form of search that can make finding datasets way easier. I do think it will also enable a new form of SEO. Now content marketers can create large datasets about the things they are highlighting and make those Google friendly through the datasets schema tool and begin posting them on their websites. This will create yet another way for savvy marketers to get people to their sites. 

Shawn Kemp #Seattlesupersonics #shoes #DigitalMarketing #Whoislistening #Goldfarb

Shawn Kemp - talk about a blast from the past. I haven't said that name since I was a kid rocking the new size 5 "Penny Hardaways" (see below). My brother loved Shawn Kemp - #40. Why am I talking about this as it relates to digital marketing??

1. There is no way Goldfarb's blog post should get the most views! So I'm stepping up the #content. challenge accepted.
2. I want to share an interesting story about my experience with Shawn Kemp last week that made question our understanding of digital marketing security....

I flew down to Atlanta for a five hour meeting, exciting as always. I sat down in the room and started some small talk. The meeting wasn't going particularly well - I needed something to liven the conversation a bit. As I searched around the room to change the topic, I notice the CEO of the company has a retro Sonics Sean Kemp mug. It was fantastic. The only mug that is better is Michael Scott's "World's Best Boss". Let's be honest, The Office is the best show on earth, undisputed. Did you know his diploma in his office says "Proud owner of a Seiko timepiece" (also, see link below). I hope Columbia gives me one of those... Anyway, I digress.

Back to Shawn Kemp - - I found my conversation starter, my in to getting to know this management team better. So instead of asking about the company, numbers, growth plans, etc. I decide to bring up the origins of the Kemp mug. This spirals into a 30 minute conversation on the Sonics.

With tons of electronics in the room (8 phones, 8 laptops, etc, etc.), I can't help but wonder who is listening. 8 siri's started listening at some point. I don't recall anyone saying Hey, Siri....but she was listening. Maybe someone said "SERIously" and she was activated. I'll never know. But what I do know is I boarded the 8:30PM flight back to LGA and I got an Instagram ad for Sean Kemp. There was a fun fact about when the Sonic's left Seattle. I almost threw my phone away at that moment and switched to burner phones only.

Coincidence? I think not..... I haven't said that name in 10 years, other than this day. Where did this ad come from? I'll never know...but I'm never speaking again until I figure it out.

Anyone else?

https://www.goat.com/sneakers/air-penny-2-333886-041

https://www.google.com/search?q=proud+owner+of+a+seiko+timepiece&safe=off&source=lnms&tbm=isch&sa=X&ved=2ahUKEwim3vLH4J_nAhXMY98KHREtAgcQ_AUoAnoECA0QBA&biw=2000&bih=1144&dpr=1.5

Zero Moment of Truth with Wechat

 Zero Moment of Truth was coined by Google in their 2011 eBook "ZMOT" related to the moment in the purchase cycle between the stimulus (what alerts you of a product, like an ad) and first moment of truth (a term used by Proctor & Gamble to refer to the decision to purchase). In the past, as Google notes, buyers followed a linear path to purchase: firstly, awareness of the product from print ads, billboards, storefront and Yellow Pages; secondly, visit store, or call seller, ask for a quote, compare goods in store; and finally, purchase item in-store or order from catalog. Traditionally, the shopper decision process is what marketers at P&G call the "First Moment of Truth".

Today’s consumers use the internet as a hub. Their decision-making process was changed to ZMOT:

At lease ten year ago, you had to plan a trip to the mall in hopes of finding that specific product you want to purchase. Salespersons were the gatekeepers of information: you needed to ask them about anything you needed to know about the product you wanted to get. If you are lucky, one salesperson was free, and then you are more lucky, you can encountered a salesperson who knew all the ins and outs of the product. If not, you were waiting a long time, and then found out that the products were not what you want or you are left with very little details that do not help you make an informed decision. 

Now, the digital age has allowed people to browse and buy items right at the palm of their hands, without leaving their seats. The internet contains the information buyers need to know about the products via a simple search box. Consumers will be looking for the following types of content to help them make a informed decision: a) customer reviews; 2) buyer guides (including video demonstrations); and 3) case studies. They want reviews that are coming from other customers and clients, not directly from the sellers. 

One example following zero moment of truth rule is WeChat in China. With 700 million active users it has become the gateway into China. WeChat activities have become more important than people's personal website in China. It is hard to measure the scale of WeChat's popularity in China. 700 million users spend on average an hour a day utilizing the many services that have been developed as an integral part of daily life in China. 

Here is a list of the things that you can do with WeChat: 

·       Message your friends

·       Share your moment (e.g., popular products, restaurants, etc.)

·       Transfer money

·       Top-up your phone

·       Order a cab

·       Buy movie tickets

·       Order your dry cleaner

·       Order food

·       Invest money in a wealth management plan

·       Book a train or plane ticket

The Chinese are now strongly influenced by the "influencers" who have already established significant online followings around them through WeChat. Users will often share content on their moments if it is interesting and engaging. There is much stronger culture of sharing posts in China. 

Below is someone recommended a coffee shop:

In addition, there are many "entrepreneurs" on WeChat, starting "Micro Stores" and focused on specific topics where you can start conversational threads. 

Micro Stores – Businesses with service accounts can now open ‘m-stores’ within WeChat itself. Users can browse stores on WeChat with incredible ease of payment, with their account linked to their banking. They just input their password and make payment within seconds. Brands can now start developing these customized micro stores, it is like hosting your own website within the established infrastructure WeChat provides. In short, the potential Chinese customer has entered into the “Zero Moment of Truth” or ZMOT world.