twitch points

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I feel like a geezer when telling people I still read books on my Kindle.  As if it’s an old technology. Why not read on your tablet or phone people may ask? Well, I like the form factor. When my original Kindle seized up I wondered if I’d like the swipe feature over my click buttons.  The jury is still out but I’m getting used to it. The Kindle Paperwhite is back lit and that’s very cool – so agrees the wifus as I read in bed.  

kindle oasisKindle has just released the Oasis. As a defense against people who like to read on more multipurpose devices, Amazon logics the sell by saying the devise is only for reading – no distractions. No email, no texting. Just unfettered Henning Mankel. I love it. (Please don’t go all Airplane mode on me.)

Two trends I often post about are media “Twitch Points” and “Technology Backlash.” A twitch point is a media moment when one switches devices or media in search of more information or clarification. Twitching is easier on one device, but it’s not really multitasking, it’s serial. As for technology backlash, where people just want to disconnect and go au naturel, that is still a thing…even if we tweet about it. The Kindle Oasis, which is wonderfully named by the way, supports the latter trend and allows for the former, but in a more disconnected way.

Anyway, I love that Amazon gets us and our weird contradictions. Good job women and men of the jungle. Good job.

Peace.     

 

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An oft-mentioned Goodby Silverstein mission suggests they focus on “making stuff people care about.”  It’s not an uncommon mission these days, especially as more ad and marketing revenue is tied to buildables. For Goodby, this seems to be working as a mission. It’s fun and memorable. But the reality is, it’s the job of marketers to make stuff (products) people buy. Agencies, therefore, need to make stuff that encourage people to buy. Knowing Goodby Silverstein as I do, they get this. They get that caring is a first step toward buying. I’m not worried about them. But a cottage industry of shops has been allowed to grow up building tchotchke communications that get attention, likes and pass-alongs but are light on buy.

cash register

I love social media and digital marketing. Done well. I believe digital advertising has the potential to far outpace traditional, half duplex (one way) advertising because it puts at consumer fingertips the ability to experience all the steps to a sale in a minutes. This, thanks to devices, media twitches and mobile connectivity. But the main body of practitioners are not there yet. They are still focused on trying to make stuff people care about. And that’s a shallow view. Once they make stuff that make people buy – that’s when the whoosh is going to happen. Can’t wait. Peace.

 

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This just in: Google earnings are up but the price per share dropped. Why?  Because it’s underperforming in mobile. The most interesting fact in the NYT story was this:

  • Mobile ads cost a half to two-thirds more than do desktop served ads, but lead to purchase a quarter to a third less.

Readers who have heard me espouse Twitch Point Planning will perhaps see how the “mapping and manipulating” of consumers closer to a sale with a digital buildable (content seems too flat a term) will outperform an ad the size of a wax bean.

I’ve spoken with some pretty smart people in the business — really smart people — and as much as they all think about “what’s next,” they have a hard time grasping that a twitch point buildable is a better revenue generator than an ad.  For some, I guess, vision is about only what you can see. Where Christopher Columbus is???

Marketers need to think about Twitch Points. Only then should they think about content marketing. Content marketing without a brand plan is typing and recording. Content marketing without understanding (fast twitch) digital media and consumer purchase behavior is what?  Advertising. 

Peace!

UPDATE:  After the market opened today, the share price of Google soared over $1,000 before retreating slightly.  I guess investors think Google will fix the mobile ad problem.

 

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