PROTOTYPE THE FUTURE

The Internet’s dominant role in our lives means that it has become more than just an optional enhancement to the existing plans of effective marketing campaigns. Online branding and marketing strategies are now mandatory for the exposure and success of any organization (and it’s media-agnostic, multi-channel and rather complex.)  

It’s therefore more important than ever to understand the possibilities and limitations of digital media, and how to best employ sound marketing fundamentals in this rapidly changing technological landscape.

Consider the digital disruption that has transformed information economics—and are challenging traditional notions of economies of scale.  Digital disruption is not a new phenomenon. But the opportunities and risks it presents shift over time. Competitive advantage flows to the businesses that see and act on those shifts first.  

Imagine the considerable amount of data all linked by fixed and mobile communication networks and managed by layers of modular, interoperable software. Software is replacing hardware, rapidly accelerating the speed of innovation: the life cycle of many products and services (previously defined by physical obsolescence) is shrinking from decades to just days between software updates.

Information is also comprehended and applied through fundamentally new methods of artificial intelligence today that seek insights through algorithms using massive, noisy data sets.  Things are clearly getting more and more complicated and conventional business models may be simultaneously too big and too small.

So where to start?  At the highest level, company’s and brands both need a trusted, strategic partner who can assist in navigating these complex waters.  This is easily seen when looking at the multiple, potential paths that can be taken to achieve the same ends. Whether it’s mobile technology, interactive television, email campaigns, inbound, pay-per-click advertising, or social media at large - today’s businesses utilize a wide array of outlets in their marketing campaigns. 

What sets successful marketers apart however is the ability to create a cohesive and complementary strategy that utilizes this variety of complimentary elements effectively.  Goodbuzz can definitely help.

Beyond strategy, the data-driven nature of the Internet can instantly link your company with millions of potential consumers, and it can also provide an invaluable amount of information about the strength and success of your digital marketing campaigns. But in order to be able to draw such conclusions, you need to have a partner who understands how to interpret and respond to these results. Goodbuzz can definitely help.

One of the most primary and important aspects of marketing online today is making sure that your product, service, or brand message is easy for the public to find. The best way to achieve that on the web is through effective search engine optimization (SEO). It’s not only about maximizing the power of organic search methods, directory listings, and paid placement tactics, but also having an optimized website that’s both user and search-engine friendly. Goodbuzz can definitely help.  

Goodbuzz create compelling user experiences from concept through implementation, melding user needs, business objectives and technical constraints into a cohesive digital offering for numerous Fortune 500 brands. We fundamentally believe that the best way to predict the future is to prototype it.  Please let us know how we can help.   

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Goodbuzz is a digital agency based in Toronto, Canada.  We help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it - is to create it.  Follow us on Facebook or Twitter.

✔ COCA-COLA 2020 - FROM CREATIVE TO CONTENT

Coca-Cola here defines their strategic road map moving forwards.  This a response to the widespread recognition in the industry that "the legacy models are all broken" and "the traditional solutions are all becoming less and less effective."

What's Coke’s ‘Content 2020’ goal?  Double their current sales by creating ideas so contagious they cannot be controlled. The types of content that will be developed?  Serial Storytelling, Multi-faceted Storytelling, Spreadable Storytelling, Immersion and discovery Storytelling, and Engagement Storytelling. (A clearer explanation of these content types is available in the videos).

(Part 1)

How will they achieve this?  Coca-Cola intends on developing a conversation model that extends brand stories.  The brand stories are intended to create ‘liquid’ and ‘linked’ ideas that provoke conversations (which the brand can act and react upon). The company also has identified that they intend on integrating technologists into the core creative teams and further developing direct relationships with Technology companies.  

(Part 2)

What's clear is that people and organizations are reordering their priorities and causing global change across a range of interconnected spaces from honesty and fair employment to communal, social and environmental responsibility. 

Coca-Cola has always been at the forefront of innovation and storytelling. In these video’s Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling (hoping to add real value and significance to peoples lives.)  

One (of many) elements we also believe 100% is the need to optimize efforts such that "every contact point with a customer should tell an emotional story".  Kudos to Coca-Cola for establishing a new participatory global brand framework and giving its constituents a voice.   We’re confident this positioning will serve you well.

Integrating Experiential and Social Marketing – The magic of Coca-Cola’s “Village” Experience

The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore.  The author’s argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product - the "experience".

Many big brands involved with Experiential Marketing have been wondering how best to integrate social media with live brand experiences?   Moreover, how to engage and integrate all participants as a part of the live event in a meaningful and relevant way?  Coca-Cola enlisted Isreali experiential agency Promarket to do just that.  The innovative Coca Cola Village experiential event synced everyone who participated.  Live in real-time. 

The Coca-Cola Village experience was run in 2010 through Facebook.  Perfect for their target’s technographic profile, a Facebook app allowed teenagers to easily register and participate.  The simple goal was to collect ten Coca-Cola caps, gather eight friends (who did the same) and gain exclusive entry to the Coca-Cola Village.  At the Coca-Cola Village, users were given a unique (RFID Microchip enabled) wristband that held their Facebook login / password - so all they needed to do was swipe when starting each new activity (now integrated with Facebook). Every time a user swiped, his or her Facebook status was instantly updated with what users were specifically doing at the event, keeping friends up to date in real time.   It get’s better.  The wristband also allowed for auto-tagging of all the photos taken at the Coca-Cola Village.

The results? The experience could accommodate 650 teenagers a day and the three-day Coca-Cola Village experience generated over 100,000 posts.   

Watch the Video Case Study

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Goodbuzz® is a Toronto-based Digital Agency that creates participatory media campaigns that entice consumers to play, create, and share brand experiences.  This is accomplished by focusing on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting. From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes. Visit Goodbuzz or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.