Archive for the ‘Advertising’ Category
Posted October 16, 2012on:
I have seen the future, and it is infographics… shiny, shiny, happy, rainbow-colored, icon-encrusted, seizure-inducing infographics. In an age where everything is interactive, they seem an old-school, static, ever-scrolling throwback to an earlier time.
And yet, uniquely suited to our brains. Although we are entertained by interaction, we seem unable to absorb the deluge of information the Internet provides without containment; we need, nay, we crave the order and simplicity that an infographic provides.
To make an infographic, it requires a human to sort through the cornucopia of available information and elucidate the salient points. It requires omitting that which is irrelevant in order to ensure effective communication.
I have a son who was born August 18, and the sheer number of obnoxious clicks of the shutter of my “baby tv” had me thinking about what photo apps are best suited for which tasks… and so I embarked on creating an infographic about photo-sharing apps. I use Instagram when I am out with friends, SeeMail (a company to whom I am an advisor) when taking pictures of my baby and sharing them with family and Camera+ when I was recently out trying to take a picture of the space shuttle flying over the Golden Gate Bridge. I sought to see what other need-states other people would have for using these three photo-sharing apps.
I already curate a board on Pinterest on Digital Marketing Infographics, so I decided I would crowd-source a comparison of the three photo-sharing apps I use the most and make my own infographic. I wanted “need-states of consumers when using photo-apps.” People contributed what tasks they used each of the apps for, and where each of the apps for them rated.
I expected photo-journalism, sports photography, or even the best app to take a picture of your junk would be on the list, but, alas, I completely forgot how much people enjoy taking pictures of their cats. The devolution of society is now complete… with LOLcats, for which all photo-apps should apologize for enabling.
Through this process I learned four steps to creating an effective infographic:
- Position a product with other products in the same category. This creates something for each product to “push” against in the comparison.
- Frame the discussion for what will be compared. In my case, “use-cases” for the product. But it could as easily be “features” or “time-saved” at particular tasks. The framework will usually elevate out of real world use of the product. This is what is the emotional connection of people to a product.
- Gather the data for the framework. I crowd-sourced the data, but often the data is readily available in charts of features or you can run a focus group. If a product sucks, this is where it will show up. A combination of quantitative (numbers and stats,) and qualitative (how people feel about it) is most effective.
- Present the data in a format that is visually compelling, yet simple to understand, and communicates the framework you established.
I present to you… Which Photo-Sharing App Should You Use When?
[Click on Graphic for Full Size]
- A QR Code is just a link. I will not use QR Codes on webpages and in email or email signatures. I will look stupid if I do because all someone would have to do is click on them. So why would I use a QR Code? I would just make a link that someone can click on. [Exception for website with QR Code to download their mobile app]
- I will not use QR Codes in subway stations with no connectivity as no one will be able to scan them and go to a link. [Exception for cities and countries where Subway stations are wired]
- I will not put QR Codes on clothing as I do not want people to be creepers chasing around someone trying to scan their butt or their chest.
- I will not put QR Codes on anything that moves fast; cars, car license plates, trucks, towed behind planes, OR on static objects you drive quickly by; outdoor billboards on highways. This is a tragically unsafe use of QR Codes.
- I will not put QR Codes on my ads in in-flight magazines, as 30,000 feet up in the air does not have good cell reception, and honestly not enough planes have wifi to justify the usage. [Exception for Virgin America]
- I will not put QR Codes on curved surfaces like pillars, straws, or balls when they stretch around the surface. Someone cannot easily scan them, and again, I do not want to be stupid. [Exception for when the code IS actually scannable as on bottles]
- I will not design “artistic” QR Codes that cannot be scanned. If my art director, creative director, or other production artist makes an un-scannable artistic QR Code I have the full permission of the Digital Strategy Council on Foreign Relations to shoot or otherwise force my creative team to only work writing Search Copy for three months. [Most prefer being shot.]
- I will not put QR Codes on rotating billboards, digital signage, and in TV commercials for less than the full commercial length as people will not have enough time to scan them.
- I will not make QR Codes smaller than they can possibly be scanned unless I am specifically designing them to torture people.
- I will direct QR Codes ONLY to mobile friendly websites that have no Adobe Flash on them. This includes stupidly linking directly to Facebook pages. Better yet, I will make a specific mobile website for the iPhone and Android devices.
When I do not do stupid things I avoid being stupid. I hold this stupidness to be self-evident. If I do not hire a good digital strategist I deserve to not only look stupid, but be reminded of my stupidness and shame for at least three months.
I understand that it is OK to ask questions when I do not understand a new piece of technology. That is not stupid. It is good to hire a digital strategist to assist me in understanding not only how a piece of technology works, but how I could use it to help me, my brand, and my agency connect to people in meaningful ways.
Love. What does it mean to brands? Often people give presentations about “brand love” and cite brands like Apple, or Starbucks, or Virgin. Guess what? No other brand is Apple, or Starbucks, or Virgin. and you cannot just go out and copy those brands. If I stood in front of you and presented a case study about Apple it would demonstrate the “concept of brand Love” What it would not do however is help you. Many in the audience would silently mutter to themselves about all the failings of their brand. “OUR brand is not Apple,” you’d think to yourself “and never will be.” And I am here to tell you that you are 100% correct. Showing you case studies of brands that people Love is a waste of your time. For “Love” is only half the story.
What people don’t tend to talk about is Devotion. Devotion, not Love is Read the rest of this entry »