Archive for the ‘Melanie Andrews’ Category

Gen Z

Tuesday, October 6th, 2009

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Melanie Andrews

Maybe they know more about us than we know about them

What is it: A quant presentation measuring Gen Z’s lifestyle and media habits.  It’s commissioned by MCN (Multi-channel network) who sell subscription television advertising in Australia (representing 80% of the market).  They often conduct research to take to ad and media agencies as a sales tool (NB: For that reason, some of the TV viewing stuff should probably be treated with caution).

Why is it cool: This highlights the fact that many of us take Gen Z for granted – most of us are Gen X, so unless we have our own little Gen Z ‘sprogett’, we can be quite ignorant of Gen Z’s behavior and attitudes.  Also interesting to note that this generation (according to this research) are quite receptive to advertising, as long as its relevant.  Only 4% say they ‘hate’ advertising.

Where to find it: here!

Submitted by: Melanie Andrews

Augmented reality

Tuesday, September 1st, 2009

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What augmented reality might look like

What is it: Augmented reality uses your iPhone’s camera, GPS, and compass to show virtual items in the real world. Mobile phone applications are already in use to find the nearest restaurants, shops and underground stations. It’s also entering the world of gaming. The new iphone app is called Yelp and is a secret easter egg… very cool!

Why is it cool: Because it just is cool. Augmented reality will change the way we interact with the world, in ways that we cannot even imagine. Yelp is a free app, and you can download it in Australia. But, it doesn’t have any data for our market… yet!

Where to find it: here!

Submitted by: Melanie Andrews

Not a consumer

Thursday, August 6th, 2009

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It's not a cons(t)umor

What is it: ‘Consumer’ has become a dirty word. Post-consumer marketing is about engaging people in decision-making and value creation.They are intrinsic to the creation process and therefore become more than a recipient. This article says that there is no better time to embrace this new paradigm than right now, because of the recession.

Why is it cool: It’s interesting that we cling to the word and struggle to part ways with it.Perhaps it’s a way of keeping some ‘space’ between us (the marketers) and them (the consumers). Changing the language we use is a good way of tapping into a more grassroots approach to marketing.

Where to find it: here!

Submitted by: Melanie Andrews

Empathy for a robot

Wednesday, April 15th, 2009

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Best of the Month, Melanie Andrews

Tweenbots

What is it: Tweenbots are human-dependent robots that navigate the city with the help of pedestrians they encounter. Rolling at a constant speed, in a straight line, Tweenbots have a destination displayed on a flag, and rely on people they meet to read this flag and to aim them in the right direction to reach their goal.

Why is it cool: This little story shows people’s willingness to engage with a creature that mirrors human characteristics of vulnerability, being lost, and having intention without the means of achieving their goal on their own.

Where to find it: here!

Submitted by: Melanie Andrews

Giving up control

Friday, January 16th, 2009

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Best of the Month, Melanie Andrews

Your consumers don't need supernanny!

What is it: This old article from the ANA conference from several years ago includes a prescient quote from the Chairman of P&G, who said:

“Consumers are beginning in a very real sense to own our brands and participate in their creation… We need to learn to begin to let go.”

In the years since, we have seen numerous examples of consumers taking control of the message, the marketing and even the brand itself – from Red Bull to the iPod. 

Why is it cool: Leveraging the wisdom of crowds to identify the best messaging to take forward (because it already resonates with buzz and credibility) is an obvious advantage to ceding control. But the long-term advantages are more subtle, as consumers who own the brand consider it an extension of their identity, and will actively avoid other offers and work to spread the word of your greatness.

Where to find it: here!

Submitted by: Melanie Andrews