The FACE Approach
We’re naturally attracted to things of beauty.
YOU THE CONSUMER – Every day we are all bombarded with tens of thousands of messages requesting our attention but only a very small fraction of those get through our highly efficient message filters. Why did you click? What makes a good communications piece?
YOU THE CONTENT PROVIDER – You’ve been asked to present to the board, pitch to a new client, come up with a new ad campaign or write a script for a TV show – What do you need to say? What does success look like?
THE SUPERSTAR SYNDROME – Very few actors, musicians, sports people achieve global market penetration. Far less advertising with the natural power to engage, connect and spread.
Most target, interrupt and aim to convert.
Every piece has different challenges – eg a website video – 7 seconds before the user decides to click away or stay. A Banner Ad blocked! A TV commercial the signal to the viewer to get up and make a cup of tea. A social media post that is boring or spam.
Good design effortlessly (from the consumer perspective) delivers a clear focused message, captures attention and enhances the customer experience. The best design looks simple. The right medium, the right message at the right time.
Who is your customer? What do they look like? What are their needs? How will you reach and get through their message filter? What does your action pipeline look like?
THE FACE – Focus Attention Customer Experience.
The Changing Face of Advertising
Right now as we browse the web, cookies track our searches and movements. Our mobile and apps feed our activity and location data into to the cloud. Behind the scenes software links different data sources together to build a single customer view, feeding all that into a marketing automation platform to personalise our customer experience, or packaged and sold as programmatic advertising from publishers.
Not only that, our shopping loyalty card information; television habits; anything digital (the Internet of Things “IoT” ) into the cloud.
Metaphors help …
Our Profile: We do our grocery shopping on a Sunday, we buy Colgate toothpaste, drink James Boags Premium Lager, we’re thinking about a new car. I like and watch footy.
Earlier today, I watched the Sunday Footy Show – there was a great ad for a new Carlton Premium Pale Ale followed by a funny segment of Sterlo (the TV show host) test driving the new BMW I90. I shared the video.
All this data captured.
Later in the day when driving home from our shopping we pass the local bottle-shop – my phone suddenly pings me a message saying a new beer is on an introductory “buy now” offer and I could win a new car!
This is programmatic behavioral advertising – relevant and targeted – the right message, right medium, right time.
Data Fueled Advertising
Much of this data captured via the Apps we use – you see if it’s for free you are the product. Free to air television, Social Media apps, websites, all advertising funded; Free Internet and WiFi, Free email, Free Internet Search – all capturing data; your choice of phone, television, car – all internet enabled and feeding data into the cloud for advertising. The more eyeballs and attention the greater the data and potential advertising revenue.
Data Counter Measures
Yes, it’s all a bit “Big Brotherish” so I turn off location services on Facebook. The new iPhone I’ve bought already has ad and app blocking – my phone data now exclusive to Apple.
A digital counter movement of ad blockers, electronic do not track and eventually legislation.
Is it legal?
This raised the question of who owns our data? Right now it’s a free for all – the wild west without a sheriff.
At some stage we’ll decide which information you want to share. Yes, there’ll be an App for that (someday).
Like Apple – closed and trusted multi-channel customer ecosystems the most highly valuable brand engagement opportunity of the lot.