Archive for the search Category

Time and technology + story the new model for modern marketing

Posted in content, POE, search, social with tags , , , , , , on May 28, 2011 by Joanna Lyall

The new Audi Le Mans ad premiered tonight before the Champs League kick off.  The 2.5 min ad tells the story of what it is like to be an Audi driver in the 24 hour Le Mans race.  The ad in shot in 2d and 3d (viewable on Sky and in cinema).  It is beautiful and engaging, it is an ad that you want to watch.  Longer time lengths, smart use of technology combined with a story gives a brand stand out but will it pay back on the media cost (at circa £160k per 30 secs)?

From what I can see they have a fabulous piece of owned content + an incredibly high quality paid media spot but have made very little effort to maximize the earned media value….  In my opinion if you are going to spend that much on one spot it should be supported by digital media in the paid and earned space.  The YouTube film has not been posted publicly so that it is discoverable and there is not any paid search to overcome the lack of natural visibility.

I really believe this is the new model for marketing in a POE world but you have to get all the elements working together to make the most of the new media ecosystem.

The world barometer

Posted in search with tags , , on December 13, 2010 by Joanna Lyall

One of things I love about the internet is the ability to aggregate actions, so I enojoyed watching the Google 2010 year in search video here http://googleblog.blogspot.com/2010/12/zeitgeist-2010-how-world-searched.html

We are increasingly the currators of our media world, we hear about something from one place or person then go to another to pull that content toward us.  Google is more often than not the go to place, so the Zeitgeist as they call it is a good reflection of what questions are are all asking at any given time.  So is a brand without a search strategy a brand without proper connection to the world?

Yeo Valley, paid, owned and earned

Posted in content, POE, search, social, Uncategorized with tags , , , , on October 13, 2010 by Joanna Lyall

If like me you love the X-factor then you will have probably witnessed the new feature length Yeo Valley TV ad.  I am not quite sure how I feel about the ad itself but it got my attention and stopped me leaving the room.  At the end of the ad it said search for Yeo Valley and I did… The google results served up an interesting combination of ‘owned’ and earned.  Top of the list was a blog post from Hippy Shopper talking about the new ad, then came live twitter comments and below that the natural link to the Yeo Valley website.  Twitscoop showed Yeo trending alongside Cheryl, X-factor and the contestants so people were definitely talking about the ad.  Mixed views over whether or not people loved the ad and whether it was original but that aside I think this was a smart move for a brand this to get cut through by using a combination of POE. Now, what they do next is critical, they have got some consumer attention so will they reveal the next part of the story of ‘down on the farm’ or have they spent all the money on one ad in one spot….

Service engine

Posted in search with tags , on June 23, 2009 by Joanna Lyall

Bing is in beta in the UK for microsoft but is up and running in the US  http://www.bing.com/?mkt=en-us  Fast and smart search engine, give it a try.  Appears to be more that just search, more like a service engine.  You can ask questions, make bookings, find information….  The search results page looks interestingly familiar…