If you’ve ever shown someone a “hilarious” video clip you’ve just watched, you may have felt that nagging sensation. The “seriously this is great, honest, the good bit is coming up, god this is dragging, I swear it was over by now last time” Effect.
That quick 30 second viral suddenly seems like a James Cameron epic (maybe with more plot and characterisation but still soooo long).
I’ve always referenced this weird effect when asked that immortal question during almost every briefing: “how long can this be?”
Maybe the context and the device being used should dictate length more than any 60/30/15 second rule or the “it can be as long as it is interesting” statement? While standing at a train station trying to download and watch a YouTube clip on your phone it is amazing how long 11 seconds of a cat attacking a potato can seem.
Anyway rather than explain my theory every time I put together a quick diagram lovingly ripped off from an obscure physics theory no one has ever heard of…
It was the JWT Grads open day today with lots of young, enthusiastic people running around the building and getting to sample the hospitality of the Comm. It’s all part of the 2013 JWT Grad Programme and entry is still open until 1st November. You can apply here.
Personally I’d have loved the opportunity to experience it all. This year’s Grads have also had the pleasure of training at Hyper Island and Google. They have also had the good or bad fortune to have a bald guy in a bad shirt talking to them about “Brand Building in a Digital World” as an Intro to digital planning and UX, an edited version of which is below.
It’s a quick run through of some ideas about digital, channels and experience but most of all it’s about what I’d like to say is the the nature of Brand building in a digital world: Manifesting the behaviour inherent in a brand idea to deliver a measurable, business building, marketing goal.
Not digital for digital’s sake or clicking around or wacky engagement for engagement’s sake.
This last word “Engagement” is a overused word. Everyone seems to have a different definition which makes it a difficult and debased term but if I was to define it I’d say…
Engagement is about “creating windows of enhanced attention to influence behaviour & motivations” in order to increase Brand Salience.
Brand Salience is building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes.
Brand Salience is key to driving buyer choice & behaviour which is ultimately the real reason we should consider engagement as a tactic to increase the effectiveness of digital work.
Anyway if you can put up with that (it only lasts an hour) please give our Grad programme a go.
User Experience and considering the consumer’s entire journey and needs is a central part of digital planning. Here’s a short introduction to User Experience I did for JWT Planning Academy. It’s not exhaustive but it touches on a lot of things that cleverer people have said…
The annual round-up of trends, predictions and great work has already begun, hopefully I’ll get a chance to contribute something but I’m a little busy with the new job.
In the meantime here’s a nice one from Helge Tennø rounding up 15 years worth of ideas that are good enough to share (or steal).
“People will interact with any channel they want, when they want.” Here’s two eCommerce strategy diagrams I did to illustrate that fact. Hopefully I’ll be able to share the full presentation soon.