Comments on: They care sometimes

By: Attention and Youth 02 Feb 09 | mobileYouth - youth marketing mobile culture research

Mon, 02 Feb 2009 10:14:42 +0000

[...] (MarketingCharts) * Diesel kids enjoy a mind-blowing adventure (AdFreak) * They care sometimes (180360720) * Facebook Using Game Design to Drive New User Engagement (Inside Facebook) * A new low in [...]

By: A little is more than enough

A little is more than enough — Sun, 11 Jan 2009 17:41:08 +0000

[...] is similar to the point I was trying to make in the They Care Sometimes post. Your product is important, and when it is relevant customers think about it, but when they [...]

By: 10 Articles on Attention 22 Dec 08 | mobileYouth - youth marketing mobile culture research

Mon, 22 Dec 2008 11:26:28 +0000

[...] (Marketing Charts) * Diesel kids enjoy a mind-blowing adventure (Adfreak) * They care sometimes (180360720) * Facebook Using Game Design to Drive New User Engagement (Inside Facebook) * A new low in Twitter [...]

By: helgetenno

helgetenno — Sat, 13 Dec 2008 11:11:19 +0000

yes Steve :o) I agree. I’ve been writing a lot about value during the last couple of months so I focused mostly on communication in this post – not thinking enough about new readers. :o)

What is a brand without value?

My point is that the participants demands for brands to be available, with their value, at any given time, will increase. And brands need to start thinking more creatively about what there value is, how it can be communicated outside of messaging and how to make it accessible when the participants want it.

Thanks for commenting.

By: steve cunningham

steve cunningham — Sat, 13 Dec 2008 03:47:49 +0000

Helge – I don’t think that being available is enough – you have to be valuable as well. Brands like Nike have begun to realize this, and are CREATING experiences for people to participate in, rather than just trying to barge their way into them (Nike + is a great example).

By: helgetenno

helgetenno — Thu, 11 Dec 2008 21:12:08 +0000

Hi O.S
Thank you for contributing your thoughts.

I’m writing this in context of creating loyalty, not direct monetary value. where brands invest in services that ad value to a situation/context in the participants lives.

It’s tools that help customer retention, that creates relationships, accumulates data that is sent right back to the brand. I’m thinking it’s important to fill the holes in the bucket rather than pouring in fresh water from the top. It’s trying to find smarter ways to listen and extending the product and marketing from creating gut feelings and anticipation to participating with the customer in experiences.

Although I love your take on it, I was thinking more in the lines of direct access to engaging in valuable experiences facilitated by the brand, not direct access to product information.

By: O.S

O.S — Thu, 11 Dec 2008 19:27:35 +0000

That’s way right! I kind of dislike the web 2.0 and web 3.0 definitions and all that, even though it does provide a pretty common ground and context to discuss within. So, I will use the web 3.0 term. And I think this is exactly what that is. I hope it will be. Realizing and working hard to make sure that we do less campaign sites and short term efforts and come up with a way where it’s all on the “end consumers’” terms. They get what they want, where they want it regardless of platform and end node, and when they want it.

When we’re interested in something – we google it. We don’t buy anything really without reading up on it. It’s flipped the script on everything. Because if “knowing about the features” is the primary decisive variable in purchase decisions, it no longer means that our “print ads, tv ads etc” have to be about communicating those features, which was the case before. That should ALWAYS be available a few seconds away. I love it.