Nightshift

Alexandra Thompson

I must admit I laughed when Marc compared me to NonstopFernando in his sign-off. Don’t get me wrong, he’s got a point – I would think nothing of talking for 14hours 40 minutes straight . . . luckily for you, I’m a really slow typist and so it will probably take me as long to write 2 paragraphs! Nonetheless, I am looking forward to sharing with you some of the latest best practice from the world of Technology & Telecoms advertising which I focus on specifically at Microsoft. Starting with, well, a bit of a rant really

How many times have we heard reference made to the “new” media landscape? Or the somewhat theatrical statement that we are at the dawn of a “golden age” where in order to succeed we absolutely have to put the consumer at the centre of our thinking?! Now I’m not denying the importance of the consumer, he is KING after all – so here’s the point: no matter how often this theory is rammed down marketers throats by media owners, agencies, even the consumer, a lot of companies are still wedded to old models of marketing and communications. Sure, TV and mass media made it really easy to spread ideas in a certain way – namely, by interrupting people. Today, these very people have become Olympic standard gold medal winners at ignoring YOU, especially in a world where skipping ads is as easy at turning the volume up on your remote control.

With this in mind, technology & telecoms advertisers are learning the value of communicating with a group who won’t ignore you, and who will listen to you when you talk to them, precisely because it is them you are talking to! This passionate “me, me, me” obsessed group of individuals are perhaps better described as innovators and early adopters. And if you think of them in terms of the technology adoption curve, these are your priority customers who can determine the success of your product or services to the masses. If that’s the case, the BIG question has got to be: how can you most effectively engage this audience?

Earlier this month, Microsoft Advertising posted its 2008 case study compendium which you can view here Case Study Compendium 2008 - Microsoft Advertising It brings together a collection of campaigns that have run across the network and aims to demonstrate customer innovation, best practice and how a range of industries have incorporated digital media into their marketing mix to boost ROI. There is one case study I would like to draw your attention to in particular – Nokia’s N95 global launch in early 2007. Here, Microsoft Advertising delivered an integrated online campaign which highlighted the phone’s special features and engaged deeply with an audience of “Life Builders” and “Technology Leaders”. The results show that combining TV with online increased purchase intent for the N95 by 16% and cost half as much as TV with press.

Now let me take a moment to backtrack . . . I want to be clear about the theory of ad avoidance I touched on earlier, because I’m not talking about the death of TV here. Naturally, where the content is relevant, there will still be a consumer need for it. All I am suggesting, and as Nokia’s campaign demonstrates, is that there is a greater need for multi-platform campaigns that work in conjunction with each other to optimise both reach and recall. Of particular significance in this case was the ability of Microsoft Advertising to reach a tech savvy audience that are increasingly difficult and certainly not cheap to target with TV or print for example. The case also backs the point that if you talk to the people that are listening to you, maybe, just maybe they will tell their friends on the rest of the curve and your message will spread.

Another interesting study from the technology and telecoms sector is that of Philips “Myth or Fact”. This was a custom-made solution designed by Microsoft’s Branded Entertainment & Experience Team (BEET). It highlights how creativity and innovation is taking online to the next level whilst drawing on its unique assets such as engagement and community. To see why 1.1 million visitors engaged with the Myth or Fact microsites delivering 5.8 million page views, check out p55 of the compendium.

Suffice to say, the next time someone tells you we are at the dawn of a golden age and that you must adopt a consumer-centric strategy, you can agree, nod politely and then refer to the case study compendium to see how others are doing it if you are not already. On the other hand, if you are a technology or telecoms advertiser whose business is being driven almost entirely by the digital age, do not delay, pick up that old-fashioned communication device we used to call a telephone, and speed dial Microsoft Advertising . . . NOW!