April 16th, 2013
Author: David Bertling
Top tips for successful branded utility

Branded Utility

It’s a crowded world out there with marketers competing fiercely for the dwindling attention spans of customers who are much more savvy, informed and cynical about marketing.  There’s too much advertising, too many messages and too little time for customers to sort through it all.

Ironically, these modern-day marketing challenges also present a solution.

If your customers are deluged with too much information, help them find what they’re looking for. If they have too little time, help them save time. It’s called branded utility and it’s about providing your customers with something that is useful to them.  Read More

December 4th, 2012
Author: David Bertling
Start with the idea….the rest (including digital) will follow
how to create digital content

Start with your audience first

In today’s fast-paced, ‘new media’ marketing environment, there are myriad digital technologies that allow marketers and communicators to create campaigns that really stand out – video, web apps, mobile, social media apps, interactive charts, infographics and on and on. Done well, these digital content methods enhance the story being told, keep audiences engaged and even entertain them. However it’s easy for even the most experienced marketers to get caught in the headlights of ‘shiny new tool’ syndrome – using digital to create something that looks good or behaves in a cool way, but doesn’t complement the story — or worse, confuses the intended message.

At best, a poorly thought out integrated digital campaign will simply have little impact and ultimately not meet your intended objectives. At worst, you’ll alienate your audience and damage your brand.

Take QR codes as a simple example. Their increasing popularity means they are now popping up everywhere, but are they always needed? In this blog post from eConsultancy, there are some excellent examples of getting it wrong. Read More