Take a Moment
- Dec 18, 2013
- Posted in: SEO, Self Improvement, Public Relations, Online Marketing and Social Media, Office Culture, News, Marketing Strategy, Lifestyle, Focus Testing, Design, Business, Branding, Advertising
At Christmas time things can get very hectic. At Fusion, we are working like little elves to get everything done before we go on our much deserved Christmas and New Year's break.
To help you get back into the spirit of Christmas and everything else we celebrate at this time of year, have a look at these great quotations. To see a handy list of cultural and religious celebrations by date, click here.
My family celebrates Christmas. Merry Christmas.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
Sun Tzu quote, from the Art of War, more than 2000 years ago.
Grabbing Attention with Online Ads
People love to look at people. When you show faces, you grab attention. When you show most anything else, you lose attention.
EyeTrackShop is a crowd-sourcing research firm that employs people all around the world to look at advertising or store fronts or anything you like. These lookers around the globe use web-cams with technology that has been calibrated to their eyes and look at your ad for you in their spare time. The collaboration of all these views gives you a good feel for what is and what isn’t attracting attention in your ad or on your online page.
As well, they have shown that the best place for your ad in an online page is top left above the fold (print lingo for what’s showing on the screen before you scroll down).
I found these photos in an article by Zoe Fox, writing for Mashable. I then went to the EyeTrackShop website for more on the technology. You can sign up to have ads checked or you can licence the technology. I would worry that the viewers might eventually or even at the beginning, be biased, but I’d have to read more on EyeTrackShop’s due diligence before recommending it. They do control for a number of potential biases like time of day, gender and media outlet.
They have coined the term “realCPM” to take the guesswork out of ad placements. They translate what the ad company says you are getting into what you are really getting. Of course, this doesn't directly relate to successful selling, but it certainly is a good starting point. Banner ads do best, followed by left then right placements above the fold.
The report you receive shows the percent of people who saw the ad, how long they looked at it, how long it took for them to notice it and if they recall your brand later on.
Have a look at these sample test images. Faces!
Creativity through Collaboration?
The other day, I listened to an iTunes University audio podcast about a company called FastPencil and I was quite intrigued. FastPencil claims that they will revolutionize the book publishing industry with fast print-on-demand technologies and no-pain publishing via their sophisticated online workflow system.
That's not new, but what caught my attention is their social "collaboration capabilities". They make it possible for you to receive public input into your book as you make your way through the writing of it.
It's an innovative application of social collaboration on the web, but while near the end of writing a book myself, the idea of engaging the public now or at any time while writing it scares the hell out of me. To think that after every time I post my writing to FastPencil, I might have anyone and his friend posting on what I should do next and what I should have done differently blows my mind. Would I ever be able to stick to my vision? Would I ever keep the faith that my original idea was a good one? How do I deal with the mass of opinions that aren’t mine at all?
I wondered if this kind of collaboration might creep into other areas of creativity, including my first passion, advertising. While various forms of this type of creative crowd-sourcing and collaboration have made their way into the realm of advertising, everything I've learned and witnessed in almost 25 years of advertising creation would suggest that the answer is a pretty solid “no”.
Will an online collaborator tell us that they wouldn't buy the product with the version of the ad that we just posted, but they would if we changed it up a bit? Can anyone know what would truly engage them without first experiencing the action of engagement? I really don't think so. To these kinds of questions, we offer answers that are what we think we should be giving, that we believe that a person of our character and intelligence should do. Not what we would do. People don't know what creative concept will grab them until it does.
And I think the same goes for books, especially fiction. There needs to be a vision followed by creative growth and a progression along the way to build something that can thrill a bunch of readers. Design works that way too. It works best, and almost only, if an individual massages a strategic vision through to fruition. Too many cooks spoil the pudding in more than just cooking.