Google launched the Breakfast Briefings this February and I really feel that they may have hit the nail on the head.
The topic or point of focus was ‘Digital Change’. Change is ever present in the business industry today, technology increasingly drives how we do business and how we communicate our message. Digital Change is happening at, what seems to be, lightning speed, news, videos, messages and information across the globe in milliseconds and we are expected to keep up.
Introduced by Rose Hynes, Chairman of Shannon Group PLC, this briefing highlighted the challenges and quelled some of the fears that occur in communication our marketing message in today’s market. She highlights how the word ‘digital’ has outgrown it’s brief and in just 2007 while the iPhone was being launched Ireland was still flicking through the Golden Pages.
She goes on to highlight that “Digital Transformation is on all CEOs strategic plans agenda. Want to connect with business, people, markets. Better understand customers, reach with the use of relevant data and moments that matter to them. Need to be agile and keep up with evolving tech and trends. Grow, enhance branding differentiate, each decision makers, wider audience and get there first.” This transformation and digital relate goals are what drives each department within a company.
Reminding us that the Pope Francis has even said: “Text messages and social media are a gift from God” (best quote ever). She reminds us The speed that digital is changing is hard for humans to adjust to in comparison to previous technologies and while we may have anxieties about technology reaching from business worries and concerns all the way to social and ethical ones. We need to stay grounded and see that we can let technology work for us if we embrace it, adapt and change.
Text messages and social media are a gift from God
The panel was fantastic made up of Kieran O’Brien, Marketing Manager of CompuB UK & Ireland, Morgan O’Driscoll, Founder and CEO, morganodriscoll.com and Paul Carton, Digital and Marketing Manager at Vodafone Ireland. I have to give kudos and thumbs up to the guys at Google as this was a brilliant panel as it spanned every level of experience and business exposure in the room. I have to also mention that not only was the choice of speakers super but also the personalities, they were all charismatic and had a great sense of humour. There was a huge amount of information shared but for me below are the best takeaways from it.
Morgan’s business is a traditional auction of mostly Irish art and he made the bold and brave leap into online auctions which helped him grow his business and access, international clients. What I loved about Morgan personally was that he himself was the one that was getting down and dirty with his data. He had taken the initiative to understand his own Analytics Data. He understands that his audience is not a social media oriented one and discover that Google AdWords works well for him.
Kieran from CompuB highlighted again that data is the key to digital success and until you dig into your data you have no real idea who your audience really is. Discovering that they had a potential audience who had interests in Hot Press, and using this audience information they were able to direct their billboard campaigns to them. They were able to increase sales in the ‘music’ category overall with the 18-34-year-olds.
Having Paul on the Panel also gave us a real insight into the scale of some of the major corporate campaigns that most of us have very little access to. For their Vodafone X campaign, the marketing team moved away from the traditional data collection and structure and worked with Google to create something new.
Aiming their campaign at the 18-24-year-old cohort they found that they had just six seconds to capture the attention of this group and pass on a complex message of what Vodafone could offer. They partnered with Google to launch Ireland’s first VOGON campaign which allowed them to dynamically adapt the ad creatives to the video that you were about to watch on YouTube. This showed the user an ad related to their favourite topic rather than something generic.
By using bumper ads and 6 seconds formats we drove recall of 65% world record breaking achievement, brand consideration increase by over 16%.
Their major discovery and revelation were in the 6-second attention span (and I have to say that Pauls excitement and enthusiasm about this also gave me hope!). They originally had a lot of scepticism around being about to do what’s needed in 6 sec. But managed to drive recall of 65% which (and he said this so nonchalantly) is a world record-breaking achievement. Paul highlights that as a result of this success “there is more of a hunger and more of an appetite form the wider business to see, maybe there is a lot more in digital that we don’t currently do” and went on to say “Given confidence in areas that there was a level of scepticism about, particularly in creative formats and ways of working that were very different to tradition. Getting all teams working together working on something together and working consistently.”
Finally, the briefing closed with a ‘One Nugget of Advice’, however, there were more than just one.
All of the pannell agreed and reminded us that we need to enjoy the process of marketing and that some companies will fail even with solid data and research behind it. There will be things that work well and things that you will never do again. Success is not a straight line.
The more info you give them and the easier you make registration and payments the more likely are to go through to conversions. Giving as much information about a product and not making it complicated
Morgan gave some really good practical advice for businesses that are in the early stages or taking that frightening digital leap. Learn how to use the platforms before you hand your business to a digital agency “so you know what they are talking about and the relevance to your business. The only way to learn it properly is to do it yourself.” He also highlighted the importance of simplicity and availability of information, “The more info you give them and the easier you make registration and payments the more likely are to go through to conversions. Giving as much information about a product and not making it complicated”
After all that and such an enjoyable Pannell I look forward to going to the February Briefing.