The 7 Pillars of Digital Marketing Blog

Websites Made of Pure Chocolate September 7, 2011 – 2:13 pm				Damjan Arsovski

If you were told that in order to promote your product better you should make a website made only of real images of your products, you might throw out that idea as insane… but shortly after we show you these two awesome case studies, I’m sure you will reconsider your initial decision and will be more open to such creative suggestions.

Whittaker’s Chocolate, a New Zealand chocolatier and the Portuguese Sagres Preta, maker of chocolate stout beer, bravely decided to create their website only using chocolate, their main ingredient.

Everything from the interface design to the navigation and the social icons on their website is made of chocolate!

The idea is brilliant, and with this approach these two companies are showing that advertising should be fun and honest, not boring, false or evil.

To better promote this initiative, the companies also accompanied the campaign with videos of how the websites were done – from idea to execution. Check out one of the videos that went viral on the web:

Delicious, isn’t it!?
If you would like to reinvent your own website and find a creative way to promote your products like these two brave companies, feel free to get in touch with us.

As a final thought, I’ll just share this excellent quote from the great Jerry Della Femina, who said:

“I honestly believe that advertising is the most fun you can have with your clothes on.”

Posted by Damjan Arsovski
Posted in Digital Media, Graphic Design, Interactive Marketing, Marketing Agencies, Online PR, Photography, Social Media Marketing, Video Sharing, web 2.0, web development, Website Design | 1 Comment »
Tags: choco, chocolate, chocolates, creative ideas, creative web design, Interactive Marketing, sagres preta, social media, video, video production, Website Design, whittaker

New Version of iPhone Expected in Quarter 3 July 6, 2011 – 12:16 pm				Mohsin Sharief

The Wall Street Journal reports that Apple has placed orders for key components to be used in next-generation’s iPhone to prepare for a third quarter launch.

The newer version of iPhone is expected to be thinner and lighter than the iPhone 4 and said to have an 8-mega pixel camer. The iPhone will operate with Qualcomm Inc.’s wireless baseband chips, a person familiar with the matter tells the Wall Street Journal.

A source at one of Apple’s suppliers says the company is looking to meet its goal of 25M units by the end of this year-2011. Apple said it sold 18.65 million iPhones in the fiscal second quarter, which ended March 26. Last month after returning from a trip to Taiwan, Morgan Stanley analyst Katy Huberty said Apple will commence production on the next version of the iPhone this August.

Shipments of the new iPhone could be delayed if Hon Hai can’t improve its yield rate as the new iPhone is “complicated and difficult to assemble, the WSJ says.

Posted by Mohsin Sharief
Posted in Digital Media, Mobile Applications, Mobile Marketing, News, Social Media Marketing, Video Sharing | No Comments »
Tags: apple

An MBA in 30 Seconds or Less June 29, 2011 – 4:35 pm				Abdul Fattah Ismail

The economic downturn has forced many to make transcendent sacrifices in their lives.  Some people have had to relocate with family due to lack of resources. Others have returned to school.  What if you are not capable of either direction?  Or a mobile phone without a QWERTY keyboard?  What if you have a desktop with no Internet connection, heaven forbid?

For those who seek to learn about business and don’t have neither the finances nor time, look no further.  The people at Fast Company have developed a microsite titled, “The 30 Second MBA”.  The website design has a warm interface mixed with a tangerine color palette. Photo profiles of the participants, dubbed professors, are on the right side panel. A Twitter feed rolls on in the bottom right corner.  The contributors come from all ranks of business.

But this portal is not about the quality of the user experience.  Instead the program is delivering a concept in viral content which is gathering steam.  Society is processing information a little quicker with less patience.  The questions are fairly standard, but the answers delivered by the executives are insightful. They are sharp bullet points in a world of haphazard dots, like this program.  Kimberly Grant, the Planning Supervisor for Zenith Media, has some visual notes for you.  Class is in session.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Content Marketing, Video Sharing | No Comments »
Tags: 30 second mba, Blueliner Marketing, digital marketing agency, fast company, online video advertising, Video Sharing, video sharing news

Ad Click Of The Day: Walker’s Crisps June 27, 2011 – 4:21 pm				Abdul Fattah Ismail

The small town of Sandwich, England is described by their citizens as ‘lovely, but boring’. Nestled in the Port of Kent, the town has architecture dating nearly a thousand years in age. The marketers at Walkers, the English snack company under Pepsico, engaged the citizens with a witty cross-promotion of celebrities like Pamela Anderson, an English boy band called JLS, and Formula 1 driver Jenson Button. You can learn more about the vision right here from the marketing director. Creativity Online writes a critique about the Grand Prix Jury ruling this one a winner.

Video content was distributed throughout the cyberspace on social media channels. Traditional ad spots also ran on the radio and television. The brand positioning is rather obvious but still clever. This particular campaign won accolades at the Cannes Grand Prix for its creative effectiveness. I couldn’t have said it better.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Content Marketing, Digital Media, Interactive Marketing, Social Media Marketing, Video Sharing | No Comments »
Tags: ad clicks, Blueliner Marketing, digital marketing agency, digital media, new york interactive marketing agency, online advertising agency

Saturday Blueliner Newsminer June 18, 2011 – 12:13 pm				Abdul Fattah Ismail

Hello everyone. I had a couple work items yesterday afternoon which prevented me from posting the weekly digital media wrapup. Thus, I present to you a special Saturday edition. Let us begin with the who, what, when, why, and how.   

1.  The Webby Awards

I didn’t have a chance to watch them, but I heard this year was one of the better editions.  It took place here in New York at the Hammerstein Ballroom. They also continued the tradition of acceptance speeches with five words.  Here is a good synopsis of the event. The headline link is a portal to complete video coverage presented by YouTube.

2.  RIM Not Producing Spring Blackberries

Investors came down on the Canadian firm this week after sluggish data on earnings for the last quarter.  They also worry about RIM’s ability to maintain standing in the mobile marketplace.  Android phones and the new iPhone are scheduled to launch in September with upgraded OS servers while RIM plans to continue pushing older devices which have struggled to gain sales traction.  RIM executives feel that their products will produce juice for developers. The cup dryeth for others.

3.  Apple Trying To Shut Down Venue Recording

Many of you know that in the blogosphere, the video of a live concert experience is the new cassette recording. It can be shared in real-time as opposed to being found through tertiary sources like a music vendor or shop.  Apple is looking to earn a patent to stop all that.  According to the headline from Mashable, the motivation lies in avoiding copyright infringement with major content distributors.  The article makes an interesting suggestion that Apple could charge users a fee for recording in a public concert space.  If scaled, it could change the video sharing experience for everyone involved.

4.  The History of Email

This morning, Mashable had an infographic depicting the history of email as a communication tool.  You can view it above in the piece. According to the release, email networks existed in the public sector for a decade before the term was coded.  Some people today wonder about the future of email with the continued development of video content and social media outreach.  Quality marketers believe that email remains an effective measurement of customer preferences and tastes.  It also offers the widest platform to debate and discuss objectives of the day. Viva email!

5.  Senate Reviews Digital Privacy Mandate

From cnet.com, the Senate is looking to revise a 1986 law for modern times to protect the personal data of the public. This law, named the Electronic Communications Privacy Act, has a clause where Internet users have more protection when data is stored locally.  The article also touches on law enforcement obtaining a search warrant before obtaining data records for a criminal investigation.  Other Acts are being debated in Congress now between Republicans who refuse to budge an ounce, forcing Democrats to seriously weaken mandates before submission. Corporations, as we know, need to step up their security encryption policies before the government does it. And fast. I’m talking to you, Sony.

That’s the Blue news on this Saturday at midpoint. Enjoy.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Email Marketing, Interactive Marketing, Mobile Applications, Mobile Marketing, Video Sharing | No Comments »
Tags: Blueliner Marketing, digital marketing agency nyc, digital news wrapup, email infographic, weekly blueliner newsminer

Ad Click Of The Day: Sony Bounces Balls In Wimbledon June 15, 2011 – 4:14 pm				Abdul Fattah Ismail

The Wimbledon championships begin on Monday. Crayon, a London integrated ad agency, is pulling out an old campaign trick for new viewers.  Fallon created the memorable advertising spot with bouncing color balls in San Francisco back in 2005 for the release of Sony’s Bravia line.  Sony UK will be rolling out a 3D TV presentation during the competition’s last week.  The electronics giant is looking to promote 3D technology in England, and will attach social media widgets for users to comment on the action in real-time.  The 3D content will also be live streamed in cinemas for patrons without a 3D television along through the BBC network.  Matt Coombe, general manager of brand marketing at Sony, states the cross-reference which is clear from the start. “This project is based around a great creative idea that not only cleverly maximizes nostalgia around a previous Sony campaign, but explodes the idea digitally without having to support it on TV.”

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Content Marketing, Interactive Marketing, Social Media Marketing, Video Sharing, World | No Comments »
Tags: Blueliner Marketing, digital marketing agency, multichannel marketing, new york interactive marketing agency, sony news, video ads, video marketing

Internet Week, Metropolitan Pavilion, New York, Day 1 June 8, 2011 – 11:44 am				Abdul Fattah Ismail

I’m going to be typing with some thoughts on my time at Internet Week.  Follow me as I post live updates.

Keynote Presentation, AOL Stage, 10:00-10:50

10:10: Keynote Speakers Joan Young and Lauren Connell are on the AOL stage discussing the Internet’s relationship with art.  Joan Young is a curator with the Guggenheim Museum. Lauren Connell is an executive director of Rhizome.

10:14: The din of the public space is affecting the presentation.

10:15: Discussion of a conceptual art exhibit is interesting.  They are talking about whether the tools used to communicate e.g. to Internet blur fiction and reality so much that privacy and intellectual property is compromised.  Can physical art maintain its distinctiveness through?

10:20: The influence of video channels has really democratized performance art, exposing musicians to wider audience scales than ever before.  As a result, the content generated builds community. Panelists are also discussing the economic distribution model was not being challenged in the art world, which is largely vertical.

10:31: Young feels that artists can create their own valued ecosystems outside of the museum and exhibition structure. The question is now focused on cultural preservation. How does digital democracy affect that exclusivity?

10:45: Panelists discuss Seven on Seven Conference in May, where artists and web programmers work together to develop video content, social media applications, and other innovations. Click here for the results.

Sex, Hair, & Chicken:  What Busy Women Want Online, HQ Classroom

11:03: Panel is up, discussing the cyberspace behavior of women. Women research with strong desire to engage and make quick decisions.  The title refers to the simplicity of access, maintenance, and delivery of these three objects.

11:10: Childhood allergies, gender, and parenting issues are topics which garner strong online discussion and research. Women are seeking insider advantages when engaging with others through blogs and chat. They look for those who share similar experiences, like buying gifts online for a toddler.  Product developments like diapers are even debated vigorously.  Celebrity websites are also influencers for mothers seeking solutions to children’s dilemmas. Chelsea’s Clinton’s wedding dress from last year gained several thousands of hits on Style.com, not to mention comments.  Who knew?

11:25: Panelists are now discussing the intensity of mothers’ engagement to certain websites is based on the expense of parenting.  Liz Gumbinner of CoolMomPicks discusses how IKEA created a product development strategy to design a good based on a called price point.  For example, you have $25 and need a summer dress. The proper natural fibers would be sourced to meet that benchmark. Then of course, you post online through your channels and debate.  Excellent discussion piece.

11:51: Angela Matusik, iVillage Chief Content Executive,  vouches for the printed newsletter as an effective vertical strategy for parents and baby boomers. 40% of their readers respond with purchases.  Keep printing, folks!

That’s the morning roll. More to come at noon.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Interactive Marketing, Marketing, Mobile Marketing, Social Media Marketing, Video Sharing | No Comments »
Tags: internet week 2011, internet week new york, yahoo internet week

Ad Click Of The Day: Lipton Iced Tea June 6, 2011 – 1:59 pm				Abdul Fattah Ismail

We know that online video advertising is a stabilizing sector of digital marketing.  I’ve talked about it enough, so now we look at examples in the marketplace.  

The commercial spot was created by DDB London and illustrates the therapeutic qualities of tea as a beverage. Iced tea, especially sweetened, is a staple of Southern cultural milleu.  Britain and its former colonies take time to sip in the afternoon. The phenomena has yet to take over other regions on a traditional level.

In this spot, you get phantasmic lighting of her body with water, sunlight and lush, green leaves floating around.  The chaotic city streets are not enough to drag down her aura. The soundtrack is fast and vibrant, supplementing the notion of tea as a fresh, natural stimulant. Now that the summer time has dawned on North America and Western Europe, momentum cannot be halted.

Or can it? Mike Chapman is the source of this spot and he believes that using a dual tagline weighs down the main pitch.  I don’t necessarily agree here, because many beverage spots utilize multiple taglines to drive home a message.  Since the commercial has placement in multiple channels, I understand the strategy.  Commercial developers also have to think of SEO optimization when designing a strategy, even though television still generates the most revenue for scale.  The second tagline (Drink Positive) affirms the first one (You Are What You Tea).  I click on this ad “Double” for quality.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Digital Media, Video Sharing | No Comments »
Tags: adweek news, Blueliner Marketing, digital marketing agency, online advertising agency new york, online video advertising, video advertising, video marketing

Web Analytics With Avinash Kausik and Nick Milhailovski May 23, 2011 – 4:12 pm				Abdul Fattah Ismail

The web czars of Google Analytics are back with another session where they answer questions submitted from data users across the globe.  If interested, head to the Moderator site and vote.  Your question could be answered in the next session. This is your chance to become a cyberspace celebrity. Better cash in.

All jokes aside, Kausik and Mihailovski engage the audience with answers to these key topics over a twenty-minute session.  If you can connect your laptop to the television, your experience will be heightened.  I recommend the series to beginners of web analytics to seasoned program developers.  Don’t forget to put the website in your RSS Feedburner.

In this session, the duo discuss several topics. They will talk about how the best method for integrating Google Analytics with Web Optimizer along with how to track different campaigns like banner and internal. The duo investigate why clicks and visits do not sync between AdWords and Analytics. They also reveal if a Podcast of this discussion is available on iTunes.

Again, allot yourself some time to take notes and open up a discussion between your web developers and creative team.  Your office will gain from the experience and pass these on to clients.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Video Sharing, web development, Website Analytics | No Comments »
Tags: avinash and nick, Blueliner Marketing, digital marketing agency nyc, google analytics, web analytics video, web development agency nyc

Vice Media Maintains Its Edge May 20, 2011 – 2:12 pm				Abdul Fattah Ismail

Living in New York, we see them all over the place.  The stack of magazines with taxidermy.  The hipster clothing labels.  The technicolor hosiery.  They host parties with cheap beer and play local bands.  I’m talking about Vice Media. Vice started out as a nominal lifestyle magazine founded by a few Canadian gentlemen. Shane Smith, Gavin McInnes, Suroosh Alvi were the founders.  Then the business expanded in various forms of entertainment and a full-service communications agency.  

As this feature piece in WSJ notes, I find the digital marketing expansion deserves a close-up.  They have straddled the line between established conglomerates (Viacom, Nike, Harley Davidson) and producing original news content.  These features are distributed through not only CNN.com, but also their own hub VBS.tv.  For those of you unaware, they have “The Vice Guide To Everything” on MTV’s scheduled lineup.  The success of this balance has given Vice the ability to take bold chances. They have journeyed to Yemen experiencing detainment.  They have went into Caracas to observe religious extremists.  Bentman, the son of the disgraced former Liberian President Charles Taylor, was interviewed in Monrovia.

The VBS.tv website design has a fairly conventional site architecture.  You have the tradition social media menu to embed in the blogosphere.  The user experience is flexible, allowing the user to save favorites and generate a queue through the RSS feedburner.  As a result, Vice has kept their hardcore base static. The company is still turning a profit. I just wonder what will happen when that envelope is broken.

After the envelope breaks, I think that Vice will have to innovate their user experience through third-party integration. They cultivate independent dogma for their products. This means that with the right management, they are capable of doing this in the technological field.  Beta startups like Klout and PeerIndex help gage who is influenced by a user’s submitted content.  This can maintain traditional engagement while gaining customer feedback for adjustments.  They could create original online advertising campaigns with sponsors and run them through VBS for PPC campaigns.  This is the benefit they have with operating outside of the traditional cable networks. Their creative potential is not tied to their advertising scale.  It will be interesting to see their future marketing strategy from an online standpoint.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Interactive Marketing, Marketing, Social Media Marketing, Video Sharing | No Comments »
Tags: digital marketing agency nyc, Digital Media, new york interactive marketing agency, social media marketing agency, video sharing news