Tag: Business Strategy

28 Jun 2016

Can You Hear Me Now?

I saw an ad that made me do a double-take the other day.

Since I work at bloomfield knoble, a premier strategic marketing and advertising agency, I’m generally not prone to paying much attention to ads or being surprised by them, but this one caught me off guard. The ad was Paul Marcarelli pitching Sprint.

The name may not mean much to you, but the face should – Marcarelli was the long-time spokesperson for Verizon and known for the catch phrase, “Can you hear me now?” I’ll be honest – the ad isn’t that great creatively, but it caught my attention because I was stunned that Verizon had let Marcarelli’s non-compete expire. I know Verizon has long since moved on from the “Can you hear me now?” slogan, but letting something go isn’t the same as letting some one take it.

It’s always a challenge identifying a face with a brand – be it celebrity or recurring spokesperson. The inherent upside is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person, as opposed to a faceless corporate entity. The downside is that individuals are not as stable or as easily controllable as corporate entities. Even imaginary characters that represent the brand can create issues. Consider the image of Betty Crocker and how it has evolved over time. A portrait of Betty Crocker was first introduced in the 1930s. Since then, Betty’s image has been refined to reflect the changing image of women. Other companies use real people, a celebrity, to represent a brand. The inherent downside to using real people is that when the celebrity encounters personal problems or scandals, the brand may suffer too. The company cannot simply redraw the celebrity’s face – they must convince the public that the celebrity’s current problems do not reflect on the brand itself. Looking at you, Jared from Subway.

Thus, brands, in some cases, can be golden straightjackets. They are “golden” because they build product knowledge and profits, but they can also be “straightjackets” (limiting or restrictive) because to be valuable they must be narrowly defined. As an agency, it’s our job at bloomfield knoble to carefully evaluate the associations clients are trying to attach to their brand and consider both the upside and the potential downside with the brand elements. One of the fundamental principles of using a brand element is making sure that it is “protectable” in both a legal and competitive sense. Clearly, Verizon (or their agency) had a 5-year agreement in place, but once that expired Marcarelli was fair game.

The question to me isn’t the effectiveness of the ad, but more about the steps that agencies should take to protect any brand element they use. It’s fine to let “Can you hear me now?” expire, but don’t let Sprint take it. Just enough people will remember it and do the same thing I did – pay attention to the ad. I can’t imagine that Flo will be allowed to do an Allstate commercial anytime soon. In fact, it wouldn’t surprise me if a bunch of agencies are pulling out old talent contracts and hoping to avoid something like this.

In any event, the simple truth is that I stopped to watch the ad, and in an era when consumers are inundated with a ton of messages, any action that creates pause and engagement is a win, so well done Sprint.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

27 May 2016
brd-moody-graphic

Twitter Character Count: Much A-Twitter About Nothing?

Wiser words were never said.
Wiser words were never said.

Make no mistake, Twitter is my favorite social network. Facebook feels like a guilty pleasure (why am I stalking friends while they’re on vacation?). LinkedIn is, frankly, a snooze. And I’m not enough of a shutterbug to get a lot of use out of Instagram or Snapchat. Twitter is just more … useful.

I get news, traffic, jokes, updates from organizations I’m involved with and little glimpses into (but not full-on photo essays on) the lives of friends. I find it’s the first place I go for breaking news nationally or locally. I’m just more likely to find what’s really going on, in real time, on Twitter than from a news outlet. When a temblor hits Irving, the first place I look to is my “Irving Earthquake” search term newsfeed to see if it was really a quake and verify the magnitude.

So you’d think I’d be more excited about the changes coming to the character limit than I am.

To catch you up – in a recent blog, Twitter announced the following:

“In the coming months we’ll make changes to simplify Tweets including what counts toward your 140 characters, so for instance, @names in replies and media attachments (like photos, GIFs, videos, and polls) will no longer “use up” valuable characters. Here’s what will change:

  • Replies: When replying to a Tweet, @names will no longer count toward the 140-character count. This will make having conversations on Twitter easier and more straightforward, no more penny-pinching your words to ensure they reach the whole group.
  • Media attachments: When you add attachments like photos, GIFs, videos, polls, or Quote Tweets, that media will no longer count as characters within your Tweet. More room for words!
  • Retweet and Quote Tweet yourself: We’ll be enabling the Retweet button on your own Tweets, so you can easily Retweet or Quote Tweet yourself when you want to share a new reflection or feel like a really good one went unnoticed.
  • Goodbye, .@: These changes will help simplify the rules around Tweets that start with a username. New Tweets that begin with a username will reach all your followers. (That means you’ll no longer have to use the “.@” convention, which people currently use to broadcast Tweets broadly.) If you want a reply to be seen by all your followers, you will be able to Retweet it to signal that you intend for it to be viewed more broadly.”

The big news here is the fact that attachments like images, videos, GIFs, polls and quote tweets no longer count as 24 characters. This is all well and good, and I’m happy to have the additional real estate to compose my thoughts. It seems more straightforward than trying to do math when planning to insert an image or video (ask anyone – nothing causes a dark cloud to creep over my face more than math).

But it’s not a game changer. I think individuals trying to compose a clever thought or update will get the most use out of the extra characters. But for companies who have been building their audience and engagement and adhering to best practices, this should have little impact.

Basically it boils down to brevity. The goal has always been to keep Tweets as short as possible. According to Twitter’s own research (via Buddy Media) Tweets shorter than 100 characters get a 17% higher engagement rate, so why would you want to go longer? Just because you have the extra space isn’t a reason to make your Tweets longer.

This change will only be a boon to the longwinded individual user who can now use the full 140 characters and still share the cat GIF they found on Reddit.

As they’ve done in the past with changes to the platform, Twitter may release a corresponding paid promotional feature that takes advantage of the new character count. That will certainly be something that bloomfield knoble will be watching out for, to consider for brands doing paid advertising. For now though, don’t look for brands to start telling you to buy their product or service using 24 additional characters.

 


 About The Author

jeff-carrington-headshot

Thanks to the shortening of attention spans and his inability to finish a novel (phenomena that are unrelated, he assures us), Jeff Carrington has found the perfect job for himself as director of communications and social media at bloomfield knoble. When he’s not developing social strategies for clients in 140 characters or less, he’s tweeting about dive bars and dog parks, both of which he frequents with his Spitz-Terrier mix buddy, Ben, and other random humans.
Connect With Jeff Carrington
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

31 Mar 2016

What can Tay teach us about social media?

What, besides figuring out that trolls (some of whom work here at bloomfield knoble) rule the Internet, can Tay teach us about social media?

By now you’ve probably heard about the rise (and very dramatic fall) of Microsoft’s Tay, an artificially intelligent bot on Twitter. Microsoft was hoping to show off that it had made significant strides in the world of artificial intelligence while attempting to build a real understanding of how a specific subset of society interacts. Unfortunately for Microsoft, they didn’t actually create an AI, they simply created a chat bot – a program that repurposed the content it received in a way that would seem to emulate the subset of society it was trying to emulate (in this case, the personality of a teenage girl). The impact is that a chat bot doesn’t know “right” or “wrong” just nouns, verbs, adjectives, etc. For some unknown reason, Microsoft decided to let Tay learn courtesy of the interwebs – and the interwebs obliged in only the way the interwebs know how.

I’m not going to jump on the “how dumb are engineers at Microsoft for not knowing how the Internet works?” bandwagon (too easy), because we may have actually learned something very interesting from this experiment.

If you can analyze the sentiment of large-scale populations, then you can ensure that things like public policies are effective. In fact, a recent paper by Annabelle Wenas from the University of Indonesia titled Measuring happiness in large population addresses just this. She writes, 

“Governing complex modern societies requires some basic measurements in the societal level. These measurements will ensure that public policies are effective and meet the ever changing demand. However, currently, the most common aggregate measures of societies are economic measures such as economic growth. Yet, as modern societies grow more complex, there is a need to develop other measurements beyond economic measures especially for psychological measures that can capture subjective well-being. It is reasonable to think that a combination of economic and psychological measures can provide more comprehensive view of a society which, in turn, will be useful for formulating better public policies and their evaluations.”

Wenas proposes an approach to measure psychological characteristics for large populations based on text data (like Twitter). The authors also note that this concept isn’t exactly new, in fact, 

“Our focus is on the measurement of emotional states and we follow [J.A. Russell from Psychological Review] who asserted that emotion, mood and other emotionally charged events are states that are simply combinations between feeling good or bad and energized or worn out. Russell addressed these emotional states as core affect, and mapped its structure into circumplex model. Horizontal axis of circumplex model is valence, which is a measure of emotion ranging from negative to positive emotions. Whereas its vertical axis is arousal, a measure of emotional intensity. Thus, for example, anger is a negative emotion with high intensity and lethargic is a negative emotion with low intensity. On the other hand of the spectrum, excited and calm are positive emotions with high and low intensity respectively. Note that happiness is a positive emotion with moderate intensity.”

In a nutshell, the author scoured Twitter for keywords that generally reflect happiness and measured not only word valence, but also the measurement of arousal dimension. The reason to include arousal is because positive valence is necessary but not a sufficient component of happiness, because there are either states that have positive valence like excitement and calm. Thus, the level of arousal is the key to differentiate excitement, happiness and calm. Three of them indeed have positive valence, yet their arousal level are variable from high, moderate to low (respectively). The author provides the formula and proof of their test and admits that there approach has the potential to be used as a measure of emotions for large population in multi domains. Further development of their approach will include tests for sensitivity, robustness and also the inclusion of other psychological measures, such as moral judgments, values and personality.

So, what does a paper about studying happiness have to do with Tay? Nothing and everything. The concept behind Tay was, I suspect, not to generate an AI that can pass the Turing test, but rather a chat bot that would better understand a specific subset of culture. Understanding that subset of culture would help identify trends, patters, concepts and could then, theoretically, be used to identify future activity. IBM did something similar when Watson announced that SteamPunk was the next big thing. This concept – understanding and predicting – is what every agency (like bloomfield knoble) – is trying to achieve for clients. It’s why we spend so much time gathering and analyzing big data (yes, I said it) – we want to spend money where it will be most effective. Bottom line. And if a chat bot can learn enough about a specific subset to help us identify best use of ad dollars, then so be it. 


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

27 Oct 2015
flipboard

Using data to enhance ad targeting

I was at a family gathering this weekend and was watching my son and my nieces and nephews (aged from 8  – 14) avoid social interaction with adults by spending all of their time on iPads or iPhones when I noticed something interesting. They were all on the same platform (Instagram) and sharing a verbal conversation about what they were looking at, but they were all processing the information differently. One kid would find a funny picture and tell the other kids. All the kids would go to that picture and laugh or comment, but even though they were at the same starting point, they would go different directions on their own mobile device until another funny picture was found and then the process would repeat itself.

Watching them reinforced that relevancy is a vital plank of any advertising plan – that even though we at bloomfield knoble, or any advertising agency, think we know what people are going to do – we don’t. It is because of this uncertainty that you find more and more advertising campaigns offering additional information across a wide variety of social media platforms. It wasn’t that many years ago that the only action we thought people would take would be to call a phone number. Then it became the only action we thought people would take would be to go to the website. Now an agency has to prepare for, well, everything. So I am always pleased when platforms make life easier for us here at bloomfield knoble.

I was quite excited to read that Flipboard opened up its data to enhance ad targeting on its platform. If you’re not familiar with them, Flipboard gives people a single place to follow all of their interests. People use Flipboard to enjoy their favorite sources from around the world and then save stories, images, and videos into their own Flipboard magazines—sharing items that reflect their interests, express their perspectives, or are simply things they want to read later.

Curation, reader behavior and social data together with Flipboard’s powerful Topic Engine, which understands the content of articles, are the key elements of the social magazine’s new Interest Graph Targeting. Interest Graph Targeting combines the best of two worlds: contextual advertising and behavioral targeting, without their downsides. Instead of targeting individuals based on cookies and tracking them across the Internet, which is not a viable option on mobile devices, Flipboard’s Interest Graph lets brands reach people based on billions of stories per month across thousands of publishers including the top premium publishers that users are reading, sharing, curating, liking, and discussing.

This launch signifies a next phase in Flipboard’s advertising business as advertisers can now increase the relevancy of their full-page adds, Promoted Stories or Videos and Brand Magazines by placing them near related stories and by reaching people who are interested in this content. “Flipboard is well known for beauty and design, which is reflected in the presentation of content as well as advertising. We combine this beauty with ‘brains’: our deep understanding of the intricate connections between people, content and interests through our Interest Graph,” said Mike McCue, Flipboard’s co-founder and CEO. “The Interest Graph powers content discovery on Flipboard and now, we’re opening it up to our brand partners who want to get their messages in front of their audience in the right context as well as in the right mindset.”

Interest Graph Targeting also ensures that ads appear in proximity to and in related content, making them interesting and relevant to the topic a person is reading about on Flipboard. Flipboard’s ad data has historically shown strong performance when brand ads and branded content were aligned with relevant interest channels. Interest Graph Targeting further enhances this contextual targeting by giving advertisers access to all 34,000 Flipboard topics and using the billions of user data points. High-end brands, that place a premium on the placement of ads, can use Interest Graph targeting to ensure their ads appear in the appropriate context.For instance, a retirement fund can target financial topics, and an airline can target different travel destinations; Flipboard’s Interest Graph automatically knows all the related relevant topics omitting hours of research into keywords. “We can go beyond the keyword to find like-minded people in broader contexts that will resonate with an advertiser’s brand narrative,” said Dave Huynh, head of ad product at Flipboard. As Flipboard’s audience grows—recently reaching 80 million monthly active users—advertisers increasingly seek out the platform to reach their audiences. To meet the growing interest from brands, the company has made advertising a key focus this year, expanding its ad formats and targeting capabilities.Using tools like Flipboard’s Interest Graph can be of great benefit to both advertising agencies like bloomfield knoble, but more importantly, provide a better (more relevant) experience to the reader – and at the end of the day, that’s really what we want to accomplish.

 


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

23 Sep 2015
brain

Let's Agree (in advance) to Disagree

brainMy fifth grade science teacher (Dr. Thomas Mummy) taught me something that I have never forgotten – when determining the best course of action, present opposing viewpoints and what comes out of it will be better than either original argument – then repeat the process. This concept (thesis vs. antithesis = synthesis) is one of the reasons that bloomfield knoble is a successful agency.

To an outsider, it may look like the bloomfield knoble ideation process is rife with friction, but frictional force is necessary to begin motion (Fr = Ur/r(N)). Friction, when structured, is also useful in making sure that different ideas are considered and weighed in order to make sure the best possible idea is being put forth. It has long been known that people tend to bend their opinions toward those of the majority (also the subject of my last article). According to Aviva Rutkin, writing in New Scientist, in 2011, Jamil Zaki, a psychologist at Stanford University in California, and colleagues discovered why. It involves the ventromedial prefrontal cortex, a part of the brain’s reward center that lights up when we encounter things we want, like a candy bar.

Zak’s team found that it also activates when people are told what others think, and the more this part of the brain responds to information about group opinion, the more someone will adjust their opinion toward the consensus. Conformity can be useful in our day-to-day lives, letting others serve as a guide in unfamiliar situations, says Lisa Knoll, a neuroscientist at University College London, but it can also lead us into danger. Earlier this year, Knoll published a study in which she asked people to rate the riskiness of texting while crossing the street, driving without using a seat belt and so on. After seeing a number that supposedly represented the evaluations of others, all the volunteers moved their ratings in the direction of the majority, even if that meant downgrading their initial estimate of risk.

That dynamic may have been at work in February 2012, when three members of a skiing group, including pros, sports reporters and industry executives, died in an avalanche on a backcountry slope in Washington state. Keith Carlsen, a ski photographer on the trip, told The New York Times that he’d had doubts about the outing but dismissed them, “There’s no way this entire group can make a decision that isn’t smart.” That same dynamic appears all too often in advertising. There are many examples of ads that fail – or even offend – and make everyone who sees them wonder how it even got made in the first place. Everyone in advertising knows exactly how it happens – someone gets an idea (often a client) and then no one wants to speak out about the idea that the client liked – so it gets made. Doubts get pushed aside and a groupthink mentality sets in that it’s a great campaign and everyone will love it. Then it doesn’t work and suddenly hard lessons are learned – the lesson that it MUST be acceptable for people to speak up / out / against, etc.

It’s not going to be possible to eliminate group errors, but it may be possible to minimize them by finding ways to spark debate. When bloomfield knoble gets together, the project manager encourages people to voice conflicting views. We may also vote on decisions privately rather than voice opposition publicly. Dissent (organized dissent, that is) is encouraged in our offices. Any frustrations from dissenting opinions are usually worked out over a game of ping pong (you should follow us, @bloom_tweets on Periscope to watch one of these games).

Dissent is welcome at bloomfield knoble, because what really matters is that the result of our efforts of thesis vs. antithesis = synthesis generates success for our clients.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

23 Sep 2015
brain

Let’s Agree (in advance) to Disagree

brainMy fifth grade science teacher (Dr. Thomas Mummy) taught me something that I have never forgotten – when determining the best course of action, present opposing viewpoints and what comes out of it will be better than either original argument – then repeat the process. This concept (thesis vs. antithesis = synthesis) is one of the reasons that bloomfield knoble is a successful agency.

To an outsider, it may look like the bloomfield knoble ideation process is rife with friction, but frictional force is necessary to begin motion (Fr = Ur/r(N)). Friction, when structured, is also useful in making sure that different ideas are considered and weighed in order to make sure the best possible idea is being put forth. It has long been known that people tend to bend their opinions toward those of the majority (also the subject of my last article). According to Aviva Rutkin, writing in New Scientist, in 2011, Jamil Zaki, a psychologist at Stanford University in California, and colleagues discovered why. It involves the ventromedial prefrontal cortex, a part of the brain’s reward center that lights up when we encounter things we want, like a candy bar.

Zak’s team found that it also activates when people are told what others think, and the more this part of the brain responds to information about group opinion, the more someone will adjust their opinion toward the consensus. Conformity can be useful in our day-to-day lives, letting others serve as a guide in unfamiliar situations, says Lisa Knoll, a neuroscientist at University College London, but it can also lead us into danger. Earlier this year, Knoll published a study in which she asked people to rate the riskiness of texting while crossing the street, driving without using a seat belt and so on. After seeing a number that supposedly represented the evaluations of others, all the volunteers moved their ratings in the direction of the majority, even if that meant downgrading their initial estimate of risk.

That dynamic may have been at work in February 2012, when three members of a skiing group, including pros, sports reporters and industry executives, died in an avalanche on a backcountry slope in Washington state. Keith Carlsen, a ski photographer on the trip, told The New York Times that he’d had doubts about the outing but dismissed them, “There’s no way this entire group can make a decision that isn’t smart.” That same dynamic appears all too often in advertising. There are many examples of ads that fail – or even offend – and make everyone who sees them wonder how it even got made in the first place. Everyone in advertising knows exactly how it happens – someone gets an idea (often a client) and then no one wants to speak out about the idea that the client liked – so it gets made. Doubts get pushed aside and a groupthink mentality sets in that it’s a great campaign and everyone will love it. Then it doesn’t work and suddenly hard lessons are learned – the lesson that it MUST be acceptable for people to speak up / out / against, etc.

It’s not going to be possible to eliminate group errors, but it may be possible to minimize them by finding ways to spark debate. When bloomfield knoble gets together, the project manager encourages people to voice conflicting views. We may also vote on decisions privately rather than voice opposition publicly. Dissent (organized dissent, that is) is encouraged in our offices. Any frustrations from dissenting opinions are usually worked out over a game of ping pong (you should follow us, @bloom_tweets on Periscope to watch one of these games).

Dissent is welcome at bloomfield knoble, because what really matters is that the result of our efforts of thesis vs. antithesis = synthesis generates success for our clients.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

25 Aug 2015
oculus

We have our Oculi on the rifts coming in 2016

oculusWas it  Erik the Red that said, “the times they are a changin’ so let’s go see if we can find us some Green/Iceland?”

No. I just wanted to make that reference in my blog to win a bet. Now, here is what bloomfield knoble (bk) has been studying the last few months, as we gauged where we need to direct client spending and our internal resources to focus on new technologies for advertising initiatives in 2016:

Foremost, search engine marketing (SEM) is going to get even more complicated. Surprised? Of course your not. For too long everyone has sat on their haunches placing buys on Google and calling it media planning and placement. Not that that was a bad thing, it just was too easy and not always effective. Through our efforts over the last two years, and our unique relationships with the folks at Facebook, Baidu, Twitter and other key market drivers, we have been at the front of the trend with our buys this past year. (Ahem. . . Our good friend, T-Bone, over at Google, notwithstanding.)

On the Western Front, it seems that our key strategist, Thomas J Thompson, has proven some of his theories that he started to muse upon in 2014. That “study hard” intensity, along with some intense training with IBM’s Watson and other analytical tools, has caused bk to tie in with the offerings of unique players including, but not limited to, Pandora and other app-based platforms. Of course, the one leads the other, not the other way around. Strong analytical research, data points and matching it to the right opportunities is what wins the day. But in my book, it’s the imaginative approach, hard work and curiosity that puts bk out in front when it comes to spotting and taking advantage of opportunities others wait to hear about in industry publications.

I teased you with the Oculus Rift (OR) headline, as if it is going to interrupt the advertising marketplace in 2015. Well, it won’t. However, it is pretty interesting and we are beginning to view it as a future opportunity that we need to gain real-time (yes, a pun) experience in the coming year and beyond. There are all types of scenarios being floated around, so if you have time, do a little more than reading my little blog. Let’s just say that product placement, unique experiential “commercials” and in-game, in-movie ads are going to get a crazy lift as that application platform grows. (Kind of scares me, what with my 1980’s upbringing, what OR is going to bring. I’m just glad I have much smarter folks around to explain it to me — very, very slowly.)

Next on the list? The big data opportunities seem to have no end now that humans are “self-tagging” themselves with every kind of device they can wear. That is why Watson and other new tools that make it possible to sift through the data make so much sense for our strategic teams to gain expertise in applying. The more that consumers “tag” themselves with watch/wrist devices, clothing, shoes, etc. that have the native apps built right into their daily lives, tracking everything consumers do from bathroom breaks to how much water they consume in a day makes sifting through it that much harder, but that much more rewarding.

Please don’t be afraid of those invasive tracking devices. (They scare me shitless, but I’m not a millennial.) In fact, it should be the opposite for those of you that are not paranoid like me. If I was not afraid of Big Brother, it would be nice when I go window shopping online. You see, I don’t like commercials or retargeting ads that I are not relevant to me. So, it is going to be so much better when all I see are ads for fishing adventures, vacations and college tuition coupons (I wish) because my apps know my habits and needs and only deliver advertising that is relevant to my life.

By the way, those new “digitally active” shirts and shorts slated for 2018 releases are going to really blow everyone’s mind. How will that become part of bk’s targeting algorithms? Well, you’ll need to check back for my 2017 blog, unless it gets pushed back to 2022. (I have heard that is a real possibility. The shirts and shorts, I mean.)

Of course, there will still be growth opportunities for SnapChat, Ello and Wanelo, but everyone knows that. Right?

This was just a reminder that bk knows more than we should, but not near as much as we will in a year. We don’t wait for someone to tell us about it because our clients trust us to get them in front of trends so they can reach their target audience in the most effective, economical and righteous way possible.

I don’t plan to let them down on my watch. Need an agency that is forward thinking, has nearly 20 years of success with Fortune 100s, takes everything personal and lives to succeed? Call me today and let me see if we are a right fit.


 About The Author

clark-bachelot-headshotEric J. Hirschhorn is a principal at bloomfield knoble. For 17 years he has helped lead the Dallas-based advertising agency from start up to becoming a premier, full-service agency whose clients include some of the most influential companies in America. Eric lives to spend time with his family, to work and to travel the world in search of unique fishing adventures.

Connect With Eric Hirschhorn
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

11 Aug 2015
crowds

Forget 'Wisdom of the Crowd'

crowdsOne of the central tenets of bloomfield knoble is R.U.D.E. (an acronym for Research, Understanding, Design and Execution) – the process by which we help our clients achieve success. While the process remains the same from client to client, the application of the process can vary widely depending on need and circumstance. Take for example, “Research.”

At bloomfield knoble, we are big believers in using focus groups to learn, analyze and test, but it seems that we are rapidly becoming considered “old school” for our method of research. The popular notion among everyone – from agencies to brands – is to utilize social media to harness the “wisdom of the crowd” – the belief that large groups of people can make smart decisions even when poorly informed, because individual errors of judgement based on imperfect information tend to cancel out. To that, we at bloomfield knoble say, “hogwash!” (pardon my language).

A quick primer: the selfishness of humans is a central assumption of orthodox economics, where it is thought to lead to benefits for the economy as a whole. It is what 18th-century Scottish economist Adam Smith described as the “invisible hand.” For simplicity’s sake, orthodox economics assumes that people making a fundamental decision (such as whether to buy or sell something), have access to all relevant information. If the price is too high, then because we’re rational and self-interested, we don’t buy and the price falls. The general idea is that, eventually, supply equals demand. Well, it turns out that people aren’t rational, because people (like me) will pay some ridiculous amount for an old vinyl album that they loved as a kid – pretty much regardless of price.

That’s just one silly example, but it is correct to present that in addition to not being rational, humans don’t always have accurate information and certainly don’t act in isolation. We learn from each other, and what we value, buy and invest in is strongly influenced by our beliefs and cultural norms, which themselves change over time and space. Over the years, there have been various attempts to inject more realism into the field by incorporating insights into how humans actually behave. This is known as behavioral economics and works great when attempting to understand how individuals and small groups make economic decisions. This, most recently, has been the area of “nudge” – persuading people into doing what’s best by subtly influencing behavior. Unfortunately, the complexities of behavioral economics make it too unwieldy to be applied across the board.

According to a great article in New Scientist by Kate Douglas, it turns out that humans adapt our decisions according to the situation, which in turn changes the situations faced by others, and so on. The stability or instability of financial markets, for example, depends to a great extent on traders, whose strategies vary according to what they expect to be most profitable at any one time. According to Alan Kirman, an economist at the School for Advanced Studies in the Social Sciences in Paris, France, “The economy should be considered as a complex adaptive system in which agents constantly react to, influence and are influenced by the other individuals in the economy.”

This is where biologists might help. Some researchers are used to exploring the nature and functions of complex interactions between networks of individuals as part of their attempts to understand swarms of locusts, termite colonies or entire ecosystems. Their work has provided insights into how information spreads within groups and how that influences consensus decision-making, says Iain Cousin from the Max Planck Institute for Ornithology in Konstanz, Germany.

It is this new research approach that may change the way agencies and brands approach gathering information. Remember, in orthodox economics, the wisdom of the crowd helps to determine the prices of assets and ensures that markets function efficiently. “This is often misplaced,” says Cousin. By creating a computer model based on how animals make consensus decisions, Cousin and his colleagues showed last year that the wisdom of the crowd works only under certain conditions – and that contrary to popular belief, small groups with access to many sources of information tend to make the best decisions. According to their abstract:

Individuals in groups, whether composed of humans or other animal species, often make important decisions collectively, including avoiding predators, selecting a direction in which to migrate and electing political leaders. Theoretical and empirical work suggests that collective decisions can be more accurate than individual decisions, a phenomenon known as the ‘wisdom of crowds.’ In these previous studies, it has been assumed that individuals make independent estimates based on a single environmental cue. In the real world, however, most cues exhibit some spatial and temporal correlation, and consequently, the sensory information that near neighbours detect will also be, to some degree, correlated. Furthermore, it may be rare for an environment to contain only a single informative cue, with multiple cues being the norm.

We demonstrate, using two simple models, that taking this natural complexity into account considerably alters the relationship between group size and decision-making accuracy. In only a minority of environments do we observe the typical wisdom of crowds phenomenon (whereby collective accuracy increases monotonically with group size). When the wisdom of crowds is not observed, we find that a finite, and often small, group size maximizes decision accuracy. We reveal that, counterintuitively, it is the noise inherent in these small groups that enhances their accuracy, allowing individuals in such groups to avoid the detrimental effects of correlated information while exploiting the benefits of collective decision-making. Our results demonstrate that the conventional view of the wisdom of crowds may not be informative in complex and realistic environments, and that being in small groups can maximize decision accuracy across many contexts.

That’s because the individual decisions that make up the consensus are based on two types of environmental cue: those to which the entire group are exposed – known as high-correlation cues – and those that only some individuals see, or low-correlation cues. Cousin found that in larger groups, the information known by all members drowns out that which only a few individuals noticed. So if the widely known information is unreliable, larger groups make poor decisions. Smaller groups, on the other hand, still make good decisions because they rely on a greater diversity of information.

Now, I realize that I am making a bit of a stretch here. A focus group about consumer packaged goods isn’t the same as financial modeling for the Greek economy, but it does highlight the need to better understand who has what information and how to prevent over-reliance on highly correlated information, which can compromise collective intelligence. Operating in a series of smaller groups may help prevent decision-makers from indulging their natural tendency to follow the pack. Here’s a quick test for you: how many “influencers” do you follow on LinkedIn? LinkedIn even makes suggestions on who to follow and rewards people that drive action with special “influencer” badges. Information passed on to followers are perceived to have already been “vetted” or “approved,” which may actually minimize the amount of research an individual will perform.

There isn’t much argument among agencies that research is important – it’s the approach to the research that seems to be a matter of some debate. Those who would hold up research models that show vast numbers of followers on social media love “Creative A” better than “Creative B” may not be any more accurate than those who tout the results of a focus group between 8 and 12 people. Regardless, there is one thing that Adam Smith taught that holds true for agency economics – get it wrong and you’re fired! So maybe there is still something to be said for orthodox economics in advertising after all.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

11 Aug 2015
crowds

Forget ‘Wisdom of the Crowd’

crowdsOne of the central tenets of bloomfield knoble is R.U.D.E. (an acronym for Research, Understanding, Design and Execution) – the process by which we help our clients achieve success. While the process remains the same from client to client, the application of the process can vary widely depending on need and circumstance. Take for example, “Research.”

At bloomfield knoble, we are big believers in using focus groups to learn, analyze and test, but it seems that we are rapidly becoming considered “old school” for our method of research. The popular notion among everyone – from agencies to brands – is to utilize social media to harness the “wisdom of the crowd” – the belief that large groups of people can make smart decisions even when poorly informed, because individual errors of judgement based on imperfect information tend to cancel out. To that, we at bloomfield knoble say, “hogwash!” (pardon my language).

A quick primer: the selfishness of humans is a central assumption of orthodox economics, where it is thought to lead to benefits for the economy as a whole. It is what 18th-century Scottish economist Adam Smith described as the “invisible hand.” For simplicity’s sake, orthodox economics assumes that people making a fundamental decision (such as whether to buy or sell something), have access to all relevant information. If the price is too high, then because we’re rational and self-interested, we don’t buy and the price falls. The general idea is that, eventually, supply equals demand. Well, it turns out that people aren’t rational, because people (like me) will pay some ridiculous amount for an old vinyl album that they loved as a kid – pretty much regardless of price.

That’s just one silly example, but it is correct to present that in addition to not being rational, humans don’t always have accurate information and certainly don’t act in isolation. We learn from each other, and what we value, buy and invest in is strongly influenced by our beliefs and cultural norms, which themselves change over time and space. Over the years, there have been various attempts to inject more realism into the field by incorporating insights into how humans actually behave. This is known as behavioral economics and works great when attempting to understand how individuals and small groups make economic decisions. This, most recently, has been the area of “nudge” – persuading people into doing what’s best by subtly influencing behavior. Unfortunately, the complexities of behavioral economics make it too unwieldy to be applied across the board.

According to a great article in New Scientist by Kate Douglas, it turns out that humans adapt our decisions according to the situation, which in turn changes the situations faced by others, and so on. The stability or instability of financial markets, for example, depends to a great extent on traders, whose strategies vary according to what they expect to be most profitable at any one time. According to Alan Kirman, an economist at the School for Advanced Studies in the Social Sciences in Paris, France, “The economy should be considered as a complex adaptive system in which agents constantly react to, influence and are influenced by the other individuals in the economy.”

This is where biologists might help. Some researchers are used to exploring the nature and functions of complex interactions between networks of individuals as part of their attempts to understand swarms of locusts, termite colonies or entire ecosystems. Their work has provided insights into how information spreads within groups and how that influences consensus decision-making, says Iain Cousin from the Max Planck Institute for Ornithology in Konstanz, Germany.

It is this new research approach that may change the way agencies and brands approach gathering information. Remember, in orthodox economics, the wisdom of the crowd helps to determine the prices of assets and ensures that markets function efficiently. “This is often misplaced,” says Cousin. By creating a computer model based on how animals make consensus decisions, Cousin and his colleagues showed last year that the wisdom of the crowd works only under certain conditions – and that contrary to popular belief, small groups with access to many sources of information tend to make the best decisions. According to their abstract:

Individuals in groups, whether composed of humans or other animal species, often make important decisions collectively, including avoiding predators, selecting a direction in which to migrate and electing political leaders. Theoretical and empirical work suggests that collective decisions can be more accurate than individual decisions, a phenomenon known as the ‘wisdom of crowds.’ In these previous studies, it has been assumed that individuals make independent estimates based on a single environmental cue. In the real world, however, most cues exhibit some spatial and temporal correlation, and consequently, the sensory information that near neighbours detect will also be, to some degree, correlated. Furthermore, it may be rare for an environment to contain only a single informative cue, with multiple cues being the norm.

We demonstrate, using two simple models, that taking this natural complexity into account considerably alters the relationship between group size and decision-making accuracy. In only a minority of environments do we observe the typical wisdom of crowds phenomenon (whereby collective accuracy increases monotonically with group size). When the wisdom of crowds is not observed, we find that a finite, and often small, group size maximizes decision accuracy. We reveal that, counterintuitively, it is the noise inherent in these small groups that enhances their accuracy, allowing individuals in such groups to avoid the detrimental effects of correlated information while exploiting the benefits of collective decision-making. Our results demonstrate that the conventional view of the wisdom of crowds may not be informative in complex and realistic environments, and that being in small groups can maximize decision accuracy across many contexts.

That’s because the individual decisions that make up the consensus are based on two types of environmental cue: those to which the entire group are exposed – known as high-correlation cues – and those that only some individuals see, or low-correlation cues. Cousin found that in larger groups, the information known by all members drowns out that which only a few individuals noticed. So if the widely known information is unreliable, larger groups make poor decisions. Smaller groups, on the other hand, still make good decisions because they rely on a greater diversity of information.

Now, I realize that I am making a bit of a stretch here. A focus group about consumer packaged goods isn’t the same as financial modeling for the Greek economy, but it does highlight the need to better understand who has what information and how to prevent over-reliance on highly correlated information, which can compromise collective intelligence. Operating in a series of smaller groups may help prevent decision-makers from indulging their natural tendency to follow the pack. Here’s a quick test for you: how many “influencers” do you follow on LinkedIn? LinkedIn even makes suggestions on who to follow and rewards people that drive action with special “influencer” badges. Information passed on to followers are perceived to have already been “vetted” or “approved,” which may actually minimize the amount of research an individual will perform.

There isn’t much argument among agencies that research is important – it’s the approach to the research that seems to be a matter of some debate. Those who would hold up research models that show vast numbers of followers on social media love “Creative A” better than “Creative B” may not be any more accurate than those who tout the results of a focus group between 8 and 12 people. Regardless, there is one thing that Adam Smith taught that holds true for agency economics – get it wrong and you’re fired! So maybe there is still something to be said for orthodox economics in advertising after all.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

07 Jul 2015
birthday_cake

Maybe you don’t have to spend as much as you think.

birthday_cakeEveryone at bloomfield knoble knows not to ask me STEM (science, technology, engineering, math)-related questions, because I will not give a simple answer. I seize the opportunity to fill an entire whiteboard with formulas and computations as if I were giving a lecture at MIT. In my defense, I don’t try to be like that, it’s just so many STEM-related answers are based on knowing the answers to a bunch of other questions. For example, Chi square (calculating the relationship between two variables to determine if they are related) is pretty common in marketing. However, calculating Chi square means constructing the observed values table using the original dataset; using the f^e formula to construct the expected values table; using the Chi square former to calculate the Chi square value; using the df formula and the Chi square table to discover if that x^2 value is significant; and drawing a conclusion about the relationship between the two variables. So, yeah, ask me a question and I’m going to walk through the entire process to deliver the answer.

Sorry – got a bit off topic. See! I just used a paragraph to explain why people don’t ask me STEM-related questions.

Anyway, it turns out that Clark (associate creative director here at bloomfield knoble) and I have the same birthdate. One of the interns, who doesn’t know better, asked what the chances are that two people in a relatively-small office would have the same birthday, and the topic for this week’s blog was born. Let the whiteboard explanation (followed by the reason it matters in advertising/marketing) commence:

Let’s exclude February 29th because those people, like Gingers, are born without souls, so that a year has 365 days. Let’s also assume that all days are equally likely birthdays for a randomly chosen person. So how many people do you need to ask to be at least 50% certain that at least two of them have the same birthday? What’s your guess? Many people answer 183, which is about half of 365. This is a fairly well-known problem, so you might already know the answer is 23.

We arrive at the answer by computing the probability that everyone has a different birthday and then subtract this from 1. Start with just two people. The first can have any birthday and the second person must avoid this day, which has a probability of 364/365. The probability that two people share a birthday is thus 1 – 364/365 or about 0.003. Add another person. His or her birthday must avoid both previously taken birthdays, which has probability of 363/365. The probability that all three people have different birthday is 364/365 x 363/365 and the probability that there is some common birthday in a group of three is P(some common birthday) = 1 – 364/365 x 363/365 about 0.01. We keep doing this over and over. At 10 people, the the probability already exceeds 0.1 and at 22 people it is 0.48 and at 23 people the probability of some common birthday is 0.51. Thus, only 23 people are needed to be at least 50% certain that there is some common birthday.

Remember, this isn’t the same as the probability that somebody shares a particular birthday, which is how I’m going to spin this math lesson back to marketing and advertising.

There are, generally, two types of campaigns. There is the campaign where you are trying to reach a very specific audience and influence them all; and there is the type of campaign where you are trying to reach everyone and then influence some. The first campaign is like two people sharing a particular birthday – you have very specific criteria in mind and you determine the reach and frequency based on those criteria. These are, in my opinion, the best kind of campaigns and thanks to the willingness of people to give up their private information in return for cat pictures, very easy to accomplish. The second campaign is a bit trickier. This is the “maybe I should get a billboard” campaign. It’s become quite popular to dismiss these kinds of campaigns, simply because we – as ad people – don’t feel like we’ll reach the target audience or that they are simply too expensive to have an effective return on investment. But much of that “feeling” isn’t always based in true numbers.

Like the birthday problem, the number that seems correct (183 to hit 50%) isn’t actually the number. The same is true in different types of campaigns. It is easy to dismiss campaign elements like Digital Out of Home, or billboards, etc. as a “waste of money” because the length of time required to be seen by enough people may seem like too low of an ROI. However, a little statistical analysis may reveal that we don’t have to spend as much as we thought to be effective. I could show you the math behind that thinking, but I’ve run out of space on the whiteboard.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.