Notes from IAB Engage 2007: better late than never
| November 12th, 2007So, IAB Engage 2007 was on Wednesday last week. I was there with Bite client Facebook and got to sit on some of the morning presentations. I hashed out some notes on my phone and have just got round to beaming them, doing a bit of formatting and adding in the links. Some really useful stuff - quote of the day goes to Richard Eyre, Chairman of the IAB who gave a great presentation, mainly about the state of the industry and the need for talent and a step change in quality:
“OK is the enemy of billiant. Today only utterly brilliant will do”
If you want to watch all of the presentations then go here where they are all handily available. Judging by the buzz on the day and a bit of eavesdropping, I’d say that the very last session of the day (which I missed) should be your first point of call. I’m going to watch it now, even if it is late.
[Josh Spear / Undercurrent]
eHelio
Loopt
Iminlikewithyou
Etsy
Blyk
Threadless
Play by their rules
Redefine advertising
Redfining communication - 2 way is required
Seeking out is bad, the discovery process is good
Create something that I want to find
What happens if you ignore all of this ? P Diddy effect.
Lisa nova does P Diddy in response to appauling attempt by BK and P Diddy to do “social media”
You can’t pay to be seen
Operate within the rules of the universe
Think of how to turn an interruption into a service
Think of how your brand can make a site a better place - provide function not awareness
Push your clients
Push your agency
Theres still a big gorilla in the room
Its not that they’re not listening we just haven’t given them anything to listen to
Embrace and engage
[Antony Mayfield / Spannerworks]
Everyone feels like they are behind
We have to write a manual
The web isn’t a channel, it’s an open network
Questions we need to ask:
What does success look like?
Where are our networks?
How can I attract attention from our networks? Earn it.
How can I be useful to those networks?
Speed of communication
Scale of available content is vast
Geography does not define audiences. Interest does.
Interaction with content and authors
Longevity of content
Old advertising campaigns follow you around
Complexity has replaced stability
Look in new places for inspiration
What would Google do?
Search engines how do they look at the web
Dell laptops catching fire eg blog with best reputation
Google is a reputation management system. Brand scoreboard
Human network. Not spam network
Daily Telegraph newsroom - live attention market
Global attention market
Evolution . . .
Best things tried out. Fail fast.
Need to know how people are using the web and what’s important to them
Impact horizon - consumers move on very quick
Look at how networks make sense of themselves.
Understand our networks
Be useful to our networks
Be live in our networks
What is social media? ebook from Spannerworks
[Matt Britten / Google UK]
Powerful drivers of further change:
Access
Storage
Production
Devices
Kyslers law
Cloud computing
Skyblog
UK is the new frontier
Between 50 and 100 per cent more than US spend per head on the UK
Target by interest not demographic
We don’t have an answer were just people having a go
Be found, be always on, every market, full coverage
Follow consumers
Integrate on and offline activity
Engage, listen and respond
Manage actively based on data
25 per cent of search queries lead to purchase
Consumers face tyranny of choice
Back to basics approach to marketing
Be found wherever you are relevant
Be found where customers research and browse
52 per cent of car purchases start online
Over 40 percent of those looking for a car found new makes and models online
Number of people coming into showrooms is lower but percentage that buy are higher
Before making a holiday purchase -
12 travel searches
22 sites
29 days
(On average)
Show up all the way through that process
65 percent of shopping carts abandoned at checkout
Wide variety in online converion rates:
3% high st
11% online retailers
19% catalogue retailers
Need to improve conversion process
If they don’t find it on your site 50% presume it’s not in store
Speak with one voice across all media
Blendtec
650 percent traffic after video series launched
In one weekend, sold more than in a best month before
Screwfix Forum
Bring back the Wispa
Every action can be a valuable data point, need to be selective
Convergence not of devices but information
Universal search coming over next few months
+ Smarter searching around language
+ More personalisation - iGoogle
+ Google mobile - Android
Just try stuff and get feedback on it
Its never completed. Always in beta
[Randy Falco / AOL]
Didn’t take many notes as I found this presentation really dull and not very informative, but other people may have appreciated the stats and the money banter. I just kept on thinking about JR in Dallas ad the importance of the people representing a brand
Online advertising growth is diversifying, away from search
[Richard Eyre / IAB]
Fragmentation of media supply
Personalisation of media demand
Access to talent is massive problem
Disruptive intrusive change
Analysis is key
Deeply held belief in precedent
So, so, yesterday
Flexible open and connected
Fast second mover - epidemic approach today
Freethinkers
Pioneers
Inquisitve
Entrepeneurs
Carving out a clearpath
Need innovation with wit and originality
Ok is the enemy of billiant. Today only utterly brilliant will do
[…] Jonathan wrote an interesting post today on Notes from IAB Engage 2007: better late than neverHere’s a quick excerptOver 40 percent of those looking for a car found new makes and models online Number of people coming into showrooms is lower but percentage that buy are higher Before making a holiday purchase - 12 travel searches 22 sites … […]