Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, we look at Cadbury’s new interactive TV advert, the need to embrace new performance metrics and a drop in social reader app users…
Cadbury TV ads go digital with Shazam
Cadbury will become one of the first big-name brands to run a Shazam-enabled TV advert when their latest promo is aired during the Britain’s Got Talent final on Saturday 12th May. A mystery song will be played during the advert and when viewers use the Shazam app to identify the piece of music they will be taken through to a website where they can unwrap a virtual chocolate bar and discover whether or not they have won tickets to the Olympic opening ceremony. Clare Tasker, Cadbury’s head of consumer marketing for London 2012, says the use of Shazam is helping the company remain relevant to new consumers. “As a brand we needed to appeal to younger consumers to stay competitive. We’ve been allowed to do some really innovative work with our marketing around the Games to achieve this. The campaign is about making people feel a part of the Games.” Cadbury have already used Blippar and Google+ to reach new audiences, and the team-up with Shazam comes as a part of ITV’s recent deal with the app company.
Embrace new metrics, says report
Brands must stop relying on “old metrics” such as clicks and likes, according to Vice-President of Digital Sport for Nike Stefan Olander. Speaking at the launch of a new report entitled Velocity: The Seven New Laws for a World Gone Digital, Olander insisted that brands haven’t adapted to the changes digital technology has brought and are trying to force old methods onto new platforms. “Advertising is an old model that is being squeezed into the new framework of social media, when the fact is that people don’t want to be interrupted. Too many businesses are thinking ‘I need to sell inventory’, rather than ‘How can I add value to a smartphone, or a new device?’” Olander has written the report with AKQA chairman Ajaz Ahmed, and he added that there’ll be even more changes in years to come and that digital’s impact upon the market landscape will be every bit as significant as the Great Depression’s in the 1930s. “We believe this will be another Great Reset,” he said. “The ubiquity of technology in audiences’ hands means there will be extraordinary change and innovation with products in the next decade.”
Social reader use falls
There was surprising news for Facebook this week as figures suggested that the number of users of the website’s social reading apps has fallen sharply over the last two months. Using data for the Washington Post’s social reader, Forbes showed that the number of people taking advantage of the apps has dropped from just under 18 million in April to just over 8 million this week. The Guardian’s social readership has also dwindled, but a Facebook spokesperson has played the numbers down, telling Mashable that engagement levels are up and that they are constantly developing news ways to “get the right content in front of people”. The spokesperson also pointed out that such shifts in usership are common in new online products and that only a handful of publications have seen declines, with the apps of The Huffington Post, MTV and ESPN bucking the trend and gaining users.
Pinterest driving traffic and revenue
Pinterest drives more sales than Facebook, according to a study by Boticca.com. The fashion accessories marketplace integrated Pinterest into their site earlier this year and so far it’s reaped handsome reward, with the picture sharing network accounting for around 10% of their social referrals – Facebook contributed just 7%. 86% of visits from Pinterest are newcomers (only 57% from Facebook are), and Pinterest users spend $180 on average, compared to the $85 Facebook users spend. Of the difference between the two platforms, Boticca CEO Kiyan Foroughi said: “On Pinterest users are in discovery mode, looking for the best, most interesting products and designs the web has to offer. On Facebook, people are primarily looking to socialise with friends and consume video and photo content.” Boticca’s Pinterest page can be seen here…
Twitter ‘more valuable than Facebook’
Twitter will last longer and eventually be worth more than Facebook, according to Ogily and Mather vice-chairman Rory Sutherland. Currently, Facebook is by far the most valuable social network in the world, with Twitter lagging some way behind and struggling to find a reliable way to monetise their platform. However, Sutherland believes that Twitter’s shorter form gives it a longer life-span that means its “potential for making money is higher than anyone realises”. “I can see Facebook being superseded more easily than Twitter being superseded,” he said. “As a forum for outbursts, Twitter’s [character] limit, its haiku element is very appealing. I wouldn’t bet against it being more valuable [than Facebook] in the long term.”