Blog Archives

Marc Stryker

GoogleGlass

PPBH has been experimenting with Google Glass since the new year started. Most of our employees have taken a turn trying out the device – we’ve sent our fair share of “Glass Explorers” out into the world to see what the implications might be and we’re still happily experimenting. Google previously only allowed a small group of beta testers to buy the product, but since last month has opened it up to anyone willing to take on the $1,500 investment. The tech giant has a lot riding on the adoption of Glass, so it recently published a set of do’s and don’ts to prevent the derisive term “Glassholes” from becoming too mainstream. It even acknowledged the term with the following “don’t:”

In places where cell phone cameras aren’t allowed, the same rules will apply to Glass. If you’re asked to turn your phone off, turn Glass off as well. Breaking the rules or being rude will not get businesses excited about Glass and will ruin it for other Explorers.

But we’re rather embarrassed by a recent incident involving a New York restaurant’s policy to not allow the device on dining patrons and the ensuing Glasshole Attack. The restaurant had previously received complaints about privacy from other customers so it asked one Glass-wearing woman to remove the device. She refused and was asked to leave. Of course, she did what any self-respecting technophile would do – she ranted on Twitter. The restaurant then received a flurry of one-star reviews from angry Glass disciples who had little to say about the food, but much to discuss concerning its “luddite” attitude toward technology.

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Clearly this is a violation of Google’s Don’t Be an Evil Glasshole rule, but it points out the divisive and disruptive nature that new technologies can unleash on our social customs. My personal experience with Glass has been two-faced. On one hand, I am amazed by wearable technology that can enhance my experiences by adding a layer of data over what I’m seeing. On the other, sporting it in public can often feel like you’re wearing a “Kick Me” sign on your back. And the device itself feels rather primitive compared to the amazing smartphones that are available to purchase for much less. Playing games on it can feel like a trip back in time to the days of Pong and Centipede and some of the other apps for news and cooking can come off as extremely one-note experiences. But it’s the promise of the technology that is amazing to me – it’s either a canary in the coal mine of humans “evolving” into cyborgs or a harbinger of what is possible when technology can be more seamlessly integrated into our lives. Until then, you’ll probably get this reaction when “exploring” with your Glass: Stryker’s First Glass Video.

Cover image from www.google.com/glass/start/

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4 Things to Look for

Contributed by Jane Putnam

Web analytics provide a recap, step-by-step, of the actions (as clicks) your website visitors are taking. Having analytics in place, and actually analyzing and interpreting that data are totally different things. Web analytic data is deep and you can discover so many key findings in analyzing and interpreting the data. In fact, there are books on this very topic, because there are countless ways to read and act on data. Today, we’ll stick to four simple—but important—things you can easily look for in your web analytics, and use to your advantage.

1. Bounce Rate. This is a percentage, and shows the number of visitors (as a percent) that leave your website after only visiting one page—they don’t click over to any other page on your site. A high bounce rate isn’t necessarily a bad thing. If you provide visitors with all of the information they’ll need on that one page (list of your store locations, phone numbers, etc.), a high bounce rate is good. It means visitors are finding what they are looking for. However, if you’re seeing a high bounce rate when you expect more pages viewed, it could mean visitors aren’t finding the information they’re looking for or the page isn’t what they expected. For example, a visitor clicks a banner ad or link advertising socks, but when they get to your page, all they see is information about buying a home, they’ll likely click off the page because it’s not what they expected or wanted. Understanding your bounce rate, with your target audience and visitors in mind, can tell you a lot about your website and where you can improve or update your site.

2. Traffic Sources. How are people ending up on your site? You can see what sites your visitors are coming from, and knowing this can help you understand what they’re looking for and how your website can meet those needs, as they tie into your goals and objectives. One interesting piece of data to compare with traffic source is time on site (listed below, #3). For example, for many of our clients, we’ve found that our “highest quality” of visitor comes from Facebook—they spend more time on the site and view more pages than average per visit.

3. Time on Site. As mentioned in #2, the time on site can help show the quality of visitor. If a visitor is only spending a few seconds before leaving, why are they leaving? How does the number of pages viewed per visit correlate to time on site? It’s helpful to keep in mind the reason why visitors are coming to your site—if it’s to get an address or phone number, you would probably expect a shorter time on site. 

4. Devices and Browsers. As Julene wrote about in a recent post about designing for mobile first, more and more web traffic is coming from mobile devices—and this trend isn’t going away anytime soon (or ever). Dig into the devices (and browsers) your visitors are accessing your site with and optimize accordingly.

These four tips will help you make better decisions in how to structure your website for your customer. Your marketing firm should be using this data regularly to see how your specific online ads are performing. Ask them. And, if they don’t know, contact us.

Did we miss anything? Let us know in the comments.

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PPBH at the RRR

Well, we’ve done it again, PPBH took on the 63-mile Red Rock Relay in Moab. This year, the two teams were Ladies and the Tramp and Thortoise and the Hair.

Since we knew what we were in for this time around, everyone trained hard and both teams came home with medals! OK, actually everyone gets a medal, but if we were giving out the awards, we would give ourselves most improved. Last year PPBH’s two teams finished with times of 9 hours 59 minutes and 11 hours 54 minutes. This year we came in with times of 8 hours 52 minutes and 9 hours 37 minutes.

We had an awesome time, did some quality bonding and made some great memories. We are looking forward to the relay next year and with these new personal best times to beat, we are already training… right after we take off a few months to let our muscles relax.

 

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Green Label

Digital marketing is fundamentally shifting from banner ads to content creation. Here’s a list of our picks for top four digital content campaigns of our time.

1. Chipotle’s The Scarecrow

Chipotle released a video and mobile game called The Scarecrow. The video, in three captivating minutes, tells the story of a scarecrow trying to thwart the use of processed food. It’s thought provoking and beautifully executed. It has a companion game that is also downright fun to play. The content is so good that the user doesn’t mind that it’s from a brand. But it’s so memorable that the user won’t forget the brand.

2. Mountain Dew’s Green Label Initiative

Mountain Dew needed a way to connect with its target audience, so it created a whole new product called Green Label.  It started as a microsite but has grown to be a media hub, online retailer and even a record label. They publish eight to 12 original pieces each day. Host entire concert venues. And they sell enough merchandise and ad space that they are nearly profitable. Not too bad for a soda brand.

3. Metro Train’s Dumb Ways to Die

At nearly 80 million views at the writing of this article, Metro Train’s Dumb Ways to Die has been arguably one of the most viral digital content pieces of our time. Its catchy tune and memorable characters has reduced train accidents and deaths by 21 percent since it was released. Its app was also one of the top downloaded apps for nearly a year.

4. DiGiorno Live’s Tweets during The Sound of Music

This is our top choice for social content creation (yes, even beating out Oreo, JCPenny and Samsung). Why? Because DiGiorno’s live tweets were unexpected, and they were the only major brand that capitalized on the show’s 18 million viewers. DiGiorno got more press after the show aired than the show did. Now that’s #winning.

What these four digital content campaigns all have in common is they create much more than a brand message. They leave a lasting impression and create a positive brand image. This type of content marketing has much more longevity and brand awareness than any campaign could achieve.

Did we miss any? Let us know in the comments.

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WearableTechnology

Contributed by Eugene Kim

Brands have been in an evolving conversation with the public for hundreds of years, but it hasn’t been until the last few decades that things have gotten truly interesting. Every new technological innovation, from desktop computers to mobile phones, has allowed companies to get closer and closer to their audiences, but with the rise of wearable technology, close may become an understatement.

Wearable tech will not only provide brands with more access to their ideal target but it will also produce vital communications information, allowing brands to customize their messaging, target by target. Being this close is an advertiser’s sweetest dream, but it’s important to keep in mind that the conversation needs to change once again. Follow along, and see what wearable tech can do for your brand and how your advertising may need to change.

Increased Access

Physically, wearable tech is another place for companies to pass on their message. Smart watches and glasses provide another screen to get in front of users, but the response to advertising capabilities on wearables have been mixed. In regards to smart watches, industry specialists can’t see how influential a quick ad on your watch will be. It just doesn’t seem much different from a mobile ad. Google Glass, on the other hand, has already shown how it will change the advertising game through the app Blippar.

Information Gathering

One of the greatest things about wearable tech is that information is gathered through the worn device to ensure your experience with it is as customized as possible. Your movement patterns, heart rates, locations and physical interactions are all gathered by your wearable technology and relayed back to your phone to allow for your apps (such as FitBit) to generate information and suggestions just for you… and the app developers who may share that information with companies based on the developer’s regulations.

Privacy

Being so close to someone is great, unless that person knows you’re there and likes their space. Privacy is a huge issue and it’s important to remember that the closer you get to someone, the less creepy and invasive you’ll need to be. Brands, if accessing users through wearable tech, will need to start taking new approaches to engaging their audience using the information and new access points provided by these devices.

Now there aren’t very many examples, but if you’re interested in seeing how the art of conversation is changing, check out what Google has done with its Spotlight Stories.

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MobileFirst

Since most eyeballs are browsing on mobile devices and businesses need to predict opportunities or “sniff out new cheese” now more than ever to thrive, forward-thinking companies (e.g., Google, Facebook, Adobe etc.) are adopting a Mobile First design philosophy. 

Mobile First means that businesses design websites that can fit aesthetically and functionally on any size screen. It means that the site has to be in its purest, most efficient form from the outset because mobile devices are small and do not have the same input devices (keyboards and mice) as desktop computers.

To show some examples, PPBH recently launched a Mobile First site for our client MountainView Software. Another good example is the Don’t Drive Stupid site that PPBH designed for our Zero Fatalities client. As you look at the sites on your mobile device and then on your desktop while adjusting the size of your browser window, you can see how they adapt. PPBH is also in the process of redesigning our own website to be a Mobile First website.

As described by Luke Wroblewski in his book Mobile First, “Designing for mobile first not only prepares you for the explosive growth and new opportunities on the mobile internet, it forces you to focus and enables you to innovate in ways you previously couldn’t.”

Screen Shot 2014-04-30 at 2.37.36 PMHe uses Southwest Airlines and Flickr as examples of how businesses are “forced to focus” on what is most important to their customers when designing for smaller mobile devices. This is obvious when you compare the more complex Southwest and Flickr websites with their accompanying mobile applications.

“There simply isn’t room for any interface debris or content of questionable value,” Wroblewski says.

“Just a half-day of brainstorming about your mobile experience can open up new ways of thinking about your product,” he says.

So do you agree? What are your thoughts on designing websites for Mobile First?

Source: Luke Wroblewski. “Mobile First.” iBooks.

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Digital and Mobile

In this world of laptops, smartphones and mobile devices, traditional advertising is no longer enough. By 2016 mobile advertising spend is estimated to overtake desktop advertising and by 2018 digital advertising spend is estimated to overtake television advertising. Digital advertising is less expensive, makes it easier to target specific consumers, is more engaging, more personalized and has stronger campaign tracking and analytics. With these benefits, there is no wonder it is growing so rapidly.

Now, this is not to say that traditional advertising is out, NO WAY, but you need to have the perfect combination of both to have an effective campaign. Offline advertisements drive online search for 62 percent of smartphone owners. That’s right, digital does not jut include laptop users, it includes mobile users as well. Fifty-six percent of people in the world own a smart phone and 50 percent of mobile phone users, use mobile as their primary Internet source.

So how much should you spend on digital and mobile advertising? How functional is your mobile site? Should your ads be different on mobile versus desktop? We’ve got the answers. Stay tuned this month for some tips from our experts.

For more statistics on the future of your mobile and digital brand, check out our video.

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