Dawn and I are at Fast Company’s Innovation Uncensored conference today. Morgan Spurlock – entirely festooned in his trademark(ed) logo jacket – kicked off the day (after a few dramatic sips of his Pom Wonderful) with a talk about what it took to sell in a truly innovative advertising model.
If you haven’t heard about Spurlock’s latest project, here are the highlights
- It’s a documentary called “POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD”
- The big idea is to explore the world of product placement, marketing and advertising
- In a movie fully financed through product placement from various brands, like Pom, Ban, etc.
Selling all those unusual sponsorships (from shirt front pocket placement to in-movie commercials) wasn’t easy. Spurlock knocked on the doors of every leading ad agency. He expected that they had the keys to the kingdom: both the access to clients and the appetite for the new ideas it would take to make it happen.
Not so. Read Full Entry
As of the third quarter of 2010, the Nielsen Company reported, 28% of U.S. mobile subscribers now have smartphones, cellphones with operating systems resembling those of computers.
Also, as Leigh Householder reported in her post “Healthcare marketing trends: Three potential game changers we’re watching“, Bulletin Healthcare’s analysis of email briefings to more than 550,000 healthcare providers, including more than 400,000 physicians showed that mobile consumption of medical news climbed by 45% between June and February. Their result is that almost three in 10 healthcare professionals now access the daily medical information contained in their briefings on mobile platforms.
What does this mean for you? This means that a lot more physicians will have access to your website on their smartphone. So what? Is your website mobile friendly? Is your website mobile optimized? If your site uses Flash, it’s neither.
What’s the difference between “Mobile Friendly” and “Mobile Optimized”? Read Full Entry
Speak from the Heart is up for a Webby People’s Voice award. It’s a great website created for Gilead, one of our favorite innovator brands, by Ignite, one of our sister digital agencies in Inventiv’s network. It just takes a few minutes to cast your vote (and see all the other finalists in our industry and outside of it).
VOTE for Speak from the Heart here.
See all the People’s Voice categories here.
My smart colleagues from around the industry pack my RSS reader with hundreds of trends and insights every week. Of everything we’re talking and tweeting about right now, three things stand out to me as potential game changers in how we market to healthcare providers and people like us:
Apple dominates physician mobile views: iQ is often asked for research about what kind of smart phones docs are carrying – Blackberry? Android? Apple? Our client teams want to know what platforms to invest in (for native apps, text messaging formats, etc.) Maybe we were asking the wrong question. It may not matter what phone they’re carrying if they’re not using it to access mobile content. Bulletin Healthcare delivers daily email briefings to more than 550,000 healthcare providers, including more than 400,000 physicians (all opt in subscribers). They recently released some data about how those HCPs use mobile to access their content. The big news: 90% of mobile opens of their briefings occur on iPhone and iPad. Android got 6%. And, Blackberry/RIM barely registered. The analysis also showed that mobile consumption of medical news climbed by 45% between June and February. The result is that almost three in 10 healthcare professionals now access the daily medical information contained in their briefings on mobile platforms, while seven in 10 continue to use traditional desktop platforms. Read more Read Full Entry
I started and stopped Twitter some time in 2009 after I discovered I had “anonymous” followers—before I had ever crafted anything in 140 characters or less. I just didn’t “get” Twitter. Plus my relationship with Facebook was still in its extended honeymoon phase and I wasn’t sure I wanted or needed Twitter in my life. Read Full Entry
