As reported in Marketing Magazine, Ontario wine maker Château des Charmes is the first Canadian wine maker to feature a QR (quick-response) code on their labels. You can photograph the code with your QR-enabled mobile phone and be redirected to a microsite for that specific wine. The site will offer tasting notes, meal pairings and an invitation to visit the winery.
Posts Tagged ‘digital’
Just Being There Doesn’t Cut It
Twist Image partner and author of Six Pixels of Separation Mitch Joel wrote an interesting article on his blog yesterday. In it, he asserts that a conversation is NOT a community. He’s quite right. While many clients are starting to recognize that the traditional model of shouting at people about their product has lost its effectiveness, a lesser number truly understand how to change. They may be aware of digital marketing initiatives but are unsure of how to get involved, or simply are not ready to commit. Because there are commitments. In time, money and effort.
Joel suggests a client needs to “make yourself more findable, approachable, likeable and spreadable.” But to do this—and to build a community people want to join—you need to honour your commitments in fostering your brand. Simply having a Facebook page or a Twitter account will not ensure a meaningful conversation with your customers. And meaningful is the metric that will help you grow.
Who’s to Lead?
There’s an interesting (and long-going) debate happening over at Advertising Age. Today’s article, written by Jacques-Herve Roubert and entitled Why Digital Agencies Are Indeed Ready To Lead, presents his view that digital agencies are indeed ready to “sit at the head of the advertising table,” thus replacing the traditional agency. His take counters Ana Andjelic’s earlier post which suggested that digital agencies weren’t in fact ready to lead this charge. The points move from years of experience on the traditional side to immediacy on the digital side to a changing behavioural landscape overall.
I think it’s great to have this sort of debate; particularly if you’re just starting to get involved in digital marketing and wondering how the traditional can play a role. And while both articles represent some truths, they both miss an important point. A point that’s made clear by reader TimGeo in the comments section: “Any agency that still believes there is a difference between ‘digital’ or ‘traditional’ is probably not ready to lead. We shouldn’t confuse tactics and channels for strategies and ideas. We need all of them, and we need them working together.”
Well said.
Mike Charbonneau
Why the Numbers Don’t Add Up
CLICK HERE for an interesting article from MediaPost which tackles the issue of analytics and shines a light on what you should expect from your digital marketing efforts.
Designing an iPhone App
Design evolution of an iPhone app.
