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Pedro Gonçalves

Make Mobile Work - 0 views

www.iab.net/...letter

Mobile Mobile Advertising Mobile Marketing HTML5 Web Development

shared by Pedro Gonçalves on 20 Feb 14 - No Cached
  • To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format.  And the one open, industry-standard, universal format for building mobile-ready creative is HTML5.
  • Your opportunity has never been greater. Nearly half of the US population has a mobile phone with internet access*, and one out of five pageviews on the web happen on a mobile device - a number that is growing every month.**
Pedro Gonçalves

Here They Come: Facebook Announces Premium Video Ads From 'Select Group Of Advertisers'... - 0 views

allfacebook.com/premium-video-ads_b130039

Facebook Ads Social Marketing

shared by Pedro Gonçalves on 14 Mar 14 - No Cached
  • The 15-second ads will begin playing on users’ News Feeds without audio, and they will stop playing if users scroll past them. Users who are interested in viewing the video ads can tap them, after which a full-screen version, with sound, will begin playing. Facebook said in announcing the test last December that for mobile users, video ads are pre-downloaded when their devices are connected via Wi-Fi, so they do not consume additional data, and users on data plans will not see their usage rise.
  • People can expect to begin seeing these new ads over the next few months.
  • we’re working with a company called Ace Metrix to help us review and assess how engaging the creative is for each ad — before it appears on Facebook. Ace Metrix will allow us to objectively measure the creative quality of the video in the Facebook environment and highlight performance indicators for advertisers such as watchability, meaningfulness, and emotional resonance. We’re taking this step in order to maintain high-quality ads on Facebook and help advertisers understand what’s working to maximize their returns on investment.
Pedro Gonçalves

9 Ways To Get The Most Out Of Design Thinking | Co.Design | business + design - 0 views

www.fastcodesign.com/...he-most-out-of-design-thinking

Design Design Thinking Management

shared by Pedro Gonçalves on 04 Dec 13 - No Cached
  • Design thinking, however, is a slightly murky concept that means different things to different people. At heart, though, it is about fusing the creative and open-ended with the analytical and operational
  • For us, there are two broad skill sets--strategy and design--with no buffer in between to organize them and tell them how to work together.
  • a lot of organizations take a slightly patronizing view of design and creative types, assuming they can’t really be expected to understand and manage things like budgets. We assume the opposite--that everyone can and should be a good businessperson.
Pedro Gonçalves

7 Marketing Lessons from Eye-Tracking Studies #CRO - 0 views

blog.kissmetrics.com/eye-tracking-studies

Readability Web Web Design Usability

shared by Pedro Gonçalves on 09 Apr 14 - No Cached
  • Authorship photos might cause people to assume that the page is an article or a blog post rather than a product page.
  • most pages can be optimized by including images that serve as visual cues for where visitors should look next.
  • Relying on the screen above “the fold” to do all of the heavy lifting is one of the biggest usability mistakes you can make. The idea that it is the only place web users will browse is a complete myth.
  • ...6 more annotations...
  • This coincides with additional research that shows people tend to view the left side of the screen overall far more than the right.
  • According to this study from the Nielsen Group, all across articles, e-commerce sites, and search engine results, people almost always browse in an F-shaped pattern that heavily favors the left side of the screen.
  • Multiple tests (including this one and this other one) have shown that users have no problem scrolling down below the fold. Surprisingly, they will browse even further down if the length of the page is longer.
  • Users are extremely fast at both processing their inboxes and reading newsletters. The average time allocated to a newsletter after opening it was only 51 seconds. This means that you need to get to the point in your emails in under a minute.
  • This coincides with a study from MarketingSherpa that shows people prefer short, clear, and un-creative headlines for their emails. (Creative headlines can seem mysterious, and mystery in an inbox may equal spam.)
  • Once you’ve earned the right to appear in a prospect’s inbox, be sure to keep that privilege by crafting emails that are clear and get to the point quickly. You don’t have as much time to broadcast your message as you would in an online article.
Pedro Gonçalves

The Hare Finally Beats the Tortoise: How Brands Can Get Up To Speed For A Real-Time Wor... - 0 views

www.fastcocreate.com/...to-speed-for-a-real-time-world

Content Marketing Content Strategy

shared by Pedro Gonçalves on 11 Mar 13 - No Cached
  • In an era of culture-jacking, moving from idea to concept to publication in a matter of minutes or hours--not days--is critical to building cultural relevance.
  • Real-time can’t be run by a committee.
Pedro Gonçalves

Customers remember experiences, not content | Media Network | Guardian Professional - 0 views

www.guardian.co.uk/...-marketing-customer-experience

Content Marketing Content Strategy

shared by Pedro Gonçalves on 19 Mar 13 - No Cached
  • Justin Pearse recently wrote a nice article on the state of digital content. He argues that content needs to be thoughtful, meaningful and well executed for it to be effective – it should be less about the brand, and more about the audience.
  • While his argument is absolutely correct, it pivots on the idea that engagement often begins and ends with a piece of content. The reality is that the failure of content marketing is in the belief that content exists in a vacuum.If you create a piece of content and don't support it, you're probably going to be disappointed. In other words, if we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum.
  • Digital content needs to be supported by great user experience (UX), solid digital strategy, attentive channel management and smart technology. To reiterate – it must be part of a system.
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  • Under this model, content strategists realise digital strategies and UX requirements as the things our users read, watch and play with. In other words, we are really the architects of experiences.
  • Most agencies look at content strategists as the guys who audit content, test its effectiveness and generally specialise in its strategic and editorial underpinnings.This needs to change.
  • Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.
  • I recently worked with a bank that wanted branded content to help bolster waning sales of a low-rate credit card. But when we looked closely at the entire experience, we realised that content would do little for card sales. The application process was complex, dated and unfriendly.My recommendation as a content strategist was "fix your website then look at content". We built out a strategy, but it focused more on constructing an ecosystem for content than content itself. Put differently, it laid out scaffolding for good, hard-working content.
  • users remember fun, exciting or informative experiences that go well beyond any single piece of content.
Pedro Gonçalves

1 | The Principles of Social Design How to Make Content Shareable | Co.Create: Creativi... - 0 views

www.fastcocreate.com/...-how-to-make-content-shareable

Branded Content Content Strategy Content Marketing

shared by Pedro Gonçalves on 15 May 13 - No Cached
  • Value Exchange Is the content valuable to the end user in some way? Entertainment has value, but so does utility. In either case, you need to understand what your audience values rather than just assuming they have an innate fascination in your brand talking about itself.
  • People want news they can share around the vending machine at work or via their Twitter handle.
  • When we see others doing something, we are often more apt to make that same choice ourselves.
Pedro Gonçalves

Does Google Glass Have A Branding Problem? Marketing Experts Map Steps To Mainstream Su... - 0 views

www.fastcocreate.com/...ap-steps-to-mainstream-success

Google Glass Wearable Computing Wearable Tech

shared by Pedro Gonçalves on 17 May 13 - No Cached
  • It’s all very well having wearable technology that lets you livestream yourself hang gliding. But if it has all the sex appeal of orthodontic headgear, it’s unlikely to catch on.
  • Arguably, success in wearable technology hinges on making people look and feel good as much as providing a functional service. Developers might be happy to fork vast sums for the privilege of being a Google Glass owner, but when the product goes to mass market, fashion, or at least some sort of coolness and covetability will be as critical as functionality.
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