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Agile marketing meets TV

I spend a lot of time speaking and consulting on agile marketing–what I wrote about a lot in Do It Wrong Quickly–and I often use the example of television commercials as the very antithesis of agile marketing, the epitome of old media. Agile marketing is all about experimentation, feedback, testing, data–just about the opposite of anything you can do with TV commercials. While you certainly can run tests for commercials and you can get some data, it is very expensive and very late in the process. But all that is changing.

A typical "As seen on TV" logo, base...
(Photo credit: Wikipedia)

More and more, TV commercials are being viewed online as much or more than on TV, meaning that the feedback process available for agile marketing is now possible for TV commercials, too. The hottest ad of this year’s Super Bowl, from Volkswagen, has garnered over 50 million views on YouTube, which is almost half of the number of viewers who watched the game.  Chipotle premiered a commercial on YouTube that has gotten six million views–and it is over two minutes long. I am not sure it has been shown on TV in any form.

So, what’s happening here?

Yes, the viewing numbers still seem relatively small, compared to TV, but remember, the price is zero–a lot less than buying TV ad time. But something else is at work here.

Viral videos are the new badge of honor among ad agencies. It’s one thing to pay to have an ad aired and rack up big viewership numbers. It’s another thing to have viewers voluntarily watch your commercial on their own, with no TV show surrounding it that really catches their attention.

So, if even TV advertisers are moving online and watching their ads grow in popularity one happy viewer at a time, perhaps billboards are next…

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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