Twitch point 112912

Proprietary and Confidential -- What's the Idea?

Twitch Point Planning

August 16, 2013Steve@WhatsTheIdea.com

“The art of courtship" has been sacrificed to the speed of communications. "It's overwhelming, but as marketers we have to shift from reach and frequency to reach and relationships if we want to engage consumers. Marketers and agencies need to connect in different ways. It's about bringing back 'pitching the woo.' We have to add charm."

Kim Kadlec, Worldwide VP of Marketing, Johnson & Johnson

Proprietary and Confidential -- What's the Idea?

Proprietary and Confidential -- What's the Idea?

Fast Twitch Media: Voluntary, pliable, held together by connective tissue, skeletal not powerful, developed for short term energy transfer, not fatigue resistant like slow twitch.

Definition

Proprietary and Confidential -- What's the Idea?

Fast Twitch Media History

1965

Proprietary and Confidential -- What's the Idea?

Proprietary and Confidential -- What's the Idea?

1974

Proprietary and Confidential -- What's the Idea?

1982

1993

Proprietary and Confidential -- What's the Idea?

2004

Proprietary and Confidential -- What's the Idea? | Elsa Rings

2006

Proprietary and Confidential -- What's the Idea?

2011

Proprietary and Confidential -- What's the Idea?

Web’s Role

• Search Engines: “The world’s information in one click.”

• Blogs and citizen journalism• Social networks• Free• Easy data collection• New promotional platforms

Proprietary and Confidential -- What's the Idea?

Mobile• Texting• Smartphones• Twitter• Hashtags• QR codes• Geo-Location• Apple, Samsung, Google mobile devices

Proprietary and Confidential -- What's the Idea?

Behavior Change

• Attention deficit• Time shifting • Logged and tagged society• Message fatigue• Bigger brains or smaller• Device dependent, always on• Will there be a backlash?

Proprietary and Confidential -- What's the Idea?

Proprietary and Confidential -- What's the Idea?

Proprietary and Confidential -- What's the Idea? | Elsa Rings

Meaning for Publishers

• Mobile must be part of equation.• Though we mustn’t use mobile for things it

doesn’t do well.• Twitch consumers toward our content. • Don’t think touch points, think twitch points.• Twitch point planning is like chess.• Move consumers closer to transactions …

that’s a measure advertisers want.

Proprietary and Confidential -- What's the Idea?

Marketers need to understand, map and manipulate Twitch Points in ways that provide branded value (not spam) at hyper-appropriate times.

If they do so, they will be able to reduce the space between the consumer and a transaction.

Proprietary and Confidential -- What's the Idea?