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A new digital communications planning tool.
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“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?
