Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Posts Tagged ‘branding

Live @ IBM Smarter Commerce Global Summit Madrid: OgilvyOne Chairman & CEO Brian Fetherstonhaugh Speaks About The CMO Hotseat

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Brian Fetherstonhaugh, as the chairman and CEO of OgilvyOne Worldwide, has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital. In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands including, IBM, American Express, Cisco, Coca-Cola, Motorola, Unilever, Nestlé, Kodak, and Yahoo! Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting arm of the Ogilvy Group. With more than 4,000 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. In 2007 and 2009, the Forrester Report ranked Ogilvy as a leading U.S. interactive agency.

OgilvyOne Worldwide Chairman and CEO Brian Fetherstonhaugh started our Q&A today here at the IBM Smarter Commerce Global Summit in Madrid by revealing who his favorite character on the 1960s-era AMC show about advertising, “Mad Men,” was.  Drum roll, please….It’s…JOAN.

Mainly, Brian explained, because Joan “gets things done.”

We then turned our discussion to the vast evolution IBM’s own marketing culture has endured the past two decades, and the opportunities and challenges presented by the changing marketing landscape for CMOs, whose tenures these days last an average 27 months.

Brian also discussed other key issues facing chief marketing officers during this time of great change, including the need for CMOs to focus on new talents and skills development. Before he jetted off to another city somewhere in the world, Brian left the IBM Smarter Commerce Global Summit, and you, with some valuable marketing advice.

And when you watch the video, never mind the Spanish waiter who entered the frame for just a moment: He was simply doing what we wish to see companies everywhere do best, servicing their customers!

Instant Google

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There’s no flies on the Goog.

They introduced a new feature this week, Google Instant.

Unlike most instant coffees, Google’s already been there and done that when it comes to caffeination (hearkening back to the Google Caffeine update from a couple years back).

This go round, Google’s moving into the world of instant search relief.

It’s also setting off a firestorm of commentary about branding online.

Let me explain: Assuming your connection has gotten the update, go to http://www.google.com and just type in the letter “A.”

What comes up first in the listing? “Amazon.” Followed by “AOL.” Followed by “ATT.”

Then, type the letter “B.”  “Best Buy” is at the top of the list. Followed by “Bank of America.”

I skipped on over to “I,” thinking that IBM might come up first.  But no, it was “IKEA.”

IKEA???  Other than being a Swedish furniture company, what in the world is IKEA doing coming up when I search for the letter “I”??

Fortunately, when I typed a “B” after the “I,” IBM finally appeared at the top of the short list.  Whew!

I can already envision the crazy games people are going to try and play to game their way to the top letter of the new Google search alphabet.

The new Instant, non-caffeinated search coffee Google’s brewing is also likely to turn some heads at the online advertising marketplace.

Impressions are going to likely go up with this new feature.  Possibly way up.

For those of you not in the online advertising know, online impressions are typically the ways by which advertisers measure the number of times their message or ad was presented to an individual consumer via a search or online display ad.

But by saying they expect this number to go up, does that mean there really were more search queries Did the Google search sea, in fact, rise?

Google seems to be saying, well, possibly.

On the GoogleWebmasterCentral blog, Doantam Phan from the Instant Search team at Google explains that impressions will be measured three ways with Google Instant:

  1. Your site is displayed in search results as a response to a user’s completed query (e.g., by pressing “enter” or selecting a term from autocomplete). This is the traditional model.
  2. The user begins to type a term on Google and clicks on a link on the page, such as a search result, ad, or a related search.
  3. The user stops typing, and the results are displayed for a minimum of 3 seconds.

So, marketers everywhere, let me be clear: If I’ve been up half the night writing this blog post, and I suddenly go to Google long enough to search on “sleep remedies,” and I fall asleep on my keyboard during that three second interval…well, you’ve just bought yourself a valuable search impression.

I fear this new (and seemingly arbitrary…but hey, you gotta draw a line somewhere) three second rule is going to be talked about ad nauseum.

Hey, could somebody call Miss Blankenship and get Don Draper on the line?!

While we wait for Don to finish his three martini lunch, let’s not forget the great productivity enhancement this new change provides.

Google user experience queen Marissa Mayer wrote in a blog post introducing this new feature that Google Instant saves the average searcher two to five seconds per search, or 11 hours with each passing second.

Awesome.

Google’s just saved nearly 350 million man hours (Note: The latest top-trending search on Google was “tom brady car accident,” just in case you were wondering what folks were doing with that productivity boost).

My only question is, can Google Instant do my laundry instantly as well?  That could save me tens of hours a day per year, hours I could have better spent online searching via Google and contributing to the “Google Bottom Line Benjamin Franklin printing press” (Try finding that query on Google Instant!).

Well, who am I to complain about progress?

I lead SEO in IBM’s Software business, and I think I’m going to go ahead and chalk up the increased impressions from Google Instant as part of my year-end bonus package.

Just don’t look for my name under the letter “T.”

That’s been reserved for “Target.”

Written by turbotodd

September 9, 2010 at 3:41 pm

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