The Blog

Choosing to Build The Right Mobile Experience

by Cole Parsons

With smartphones snagging more and more web traffic each month, brands continue to find themselves facing a key mobile experience decision: native app or mobile web app.

You likely know the difference, even if you don’t know the difference. Native apps are like Instagram or Candy Crush. You download them at the app store and they live on your phone. A mobile web app can offer a native app-like experience, but really it’s just a swanky mobile version of a URL that’s running on your browser.

DSP-mobile

Last week, Jake Cohen, COO of Privy in Boston issued an on-point reminder about native apps: just because you built it doesn’t mean they will come. His blog entry, “why you’ll abandon your branded app in 12-24 months” is penned with the restaurant industry in mind, but certainly worth a read regardless of what type of brand you manage.

Getting consumers to download and use your app consistently is really, really hard.

We actually encountered the Native App v. Web App question when developing DowntownSeattleParking.com. We knew we could build a useful resource to help drivers find cheap parking in Seattle, but what was the smartest way to ensure consumers adopted it and continued to use it?

WSDOT actually has a pretty all-encompassing native app. It includes real-time ferry info, traffic maps & cameras, pertinent social feeds, border wait times and mountain pass info (all the things you like to swear at). It’s a one-stop shop for any Puget Sound driver. And while parking rates & availability in Seattle garages and lots is similarly helpful, it’s much more specific info set and not a behavior likely to be repeated consistently enough to require a native app (nor the extra step to download it).

Of course, there are many variables in all this (product, platforms, connectivity, maintenance, etc.). One that Cohen reminds us to think about is the associated marketing effort. Fortunately for us, DowntownSeattleParking.com is the name of the brand. Like 1-800-Flowers, it has a built-in call-to-action. Plus, there was already a year-old marketing effort driving people to the URL, so it seemed unnecessary to add another layer. It ended up being a fairly straightforward decision.

THE VERDICT? Web mobile app.

And not a moment too soon. Nearly 70% of inbound traffic to DowntownSeattleParking.com is coming via mobile or tablet.

ICYMI: @SavedYouAClick is Brilliantly Amusing. And Also Reaffirms the Ongoing Slow Death of the Consumer Attention Span

by Cole Parsons

Twenty something years ago, newspaper and magazine articles started to live online (1500 words). Several years later came blogs, which summarized, quoted, lauded and scrutinized those articles (600 words). Then there were Tweets which pointed to those blogs (140 characters). Now there is Instagram (a 4×3 photo).

See a trend? Our attention spans for written content are shrinking. In fact, congratulations for making it this far.

Which is why @SavedYouAClick is worthy of chuckle, applause, and cringe. It’s a fast-growing Twitter feed which sent its first transmission less than a month ago and has already passed 80,000 followers.

Good content will always triumph, no matter how long it takes to absorb (see: “Who Wants to Shoot an Elephant” by GQ).

But SYAC is taking aim at newsfeeds that use cheap cliffhangers to get a click and plays the role of 5-word spoiler. There is something so fantastic in its buzzkilling simplicity.

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The $5 CRM Solution

by Jim Copacino

Customer Relations Management is a multi-billion dollar business, attracting the best and brightest minds in consulting, marketing and analytics. Fortune 500 companies invest small fortunes in highly sophisticated CRM systems designed to engage and retain customers in pursuit of their highly coveted “lifetime value.”

Recently I came across one of the smartest, most effective CRM systems I’ve ever encountered. And it only cost about five bucks.

Chef Thierry

Chef Thierry

Loulay is a stylish new restaurant in downtown Seattle—the latest eatery from the creative and irrepressible “Chef In The Hat,” Thierry Rautereau. Named for the French town where Thierry was born, Loulay is nicely appointed with excellent food, wine and service.

My friend and I enjoyed a pleasant lunch there. Then came the CRM solution that, to the two marketers at the table, was as creative and satisfying as the meal we had just enjoyed.

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Best of Show Trophy at HSMAI Adrian Awards “Visits Seattle.”

by Jim Copacino

Every year, hundreds of tuxedo-clad marketing executives flock to New York City to celebrate the world’s best advertising, digital marketing and public relations campaigns in the hospitality industry. More than 1,200 entries—from some of the largest names in travel and lodging—are scrutinized by a panel of experts.

This year’s big winner was a David among industry Goliaths: Seattle’s convention and visitors bureau—Visit Seattle—walked off with the Best of Show trophy for its integrated advertising campaign, “2 Days In Seattle: What Will You Do With Your 2?”, created by Copacino+Fujikado.

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Reactive Marketing is a Team Sport

by Shelley Morrison

Let’s be honest, not a single day in advertising agency life is the same as the last. In a large part, this is what keeps us hunting for new ideas, keeps our creative juices flowing, and keeps us competitive. When an opportunity came up that morning that included several high impact Double Decker buses in New York City leading up to the Super Bowl, my excitement was palpable. What an amazing fit for our Visit Seattle client if the Seahawks made it to the big game!

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Homerun Football

by Brandy O'Briant

Anyone who knows me will find it shocking to see a blog post from me about football. I am the person who once thought my watch had stopped because it wasn’t keeping time with the clock on the scoreboard. An interception is what happens right before a home run, right?

So when one of the supes on the account team said she read an article about football that she thought I would like, I kind of rolled my eyes. People are forever trying to explain football to me with the evangelistic belief that if I just understood it, I would love it. I put them in the category of people who think that if I just meet their cat or look at enough cute cat photos on the internet, I will be a cat person. Football and cats. I don’t think so.

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Is Richard Sherman hated or loved? Shermometer.com has the answer.

by Mike Hayward

The loudest voices say everyone’s against him. But does big data agree? We used our soon-to-be patented Fieldscape™ technology, which analyzes Tweets worldwide to detect social sentiment, to find out what the public really thinks about Seattle’s new favorite son.

We used a database of more than 5,000 negative terms and 2,000 positive terms to analyze and categorize roughly 650,000 Tweets (and counting). Visit Shermometer.com to get day-by-day results since the infamous post-game rant, and see sample Tweets from haters, believers and Richard Sherman himself.

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Importance of completing the feedback loop

by Chris Copacino

We provide and receive a lot of feedback in our business.

Agencies give feedback internally on creative work and presentation decks. We provide performance reviews to team members, and let vendors know when they’ve succeeded or failed.

Clients provide feedback on our strategic thinking, planning and creative work, which is a critical part of the business. Unfortunately, some of the most important feedback is rarely asked for by agencies, nor provided by clients.

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It’s a Team Game

by Andy Corbett

In case you didn’t hear, there’s a bit of a football contest coming down the pike in East Rutherford, New Jersey this Sunday. As I sit here in my work podule trying to write quality advertisements that both engage and entice, it’s hard not to get caught up in the footballphoria. It all got me thinking – a great ad agency is an awful lot like a great football team. They both require a group of talented, dedicated individuals with unique skills and experience to band together to accomplish a common goal. Everyone needs to understand their role, be passionate about what they bring to the table and do the little things that add up to something big over the course of a season, or uhh, fiscal quarter.

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3 Conspiracy Theories about Jelly

by Calvin Grover

If you haven’t heard, there is a new app out there called “Jelly” headlined by creator Biz Stone, one of the co-founders of Twitter. After defecting from Twitter and a year shrouded in secret development, his new app recently released to the public.

Here’s the basic idea of Jelly: Ask a question, get an answer from an aggregate of your Twitter followers and Facebook friends, as well as their friends and followers. Just think “2 degrees to Kevin Bacon.”

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