5 Principles of Convergence
The word convergence has been picking up steam in the marketing world. It may even be the “big data” term of 2013. Yet, the word means different things to different people. At Razorfish, we use convergence to describe the coming together of three irresistible forces--media, technology, and creativity--to create experiences that enrich the consumer’s relationship with the brand.
Music that Lures
New research suggests that, contrary to common belief, ticket buyers are not particularly hostile toward contemporary compositions.
These are very tough times for America’s orchestras. Symphonies in some cities are facing bankruptcy, while others are contending with nasty labor disputes. Subscriptions—which once provided a reliable funding stream—are declining, with more and more concertgoers opting to buy single tickets.
The Future of Storytelling
Every five days, a billion tiny stories are generated by people around the world. Those messages aren’t just being lost in the ether, like the imaginary output of monkeys randomly attempting to produce the works of Shakespeare. Instead, the tweets are being archived by the Library of Congress as part of the organization’s mission to tell the story of America. The archive now includes 170 billion posts and counting.
The Value of Responsive Design
In advance of the responsive orchestra website review later this week, it makes sense to provide a working example of not only what responsive design is, but why it is a necessary component for contemporary performing arts org web design.
In order to get a really good idea of just how effective responsive web design is at producing both desktop and mobile versions of a website via single source contact, take a look at a psychopath; or to be more accurate, the Lost Colony’s Psychopath: Haunted Island website.
Remaking the “W”
The Whitney Museum is going back to basics, or at least that’s what you might think with their new brand identity redesign that was unveiled today. Created by Amsterdam-based Experimental Jetset, the new logo is an acute replacement to the rectilinear typeface rolled out 13 years ago and designed by Abbott Miller of New York-based Pentagram.
The End of Rational vs. Emotional
One of the longest-running debates in marketing is whether to use a rational or emotional advertising approach in marketing--but cognitive science says that argument is pointless. While emotions overwhelmingly drive behavior, it is misguided to believe that thinking and feeling are somehow mutually exclusive. Emotion and logic are intertwined.
Are Smartphones Ruining Art?
Earlier this month, James McAvoy stopped a performance of Macbeth at Trafalgar Studios to ask a member of the audience to stop filming it. A bold move that risked ruining the show for those who chose not to view the live event through a 2D screen. And, arguably, any actor less sure of his status as one of Britain’s best wouldn’t dare be so impertinent. But, in principle, McAvoy has a point.
The Principles of Social Design Unpacked
More and more, our jobs as marketers are to drive behavior. Sometimes that’s getting folks to buy something or more of something. Sometimes its to spend more time or interact with a brand in the hopes that will lead to them thinking about the brand in a moment of need. And more and more often, the behavior we all want is to drive people to advocate.
The best of marketing has always been about behavioral economics and those proven strategies that ‘nudge’ people to buy or take an action. Recently, behavioral science has been popularized and, even advanced, by some pretty smart people.
Do This Right Now
Big data has enabled many firsts. It was used to develop the atomic bomb that ended WWII. It was used to put a man on the moon. And now it is used every day in every way through the devices we carry around in our pockets--our mobile phones. In the past, those who processed big data used supercomputers, doing then what Google and others can now bring together in four seconds.
Permission to Disconnect
In this madcap world of arts administration, we tend to run on all cylinders at all times. There is a feeling that if we are not moving constantly and working around the clock, we aren’t being successful. But there are great examples of uber-successful people who disconnect in a big way.
Get More Engagement on Your Facebook Page
Many brands and organizations have a big problem on Facebook – getting engagement on their posts.
Engagement is absolutely critical to Facebook’s EdgeRank algorithm - the equation that determines what your fans see in their News Feeds. When I say “engagement,” I don’t mean numbers of fans, reach or number of posts on the Page.
Using Social Bridging to be “For Everyone” in a New Way
Like a lot of organizations, my museum struggles with two conflicting goals:
1. The museum should be for everyone in our community.
2. It's impossible for any organization or business to do a great job being for everyone. We're more successful when we target particular communities or audiences and design experiences for them.
How do you reconcile the desire to be inclusive with the practical imperative to target? In the past, I've subscribed to the theory that an organization should target many different groups and types of people to serve a constellation of specific audiences across diverse affinities, needs, and interests.
When K-Mart Went Viral
You did what to your pants, exactly? Ooooh, ship! If you’ve been online at all in the last week or so, you’ve likely seen this amusing and suggestive play on words circulating via social media and traditional news outlets. Who can resist a double entendre that alludes to the gold standard of embarrassing situations? Surely not the Internet.
10 Most Inspiring Social Media Campaigns
Facebook rules, at least marketing via Facebook is booming. Social Media Marketing on Facebook produces results, builds brands loyalty, and helps define an image. Among several hundred campaigns being run on Facebook, there are few that stand-out and inspire every one of us!
Bringing Backstage Onstage
Imagine, if we saw social media more like an artist’s studio or cafe and less like a marketing channel?
While walking through the exhibit, Building: Inside Studio Gang Architects at the Arts Institute Chicago last November, I felt like I was seeing into the private design space of the architect.