September 19, 2016, was a critical date for marketers. In fact, I’d argue it was a day when yet another devastating salvo was unleashed on the hordes of Digibabblists who swarm like Orcs…attacking those trying desperately to connect with their consumers; their users; their buyers; their clients.
You see, on that day Google launched its new smartphone.
Full and early disclosure—I’m not writing about the phone itself…I will as soon as I’m guaranteed that it’s safe (cheap shot at Samsung…sorry but I couldn’t help it).
Rather, I’m fascinated by its launch.
As reported on Oct 7 by Fortune in its article “Google Starts Big Advertising Push Around New Pixel Phone”:
Google’s new ‘Pixel’ smartphone is off to a fast marketing start with $3.2 million in television ads in two days since it announced the upcoming launch, and ad executives expect Google to spend hundreds of millions more to keep up with rivals Samsung and Apple…
While Google’s brand is known around the world, and its Android operating system powers most of the world’s smartphones, including Samsung’s, it is not known as a consumer goods maker.
Television ads? Did no one tell them Digital first? Or more importantly Mobile first?
Have they lost it?
What, no highly touted (in “traditional” news media) massive immersive experience launch utilizing the newest social channels and influencers?
Where is the laser-targeted personalized message for me? The digital video content natively linked to my digital trekking?
No doubt that some—most, all—are resident somewhere but do a Google (or Bing) search yourself…it was pay TV that drove the launch — a “mysterious 30-second commercial reportedly aired during ‘Big Bang Theory’ and ‘Monday Night Football.’”
Knee-jerk alert: one doesn’t negate the other—and that is the point.
It blows my mind that I still read and watch and hear countless experts and analysts—the Orcs—opine about how useless TV is and why “Mobile first” is the way to go. See my piece on gamification to get my view on anything first but people.
Once again, Google shows us the way.
Unselfconsciously, honestly and clearly.
Focused on its target doing whatever it is they do; wherever it is they do it.
Making sure their target sees the message; making sure it’s clear and simple while paying no heed to the Orcs…
We live in an amazing time.
Most of us missed the introduction of movable type, moving pictures, radio and TV.
But we are at the dawn of something new that allows us to learn firsthand every day. And like all the great innovations of the past, it builds on human experience and ladders up in ways that we are just exploring.
We need to be enlightened…informed…curious…open…
Listen to one of my great sources of innovation inspiration:
We are all born ignorant, but one must work hard to remain stupid.
Ignore the Orcs…they want to work hard to make us all stupid. It’s what they do.
What do you think?
Next week: Retail!