Nobody knows what will be the future of advertisement. Nobody knows how advertisement will change in 5 years, and Google is trying to understand the change through the partnership with brands and solving advertising questions.
Google’s partnership with brands exists to inspire the rest of marketing community and to experiment with a wide selection of Google tools.
As more and more information becomes available, people are developing coping techniques to avoid the information. In many cases, advertisers are cutting the length of their promotions to accommodate busy audience… but:
- Movies became 10 minutes longer over last few years
- Novels are not getting shorter
One of three principles the presentation suggested: be simple, but deep. This approach allows users of the content to engage deeply into brand experience.
One of the campaign examples: Burberry Kisses.
Interesting: the objective of all campaigns is very focused. In Burberry’s example, it is “Capture the hearts of millennials.” Another interesting observation: the measurement of success of the campaigns are more “traditional,” engagement metrics. Is it the future of advertisement? Maybe. If anybody can get closer to the future, it would be Google 🙂
Very thoughtful book with excellent examples and an explanation of the hiring process. The “typical” hiring process (or lack of process) is compared with an “evidence based” process, which produces better result – less hiring mistakes.
The most interesting point from my perspective, is the need for the organization to understand what problem is it trying to solve with the new hire. I watched many times how people were hired or moved to undefined positions and the consequences for the business.
The book is trying to help managers to solve two errors: hiring people who can not do the desired job, or hiring a person who can do the job, but it is not what the company needs.
Example: an employee was hired without good understanding of his capabilities, the company “hired a resume, but got a different person.” A resume is a record of exaggerated successes with all failures removed.
Example: a company hired an additional business development manager, who was very successful in generating new business. However, the company had a backlog, and needed an operations person to clear our the backlog. When a good operations person was hired, the issue disappeared.
Example: the author advising to the company on the hiring derision asked to define the job, what resulted in a 20 minutes argument between the hiring manager and other involved parties. After the argument the company realized that it needs to understand what was needed before proceeding with candidate interviews.
An excellent review of the book and the method described is published by The New Talent Times with additional steps this company made to adjust the method for its business.