About James Hering

You’ve heard of people with a green thumb for gardening? James has a green thumb for interactive agencies. No, really. Everything he touches turns into something lush and thriving. Take, for example, his experience prior to Click Here. Following a long and successful traditional career at TM Advertising, James helped establish TM Interactive and grew the practice from nothing to 60 people by applying his expertise in online marketing strategy, digital content publishing, eCRM initiatives, online application development and award-winning campaigns. Under his guidance, the American Airlines website, AA.com, evolved into one of the airline industry’s biggest success stories with more than 30 million registered users worldwide. James has also handled various marketing and interactive efforts for dozens of high-profile clients, including EDS, ExxonMobil, Match.com, Nationwide Insurance, Nestlé Foods, Nortel Networks, Subaru and others, and has been recognized more than 70 times with various media and marketing awards. His penchant for growing things is currently being put to good use at Click Here – James heads up new business efforts. And when he’s not helping grow the agency, he focuses on growing his two incredible kids, Austin and Macy, his two entrepreneurial endeavors (a software development start-up and a custom homebuilding company) and various professional and non-profit organizations.

Contact James Hering

You don’t have to be in advertising to know technology moves quickly. Even last year’s “tech laggards” now have a smartphone and Facebook page. So what’s next? As we look forward into 2012, trends in technology continue to ripple through the ad industry. Whether it’s “swimming up the social stream,” talking to your smartphone or “Shazamming” the song in a commercial, companies scramble to stay relevant as digital pushes further into the center of the advertising world. We invite you to dive into our Top Ten Digital Trends Report for 2012 and catch a glimpse of what is just ahead.

Mobile Apps Versus Mobile Websites | John Tornow

If you’ve experienced an app attack at all in the past year, we understand, especially since most everything is going mobile these days. But what’s it going to be in 2012…the mobile app or the mobile web?

http://trends.clickhere.com/mobile-apps-vs-mobile-websites/

Taming the Social Stream | Scott Luther and Sarah Allen

Too much content, so little time – why many social platforms are creating features to help users filter the influx of information. So in an effort to help you filter your content feed, we’ve highlighted our top topics for 2012.

http://trends.clickhere.com/taming-the-social-stream/

Reuniting the SEM House | Derek Louden

Most of us are familiar with the saying “two is better than one.” But when it comes to search engine marketing, does it make sense to manage SEO and PPC campaigns separately anymore?

http://trends.clickhere.com/reuniting-the-sem-house/

Advertising in the Dust of the Digital Revolution | Amanda Plewes and Sarah Allen

Digital or traditional…what’s your final answer? Don’t choose just yet, because you may not have to. The lines have fully blurred and a new time has come.

http://trends.clickhere.com/advertising-in-digital-revolution/

Creativity + Technology: Walking Hand in Hand into the Sunset | Jayr Sotelo

Ever notice how the tech people still seem to be put in a quiet silo to play with their gadgets? Even though ad agencies have undergone all sorts of change over the past decade, there is more to be had. A new model is emerging where creative plus technology truly equals innovation.

http://trends.clickhere.com/creative-technology/

Watching TV, Tweeting and Chewing Gum | Alex Kenney

Multitask much? Well, so do consumers, now more than ever. So how do marketers connect with people doing six things at once? Read on to learn tips and tricks to create engaging cross-platform experiences for your brand.

http://trends.clickhere.com/tv-tweeting-and-chewing-gum/

Real Artificial Intelligence Has Arrived: Voice Recognition | Colin Hogan

The time has come…

You: “What’s the big deal with voice recognition technology?”

Siri: “Click the Read more link below to find out.”

http://trends.clickhere.com/real-ai/

The Next Big Step for Digital: The Internet of Things Gets Real | Brian Kress

Internet connectivity is almost always at our fingertips. Literally. And advertisers are finding even more ways to make products and devices interactive. Read more to get inspired on ways to really bring your product or service to life!

http://trends.clickhere.com/next-big-step-for-digital/

The Responsive Web: A Web Fit for the Future | Matt Carver

Look to your left and right. You’ll probably find a smartphone, tablet and laptop all in near proximity. For marketers, that used to mean a separate site for each device, but with the emergence of responsive web design, there is now a holistic solution we’d recommend investigating.

http://trends.clickhere.com/responsive-web/

Buying Audio and Video | Cheryl Huckabay

Digital changed the game, in more ways than we may have expected. Check out this article to learn why television and video and radio and audio aren’t necessarily synonymous terms anymore.

http://trends.clickhere.com/audio-and-video/

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At least one thing is pointing up in this economy. And that’s the level of digital ad spending. The Interactive Advertising Bureau released its Q3 Internet Advertising Revenue Report reflecting a 22% increase compared to the same period last year. This is the eighth consecutive quarter of year-over-year positive growth. In fact, the third quarter is always a strong performer, with increases occurring every year except three since 1996.

The major categories in terms of overall digital spending include Search at 49%, Display-Related at 37%, Classified at 8%, Lead Generation at 5% and Email Revenue at 1%. Within Display-Related, Display/Banner Ads make up 23% of the total pie, Rich Media makes up 5%, Digital Video is at 6% and Sponsorship rounds out at 3% of the total spend.

So does this mean you need to adjust your budgets to reflect overall spending trends? Here are some points and checklists to take into account before you jump on the digital budget bandwagon.

Where to Spend, Where to Spend?

As you begin to finalize planning for 2012, you might consider using the following as a budgeting checklist. To help with allocations or achieving business goals, you might assign a value to each effort – say 1 is “Extremely Important” and 7 is “Not Important”:

Owned Media
Company intranet/extranet
Brand website
Brand channels in social media (example: Facebook, YouTube, Twitter)
Branded content (content created by a brand)
Mobile site
Email marketing
Smartphone applications
Tablet applications
Search engine optimization

Paid Media
Paid search
Display ad units (including display ads on social networks)
Online video
Mobile display
Online sponsorships (online or integrated with cross-platform programs)
Branded content (produced as a part of a paid media effort)
Games (in-game advertising or sponsorships)

Earned Media
Digital word of mouth (including blogger outreach)
Social monitoring/listening
Online video distribution
User-generated content via social media
User-generated content via other online channels

Customer Behavior Matters, Too

You might also ask how the following consumer media behavior trends are occurring across your target audience and how they may impact the receptivity of your communications:

• Customers who migrate from device to device throughout their day
• Spending more time accessing the Internet via mobile device
• Customers who participate/access user reviews
• Watching more video and programming via a mobile device
• Increased use of location-based services
• In-store use of mobile devices (tablets and smartphones)
• Adoption and usage of digital couponing
• Downloading of apps or sampling content via apps
• Use and adoption of smartcodes or Quick Response (QR) codes
• Customers who are time shifting a majority of their TV watching

Now is also a great time to revisit your reporting and information resources so that you are making the best possible business decisions. Major digital measurement tools include:

• Digital campaign performance reporting
• Online brand impact studies
• Website analytics/reporting
• Search (PPC and SEO) reporting
• Mobile site analytics/app activity reporting
• Social media analytics
• Online listening/conversation analysis tools
• E-commerce sales performance
• Online audience measurement tools
• Online competitive site activity
• Online competitive advertising activity

Also consider some of the following major technology trends and how you might allocate proper resources to take advantage of the “next wave” of innovation:

• HTML5 development
• Mobile app development
• Tablet apps
• Near-field communications (NFC)
• Augmented reality
• Social gaming/social apps
• Gesture-based computing (think Xbox 360 Kinect)
• Digital displays/point of sale interactive experiences
• Digital imaging/exterior installations

Finally, you might want to check the last time you implemented a digital strategy. Has more than 24 months gone by? Not yet even taken the step to implement one? Well, now’s an excellent time to establish a current digital strategy to help with spending decisions…and so much more. And we know several savvy digital strategists who are ready to help (hint, hint).

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It’s a sad note, and a testament to his brilliance, that at 32,000 feet on a Wednesday night on Flight AA 654, I pop open my MacBook Pro, hop online and read of the passing of Steve Jobs. Without his vision, persistence and dedication to end users, it’s highly doubtful we all would enjoy the incredible technology we so easily take for granted. Like accessing the Internet at 550 mph using an amazingly brilliant device like my “Mac.”

It was at the NeXTWorld Expo in San Francisco on January 23, 1992, that I had the fortunate chance to meet and talk with Jobs. It was the very early period of his second computer company start-up – NeXT Computers – and this was the first developer conference for the strange new platform. I had been invited to attend the conference as a company ambassador from the old Bozell, Jacobs, Kenyon and Eckhart agency. For some crazy reason, our CIO at the time thought we should equip the entire agency with NeXT computers. Just imagine the culture shock within the typing pool, let alone an entire floor of creative types wondering what the heck they were going to do with these funky black square boxes that had no floppy drives and would only use data CDs.

During a brief period between conference sessions, Jobs eagerly accepted numerous questions from a number of early evangelists. He deftly handled every query with a sincere but pointed manner and skillfully weaved in key selling points vs. Sun “this” and Microsoft “that.” I had simply turned a corner on the way to the upcoming session and suddenly was within three feet of the man. As he worked the group, I quickly realized the gravity of the moment and struggled to come up with some kind of semi-intelligent question. Ensuring that he left no question unanswered, his face turned to me and at that moment I immediately realized this was no salesman hawking hardware or a computer geek justifying why his box is better than all the rest. It was the sense of intense, burning, myopically directed focus that completely overwhelmed me. After babbling about possible plans for interconnectivity of the mail app to other platforms, Jobs locked into the point and effortlessly delivered the three key points on why the superior features of NeXT mail would mean other platforms needed to catch up with NeXT first, then we’ll talk about bridging to other programs. My question was quite frankly a minor detail, but it was the way he instantly laser-focused his mind that left an indelible impression with me. From that moment on, I had no doubt there was no problem he could not solve, no challenge he could not address, no vision he could not achieve. And that’s not because of his incredible intellect, but because of his ability to minutely focus.

I’ve taken that little moment in time and shared the sense of what I call “laser focus” with friends, colleagues and even my kids. It’s a talent that we all have to learn and sometimes relearn in this hyperkinetic new media world where every angle and moment of our day demands our attention.

Yes, I’m one of millions who love their iPhones, iPads, Macs and on and on and on. But it’s the ability to “laser focus” that’s the best gadget I’ll savor most from Steve.

Our thoughts and prayers to his family and friends.

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It’s hard to believe, yet we all continue to be amazed and confused at the rash of public figures using social media to pursue their “activities” – so far this year we’ve seen Mark Souder, Chris Lee and Anthony Weiner resign because of displayed “content.” It’s also crazy to see there is an actual Wikipedia page noting the list of federal political sex scandals in the United States. While not all include the use of digital media, there’s a disturbing trend developing with the recent list additions. And once something hits online, it always seems to escalate quickly.

Yet it’s no different for brands these days. Post something potentially controversial or inappropriate and you’ll see an instant response/reaction:

Yikes – the “KC” is meant to convey the tweet came directly from the man-brand himself.

All this points to what I refer to as a set of “Immutable Laws of Digital Content” that represents key properties of online content that simply can’t be ignored:

1. What goes online, stays online – forever!

Once a message, copy, image or video hits a content server, it stays online and can be found somewhere on the Net. No matter how fast you hit the delete button, chances are the information can be hunted down and retrieved.

2. Introducing the “digi-razzi”

You think the paparazzi are annoying? Wait till we see a whole new class of online snoops evolve to actively search online for any kind of dirt. So just assume whatever you create or post, it will be found.

3.Inappropriate content = sharing at warp drive

Wanna see something go viral? Just include something scandalous and watch the audience count spiral. Share buttons, viral links and mobile access only add fuel to the fire. It’s actually kinda sad to see just how much effort we put into making something viral, yet the things we don’t want viral tend to take off like a rocket.

So what’s a brand to do?

Ask yourself if you have a handle on the following:

1. Do you know today who has access to all of your social media touchpoints? If not, make a list, vet it properly and update passwords. In this day and age where digital agency staff change faster than the response time to a Google query, better have access to your digital brand in firm order.

2. Make sure access to your accounts is done in a secure channel. To avoid a mix-up like Chrysler, mandate that your team or agency resource use a unique social media tool to access and update content – different than their personal access. And demand logouts after all editing sessions. Imagine what could happen if a savvy competitor finds a missing phone with an open session via TweetDeck tapped into your brand’s Twitter account.

3. Restating the obvious, ensure you have simple, clearly written access and usage guidelines. And make sure it covers not only internal staff, but all external partners as well.

All this aside, there’s still plenty of room for being open and transparent with your brand. Just make sure your social media assets are properly covered.

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In today’s social media mayhem, everyone is busy “friending” everyone and “liking” just about anything. Just take a look over your shoulder at all your “likes and follows” in your Facebook, LinkedIn and Twitter accounts (to name the obvious), and you’ll quickly wonder “just who the heck are some of these people?” And what exactly were you thinking when you hooked up with that certain brand? It does make you wonder if something in the virtual world might be out of whack.

Sir Isaac and His Third Law

So with all this liking going on, there has to be some type of equalizing force to bring the world back in balance, right? Remembering Newton’s Laws of Motion, for every action there is an equal and opposite reaction. But does this hold up in the world of social interactions? Well, it appears so. In fact, there’s even report, Top Reasons Why Consumers Unsubscribe Via E-Mail, Facebook & Twitter, that outlines the motivations behind people “disconnecting” from all their connections.

The Motive

I actually pondered this same point just a few weeks ago, wondering what would be different if one didn’t have all those prized confirmations. So I decided to implement a social media behavioral study. After all, what exactly happens when someone gets “defriended”? Does the other person notice? How would they know? And what is their reaction if they figure it out?

And since trying to recruit respondents to participate in such a study would either be highly difficult or really expensive, I decided to be the virtual lab rat and offer up my own network connections.

The Approach

Drawing a complete data set of all my friends and acquaintances from within my Facebook and LinkedIn accounts, I quickly grouped my peeps into three categories:

1. Super-Close Friends and Family – Defined as people that I personally connect with at a minimum of once every month. And, no, a drive-by status update with a clever quip does not qualify as a personal connection. To be in this group, I have to have a meaningful exchange, such as passing along information or sharing genuine care and concern.
2. Important Business Connections – These are defined as clients, business associates or industry connections for which I have some type of interaction within the last six months. Could be anyone from an important client to a trusted industry resource.
3. Indirect Connections – We all have these, don’t we? The distant friends from high school or college we haven’t talked to in years or “what’s-his-name” from that company we did a project with a while back…yet we flippantly confirm on the fly when asked to connect.

The Sample

Randomly sorting names from each category in a spreadsheet, I then even more randomly selected numbers from a hat to pick 20 numbers that corresponded to line items on the spreadsheet. Presto, I had my list of 60 unsuspecting respondents.

The Moment

Without hesitation, I immediately deleted the 60 contacts. And waited.

Surely I’d get a quick text from a puzzled friend…or a call from someone wondering, “What’s up?”

Hours and days went by…seven to be exact, before someone noticed. At that point, I kept a careful log of thedate, time and method of contact. I also noted how the respondents figured out we were no longer connected. So while it’s a small sample size, I was intrigued by how people came to the realization and was able to group them into four general buckets:

Also interesting is that it has taken nearly seven months to hear back from every respondent. Which could mean either I’m just not that important (most likely) or we rarely consider and review the lists of contacts we amass. I’ll go with the latter.

One final note – how did people feel about being deleted? Here again are four general buckets:

Believe it or not, two of the respondents were so offended they were deleted that, to this day, they will no longer speak with me. Really? My social currency is that valuable? Or is a “defriend” really that distasteful?

Personally, I’m puzzled. But maybe that’s just part of the new social etiquette. In any event, something to consider before you start a little spring cleaning in your social sphere.

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With the introduction of Facebook Places, Facebook users can now share where they physically are, find their friends’ current locations and explore interesting locations nearby. If you’ve tried out the new class of location-based services (LBS) apps – such as Foursquare or Gowalla – then you’ve already sampled the fun of “checking in.” And if you’ve set it up, you can simultaneously send updates to your Facebook and Twitter accounts. Think of it as a virtual shout-out proclaiming, “hey, people, look where I am!”

What makes Facebook’s introduction of this new feature big news is mainly twofold: (1) why did this take so long to add and (2) will it wipe out the category pioneer Foursquare and its runner-up Gowalla?

First off – when you think about all the activities surrounding social and mobile user behavior, identifying or acknowledging one’s location is the magic nexus that can fuel greater levels of engagement between customers and brands.

Whether it’s a local business wanting to reach out to potential customers in a surrounding area or a major brand wanting to communicate its numerous locations (especially the one near you) or allowing customers to search and find the right spot to meet up, it’s the point of “getting local” that makes LBS the next great marketing frontier.

And what makes the social aspect so important is the difference in philosophy of top-down vs. bottom-up messaging. Rather than having “Big Brother” track you down to shove a marketing message (top-down) in front of you while you are out shopping or running errands, allowing customers to chat about brand locations and share their perspective (bottom-up) gives brands the opportunity to travel the conduit of word-of-mouth messaging and connect on a localized level.

Quite frankly, Facebook could have implemented this functionality 18 months ago. Foursquare is barely two years old and, while the pioneer of LBS, is just now topping three million users. Perhaps Facebook felt that with all their privacy issues, launching another context-sensitive feature might have blown the debate over use of user data clean out of the water.

Second, Facebook could not forgo Foursquare for much longer given that much of the user and sharing data within LBS could greatly mirror much of what users like to update. Scan your own Facebook page and see just how many posts are about “where” your friends are or what they are doing “where.”

Some in the industry, such as PCMag.com, note that with the introduction of Facebook Places, the entrance of such a big player will validate the LBS category, as evidenced by a recent increase in Foursquare sign-ups. While they might see a momentary lift in the tide, there’s one number we just can’t ignore – 500+ million. That’s the size of Facebook’s user base, and we see no slowing on the horizon. Five hundred million vs. three million? You take a guess.

So where exactly will this net out?

There’s still a degree of uncertainly regarding long-term use of LBS, and I’m thinking those that are dense will use it the most. No, I’m not referring to a mental state, but rather density of population. Identifying one’s location in a metropolitan area – say Manhattan – is far more valuable to a group of friends who are within walking distance of their favorite pub. Of course, the flip side of that argument is the notion of relying on your friends’ referrals to save you time and effort – like the suburban mom not wanting to drive all over town to find a new dry cleaner. Maybe “being dense” is relative?

Well, there is one overarching issue that perhaps all competitors will have to deal with – and that’s a new Net ailment that’s starting to spread: “check-in fatigue.” Just chat with a few of your friends who have used Foursquare and Gowalla for more than a year, and you’ll hear them express a bit of weariness over constantly remembering to “check in.” And trust me, being the virtual mayor of “XYZ” is a game that really has no rewards except for temporary bragging rights.

Which leads me to a last point noted initially by our Director of Digital Strategy John Keehler, and that’s the question of why no one has implemented the concept of the “check-out”? You’d think businesses would love having users who are leaving, say, a restaurant or store to note their experience – especially if it’s a good one – and say something like, “Just left the new Kent Rathbun concept and had a fantastic evening…”

So where do you net out on this debate? Will Facebook rule location-based services or is there room for more focused, nimble start-ups? We’d love to hear your personal perspective, so post your comments below – right after I “check out” of this blog post.

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This past week I had the chance to revisit one of the longest-standing interactive industry trade shows – ad:tech – at “home base”, The Moscone Center in San Francisco. Frankly, the show had lost some punch over the past two years as most of the event felt like one continuous vendor sales pitch. Thankfully, that was not the case in 2010.

With a reported show attendance of over 11,000, it’s clear the business is back in full force. The conference sessions and exhibit hall featured new product introductions, technology platforms and services that span the digital advertising world, including:

Ad Networks, Ad Servers, Affiliates, Creative Services, Email Marketing, Rich Media, Media Planning, Metrics/Analytics, Mobile, Portals, Publishers, Research, SEM and Viral Marketing, just to name a few.

Chatting with a long-time friend and Chief Revenue Officer Mike Pubentz of dmg world media and producer of ad:tech, the show was completely overhauled to create higher quality engagement between speakers, exhibitors and attendees. For example, a new “Marketing Masters” series provided a two-hour session on hot topics that mattered most to attendees. The sessions featured broad panels and allowed a good deal of back-and forth between attendees and speakers.

One of the most gee-whiz demos I saw was a true Multi-Touch interface from a company called Dedo located in Dallas, Texas (yes, I know, the irony of traveling all the way across the country to discover a cool technology located right in your own backyard). The best part of the technology is that it’s built with Adobe Air and does not require a lot of the expensive hardware equipment associated with Microsoft’s Surface computing initiative.

The image featured here takes Twitter data and displays it real-time, and classifies the posts by different parameters. Here, the Puma brand was recently mentioned in a keynote session and therefore has more prominence. It’s a quick and easy way to identify hot topics with a volume of mentions.

Here are some key take-aways from ad:tech San Francisco…

Zig when others zag
Jaime Cohen Szulc, CMO, Levi Strauss & Co. delivered the opening keynote and stressed the importance of creating clearer separation of strategy and execution when deploying new campaigns. He noted that most marketers are like 5-year olds playing soccer – they tend to all run to the ball in the same spot on the field. He says to play your position and be strategic about deploying your assets where the competition is not.

Content is no longer king – data is
Just a glance at the trade show flow to see the huge number of data platforms, aggregators, demand-side platforms, networks and exchanges quickly left you with the feeling that you better bone up on your math skills or you’ll quickly feel out of touch. Even keeping up-to-speed with the industry acronyms during presentations was a hurdle. Most folks agreed that a vast majority of VC money is pouring into anything with the word “data” in the elevator speech. Word of caution: most also noted there will be major consolidation in the coming months. So be very careful whom you trust data to or else the info may disappear with the company.

Design is critically important
We’re not talking about the debate of how best to design work for print or web, we’re talking how to design for specific channels. For your next project, if the design resource you are using is not assigning the project to a digital art director who lives and breathes the medium, then skip it. There’s no way they will get the project right unless they are sensitive to the intricacies of the social tribe they are participating with.

Measurement – please stop focusing on the click-through, really!
Dave Smith of MediaSmith was spot on in his plea to get all marketers to look at their response data in a holistic fashion. While many of us in the digital space know this well, it’s worth repeating; an impression is still an impression – even if there is no click. Bottom line – you are flying blind if you don’t invest in better measurement. Why not get the complete picture and leverage all the data points at your disposal?

The iPad is freakin’ HAWT… so get on board.
Tablets are the new TT – Transformational Technology – and many at the conference agree the form, function and features of the new iPad will revolutionize how we consume many forms of media. The real question is when. Suddenly all those iPhone developers are dropping what they are doing and jumping to iPad projects. Hint, hint.

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This article first appeared in MediaPost on December 7, 2009.

After reading the article regarding the new industry ad campaign from the IAB, I have to say I was saddened. As a 15-year digital marketing practitioner, I felt my heart sink while reading how the IAB has deemed my profession “creepy.” Granted, there are studies on people’s views of professions that rank ‘advertising’ right along ‘used car salesman’ for trust and appeal, but at what point did it make sense to highlight a misconception? While the intent was right, the execution was really off — especially the ad creative.

So many questions abound:

Why are we demeaning our industry with the very point that rallies our detractors?
- Rep. Rick Boucher (D-Va.) must be dancing in the halls of congress.

What in the world were we thinking when we played up invasion of personal privacy as a fun way to make a point?
- Between ID theft, coverage of Erin Andrews and her peeping Tom and child predators stalking kids online don’t you think Americans are more than just a little concerned already?

And did someone really think we could convey the right information for such a complex message using demeaning headlines?
- There are more than enough studies out there that show how “snarky” creative always backfires. How will this endear us to the general public?

Yes, the creative is meant to turn a negative into a positive and right what are common misperceptions. But that’s like trying to turn the Titanic before hitting the iceberg. Folks, you don’t have to get off the boat, just take the warm weather route!

What this represents is a huge missed opportunity. We should be focusing on the positive benefits of online marketing – not the negative. Hints: The right message, the right time, the right place for the right person. Heck, you could have even gone green: “Less is more. We eliminate ad waste!”

If you need validation, remind folks it’s the same way you get smart recommendations for books on Amazon.com. And how you don’t have to re-type your cc info on your favorite sites. People appreciate convenience and personal benefit, not industry threats.

And not to totally degrade the effort, I’d like to state there are good aspects about this effort. If you participate in this industry at any level, make it a point today to read the entire “Privacy Matters” page. Every tab, every sub nav page.

There is good content and illustrations of important issues. So much so that if you read the content and think about it, they really got the entire campaign upside down. If they had highlighted the points in the support points, we’d see a totally different campaign.

Well, guess that leaves us with another important aspect of online marketing – Optimization! I strongly encourage the IAB to traffic out another ad campaign ASAP.

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