Thing 1: Customers aren’t looking for your sales materials any more. Strange as it may seem, there was a time when people reached for the yellow pages and contacted a company when they needed to solve a problem. Now people spend longer online, and get information from each other, before contacting vendors. A person with […]
Read more "Seven things you need to know about content marketing"Working on integrated content marketing strategy is a lot like building cruise missiles. It’s creative, of course, rather than destructive. Instead of trying to inject a hundred kilos of high explosive into a bunker protected by ferroconcrete, we’re in the business of propagating ideas into minds guarded by cynicism and limited attention. But aside from […]
Read more "Digital communications and smart munitions"You’ve probably never heard of the company I work for. But our product is all around you. In fact, it’s inside you. We make ideas, and we put them in people’s heads. Essentially, we create fame. What does that even mean? A company whose business is to create fame? Communications companies like the one I work […]
Read more "We create fame. We spread ideas. (Want to join us?)"“Where do you get your ideas from?” is a question I’ve been hearing a lot recently. That’s mostly with regard to 30 Second Sci Fi, a project of mine where I’m writing one short sci fi story every day. I’ve been writing for eight months now, so we’re 2/3 of the way done. Only another […]
Read more "Where the stories come from"Many people in PR, advertising and communications put great pride in storytelling. Are they missing something? Storytelling is a powerful tool. But storytelling is just one way of sharing understanding and spreading ideas. Like any tool, it has strengths but also limitations. There’s another way: interactive experiences like apps, visualizations and games can also be […]
Read more "Better than storytelling: Four reasons interactivity is the future of PR"On the morning of 14 November 2008, a 15 year-old boy was rushed to hospital in Laholm, Sweden. He was suffering from an apparent epileptic fit, brought on by exhaustion and dehydration. Investigating doctors discovered that the cause of his illness was self-inflicted. The boy had been playing Wrath of the Lich King, an expansion of […]
Read more "The Three Fundamentals of Powerful Interactive Communications"This interactive model of our solar system perfectly and simply demonstrates the power of interactivity as a form of communication. Interactivity is a powerful way to transmit understanding. By getting people to do something, rather than just watch or read something, you can get them to understand things they never would have otherwise. If the moon were […]
Read more "If the moon were only one pixel: the power of interactivity"Sponsored content. Native advertising. Whatever you want to call it, if you do it right, it’s good for the public, good for publishers, and good for brands. Why are people so nervous about it? This is the text, more or less, of a talk I gave at the Digital Media Europe 2014 conference in London this afternoon. […]
Read more "#DME14: How to stop worrying and love sponsored content"This post is the text, more or less, of a talk I just gave in Nottingham for TEDxUoN. The summer that I was eighteen years old, I went on a bike trip to Ireland. I borrowed my older brother’s bike and got my own plane ticket. I was going alone. It was the first really […]
Read more "TEDxUoN: Communication and the power of video games"We all know conversation is a game. Sometimes it’s a game with a very definite prize, like getting someone to think you’re interesting enough that they’ll give you their phone number, or getting someone to trust you enough that they’ll consider your business proposal. Whatever the goal is, conversation is challenging, scalable, and interactive – […]
Read more "Conversation: the Rules"
Philip Trippenbach 