Everyone is talking about Pokémon. How it’s growing like crazy, dethroning social media networks like Twitter, Pinterest and hurting revenue flow from giants like Facebook and Google. Changing people’s daily attention and time to search for virtual beings. Call me crazy.
If there’s a commodity that is really scarce and limited is… time!
We all have the exact same amount of time everyday to spend in what we consider more important or attention driven. Some choose to spend it sleeping, partying, working, spending with their family… or doing nothing. Between what one considers important, there’s lots of small routines. Some of those routines is what we check on the mobile device.
Let’s focus on that for a moment: your mobile, which is becoming a limbic part of your body. Even on your cluttered mobile screen, filled with app folders you usually just check two or three apps on regular basis according to your needs and habit. So, the ultimate goal for any brand is to be one of those apps, am I right?
What if… you could reach your audience on a seamless way, throughout a myriad of operating systems, devices, app versions and even be available on desktops or mainly any web browser? Com’on Rui, you’re day dreaming…Continue reading →
Quite recently I’ve moved to an apartment right in the city. For those who don’t know, I used to live about 80km from Lisbon on a beautiful countryside house with lots of space, peace and quiet. I still own it, but since all my “family lives” are in Lisbon (work, school, friends) it wasn’t making a lot of sense to go 80km each way everyday. So, we moved.
Now, we’re 2 adults, two children and two old dogs’ kind of family.
And here it’s when we found out something really disturbing. When we used to see people walking by their dogs without any leash by the driveways it was kind of cool.
Oh, how well trained they are. How friendly and likeable they are, right? How cute…
Well… not so much. It’s cool when they are well trained, they socialize well with other dogs and they don’t “hurt anyone” (the most common excuse I’ve heard so far), right?
Ok, I assume that makes sense. However, when they don’t respond to their owner’s command and keep bouncing around to “socialize” with my pets, it’s a big, big trouble?
Why? Because my dogs are old, cranky and don’t want to play most of the times. Specially, when the other dogs show their teeth. Why they don’t like it, I really don’t know. It must be because they’re sensitive somehow (sense the irony?). Continue reading →
Grabbing an idea from Seth Godin (who else??) about this same subject, infrastructure is often demise in face of other urgent premises, like to have a business plan in place, hire the necessary people, etc, etc…
When I mention infrastructure, as Seth also pointed out, it’s not only about get an office and build a proper store or business. It’s more about the bases as a company and specially the culture which will drive a business to a sustainable growth.
I guess most businesses don’t take care of this subject as it should. I’m also to blame in some of my companies since this was not taken care of and eventually it failed or we needed to make a revolution in order to get things straight again. Continue reading →
I wanted to give you a heads-up on why I chose to join Markedu after a very kind invite by Michael Leander (which is Markedu’s founder, BTW). In case you’ve been following my career because you’re my friend, associate or just someone interested on being a stalker (just kidding!! 😉 ), this might come up as a surprise. Or not! Continue reading →
I was checking my emails when my wife pass by me and rumbles something about how obnoxious some hotels are. It’s not so common for her to say that (believe me) so I asked what’s happened? She then explained to me that she received a newsletter from one of those Groupon like sites about booking offers with flashy signals saying that it was a great opportunity and amazing deals. You know… the usual! 😉 Continue reading →
This was my latest Post on Medium about something that worries me a lot: Online Comments. I’m afraid that what we’re reading on these online comments could be a significant part of our real society and this is my take on the subject. I hope you like it and eventually have something to add.
I should be writing this down in Portuguese since it’s all based on recent events in Portugal, where I live. However, after a few chats, friends all over the world say that it’s universal and can relate with these subjects.
This post is focused about two main events or situations that are happening right now, as I write this. One is the absurd new tax on Digital Storage Devices that it’s going to be (supposedly) delivered to the Copyright Artists Association. The other is about the fight that cab drivers are doing against any new trend that comes to eventually change their way of life.
The two subjects can be discussed in this post since both are related on the same problem itself. Continue reading →
Direct response ads pay for themselves (at least they do when they work). Socially acceptable paid-for interruption leads to response, and the response (a sale, generally) generates revenue and you can run the ad again. Google’s business is driven by direct response advertising.
Trust ads are generally unmeasurable. “I’ve heard of these guys, somewhere.” Without consciously realizing it, we often choose to do business with the familiar, and ads increase familiarity. Particularly the right ad that runs in the right place. This is old school advertising, the first kind that appeared on TV. This is advertising that tells a story, advertising about belief, not necessarily action.
Demand enhancement ads remind us that on a hot day, we’d like a cold drink. They are ads designed to tickle and provoke, to increase the number of people in the market for what it is you sell. This is the best kind of billboard, the one that says, “next exit.”
Every once in a while, an ad does all three things, but that’s a foolish thing to hope for. Budget appropriately, because the very worst thing you can do with an ad is spend too little–it will get you the same results as spending nothing.