Laugh Tracks and Voice Boxes

Here’s our latest roundup of digital marketing tips.

Copywriting: Everyone’s a comedian: Using humor in advertising

Humor is a bit of a double-edged sword and, when used improperly, can end up hoisting you on your own petard. Mixed metaphors aside, Bonfire content strategist Elizabeth Harney dives into the nitty-gritty of building the funny into advertising, blogs, and social copy.

Client takeaway: Be topical, don’t be afraid to make fun of yourself, and make sure you’re feeling the pulse of your audience.

Suggested implementation: Explore possible avenues for taking a lighter tone with your products and services (it’s been working really well for Wendy’s).

SEM: What does Google’s “Project Owl” mean for search and fake news?

As a response to the glut of fake news spreading around the internet in 2016, Google has begun Project Owl, which will attempt to address false news stories with feedback forms and highlighted snippets from authoritative sources.

Client takeaway: In spite of what you may have heard, as long as you’re practicing quality, non-exploitative SEO, things likely won’t change too much on the optimization end.

Suggested implementation: Like all Google search algorithm updates, the changes to the search engine will be a closed box. But keeping an eye on leading analyst reports is a good idea for guidance.

Technology: The 8 biggest announcements from Apple WWDC 2017

The Apple Worldwide Developers Conference just wrapped, and there were a whole bunch of new announcements about Apple products, including many operating system updates. Apple is also branching out into the smart home market with its $349 HomePod.

Client takeaway: New iPad Pro, new iMacs, new OSes, and — most importantly — a competitor to Amazon Echo and Google Home: the HomePod.

Suggested implementation: Voice search is clearly not going anywhere, and marketers should learn to account for variations in smart home products as more consumers start relying more on their voices to do the searching.

Trends: Mary Meeker’s 2017 internet trends report: All the slides, plus analysis

It’s that time of year! Kleiner Perkins Caufield & Byers partner and prediction guru Mary Meeker has released her internet trends report for 2017. Her report contains the best information about smartphone use, voice search, global internet use, and more.

Client takeaway: Among the many stats, gaming has become a $100 billion industry, and 20 percent of mobile search queries were made by voice in 2016.

Suggested implementation: At 355 slides, the report is quite a read, but it’s hard to pick just one thing to focus on. All the data is good. Learn it. Live it.

Video marketing: Whiskey dress down: Jack Daniel’s spoofs Vanity Fair shoot

Jack Daniel’s is facing competition from an emerging local whiskey market, and is attempting to draw more people into its premium whiskey with a playful ad featuring its employees. It’s a fun reversal of stereotypes that appeals to the homespun roots of the brand.

Client takeaway: Jack Daniel’s understands its audience and its drinkers. They know pretentiousness won’t fly, and that they can have a sense of humor with the brand.

Suggested implementation: The success of this ad once again illustrates the absolute necessity of researching your audience and building good personas. Understanding your audience and having fun can often have great results.