7 things your boss wants to know about mobile

Posted by Michelle Boockoff-Bajdek in Opinions on November 26th, 2014 at 8:40 am

More digital advertising budgets are flowing into mobile than ever before, following changing demographics and consumer focus. However, mobile marketing in the media and entertainment industry can be challenging. There are several new developments that executives must understand about this new multiscreen landscape.

Here are seven insights and critical stats about customer engagement in the new mobile market that even your boss may not know. Acting on this data can put your company well ahead of the curve and help you reach consumers in a multitude of new ways.

"Serve the audience, not the device." Let’s face it, your audience can't be defined by a single screen anymore. Today, nearly 85% of audiences consume media on their tablets and smartphones, in addition to their television, according to a study from Tapad. Cross-device marketing should be considered the new normal.

Mobile ad budgets are rapidly increasing, but still playing catch-up. Budgets for mobile advertising are on the rise (nearly 83% since 2013), with more than $8 billion in spend on mobile ads, largely as a response to the increase in mobile media consumption. Ad budgets have yet to catch-up, however, but the dollars are certainly starting to flow in that direction.


Innovation is a Passionate Accident

Posted by Shawn Fenton in Creative Best Practices Opinions on November 25th, 2014 at 2:54 pm

It's hard having a title that's a buzzword.

A year ago I read an article in  WIRED magazine entitled "Innovation: The Most Important and Overused Word in America". It hit home for me because printed right on my business card is the word "Innovation".

Maybe my card should read: "Shawn Fenton - Passionate Accident Department." Because to me, that’s what innovation really is: the place where passions meet opportunities, something that you can’t plan for but you can prepare for. Our end product may deviate, but the process always starts with passion.

It’s really hard to plan for innovation. I've touched on this topic before in my post "Less Thinking, More Doing;" when you bring ideas to the table, what’s important is to let yourself make mistakes, let your objectives remain flexible and see what comes out of it.

That being said, it’s difficult to look at a blank page and start "innovating".

First of all, labeling projects as "innovation" is as vague as it is daunting. Smart, original ideas don’t just spring off the page – they’re built on a foundation of passion, and a desire to take the best thinking and put your own spin on it. For...

How to Develop a Charitable Giving Strategy for Your Tech Company

Posted by Anna Johansson in Creative Best Practices on November 25th, 2014 at 10:53 am

As a long-term strategy, corporate philanthropy is regarded by some business owners and executives with skepticism. Even if they’re active givers, certain individuals are unwilling to discuss the strategic nature of their giving because they fear it will compromise their position.

That’s not necessarily true. The public doesn’t find it hard to accept that corporate philanthropy might benefit both the giver and the recipient; and there’s nothing wrong with giving back to an organization with the knowledge that you’ll benefit from the exchange as well. In the technology sector in particular, the two go hand-in-hand.

The rewards of corporate philanthropy

There are a number of benefits associated with giving to charities and nonprofits. However, private firms must approach the process strategically for the best results. Learning how to balance the results and ensure everyone’s needs are covered is the ultimate goal.

While it’s never advisable for a business to support an organization or cause it simply doesn’t believe in, it’s also not a wise tactic to partner with a cause that provides very little benefit to the giver. It’s much better to support charities that help you in return.

Internally speaking, a corporate philanthropy strategy offers the benefits of improving workplace morale, building camaraderie,...

Malcolm Gladwell on Steroids = Influencer Marketing

Posted by John Bohan in Opinions on November 25th, 2014 at 10:44 am
In "The Tipping Point," Malcolm Gladwell talks about “the moment of critical mass, the threshold, the boiling point." In essence that magic moment in time in which an idea, trend or product gains significant notoriety such as the rise in popularity of Hush Puppies in the mid-1990’s or the decline in NYC’s crime rate after 1990.

He attributes much of this incredible growth to three primary types of people.

The Mavens who are the experts in a particular subject matter.  They are the computer nerds, the movie buffs, or the fashion-forward friends.   They are the people you ask first when you need advice or help.

The Connectors are people that seem to know everybody.  They have a vast network of friends and colleagues and are instrumental in spreading the word.

The Salespeople are the people that persuade others to jump on board. Their charm and gift of gab makes people want to believe them.

Typically, the maven, the connector and the salesperson are different people with very different personalities and skills.  And, for an epidemic to catch on, the three need to be working together simultaneously which often takes a lot of time and/or never happens at all.


Content Marketing For a Medical Practice

Posted by Morgan Sims in Opinions on November 25th, 2014 at 9:39 am

It is true that nearly all businesses can benefit from content marketing but there is a certain finesse that comes along with certain businesses. The demographic is extremely important in many cases when marketing to these different businesses. Businesses that most people have to visit like a doctor’s office have to be careful as their demographic includes everyone so they need to market carefully. This will delve into the different intricacies of marketing for a doctor’s office.

You Cannot Try To Sell Too Much

This might express an opinion that many people have about marketers when they try to sell too much in their marketing approach. Obviously the doctors wants as many patients as he or she can handle but going about this is a sensitive topic. In the cases of doctors, many people would rather view a doctor as somebody who is out there to serve rather than somebody who is running a lucrative business. Another question that might arise is the patient wondering why the doctor is selling so intensely with their marketing. This can lead to uneasy feelings as a person might wonder about the competence of the doctor and why they do not just let their...