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How today's CMOs are using media to cut through the clutter

Posted by Bethany Simpson in Opinions on December 19th, 2014 at 5:37 pm

tl;dr - "Everything is media," says Alan Cohen. Formerly a big traditional media exec, Cohen is now the Co-Founder of an industry disrupter named Giant Spoon. He gives examples of new ways clients are cutting through the consumer fragmentation clutter with innovative new uses of media.

We had the pleasure of speaking with Alan Cohen, Co-Founder of Giant Spoon, at the recent Chairman's reception at ad:tech NY 2014. In this interview he speaks with dmg::events Board of Governors Chairman Sara Fay about the biggest problem today's CMOs need to solve: bringing new ideas to the table that take full advantage of content, digital, and technology--and doing it in such a way that they cut through the clutter of competing marketing noise.

Cohen also addresses agency fragmentation, including ways clients are handling multiple agencies, the evolving role of the CMO, and creative new campaigns he's helped execute for Warner Bros., Uber, Oculus Rift, and others.

2015 Marketing Predictions You Can Set Your Digital Watch By

However improbably, December has already arrived, and with it, the traditional impulse to take stock of the year drawing to a close and try to imagine what we’ll be getting ourselves into with the next one. Digital marketing is particularly rich soil for this treatment both because of the blinding pace at which the underlying technologies evolve, and the fact that most of us in the field are more than a little inclined toward the sentimental. Accordingly, we at Anvil enjoy making a formal exercise every year out of having this conversation, and it’s time to have it again, so take a break from wrapping presents and meet me over at the crystal ball.

Let’s begin with a fair reevaluation of the predictions we made a year ago at this time, so you’ll have some idea of how much trust our new ones deserve.

Our 2014 Predictions, One Year Later. How’d We Do?

CMOs will increase spending in digital marketing. This is the biggest ‘duh’ on our list, but in 2014, CMOs were spending their money blindly on digital, not knowing truly if they were getting ROI on their investment. Now, social media and other digital channels have added metrics to allow...

Holiday shoppers go social (Infographic)

Posted by Katie Perry in Opinions on December 19th, 2014 at 12:00 pm

Did you turn to your favorite blog as a source of inspiration for your holiday gift purchases -- or perhaps find a gift idea through one of your friends' social posts? You're not alone, according to new research results from Crowdtap, The People-Powered Marketing Platform.

Crowdtap leveraged its platform to poll 3,000+ men and women in 2013 and 2014 to gather insights on how social media’s role on holiday shopping is constantly evolving. The key finding: Holiday shoppers are increasingly seeking out gift ideas on social –  and they’re relying less and less on traditional channels.

You can check out the full infographic and survey results click here. And to see the full series here.

15 Marketing Trends for 2015 Infographic

Posted by Winnie Brignac Hart in Opinions on December 19th, 2014 at 11:09 am

Getting above the clouds becomes more
challenging in 2015.

With the growth of emerging technologies, it is difficult to stand out in a crowded marketplace. Identifying your business's true purpose and having a clear understanding of your prospects' pain points are what will set you apart from your competition.

In addition, having an integrated marketing plan that builds ongoing, personalized relationships is key. Marketing has moved beyond a department - it’s now everyone's job.

To learn more, download the 15 Marketing Trends for 2015 Infographic.

'Tis the Season for Brilliant Food Marketing

Posted by Doug Austin in Opinions on December 19th, 2014 at 10:02 am

You would have to be very crusty not to be moved by Budweiser's magnificent Clydesdales trotting through the snow with a perfect Christmas tree in tow. Of course, beer is beer, but what about when you add snow, a tree, a home, and eight 2,000-pound, chestnut-colored Clydesdales?

Now that’s a TV commercial.

Budweiser pulled out all the stops to appeal to viewers’ emotions; as a result, it created a magical story. It’s a story everyone can relate to on some level — regardless of your personal experience with sleighs and fantastic magical Clydesdales. It’s a classic example of appealing to emotion rather than reason to connect with customers, and it’s a marketing strategy as old as time.

But Budweiser is hardly alone in using family, scenery, sound, storytelling, and music to nurture nostalgia, especially during the holiday season. And because food is at the heart of so many family traditions, it only makes sense that food brands are the heavyweight contenders in the holiday marketing space.

The good news is that Budweiser doesn’t have a lock on emotional connection; it just does it very well. Any brand can appeal to your sense of emotion, and storytelling can be the doorway to the soul.

The...