Archive for January, 2011

Location-based apps addition

Posted by Lucia Davis on January 31st, 2011 at 11:19 pm

Reid Carr, the CEO and president of Red Door Interactive, had a few things to say about location-based apps. Here's what he added to the conversation:
"It’s difficult to say which location based app is more valuable because it’s like comparing apples and oranges.  If I want my friends to know where I am, I would use the service my friends use.  If I want to get a discount that I’d heard about, I would use the app that provides it.  If I wanted a personal record of my travels, I might use another app altogether.  Beyond feature fragmentation, location based apps need to mature, and although there are signs of this happening now, the next year will see them evolve with tangible value, utility, and improved interoperability.

Brightkite, a pioneer in the space, had a very polished and functional service well before Foursquare came on the scene,  but adoption was slow and niche because the general public was unmotivated. The public needed a reason the check in.  They needed value.  Foursquare was able to reach that tipping point through gameification, and the virtual rewards acted as a placebo until businesses and marketers were able to understand the impact and begin providing... Read more

Marketers must remember the importance of time

Posted by Jeff Hayzlett on January 31st, 2011 at 7:44 pm

Timeliness can make or break a client relationship. Follow these tips for a more productive 2011:

Exploring the power of brand storytelling with David C. Edelman

Posted by Gretchen Hyman on January 31st, 2011 at 6:22 pm

iMedia caught up with David C. Edelman for a sneak peek at some of the brand strategy and management insights he's planning on sharing with attendees at the upcoming March Brand Summit. A partner and global co-leader of the Digital Marketing Strategy Practice at McKinsey & Company, Edelman was recently published in the Harvard Business Review [http://hbr.org/2010/12/branding-in-the-digital-age/ar/1] exploring the McKinsey-developed concept of the Consumer Decision Journey (CDJ), and its essential role in the framework of compelling and meaningful brand messaging.
What’s the elevator pitch for a better understanding of the Consumer Decision Journey?
Think about your allocation of spend in a way that actually matches all of the touchpoints that influence consumers as they consider, evaluate, buy, experience, and advocate or bind with your brand, versus focusing on the more traditional view of paid media spend, which tends to emphasize the “consider” and “buy” stages. When you do that, you find that it's especially important to invest more in helping consumers "evaluate" and "advocate," which are traditionally ones that campaign plans tend to overlook.
What needs to change first and foremost in an organization to make this fundamental shift toward successful brand “story making”?
The first thing that needs to change is the... Read more

Ad Privacy and Compliance: Making the Right Impression

Posted by Max Mead on January 31st, 2011 at 4:52 pm

This fall, online consumer privacy took center stage with the launch of the online advertising industry’s first major coordinated step to self-regulate practices related to the use of online behavioral data. The initiative was broad in scope, led by a consortia comprising the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB) in conjunction with the Council of Better Business Bureaus (CBBB).
At the core of the initiative was to foster a coordinated effort and develop a methodology for allowing consumers to choose which entities are able to collect and use data for online behavioral advertising (“OBA”), whether for media targeting or generating creative messaging. This recently came in the form of an industry-wide “Advertising Option Icon.” When an advertiser includes this icon within ad placements consumers can learn about online behavioral advertising, which data providers and sources were used for generating the ad, and may also opt out of receiving behaviorally targeted ads from some or all of participating companies by clicking the icon.
At PointRoll we support this industry initiative for two main reasons:
First, we believe that consumers should have control over who can and can’t... Read more

The Revolution will not be on Facebook

Posted by Andrew Edwards on January 31st, 2011 at 4:48 pm

Did the Egyptian Revolution Halt When Facebook Stopped Working?