Archive for September, 2011

Mobile Roundtable (Pt 2): Red Bull Revs Up Mobile Marketing

Posted by Rick Mathieson on September 30th, 2011 at 2:46 pm

Red Bull is riding the mobile wave - and Adam Broitman, CEO of New York City-based digital agency Circ.us, is there to help them do it right.
While not strictly a mobile marketing agency - Circ.us is complete transmedia - the firm has been highly active in the medium, having spearheaded initiatives for Ben & Jerry's, A&E and many others.
But one of my favorite projects from Circ.us has been the Red Bull 'Augmented Racer' Game, which you can hear much more detail about here.
 
In Part 1 of our Fall Mobile Marketing Roundtable, we talked to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American Express about how AMEX is going social+mobile+commerce.
In Part 2, we talk to Broitman about ways this equation will play out over the next five to 10 years (Let's just say the conversation includes NFC embedded in our skin) - and what it means to the world of advertising.
 
FALL 2011 MOBILE MARKETING ROUNDTABLE PART ONE: RED BULL & WHAT LIES AHEAD FOR M-PAYMENTS & ADVERTISING

Click Here to Listen to: Mobile Roundtable Part 2
(Approx. 5:01)

Fundamentals for Successful Event Marketing

Posted by Janine Popick on September 30th, 2011 at 11:56 am

Putting on or attending a professional event can be quite intimidating. How do I get the word out? Will anyone show up? Will people get bored? Here are a few tips to make sure you get the most out of your event marketing efforts.

Program Owned Media Like a TV Exec: Part Three of Paid, Owned, & Earned

Posted by Dave Marsey on September 30th, 2011 at 11:29 am

The dog days of summer are over: school is back in session, wearing white is no longer an option and primetime kicked-off last week. And now Paid, Owned, & Earned Hot Air is back in session!
As a quick refresher, I set out to cut through the hot air with Paid, Owned, & Earned Media and define how to build a sustainable way to plan.
There are four components to generating Earned Media:

Planning (covered in Part One)
Allocation (covered in Part Two)
Distribution
Talent

This week, Part Three – Distribution – explores how to put content in front of our audience in order to drive the type of engagement that results in sharing. As we know, sharing drives Earned Media.
Who, Where, and What
The first part of Distribution depends on knowing the who, where, and what:

Know who among target audience is most influential and drives others to share. There are three types of audiences:

Igniters: Influential creators on an individual topic or category with an engaged following. Approximately 1% of audiences.
Sharers: Sharers enjoy Liking and Tweeting content for their friends and family to see. It could be content that an Igniter puts out, news source, brand, other consumer, etc. Approximately 9% of audiences.
Watchers:... Read more

Legendary Marketing Blunders

Posted by Dan Brooks on September 30th, 2011 at 9:34 am

With Netflix's poorly planned and received announcement of Qwikster - as discussed in this iMedia blog - we thought it would be a good time to revisit some famous marketing blunders. The point here is not to poke fun. Most companies and brands that find themselves in hot water with the press or public, like the ones included below, often have good intentions and just make honest mistakes; understanding what went wrong and how they dealt with it may help others avoid the same pitfalls in the future.
New Coke. This is, of course, the big one. Based on feedback from focus groups and marketing research, Coca-Cola decided it was time to update its legendary soda (read: make it much sweeter) in the face of competition from Pepsi and other beverages. So, in 1985, Coca-Cola introduced "New Coke." What it didn't count on was the fact that people would miss the original Coke - a brand and taste that they grew up with - and the backlash was intense. Coca-Cola quickly pulled New Coke from the shelves and released "Coca-Cola Classic" - a new branding that told people the original formula was back, and would help them forget this whole New... Read more

Advertising Week: The Online Creative Revolution

Posted by Rob Gatto on September 30th, 2011 at 6:14 am

What works in advertising? That question has been asked innumerable times, and yet it’s still hard to answer. Initially, digital advertising promised an immediate, holy grail for marketers. With clicks and analytics of those clicks, marketers and advertisers would finally know exactly what works – and do more of it.
Yet, the reality of today’s digital advertising industry doesn’t reflect that holy grail. Yes, analytics allows marketers to make impactful decisions and micro-target their advertising to specific, receptive audiences.
Yet, the initial question still remains in many forms – what works in advertising to ultimately motivate and lead a consumer to take an action or buy a product?
Any discussion of the effectiveness of digital advertising leads eventually to a discussion of ad creative. In the current noisy advertising environment, it’s important to discuss and analyze the creative elements that lead consumers to respond:
What ad formats are working well? How can we evolve the static banner ad via interactivity and engagement within the ad?

What ads do people remember and why?
What’s working with rich media ads?
Which portal sponsorships are working well for advertisers and brands?

At the Paley Center for Media during Advertising Week, I am joining several prominent digital advertising executives (Wayne Powers, Head... Read more