Archive for September, 2011

Mobile Marketing Roundtable: AMEX Goes Mobile + Social + Local & More

Posted by Rick Mathieson on September 29th, 2011 at 8:05 pm

  With apologies to VISA, it's really AMEX that's everywhere you want to be.
At least that's the contention of Julie Fajgenbaum, vice president of brand, marketing and social media for American Express, in our Fall 2011 Mobile Marketing Roundtable.
  Joining Fajgenbaum: Adam Broitman, chief ringleader for New York City-based digital marketing agency Circ.us, and Jeff Hasen, chief marketing officer for Seattle-based mobile marketing firm HipCricket - who we'll hear more from over the next few days.
In part one, Fajgenbaum offers insights into AMEX's mobile+social+local strategy, which includes new promotions with Foursquare and Facebook, as well as an initiative with Verizon and Sprint to enable you to make mobile payments using your phone using a prepaid account maintained by AMEX.
As you'll hear, AMEX has adopted "mobile first" design principles - meaning it now designs brand experiences for mobile first, because it will necessarily work on other devices.
Among our questions: What social+local+mobile might mean for AMEX in the next five years - and whether mobile payments spell the end of physical credit cards.
FALL 2011 MOBILE MARKETING ROUNDTABLE PART ONE: AMEX'S MOBILE STRATEGY

Click Here to Listen to: Fall Mobile Marketing Roundtable Part 1
(Approx. 6:45)

Media buying agencies – the end is near. Or, is it?

Posted by Uwe Hook on September 29th, 2011 at 7:20 pm

Yahoo!, the last traditional media company, is in deep trouble. Just like AOL, MSN and Forbes.com – dinosaurs founded in a time where media agencies had to manage scarcity. The Yahoo! Homepage used to be part of a digital media plan just like buying commercials during the NFL season for beer brands. Two things changed: ad networks, DSP’s and ad exchanges changed the focus of media agencies from placement buying to audience buying. And, more importantly, people are less interested in reading professional content and pay more attention to content created by their friends.
What is Yahoo’s response to a changed marketplace and customer behavior?

More content, more video, more, more, more. I wonder if Albert Einstein’s “Doing the same thing over and over again and expecting different results” has become Yahoo’s mission statement. More is not the answer. Traditional media companies will never be able to compete with the amount of content created on Social Networks, Twitter, Foursquare, YouTube, Facebook, Google+, Blogs, sites, Tumblr, etc. I’m not predicting the death of Yahoo!, nothing ever dies. VCR’s are still flashing “12:00” in millions of households, papers are being delivered to millions of door steps each morning and millions of faxes are... Read more

Video. Make a connection.

Posted by Lisa Ostrikoff on September 29th, 2011 at 3:17 pm

What do people want?
To connect.
Marketers know emotion plays a massive role in getting a message across... consumers choose + stay loyal to certain products and brands because of how they make us feel ~ and what they broadcast about ourselves.
It's no surprise, taking TV commercials and re-purposing them online is not nearly as effective as creating web video content specifically for an Internet audience. With high quality video more affordable + accessible than ever before, what better way for a brand to connect with it's potential clients/customers?
Did you know Video = #1 way to connect with people on Social Media? If you're tweeting ~ you should also roll video into the mix.
You'd be hard pressed to find another medium that engages and connects like video does. I'd go as far to say... impossible.
Connect with me on Twitter  @LisaOstrikoff + @BizBOXTV

Why Big Brands Need to Seriously Consider Google Analytics Premium

Posted by Brian Easter on September 29th, 2011 at 3:08 pm

Google has just released Google Analytics Premium, positioning it as a marketing analytics platform best suited to big brands and large enterprises. What does this product mean for a typical CIO or CMO?
Overall, the benefits of Google Analytics Premium are especially relevant to enterprise level organizations that may have balked at leveraging Google Analytics Standard Edition. In the past, these firms may have put off using Google Analytics Standard because of:

Data limits. For organizations with hundreds of millions of hits per month, Google Analytics Standard Edition’s 10 million hit limit was restricting.
Lack of service level agreements. No matter how robust a platform may be, enterprise organizations are held to some of the highest up-time and technical standards. Since Google Analytics Standard Edition does not have an SLA, it would not be considered.
Support issues. While Google is one of the biggest, baddest brands out there, that does not mean anything to a marketer who uses analytics to manage and track millions of marketing dollars in real time. When that level of investment is at stake, anything less than 24/7/365 support is unacceptable.
Brand perception. One of Google Analytics Standard’s benefits is that it is free. But a free product can make cautious... Read more

Creativing :: Keeping up with change, Jeff Bezos on product development, and the Marine’s social media handbook

Posted by Doug Schumacher on September 29th, 2011 at 12:07 pm

10 posts that point to the future of digital marketing:
Bezos: “In The Modern Era Of Consumer Electronics Devices, If You Are Just Building A Device You Are Unlikely To Succeed.” | TechCrunch
What Jeff Bezos outlines here should be the POV for all product managers and marketers everywhere. Products simply have to be seen as fitting into a much greater world around them than ever before, and the key is figuring out how to make your product relevant to people in ways they aren’t even thinking about it right now.
Dazed and Confused? Welcome to the Club
“There’s a lot of buzz recently suggesting both consumers and brands are overwhelmed by the accelerating pace of technological change. The main takeaway? Stay focused on people and their needs. And key to that is understanding those consumers and how they use the technologies around them.”
Fashion Blogging Grows Up: Why Advertisers Want a Piece of the Action
“Who are the new influentials? Fashion bloggers are likely years ahead of their peers in other industries. This is both an opportunity for marketers to get in and align themselves with a more economical form of press, and a threat to fashion publications accustomed to charging brands far more for... Read more