Archive for Betsy Farber

Why mobile is vital — no matter how sedentary your vertical

Posted by Betsy Farber on July 1st, 2014 at 12:00 pm

Despite all the buzz surrounding mobile, there's still a tendency for some brands to think that mobile marketing doesn't apply to them. For instance, car companies, pet stores, and furniture stores, to name a few, might fall into this category. After all, who buys a recliner on their phone? But mobile is changing traditional shopping habits. No matter what you're selling, if your brand's not accessible on mobile, then you're late to the party. Taking the lead and forging ahead with a strong mobile strategy is furniture manufacturer La-Z-Boy.

Matt Targett, director, interactive and product marketing at La-Z-Boy Inc., recently told iMedia about the company's two-step mobile approach to delivering what consumers want. "First, we are redesigning an already effective site to be more inclusive of the myriad of screen sizes in the marketplace," he said. Expected to be complete in January 2015, the new features will attempt to "mirror the standard desktop site in a mobile format." This initiative is a key step to ensure consumers have a seamless user experience with the brand.
The second step in La-Z-Boy's mobile roadmap will add m-commerce functionality to the new site. Targett feels strongly that, combined, these changes will position La-Z-Boy a standout... Read more

How 3 social giants' monetization models affect marketers

Posted by Betsy Farber on June 3rd, 2014 at 3:45 pm

In a social media panel moderated by Karin Gilford, SVP, digital media, ABC, three of the biggest social network marketers discussed their most effective strategies. Gilford shot out of the gate asking how each are approaching the shift from earned media to paid campaigns.
Meredith Rodriguez, strategic partner manager, Pinterest, said that "understanding organic, is a big conversation happening now." She stressed that making sure the content is accessible for consumers is vital. Users need to be able to curate the content the way they want to, and it needs to be discoverable. Jennifer Prince, director of entertainment, Twitter, added that "it's about the content for digital marketers...content is king." Twitter is a platform that prides itself on providing consumers with content that users want. "It takes a village essentially," Prince said. At Twitter there is a collaboration between different teams within the company. One is a media team that is present on TV or film sets following the action, and a second amplified team works with all of the assets that are then pushed out in the most effective way. Together, both teams then focus on how to elevate the content that will best reach users.

Howard Stein, head of entertainment... Read more

And the iMedia Visionary Marketer Award goes to…

Posted by Betsy Farber on June 3rd, 2014 at 2:59 pm

At the iMedia Entertainment Summit lunch in Beverly Hills, California, former SVP, interactive marketing at Warner Bros., Michael Tritter, was honored with the iMedia Visionary Marketer Award. His mentor, friend, and last year's Visionary Marketer Award winner Don Buckley, EVP, CMO, Showtime Networks, presented Tritter with the award, and joked that "When I hired Tritter back in 1996, my hair was brown and he was green." Tritter has come a long way since then. Frequently referred to as a "digital guru," Tritter has spent the last 18 years overseeing all parts of the WB's digital campaigns  for  its theatrical releases. His contributions and innovations touched more than 250 marketing campaigns including "The Great Gatsby," the "Harry Potter" franchise, creating viral campaigns for "Inception," "The Dark Knight," and cross-media integration for "Man of Steel," to name a few.

Over the course of his career, he has seen first-hand the evolution of and has had a huge impact within the digital world. He mentioned that  in the beginning,  many didn't understand the power of the internet and what he was trying to achieve through digital marketing for films. Aligning the marketing strategy with the creative vision of the filmmaker has always been the... Read more

How marketers can better target the Hispanic demographic

Posted by Betsy Farber on June 3rd, 2014 at 1:06 pm

In a case study at the iMedia Entertainment Summit in Beverly Hills, California, Jacqueline Hernandez, CMO, Hispanic enterprises and content at NBCUniversal, discussed how to target the rapidly growing Hispanic consumer market.
Among all of the shifts occurring in the marketplace -- technological, viewing habits, etc. -- the most overlooked one, Hernandez argues, is the social shift happening with the Hispanic demographic. To kick-off Hernandez offered a Hispanic market 101 brush up: Hispanics make up 17 percent of the U.S. population, or 52 million people, with a 1.7 trillion dollar buying power, making the U.S. the second highest populated Hispanic country in the world, below Mexico. Overall the average median age of the Hispanic consumer is 27, and 80 percent of  Hispanics have smartphones, using them regularly to consume video. And for an even greater perspective, according to the U.S. Census, Bureau, by 2060, Hispanics will make up one-third of the population. This multicultural demographic is a wide open opportunity that marketers can not overlook.

The effect of this growing population has already taken shape, causing the intersection of Hispanic and American cultures. For example the popularity of NFL player Victor Cruz, pop star PitBull, and the exercise phenomenon Zumba have crossed over... Read more

How data can drive great creative content

Posted by Betsy Farber on May 6th, 2014 at 12:49 pm

These are challenging times for agencies. The future of creative seems to be at the mercy of data and analytics that marketers don't know what to do with. The industry has become seduced by the the idea of automating everything at scale, and the human element -- how marketers are going to emotionally move consumers -- falls by the wayside. But Alan Schulman, VP, global digital marketing and brand content at SapientNitro, discussed in his case study presentation on Day 2 at the iMedia Agency Summit in Austin, Texas, that data can in fact drive great creative.

With the influx of data, "agencies are left with the least amount of leverage," said Schulman. But data can inform creative, it just takes getting over the friction created from the left and right brains. Human insights and creative ideas rely on skill (right brain), while the data and analytics have a different set of more pragmatic values (left brain). If marketers can get past this tension, data can help marketers to deliver content with a solid big brand idea. But what does data driven content look like? Schulman gave three examples that use mass reach, targeted segments, and even one-to-one.
X Games
X Games uses... Read more