Archive for Gretchen Hyman

How to capitalize on SoLoMo

Posted by Gretchen Hyman on May 21st, 2012 at 11:31 am

As we approach the sometimes elusive subject of SoLoMo and how it is -- or isn't yet -- transforming how marketers engage with consumers, Dr. Phil Hendrix, immr/GigaOm Pro analyst and author, surfaced some key strategic insights into capitalizing on this marketing trifecta.
Among the points he made at the iMedia Agency Summit in Colorado Springs on SoLoMo's role in reinventing advertising and retail, Hendrix pointed to the radical shift in how geo-tagging and social media are forever changing the way consumers search and find information. Marketers can garner critical learnings from what location and time reveal about the consumer's context -- and how we target and individualize these location experiences are becoming important new channels for advertisers.
As brands and marketers trial test the ways in which they can capitalize on SoLoMo opportunities, how is your brand using SoLoMo to personalize, engage, enable, and reward the consumer?
By definition, SoLoMo represents situated experiences enabled by mobile and shared with others. With an estimated 74 percent of cellphone users using their device to get location-based information, and the staggering fact that 90 percent of us have our mobile device within reach at all times, the possibilities are infinite as the world becomes ever... Read more

The NewFronts: Keeping pace with device innovation

Posted by Gretchen Hyman on April 24th, 2012 at 7:19 pm

The fireside chat at Microsoft's NewFront with Michael Kassan, CEO of MediaLink, and Lloyd Braun, founder of BermanBraun and no stranger to Hollywood elite having served as Larry David's attorney and co-producer of "The Sopranos" with David Chase, touched on some interesting points in terms of video content creation and supporting business models.
Kassan: As people, and specifically the media, keep referencing the dip in TV ratings, it's important to distinguish between people watching live programming and people consuming TV after-the-fact in other mediums. TV is just a huge tablet with which to consume long-form content. Behavior has changed, but it doesn't diminish the power and reach of traditional TV. I watch more TV now than I ever have.
Braun: In terms of creating captivating video content, it has never been better, but we have to rethink the supporting business models. Everyone is too entrenched in the old way. When you think about tablets, 110 weeks ago there weren't any tablets on the market.
Kassan: What's driving digital folks crazy is time spent and the gap with ad display effectiveness. Users are spending so much time online but the ad dollars are not yet commensurate with that time spent.
Braun: Content isn't just video,... Read more

The tablet revolution: What are consumers really doing?

Posted by Gretchen Hyman on April 4th, 2012 at 1:58 pm

Lori Schwartz took the lead on a Master Class at ad:tech SF to review the tablet revolution and where it's headed. First perceived as an information and ecommerce vehicle, the tablet industry is now in the driver's seat and holds the unquestioned potential to become a premium ad platform and communication device of the future.
The challenge for marketers is knowing what consumers are doing with their devices, what they care about, and how are they using them. Are they buying apps and playing games? Are they interacting with ads? Where are the points of engagement between tablet users and brands? What are the popular ad units that effectively reach this market?
Device adoption is accelerating at an unprecedented rate, and while many people shirk away from saying that this is finally the year of mobile, the numbers are staggering when it comes to consumer adoption. According to Schwartz, 1 million iPad units are typically sold in a day, and for the iPhone, it only takes three days to sell 1 million units.
"There is a flood of opportunities for marketers on these devices," she said. "Tablets sold by geography are growing at an incredible rate," even though Apple products don't dominate in... Read more

In defense of God and Red Bull

Posted by Gretchen Hyman on April 4th, 2012 at 9:10 am

Guy Kawasaki and Robert Scoble took to the stage at ad:tech SF to chat about anything and everything in the digital sphere. Here's the fragmented script:
Kawasaki : What should marketers do with their brands on social media?
Scoble:  Spread across all the social platforms, don't just make singular investments. Know where your audience is -- do you belong on Twitter, Yelp, Facebook, Pinterest?
Kawasaki : And yet there are resource and time constraints.  It seems like a very confusing time for everyone.  Where is blogging these days?
Scoble: The focus is on social networks, no time to deal with a media brand, time to live in the social ecosystem.
Kawasaki: What brands are doing it right? Red Bull's GoPro videos are a good example of huge success. They have millions of people building media. Social media success comes down to whether your product or service is good.
Scoble: Red Bull transformed brand perception -- it's just sugar water -- but it changed the overall feeling and perception of the brand through things like GoPro. The brand conveys "early adopter" and innovation. That's sexy.
Kawasaki:  Where would GoPro be today if social media didn't exist?
Scoble: They would be forced to buy Super Bowl ads.
Kawasaki:  A key marketing... Read more

Amazon: Insist on relevance

Posted by Gretchen Hyman on April 3rd, 2012 at 12:09 pm

Lisa Utzschneider, global head of advertising for Amazon, imparted a few words of wisdom for digital marketers: It's day 1 for advertising and personalization will fuel the growth and process of discovery for customers -- words written by Jeff Bezos himself to shareholders only a few years into the company's launch. And since that day, Amazon is still reinventing how it approaches customers and the ongoing discovery process for fostering loyalty.
The Amazon advertising mantra: Start with the customer and work backwards.
"This is in the DNA of the company," Utzschneider said in her opening keynote at ad:tech SF. Listen to customers and don't lose sight of what they truly need.
Innovate on their behalf. Anticipate their needs.
By listening to customers, Utzschneider added, Amazon is able to be disruptive by creating new products and experiences, which included the launch of Prime, Amazon's two-day, free shipping program. The Prime launch was disruptive because it was very expensive for the company but tremendously appealing to the customer. Amazon did it anyway and focused on the long-term relationship with the customer, not the short-term cost.
Another disruptive launch was venturing more deeply into digital content through Amazon instant videos, making more than 120,000 movie and TV titles... Read more