Archive for Jeff Hayzlett

What Makes a Brand?

Posted by Jeff Hayzlett on February 12th, 2011 at 8:00 am

What makes a brand? Is it the name?  Identifying characteristics such as a logo? What people think and remember?
It could be all and maybe so much more.  Every year the Interbrand Report comes out and ranks the top brands. They use a lot of methodology to come up with the best global brands. But, as long as I can remember, Coca-Cola has always been the number one ranking brand. And, it was again this year.
Now, let’s take a look at the 97th ranking brand – Starbuck’s. Last year they were 90. Starbuck’s has been around 40 years. And, in the 40 years, Starbucks has made quite a name for themselves.
Starbucks announced recently they were going to change their logo to express what Starbucks represents to their partners and customers.  Along with business expansion must come a change to stay fit to what is true to the company, as well as what it will become in the future.
As part of a test, Itracks, a leading online research company conducted some research to determine what consumers were saying about the logo change.
The research was done in three phases:

We listen (Social Media Monitoring)
we Ask (USA Talk Now)
We receive feedback (iMarkitIt)

Overall, the response was... 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:

Marketing Trends for 2011

Posted by Jeff Hayzlett on January 27th, 2011 at 4:27 pm

Part 3 in 3-Part Series from Jeffrey Hayzlett: Change Agent, Thought Leader and Sometimes Cowboy
A new year means new goals, new successes and new opportunities. How will you embrace the evolving trends and execute them to bring the greatest achievements for your marketing? Recently, we looked at the trends for 2011, including mobile computing and mobile devices. Now let's look at what social media and integrated campaigns mean for marketers in 2011!
Social Media
Wouldn't it be amazing to have access to hundreds of millions of people? Just a few years ago, it would have cost millions to do that, but today it's possible with social media. Social media, while nothing new in the concept of building communities through organizations that met in person, changed marketing and the ability for consumers to learn, interact and discover brands online. While places like Facebook, LinkedIn, YouTube and Twitter give us unprecedented audiences, they also bring the ability to target our messages to the communities that matter most. Very few companies, if any, need to or should try to reach the 500 million people on Facebook or more than 100 million on Twitter. But if they can build loyalty, understanding and engagement with their brand,... Read more

Marketing Trends for 2011

Posted by Jeff Hayzlett on January 24th, 2011 at 2:57 pm

Marketing Trends for 2011

Part 2 in 3-Part Series from Jeffrey Hayzlett: Change Agent, Thought Leader and Sometimes Cowboy
It’s time to get into gear and make 2011 your best marketing year yet!
Previously, we looked at the major trends for 2011 including mobile computing and mobile devices, social media and integrated campaigns. Now let’s take a closer look at what mobile means by digging into its growth, trends and technology.
Growth
The market for mobile continues to grow. In teens and young adults, the cell phone is their favorite electronic device and that devotion to mobile technology continues to increase rapidly with older adults. As these users keep engaging this technology, the interest in it and opportunities for marketing will also increase. For the youngest of users, they find mobile technology as common as a television and do not know a world without. It’s a way to communicate, learn and interact, providing opportunities for those who see this growing market. It’s estimated the mobile advertising market will grow to $5.7 billion by 2014. But don’t think this leaves the market saturated! Even then it would constitute just 1.5-percent of advertising spending.
Trends
And there are plenty of ways this market space will increase. Research... Read more

Marketing Trends for 2011

Posted by Jeff Hayzlett on December 8th, 2010 at 5:32 pm

While the global economy appears to be heading out of the recession, CMOs and all marketers are once again looking at how they can regain, maintain and grow market share. In contrast, these same marketing professionals are faced with a growing generation of digitally-oriented consumers who are connected 24/7, increasingly immune to the marketing practices of the last decade and are exposed to anywhere from 300 to 3,000 individual marketing message every day.
So, where are marketers putting their money in 2011? Here’s my take!
Mobile Computing, Devices and Marketing
With the growth of mobile computing and mobile devices, which can mean anything from a tablet computer to a smart phone, mobile advertising is one to watch. According to Wikipedia, mobile advertising only constitutes around one-percent of global advertising spend but considering the fact that mobile phones outnumber television sets by more than three to one and computers, including desktops and laptops, are currently estimated at 1.1 billion globally, mobile advertising can’t be ignored.
For example, take one company, iVdopia, whose executives I met with earlier this year. When we first talked, I realized that they were pioneers in mobile video and rich media advertising, being the first company to launch mobile video ads... Read more