Archive for Jennifer Marlo

Change your life with bacon (the key to creating viral videos)

Posted by Jennifer Marlo on April 7th, 2014 at 2:59 pm

As I promised in my coverage of the iMedia Canada Summit kickoff party, a blog on bacon:
Did you know that bacon can make you do things? "Bacon has power," said David Alexander, Marketing Manager, Digital, Maple Leaf Foods at the inaugural iMedia Canada Summit in Montreal. Indeed, it has the power to make you watch videos like this one:
Or this one:
In his case study, Alexander explained that the key to achieving virality online is to follow these four rules: Start with great insight, connect to a truth while offering a new perspective, make it simple and understandable, and make sure there is room to grow.
As you can see by the videos above, the content effectively targets its intended demographic and consistently delivers humor. The videos aren't just shareable because they're hilarious  -- Maple leaf pledges to donate a wholesome meal to a local food bank on the behalf of consumers that share to their social networks. Additionally, the videos not only bring the Maple Leaf brand to light, but elevate the bacon product as a whole, benefiting the entire pork industry.
So, what were the measurable results?

More than 2 million voluntary views
More than 10 million social impressions
Ten thousand pounds in... Read more

The inaugural iMedia Canada Summit kicks off with a rockin' party

Posted by Jennifer Marlo on April 7th, 2014 at 4:08 am

I've never met a Canadian that I didn't like, and the folks I met at the welcome reception for the inaugural iMedia Canada Summit are no exception. The event, which unfolded at the Hyatt Regency hotel in Montreal, kicked off with a cocktail reception that dipped into the swanky hotel bar. Isn't this place nifty?

Our host for this event, Marie-Josee Lamothe, mingled with guests and chatted with fellow speakers.
The tapas themed dinner won me over with shrimp, artisan cheese, and smoked meats. Tres Bien!
And finally, dessert. Oh sweet, sweet, dessert.
The party was a great kickoff for what's sure to be a fantastic event: the content covers everything from the disrupted consumer, to customer loyalty, privacy, multi-screen, e-commerce, big data, and bacon. (You read that right. Stay tuned, more on bacon later.)
Click here to view the event agenda.

Why every year is "the year of mobile"

Posted by Jennifer Marlo on April 2nd, 2014 at 12:33 pm

If you're tired of hearing marketers proclaim that every year is the "year of mobile," brace yourself.  According to Henry Blodget, co-founder, CEO, and Editor-in-Chief of Business Insider, mobile is bigger than ever and growing. During his keynote address at the thinkLA Mobile Breakfast last month in Beverly Hills, CA, Blodget detailed some astounding insights that support this:

A billion mobile devices were sold last year
Tablets are cannibalizing PCs and where tablet purchases are tapering, "phablets" are filling in the gap
Cars are increasingly connected to support mobile devices
We spend an hour a day on our phone
We spend a half hour on our tablets every time we use them
Mobile is the only media that’s currently growing
"WhatsApp,"a cross-platform mobile messaging app, currently has 450 million users and is growing at a rate of one million users per day.
The usage of apps like "WhatsApp" has blown past texting – so much so that Blodget predicts that soon text services will be put to rest
One fifth of all internet usage occurs on mobile
Most of Facebook’s growth is coming from mobile and more people use Facebook on their mobile devices than they do on their desktop
Smartphones have overtaken dumb phones in sales

If that doesn't convince you,... Read more

The secret to creating video content that really sticks

Posted by Jennifer Marlo on January 2nd, 2014 at 5:16 pm

Did you know that 90 percent of the world’s data was created within the last 2 years? No wonder we're all tired of the concept of "big data," as the sheer volume of information available today is both intimidating and overwhelming. The million dollar question is: what does it all mean?
"Data is meaningless and powerless without a good story," said Edwin Wong, Senior Director, Product & Media Insights, Yahoo, during his presentation at the thinkLA Video Summit in December.
According to Wong, the real secret to creating truly successful content is to foster daily habits in consumers. And those habits are formed when three major ingredients work together: access, content, and discovery.
Wong defines access as "the ability to watch where I want, when I want." An astounding 38 percent of consumers choose publishers that allow for this kind of viewing flexibility. Think of it this way: we all know that viewing behaviors change throughout the course of the day. When we're commuting in the morning and evening, we're watching content on our mobile devices. When we're at work, we’re watching videos on our desktop, and in the evening we're sitting in front of our TVs. If you can't access content where... Read more

The vital shifts in content consumption and dissemination

Posted by Jennifer Marlo on December 12th, 2013 at 12:13 pm

There is no doubt that technology changes the way we think; this is not a novel observation, nor is it limited to the technologies of today.
Take the advent of writing, for example. The shift from oral tradition to the written word helped to advance language, turned our thoughts inward, and allowed us to process information at our own pace.
The natural liaise from the written word was to the printed one. One of the world’s greatest technological advancements, the Gutenberg press, brought written language to the masses and, arguably, helped to bring down entire class systems and systems of oppression by offering a more equal opportunity to consume information.
Today, just as hungry for information as we’ve ever been, we enter into a new phase in the evolution of content consumption. At the turn of the last century, content hit a boom. Books were more affordable than ever, and a proliferation of small-time proprietors set up competing newspapers in burgeoning cities across the U.S. The influx of information resulted in increased consumption, which in turn fattened the pockets of newspapermen. As the industry grew, smaller media companies were swallowed up by larger ones and eventually everything consolidated into a handful of information... Read more