Archive for Kyle Montero

The blurred lines among agencies, brands, and media companies

Posted by Kyle Montero on December 9th, 2013 at 1:52 am

Agencies face major challenges today. Many marketers fear a loss of power and relevance that comes from ceding responsibility of campaign elements to brands and media companies. And, at times, this fear seems well-founded. For instance, 2013 was a huge year for content marketing. Capitalizing on this trend, publishers like Buzzfeed began to offer creative services directly to brands, essentially eliminating the role agencies in these kinds of partnerships. However, after the initial fear of partnerships like these subsides, self-assured marketers will realize that there will always be a place for agencies at the table. The key is understanding how to navigate the increasingly complex relationship between agencies, brands, and media companies. At the iMedia Agency Summit in Scottsdale, Ariz., industry experts addressed the blurring lines between agencies, brands, and media companies, as well as explored the new workflow structures these blurred lines create.
The panel, entitled "Blurring lines: Demystifying roles and workflow," featured five influential industry heavyweights, whom introduced themselves to the crowd. Carol Kruse is the global CMO of Tough Mudder LLC, where she oversees the global marketing for a brand that touts itself as "Probably the toughest event on the planet." Jorge Ruiz is the agency measurement lead... Read more

Sticky wins the iMedia Next Wave Award

Posted by Kyle Montero on October 23rd, 2013 at 6:00 am

The iMedia Next Wave Award Ceremony and Dinner was the final event of over three days of inspiring presentations, discussions, and powerful networking at the iMedia Breakthrough Summit. This forward-looking event focused on the technologies, companies, and individuals driving innovation and growth within the marketing industry. The award ceremony and dinner, which honored four groundbreaking companies from the categories of data, analytics, and performance, was the perfect way to conclude the event.
With help from the Digital Media Review, the iMedia advisory board narrowed the field down to four top competitors. Representatives from each company pitched their solutions to summit attendees whom voted live during the event via mobile phones. After the votes were tallied, one company took the top spot in the closest Next Wave Challenge to date. Winning by just three votes, media technology company Sticky reigned supreme. Here's a look at the winner and the three innovative startups that are helping to take marketing efforts to the next level.

Winner: Sticky
Media technology company Sticky provides a platform that lets brands and agencies know which ads in a campaign are really seen and which ones consumers overlook. This has great potential given the major lack of viewability online. The company... Read more

What rapid cultural transformation means for marketing

Posted by Kyle Montero on October 21st, 2013 at 10:10 am

The pace at which technology is moving is causing a state of mass confusion. Large and small companies alike are undergoing change at an exhaustive rate. The daily lives of individuals are rapidly evolving to keep pace with the inventions of the modern world. Many people have compared this current state of affairs to the Industrial Revolution.
According to Leonard Brody, the founder of GrowLab, this comparison is unfitting. Revolutions of the past took a long time -- nearly centuries. Today, as Brody explains, revolutions take no longer than 10 to 20 years, which is causing a rapid cultural transformation he calls the "great rewrite." Brody believes we are in a transitional period and in a mere five years the world will look completely different.
During his insight presentation at the iMedia Breakthrough Summit in Austin, Texas, Brody detailed the conditions of the great rewrite and explored its implications for marketing. The result is an actionable roadmap for success in the new marketing frontier.
According to Brody, historically, "most change occurred from the top down." The difference today is that revolutions find their origins at the fringe of society. He continued, "Everything is being rewritten today with one key difference: It is being... Read more

Case study: How Cinemark and Urban Airship drive mobile engagement

Posted by Kyle Montero on October 20th, 2013 at 11:56 am

Bob Garcia, director of agency programs for Urban Airship, and Allison Jernigan, director of revenue marketing programs for Cinemark Theaters, took the stage during the Mobile Bootcamp at the iMedia Breakthrough Summit to discuss their approach to driving mobile engagement with customer rewards.
According to Garcia, Urban Airship has been "pioneering push notifications…to send relevant, timely messages that users opt-in to receive." Push notifications are different than advertising because they enable "real-time communication that is welcome and invented." Garcia provided five quick tips for keeping your place in a user's mobile device.

Create utility for your customer: Your app has to matter; it has to play an important role in a user's life.
Create a reason for engagement: What are you going to message? How are you going to keep people coming back?
Capitalize on location profiles: How can you leverage location to reach consumers with relevant information?
You may want start with a “mini-app” (like Passbook)
Not every push deserves a shove: Interruptions are not welcome.

Garcia passed the microphone to Jernigan, who provided a bit of background on Cinemark. According to Jernigan, Cinemark is a "global movie theater circuit, we have about 500 theaters around the globe and roughly 330 theaters in the U.S.," with... Read more

An essential framework for your mobile strategy

Posted by Kyle Montero on October 20th, 2013 at 10:39 am

iMedia's Mobile Bootcamp host is the "Pope of mobile" Gene Keenan. Besides hosting industry events, Keenan is the special mobile consultant for Four Seasons Hotels, founder of the Collective Factory, and chief strategy officer of ReponsiveAds. According to this mobile expert, quoting from the brilliant Coen Brothers' film "O Brother, Where Art Thou?" when you finally begin to prioritize mobile, "you will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril."

The reason why it's so difficult to develop a successful "mobile first" strategy (or simply a mobile strategy at all) is that marketers tend to think small, according to Keenan. Historically, mobile marketing efforts were developed by placing the consumer in the middle and identifying specific personas upon which to build a plan. But this is all wrong. According to Keenan, "Marketers are planning mobile as a channel." The consequence of doing so, he continued, "is that we continuously miss connections," which is botching a huge opportunity. As Keenan explained, mobile is great because it is transactional, social, locational, and immediate: "We have a permanent connection all the time, but we... Read more