Archive for Lori Luechtefeld

New thinking on how to leverage data

Posted by Lori Luechtefeld on September 15th, 2015 at 1:21 pm

Every modern marketer understands that data is important. But few treat it as anything other than a series of endpoints emanating from an action. In a presentation at the iMedia Brand Summit in Coronado, California, Anthony Long, global e-commerce technology lead at Kimberly-Clark, introduced new thinking to marketers about how they regard and leverage data.
Think of a machine shop that mills a block of metal into a tube, Long said. The waste that falls to the floor is still valuable. It can be gathered, recycled, and used later. The same things applies to data.
Using real-world and decidedly un-CPG examples, Long provided lessons for marketers in today's mobile technology-driven world. Consider the following.
New technology yields new data opportunities
Long presented the story of photographer Eadweard Muybridge, the unwitting inventor of the moving picture. Without intending to do so, Muybridge unleashed an explosion of data that has since enabled people to study the movement of animals and objects to gain amazing insights that have fueled many advancements, including that of human air travel.
Data as content
Car racing fans might only get to attend one or two actual races a year. But what they're really into is the more than 100 megabytes of data produced... Read more

How to reach a generation that is coming of age on screens

Posted by Lori Luechtefeld on May 5th, 2015 at 11:04 am

Today's young people were born with mobile phones in their hands and laptops within an arm's reach. The ability to stay constantly connected with family and friends has always been a part of their lives. It's a far different reality than many marketers knew when growing up. So how can they expect to connect with these young people in an authentic way?
To better understand today's teens and young adults and how marketers can best reach them, Facebook commissioned culture experts Crowd DNA to conduct research into the lives of 13- to 24-year-olds across 13 countries. In an insight address at the iMedia Agency Summit in Rancho Palos Verdes, Ann Mack, who oversees global content and consumer insights for Facebook, shared the research results into this generation's mobile-first behavior.

Overall, today's young people want to express themselves in the same ways that past generations have at their age. Youth is a period of growth, possibility, and sometimes difficulties. The difference, Mack noted, is that today's young people's growth and expression are facilitated by technology, which gives them a way to amplify their personalities.
Today's 13- to 24-year-olds are the first-ever global generation. They're globally conscious, concerned, and active. Like generations before them, they're... Read more

The metamorphosis of the ad agency

Posted by Lori Luechtefeld on May 4th, 2015 at 12:13 pm

The proliferation of technology has permeated the masses and shows only signs of acceleration. Agencies try to compete with their algorithms and math men. But are they enough?
During an insight presentation at the iMedia Agency Summit in Rancho Palos Verdes, Kevin Hung, SVP and digital innovations director at Havas Media, argued that they're not. In fact, he noted, most marketers' tactics haven't evolved much past classic ads dating back to the 1800s. Sure, they might show up on Instagram instead of in print media. But they're still the same models sipping the same beverages and competing for consumer attention (or, in the case of Instagram, consumer "likes").

"We're applying old techniques to a new world, and our consumers know this," Hung said. "We're not just antagonizing them with the things that we do. We're insulting them."
Some companies get it. These are the companies like Uber, Airbnb, Dropbox, Square, WhatsApp, and Nest -- the ones that put digital at the core of their businesses and leverage it as a springboard.
We've all seen the evolution as marketers, Hung said. Interruption has become invitation. One screen has become every screen. Reach and frequency have become moments. And prime time has become my time.
The keys... Read more

Marketing tips from top Vine talent

Posted by Lori Luechtefeld on December 9th, 2014 at 11:01 am

Social video platforms like Vine are exploding, and influencer content is the accelerant. So how do brands get in on this action without sacrificing the authenticity that fans demand? At the iMedia Agency Summit in Bonita Springs, Florida, Reed Berglund, CEO of Fullbottle, sat down to discuss influencer marketing with three top Vine talents, Andres (@EhBeeFamily), Tony Serafini (@Bottlerocket), and Ginger Wesson Lavender (@GingerWesson). Some of their top tips for marketers included the following.

Keep it simple
Six seconds isn't a very long time. And yet many Vine producers feel obliged to try to cram in as much content as possible. But resist that urge, advised Serafini. "You need a beginning, middle, and end," he said. "It's that simple."

Give influencers some leeway
Brands can find it difficult to give up control when working with influencers and creators. But it's a necessary component of being authentic. Hard brand sells are easy to spot (and ignore) on Vine. "Give creators leeway but also a little guidance," Lavender said. "Give us a little creativity to make a story out of it."

Think differently
Vine and other emerging social platforms aren't like anything else marketers have leveraged in the past, noted Andres. Thus, brands need to approach... Read more

Programmatic marketing: A brand's view

Posted by Lori Luechtefeld on December 8th, 2014 at 11:49 am

Not surprisingly, it was standing-room-only at the programmatic marketing master class at the iMedia Agency Summit in Bonita Springs, Florida. Gary Milner, director of global digital marketing strategy at Lenovo Group, and Nicole Estebanell, SVP of media at DigitasLBi (a Lenovo partner), took to the stage to present the brand's industry-leading views on programmatic implementation, along with its benefits and challenges.

Here are the key questions that Milner says every agency needs to be prepared to answer for their clients when it comes to adopting programmatic marketing:

What is the buy model? (Will programmatic be handled in-house, via a private trading desk, or via a holding company trading desk?)
How is the tech vendor being paid? (Will pre-bought inventory lead to biased decision making? Does the tech vendor make money from anyone other than advertiser?)
Is the technology real and can you self-serve? (Does the vendor operate in a black box, or can you gain visibility into the tool?)
Do you have broad access to inventory? (Don't limit yourself to RTB alone.)
Is there a future vision for the platform? (Where are the tech vendor and the advertiser going to take this thing in the future?)
Is there a solid process for support and training? (Options to... Read more