Archive for Nanette Marcus

Driving results with audience data

Posted by Nanette Marcus on April 13th, 2015 at 3:30 pm

Past objections to second-party data have since been addressed, making now the perfect time for marketers to leverage that data as part of a holistic data approach.

The benefits of second-party were highlighted in a panel session at the iMedia Commerce Summit, featuring moderator Bob Scaglione, senior vice president of strategic channel development at OwnerIQ, Kevin Lyons, senior vice president & general manager of eCommerce at H.H. Gregg, and Tim Trus, director of search & media at Rosetta.
While first-party data uses advertiser's own cookie pool to "re-market" or "re-target" visitors once they go to their ecommerce website, third-party data involves purchasing packaged audience segments from third-party data aggregators, Scaglione noted.
Then there's second-party data -- someone else's first-party data.
Forrester analysts suggest that "second-party data provides more reach than first-party and more granularity than third-party."
Common objections to second-party data have been addressed, assuring marketers that data won't be used by competitors, doesn't mean you no longer have control of your data, is a strong value for the investment, and is now scalable.
There are opportunities for retailers and brands to take advantage of this new targeting to reach their shoppers.
Lyons, who runs ecommerce for consumer appliances and electronics store H.H. Gregg said, "Having the... Read more

Turning loyalty into advocacy: The evolution of incentivized marketing

Posted by Nanette Marcus on April 12th, 2015 at 4:12 pm

When faced with business challenges, specialty women's brand The Limited decided to harness the power of its loyal customers and turn them into advocates.
Jenn McCain-De Jong, senior vice president of eCommerce and alternate channels for The Limited, alongside Cory Powers, vice president of product development at Spendsetter, highlighted the success of the companies' partnership at the iMedia Commerce Summit.
Powers noted that brand content isn't the most trusted content when it comes to Millennials, who are more likely to trust their friends. The Limited understood that brand advocates pulled from its existing consumer base would be its best bet.

"Brand advocates tell our story," McCain-De John said. "And they tell us when they're unhappy, which is really important, too."
The Limited's goals were to:

Increase brand awareness
Drive foot traffic to new store openings
Acquire new customers

McCain-DeJong watched customers in a few locations researching on their phones while shopping. That struck her as an opportunity that The Limited was missing, and the brand advocacy program with strong mobile tie-ins was born. Her goal was not only to leverage the customer standpoint, but as an internal engagement piece for its base of store associates, as well.
Mobile is taking advocacy further. 120 million U.S. consumers use smartphones and... Read more

Finding social success on a local level

Posted by Nanette Marcus on April 12th, 2015 at 2:46 pm

The social media fabric is changing, and one southeast-based restaurant is helping its franchisees embrace and adapt to the new marketing tools in their arsenal.

Damon Davoudpour, director of marketing for Shoney's Restaurants, along with agency partner, Lauren Zarzour, account strategy supervisor at Vert, gave iMedia Commerce Summit attendees a taste of some local and social media best practices and pitfalls.
As Zarzour noted, people don't necessarily care about Starbucks as a brand. "They care about my Starbucks."
Changing fabric of social
When it comes to brick and mortar brands on social media, consumers aren't just searching for the brand. They're searching for specific locations and information about nearby locations.
A challenge for the Shoney restaurant brand was that it's been around for 67 years, which is almost four generations of decision makers. "Creative and content are important, "Davoudpour said. "We don't want to alienate someone who is 65 years old, but we still want to get the 25-year-olds in."
Three years ago franchisees were telling Davoudpour that social media was a fad. As something that many franchisees had a difficult time embracing, Shoney's had to figure out how to engage on a local level and get its restaurant owners on board.
"What works in one location... Read more

Jukin Media's innovative approach to viral videos

Posted by Nanette Marcus on November 21st, 2014 at 2:50 pm

One might assume that it's no easy feat to identify a viral video's potential before it's reached the masses, but as it turns out, Jukin Media has got it down to a science. The Los Angeles-based agency shared some of its behind-the-scenes magic during a NewCo event hosted at Jukin's offices Nov. 19.

Josh Entman, co-founder and and chief development officer of Jukin Media, walked attendees through some of the company's strategies for making viral sensations out of carefully curated short-form video content identified by its strategically placed researchers in every time zone.
Jukin prides itself on owning the entire life cycle of a viral video -- most of which you'd recognize immediately because, well, they've gone viral. Entman explained that using specific parameters, his team quickly identifies videos with potential to go viral, reaches out to the content creators after a detailed vetting process to ensure that they are, in fact, the true owners of the content, and offers them a contract, which typically includes a 50/50 revenue-sharing agreement -- for revenue generated with YouTube ads, etc.
The company helps boost the video views by working to place them on outlets like The Today Show, Ellen, Jimmy Kimmel, and popular MTV clip... Read more

A Pringles banner ad you can't help but click

Posted by Nanette Marcus on June 30th, 2009 at 12:00 am

How often do you come across a banner ad worth talking about? And worth giggling over? And worth clicking and clicking and clicking? Not often enough, my industry friends, not often enough. An innovative banner ad from Pringles, which recently won a gold Cyber Lion at Cannes last week, keeps one's attention by telling a tiny story within its ad. Well, perhaps it's best described as less of a conventional story and more like a one-sided conversation from which you can't turn away. I clicked to the very end -- I couldn't help it.   Check it out for yourselves, and tell me if I'm wrong.