Archive for Rich Cherecwich

Millennial Marketing Advice From A Former Disney Dreamboat

Posted by Rich Cherecwich on November 7th, 2013 at 2:42 pm

Advertising has its share of big names and stars, but it’s safe to say that very few ad tech CEOs have stood on stage in front of thousands of screaming teen girls. That made Kevin Jonas the outlier in a room full of digital media professionals at the conclusion of ad:tech New York.
Jonas is better know as one-third of the Jonas Brothers, the Disney-marketed teen pop entity that spent the late ‘00s performing sold out concerts and starring in TV movies like Camp Rock. Someone who spent his formative years on stage in front of thousands of ecstatic millennials clearly knows a thing or two about reaching the millennial demographic, and the 25-year-old shared those thoughts in a fireside chat with Sean Finnegan, CEO of C4 Group.
“Millennials want to be the focus, and they want to be special,” Jonas said. He felt there are three things that matter to millennials: looking good, feeling good, and doing good.
“The selfie is big, it’s about self gratification, and brands can play in that,” said Jonas about the idea of looking good. He cited Warby Parker as a brand that has successfully allowed millennial consumers to share their potential purchase prior to completing the... Read more

Understanding and Engaging Brand Connected Consumers

Posted by Rich Cherecwich on November 7th, 2013 at 1:08 pm

Social media has revolutionized the way brands communicate with their existing and potential consumers. That openness and instant communication has also changed the way consumers talk to brands – now everyone can state their opinion in real time, providing marketing opportunities and PR headaches in equal doses.
Every marketer knows the importance of engaging via social, but more important than that, they must know who to engage with and how to communicate with them. That was the crux of a conversation on nurturing brand advocates, led by Daphne Kwon, CEO of EXPO Communications, and Ken Madden, Head of Digital, North America, for Geometry Global, at ad:tech New York on Wednesday.
According to Kwon, there are two vocal online constituents who can easily derail a campaign designed to nurture brand advocates. The first is people looking for freebies – the coupon hoarders and discount seekers that respond passionately to brand campaigns because they want a reward. The other group is fame-seekers, or the bloggers looking to network and gain a bigger following as a result.
“These two groups take a lot of time from brands when they think about engaging them,” Kwon said. “They also take a lot of money.” Therefore, brands using social... Read more

Tracking Trends With Ford’s Futurist

Posted by Rich Cherecwich on November 7th, 2013 at 8:17 am

The most commonly quoted piece of business advice attributed to Henry Ford is that if he’d asked his customers what they wanted, they would have asked for a faster horse. The point being that it’s very difficult for anyone to see the future. But brands have to look toward the future, and the company that bears Ford’s name is certainly among those trying to do so.
“If you dare to call yourself an innovator, you have to imagine a future that is unimaginable,” said Sheryl Connelly, who oversees Global Trends and Futuring for the Ford Motor Company. Because Ford’s main product – cars – requires a three to five year development cycle, the company is constantly monitoring global trends, identifying what will last while avoiding fads.
So, what’s Ford looking at right now? Here are Connelly’s global trends that are changing the world, presented during a keynote at ad:tech New York on Thursday.
Population The global population is currently at 7 billion people. Can the planet continue to support a growing population?
Falling Fertility While population is growing, there are not enough births in wealthy countries to offset the deaths.
Aging Population Today, an 83-year-old may surrender their car keys because they don’t expect to... Read more

How Nestle Transformed Its Digital Identity

Posted by Rich Cherecwich on November 6th, 2013 at 9:04 am

How do you overcome a very public, very painful social media storm? That’s the question Nestlé faced in 2010 after drawing ire from Greenpeace. While some major brands would try to sweep this under the rug and continue doing business the old-fashioned way, Nestlé viewed it as a teachable moment, according to Pete Blackshaw, Nestlé’s Global Head of Digital & Social Media.
In the face of the situation, the multi-national company put a major focus on digital and social media operations. Blackshaw, giving a keynote at ad:tech New York on Wednesday, was quick to admit that the Greenpeace situation was a poor use of social media. When he joined the company shortly after, there were a lot of hard questions for the company to face in terms of scale, consistency of messaging and responsiveness. Not necessarily easy to do for a company that sells 1.2 billion products per day around the globe.
Nestle built its digital marketing and social outreach operations around very basic pillars: listening, engaging, & inspiring. Those aren’t necessarily new things to keep in mind for digital, but they’re core fundamentals many forget. “Listening has always been central to brand building,” Blackshaw said. Nestlé’s renewed focus on digital and... Read more

ad:tech New York: The decline of the desktop?

Posted by Rich Cherecwich on November 6th, 2013 at 8:57 am

As ad:tech New York kicks off today, “mobile” is on the tip of everyone’s tongue. This goes well beyond the conversation swirling around Twitter’s upcoming IPO as well as the zombie-like iPhone scrolling you see throughout the audience at these kinds of trade shows. Digital marketers are preparing for a dramatic shift in how consumers access the web – and if they’re not, they should be.
Desktop ad spending will peak in 2014, and then begin its decline as it is overtaken by mobile, according to Geoff Ramsey, chairman of eMarketer. “Mobile is growing like gangbusters,” Ramsey said during his introductory remarks Wednesday morning.
Mobile will account for 1/5 of digital spending this year, 1/4 by the end of 2014, and half in 2017, according to eMarketer. The companies fueling that growth are hardly a surprise: 49 percent of Facebook’s worldwide ad revenue is coming from mobile. That number jumps to 70 percent for Twitter, while Google owns 76 percent of the mobile search market.
One would think that marketers are ready for the mobile centric web and are doing their best to monitor how consumers see and respond to their ads, but Ramsey’s assessment of where marketers are putting their measurement dollars... Read more