'Emerging Platforms' Category

Why LA is the new Silicon Valley

Posted by David Zaleski on November 21st, 2014 at 1:27 pm

When people think of LA, they think Hollywood. Los Angeles is world-renowned for having a creative hub unlike anywhere else in the world. Artists flock here in droves and for good reason: We have a creative infrastructure like none other. People also think of LA and think of palm trees, beaches, sunshine, and -- of course -- traffic.
It's not often that this city is perceived at as a technological pioneer. However, it turns out that tech in LA is an under-reported powerhouse that rivals that of any other mainstream innovative city. The tech industry is almost as large as the creative world that Los Angeles is broadly known for. There are more PHDs in this city than anywhere else in the country. Three universities (USC, UCLA, and Caltech) account for a vast amount of the technological education that changes the world. It begs the question: If LA is such a tech giant, why is it not perceived that way?
The answer, ironically, lies in storytelling. For a city that is an expert in crafting narratives and character, it's been difficult for it to find a PR angle to deliver a consumable story about its tech world. Unlike San Francisco and Silicon... Read more

Los Angeles: Where technology becomes creative

Posted by Lori Luechtefeld on November 19th, 2014 at 4:15 pm

Following successful launches in cities including San Francisco, Amsterdam, and Detroit, the NewCo experience arrived in Los Angeles this month. And despite the city's traffic and sprawl issues (did you know we had those?), I can't think of a better home for this unique event.
OK, so what is NewCo? It's understandably a little hard to explain. NewCo co-founder John Battelle probably puts it best when he describes it as "a mashup of an open studio tour and business conference, with the vibe of a music festival." In short, NewCo invites a city's most innovative companies to open their doors to executives and entrepreneurs in order to tell their stories. The companies participating in NewCo run the gamut in products and services, but one common thread unites them: "They're all creating positive change in the industry of their choice," noted Battelle during a VIP kickoff reception for NewCo LA.

OK, so why Los Angeles? Sure, it's a biggie -- but by its very nature, I thought that might deter an event like NewCo from coming here. After all, bustling from company headquarters to company headquarters over the course of a single day in a city like San Francisco is a pretty easy... Read more

Report: Instagram vs Facebook vs Twitter

Posted by Doug Schumacher on November 18th, 2014 at 11:44 am

We just published a 6-brand comparison of social media posting and content performance across the three networks. The brands analyzed are Burberry, Chevrolet, Coca-cola, Covergirl, Oreo and Red Bull. These are brands we've seen be very active on Instagram, and thought it would be interesting to compare their content activities across the three networks.
Highlights

Red Bull posted over half the content, and generated more than 55% of the total engagements.
Red Bull posted 574 times during October
Coca-cola only posted 39 times
Coca-cola’s engagement rate is more than 3x the average among all brands
Oreo had the most equally-distributed posting volume across all 3 networks. And the 2nd highest engagement rate.

Integrated Marketing: A Better Approach to Building Leads

Posted by Winnie Brignac Hart on November 17th, 2014 at 2:35 pm

As long ago as 1989, the American Association of Advertising Agencies defined an integrated marketing campaign as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. A comprehensive communications plan combines the strategic roles of advertising, public relations and sales promotions to provide clarity, consistency, and increased impact.” Basically, integration is the application of consistent brand messaging across both traditional and nontraditional marketing channels.
Inbound Marketing: Making Integrated Marketing Easier
While social media and online marketing channels have provided opportunities to expand the definition of non-traditional marketing, the real breakthrough in effective integration has been the development of computer based, technology driven Inbound Marketing platforms. Giving new meaning to CRM, these platforms not only make consistent communication across channels easier, but provide critical reporting and measurement features in real-time to exponentially increase the effectiveness of campaigns.
Learn the ABCs of Inbound Marketing
Seems  simple—but developing an Inbound Marketing campaign takes time, resources, and commitment to building lasting, long-term results. Our e-Book The ABC's of Inbound Marketing will help you get started.

Check Out the Marketing Tech Tools You Can’t Ignore

Posted by Anna Johansson on November 13th, 2014 at 11:43 am

At the moment, there are well over a thousand businesses hungry to sell you their latest, greatest, most innovative marketing technology. In total, they make up over 40 categories and come from major companies everyone knows as well as tiny startups that have promise of becoming the next Microsoft. However, The Harvard Business Review just reported that in a survey of over 350 B2B companies, they executives are so overwhelmed that they’re choosing not to focus on marketing technology tools at all.
These B2B companies include all industries from personal injury attorneys to paper goods providers and everyone in between. Specifically, the B2B crowd shies away from marketing technology because they think they have a “good enough” handle on things. Unfortunately, these late adopters are doing more harm than good. Many studies, such as Gigaom Researchers, have strongly linked marketing technology to a better ROI.
However, when executives have the final call on adopting new technology and they’re scared off, what does that mean for the business? What does it mean for the future of these marketing tech manufacturers and providers? The reality is that you don’t need as much marketing tech that’s as cutting edge or confusing as you think. All... Read more