In one of my previous posts from about a year ago, I wrote about the need for better mobile tracking to improve measurement capability. Unfortunately a year later, the industry has still not come very far. In fact, last summer Apple began phasing out developer access to unique device identifiers (UDID) that many companies were using for tracking in apps, making things even more complicated (link to article). Advertisers, app developers, mobile vendors and many key industry players have been involved in discussions and working groups on alternative tracking methods. Additionally, a few companies including Google were cited as having bypassed privacy settings on Apple devices to help with tracking on the mobile web (link to article).
It's still the wild west when it comes to mobile ad tracking and ad serving. Although some agencies have started to test out various third party ad serving solutions, the delivery of many campaigns are still reported on by publisher, ad network, and rich media company ad servers. Many of these ad servers are proprietary ad servers with a range of capabilities.
There are also companies that are in the process of developing their own "mobile cookie" or proprietary tracking solutions. Some of these... Read more
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Tracking like it's 1999
Tags: mobile, mobile ad serving, mobile measurement, mobile tracking
Posted in Ad Serving, Emerging Platforms, Opinions, Research, Wireless | No Comments »
Creativing :: Ford accelerates Facebook spending, HuffPo ex’s chart new course, and how online video mirrors TVs early days
Links pointing to the future of marketing, from the co-founder of Facebook strategy tool Zuum.
In a SoHo Lab, HuffPo Mafia rekindles the old magic
A story not only about how corporate dysfunction is killing the creative spirit, but also about how easy it is for the creative thinkers to find a different path. Like water running downhill.
Via @Britopian
GM Cuts Facebook Ad Spending, But Ford Steps on the Gas
Clearly GMs move wasn’t the last word on this issue. But what’s hidden in many of the articles I’ve read is that GM is still pouring a lot of money into Facebook content creation. They may have come in with a bad direct response mindset thinking they could spin Facebook ads into gold, but the fact that they’re still spending considerable sums on their Facebook pages content shows they aren’t anywhere near giving up on Facebook.
Via @Aerocles
Facebook’s Purchases May Hint at Its Future
This really demonstrates the challenges so many large companies are having keeping up. Companies like Facebook are foregoing much of the typical legwork around acquisitions, playing things more from the gut. Of course, the story isn’t over yet, but in the meanwhile, with... Read more
Tags: content strategy, Facebook, facebook marketing, Facebook strategy, ONTENT MARKETING, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Word of Mouth | No Comments »
Creativing :: Vail Resorts marketing case study, Facebook’s good advice to brands, and the problems around short CMO tenures
Links pointing to the future of marketing, from the co-founder of content strategy tool Zuum.
Banishing Short-Term and Shiny: A Look at Vail Resorts
This is how everyone should be thinking about digital marketing.
Via @ClarkKokich
Your Company Has Social Media Nailed. Now What?
An excellent series of questions to ask after you’ve reach the first level.
Via @RichardLevick
Facebook to Brands: You’re Posting Stuff Wrong
The subjects brands post about is the key to engagement. That’s why text analysis is the key to knowing what works on Facebook.
Why CMO Tenure is so Short
This has long been a known problem for both clients and agencies, and it’s interesting reading what some of these industry leaders have to say about it.
Via @emarxe & @djgeoffe
Facebook Dominates Mobile Social Networking
Facebook’s big story to me has always been the amount of time and frequency with which people use the site. Now it looks like that same behavior is tracking over to mobile. And to think they bought Instagram to better succeed in mobile.
Via @JackMarshall
Ad Account Guy Gets Man Lessons
I like this because a lot of people want to publish content, but aren’t sure what to write about. This guy found a way to get over that ... Read more
Tags: content strategy, Facebook, facebook marketing, Facebook strategy, ONTENT MARKETING, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Email, Emerging Platforms, Opinions, Social Media, Web Analytics, Word of Mouth | No Comments »
Online Streaming Radio Presents Opportunity for Brands
Co-authored with Jacqueline Johnson, assistant media planner/buyer
When internet radio exploded onto the scene around 2005, it completely transformed radio from both a consumer and marketer perspective. Paired with the hundreds of new internet-enabled devices, radio has become an on-demand consumer experience.
With apps such as Pandora, Slacker, TuneIn, Spotify, Stitcher, and iHeartRadio available at your finger tips, internet radio has become a popular way to access audio stream. Through the eyes of the advertiser, this phenomenon provides the opportunity to get what they really want: active consumers willing to engage in their brand.
Unlike traditional radio, many of these on-demand apps offer customized playlists, allowing the consumer to design the type of content they want. With registration data often including zip codes, this allows the advertiser to place relevant and compelling ads based on the consumers personalized music selection and their location. Internet radio can provide national reach or local market targeting and allows consumers to interact and engage with the advertisers website or Facebook page.
So what do these Internet stations offer and how do they differ in both a consumer and advertising perspective? Here is a brief summary of just a few of the popular stations being used today:
One of the main stations, and arguably the most well-known... Read more
Tags: b2c marketers, b2c marketing, emarketer, Facebook, Pandora, radio advertising, spotify, streaming radio
Posted in Ad Serving, Emerging Platforms, Media Planning & Buying, Targeting | 2 Comments »
How Your Company Can Capitalize on Pinterest
You cannot ignore Pinterest if you try. Everywhere you look is a headline about the exponential growth and popularity of the social-sharing website, how to get invited to be a Pinterest user, and what to do after you are officially a “Pinner.”
I admit my first encounters with Pinterest were not positive ones. My brother’s self-indulged fiancée spent hours on the site “pinning” wedding rings, dresses and boot socks. Yes, boot socks. All during the last meeting of the Texas Longhorns and Texas A&M on Thanksgiving. Let’s just say this doesn’t bode well in a UT alumni household. But, with time (and a newly registered account), my eyes were soon opened to the endless visual candy that the site provided, and I was not alone.
The social network exploded late last year beginning in August when Time Magazine deemed Pinterest one of the, “50 Best Websites of 2011.” Since then, Pinterest’s unique visitors increased over 329% by December and garnered more traffic than Google +, You Tube and Linked In combined. The site clearly proved itself worthy of the attention and marketers took notice of the phenomenon.
Why should you and your company care about this virtual bulletin board? Because your customers and consumers... Read more
Tags: Amy Kauffman, branding, marketing, pinning, pinterest, PR, Social Media, Social Media Best Practices
Posted in Creative Best Practices, Emerging Platforms, Social Media | No Comments »
