'Opinions' Category

Supergate Lenovo: How and why does that even happen?

Posted by Kevin Ryan on February 27th, 2015 at 10:16 am

Lenovo has officially gone into the tech betrayal record books with "Supergate." "Or is it fish bait?" If you have no idea what I'm talking about (not to get into it), I'm referring to the recent "discovery" that some adware (aka, pushware, bloatware, or -- in some circles -- malware) disguised as a utility was preloaded on Lenovo machines as of fall 2014 and early 2015.
Unbeknownst to and much to the chagrin of many Lenovo customers, the story took a turn for the OMFG when said prepackaged software was also determined to be a security risk. Then (and only then) we started to see Lenovo head in the "oops, we're sorry" direction.
Let's face it: In what world does anyone who has been working in marketing in the last 15 years look at a utility that might be construed as malware and think, "Well, that's a good idea. What could possibly go wrong?"
If you don't know what adware is, you shouldn't be anywhere near a digital marketing strategy. Yet for some reason -- and this is just an educated guess -- I really don't think marketing was anywhere near this one. Well, until the crisis people were called in anyway.

The... Read more

Facebook Reach – Back To The Future

Posted by Katya Constantine on February 26th, 2015 at 9:50 am

As you’ve probably noticed, your Facebook feed is looking different again last few months. Gone are the viral cat videos and the incessantly repetitive “please please share the press release about the launch of our Moon office” posts.

3 steps for converging digital video and TV advertising, today

Posted by Avi Brown on February 26th, 2015 at 7:00 am

It's not exactly news that digital has become one of the fastest growing channels for both media consumption and marketing budgets. Last November, Nielsen reported that the audience for online video was expanding by a whopping 60 percent per month. And while TV isn’t going anywhere, it is being redefined by both technology and the consumer experience. Put simply, TV is becoming more like Digital and Digital Video is becoming more like TV every day.
It’s time to step back and look at TV and Digital Video advertising together. Internet-connected devices are no longer just for marketing experiments—they’re a necessary part of an impactful video marketing mix. The time has come to plan, execute and measure a single video strategy across all screens.
So how can marketers and agencies make this happen? Here are three steps to get things moving in the right direction, today:
Step 1: Tear Down the Walls
Media agencies have been working in silos for decades. Broadcast teams rarely communicate with their Digital counterparts, and for the most part, that made sense—until very recently. For several years, the content and ads consumed online were very different from those consumed on television. The resulting media strategies, operational execution and measurement have... Read more

Women in Tech Industry Still Facing Career Challenges

Posted by Neal Leavitt on February 25th, 2015 at 7:39 pm

A few months ago a long-standing colleague of mine decided to leave her tech company after 14 years. The pay was good, benefits great, but she came to the realization that she couldn’t breach that proverbial ‘glass ceiling.’ Despite her stellar qualifications, she resigned.
She’s now getting her teaching credential and wants to teach computer programming to high school students. Any high school that hires her will immediately be that much better.
But her story isn’t an isolated one. Tracey Lien recently wrote in the Los Angeles Times that women are leaving the tech industry in droves. It’s becoming a significant issue for the tech economy.
“According to the industry group Code.org, computing jobs will more than double by 2020, to 1.4 million,” said Lien. “If women continue to leave the field, an already dire shortage of qualified tech workers will grow worse. Last summer, Google, Facebook, Apple and other big tech companies released figures showing that men outnumbered women 4 to 1 or more in their technical sectors.”
Vivek Wadhwa, a tech entrepreneur and fellow with Stanford University’s Rock Center for Corporate Governance, said that when women go to venture capitalists seeking financing for their new startups, they are sometimes treated differently... Read more

5 tips for turning attendees into brand advocates

Posted by Robin Lickliter on February 25th, 2015 at 11:02 am

Live events give brands the chance to interact with valued customers in person, which humanizes their brand experience. These face-to-face interactions also create memorable experiences that keep consumers connected and invested in the brand long past the actual event. More importantly, live events provide the ultimate level of customer service. Known as proactive customer service, brands can give customers a real-time platform through which they can express their needs.
But organizing an event that leaves your audience motivated and committed to your brand takes strategic planning and thoughtful execution. Here are a few best practices you can follow to leave a lasting impression on attendees.
Get highly personalized and high-touch
Don’t just give attendees an ordinary, expected experience. Go above and beyond to delight and thrill customers by bringing your brand attributes and personality to life in a meaningful way. These touchpoints don’t have to be large, flashy, or expensive. They could include a personalized note, a small, hospitality-focused amenity in the hotel room, an arrival rejuvenation station with fresh fruit and juices, or an information station that anticipates attendees’ needs. From the moment an attendee arrives to the event to the post-event follow-up survey or thank-you note, be thoughtful — but... Read more