'Opinions' Category

In Defense of Popups

Posted by Ross Kramer on April 16th, 2014 at 8:02 am

It is no secret that we tout the modal popup as the ultimate tool for building your email subscriber base, and we have the research to prove why. There are still those, however, who avoid using this time-tested tactic for fear that they will annoy – and potentially lose – prospective customers.
Recently, while discussing the effectiveness of exit popups, Listrak Senior Solution Consultant Joe Devine met with the popular popup objection. I thought his response was worth sharing:
The best strategies surrounding pop-ups, side bars, footer overlays, or any other sort of whirligigs are often hotly contested by marketers. Some folks see them as the utter dissolution of all brand integrity, while some of us see them as a necessary engagement tool when trying to achieve revenue goals.
The truth is engagement KPIs are lifted when you strategically increase acquisition. However, with such a broad spectrum of sentiments, one thing is clear: One size will not fit all and testing is key to driving adoption. After years of deploying and testing these technologies, it may seem brash, but the simple fact is, these tools work and work well. For every naysayer, I would challenge you to prove that the... Read more

How mobile and social have changed live events

Posted by Radha Subramanyam on April 16th, 2014 at 7:00 am

From my place at the intersection of the music and communications industry, I've witnessed the many changes technology has brought to live events and music festivals.
Music festivals throughout the decades have made history due to a variety of reasons. No matter what they’re famous for, they've always brought together fans and artists of all genres. In 1969, Woodstock became a definitive pop culture event thanks in part to the social harmony exhibited by the musicians and attendees. In 1985, Live Aid broke barriers by hosting a dual-venue event simultaneously in London and Philadelphia. Nicknamed the “global jukebox,” the concert was one of the largest-scale television broadcasts of all time with an estimated 1.9 billion people around the world watching.
The advent of smartphones in the past five years has revolutionized the live concert experience in ways I couldn’t have imagined. Coupled with online social media, smartphones augment the power of video screens and ultra-connected stages in driving engagement at live events. Concert attendees now send Tweets and text messages to the big screen, encouraging others to do the same. With mobile devices in hand, they can easily text their friends and post to social networks instantly, greatly expanding the impact of... Read more

Six simple steps to a thriving workforce

Posted by Deborah Teplow on April 15th, 2014 at 11:12 am

Today's employees have a lot going on in their lives that can affect job performance, but the real key to employee satisfaction, retention, recruitment, and employer profitability is health and wellness. Everyone wins when employees enjoy maximum health and well-being -- understanding the problems and taking six simple steps can transform a company from a one with a wellness program to a company that thrives because of its culture of wellness.
We Have a Wellness Program: What’s the Problem?
Employers have the chance to make a difference by offering wellness programs, but many of these programs fail to deliver adequate or lasting benefits. Employer-provided wellness programs often fail because they do not address two of the most fundamental drivers of meaningful change:

Reaching people where they’re “at” and addressing the issues they truly care about
Creating a culture that supports and encourages ongoing personal and collective change

Studies show that 70 percent of employees who are offered health risk assessments (one of the most fundamental elements of current wellness programs provided by employers) complete them, but only 20 percent follow up with action based on the results.  Producing lasting results takes more than just telling people to eat more vegetables and add more steps to... Read more

Millennials heart UGC: 5 new and surprising stats

Posted by Anna Kassoway on April 14th, 2014 at 10:00 am

We know two things about Millennials, they will soon have record-breaking purchasing power and they spend TONS of time with content created by their peers, otherwise known as UGC (user-generated content).
What we didn't know was how much time they spend with UGC and how they feel about it. That is, until now.
In January 2014, Ipsos MediaCT, Crowdtap and the Social Media Advertising Consortium partnered to survey 839 millennial (18-36yrs old)  men and women. The study explored millennials’ media consumption habits, how they perceive information from various sources and how these same media sources impact purchasing decisions.
Here are 5 Key Data Points that Might Surprise You:
1) They spend mind-blowing amounts of time with media. In aggregate, millennials spend roughly 18 hours (not mutually exclusive) with different types of media per day.  This often includes viewing multiple devices at once. If this surprises you, you’re not alone, but their media adds up when they’re  simultaneously checking their phones, letting their computer screen glow, listening to radio and glancing up at the TV.
2) 30% of this media time is with UGC. As marketers we know UGC is a time-suck for millennials, but just how much time? They report spending 5.4 hours a... Read more

The art of brand evolution: How a "timeless" vision and collaboration are the keys to success

Posted by Matt Statman on April 10th, 2014 at 3:54 pm

Timeless brands are timeless for a reason – they effectively establish a vision that not only answers the needs of today's consumers, but are also expansive enough that they can be responsive to future needs as well. There is an art to finding the perfect marriage between a product, the goals of the company behind it, and the needs of the consumers who may use it. But when the craft of positioning is in the hands of experts, the resulting work can be eternally magical.
All brands need to evolve to remain relevant. But improvements or shifts in a brand’s offering do not always necessitate the need to change the core positioning or tagline. For example, Nike is the pinnacle of achievement in this arena. "Just do it" is an enduring assertion of empowerment that has proven to be a valid call to action for decades. It’s a universal nudge, yet personally resonant to consumers from the budding athlete to the experienced marathoner, regardless of age, ethnicity or demographic. While Nike has certainly evolved as a brand, focusing on product innovation, attracting new consumers, securing strategic athletic partnerships and more; its famed tagline has stood the test of time.
BMW’s, "The Ultimate... Read more