'Opinions' Category

Up Up and Away: Commercial Drone Market Ready for Take Off

Posted by Neal Leavitt on August 30th, 2014 at 5:21 pm

Drone proponents prefer using the term Unmanned Aerial Vehicle (UAV) or UAS for Unmanned Aerial System (latter term includes the entirety of the flying vehicle and the ground-base communications connection connecting the two). Whatever your preferred verbiage is, drones are poised to become a huge global business and the aerial devices are going to have a significant impact across a wide variety of industries.
Historically, the military has been the biggest user/purchaser of drones; The Wall Street Journal estimated that the U.S. military spent about $3 billion on drone programs in 2012. And many aerospace companies continue to develop highly sophisticated machines that are lightweight and easy to assemble/launch.
Columbus, MS-based Stark Aerospace, for instance, recently rolled out ArrowLite™, a small UAS system that supports the U.S. Army Hunter MQ-5B UAS. It weighs less than 7 lbs. and can be assembled and hand-launched in less than 90 seconds.
Looking beyond the military, commercial drones will soon take on much larger roles for businesses and even for individual consumers. BI Intelligence, a research service from Business Insider, estimates that 12% of an estimated $98 billion in cumulative global spending on aerial drones over the next decade will be for commercial purposes. ... Read more

Data lessons for automakers that all marketers should learn

Posted by Damian Garbaccio on August 29th, 2014 at 11:48 am

The automotive industry is a highly lucrative and competitive market and as such, automakers are constantly looking for ways to differentiate themselves – including how they market to prospective buyers. With consumers regularly revealing meaningful insights about their consumption behaviors across devices, automakers have the opportunity to turn data and insights about potential customers into meaningful messaging.
But more data doesn’t necessarily mean that an automaker is more likely to successfully engage with existing and potential consumers to drive additional sales. The reality is that marketing magic comes from taking a smarter approach to data to gain a 360-degree view of your customers wherever they might be in the process of purchasing a new vehicle.
In fact, there is a relatively long consideration period during which a prospective car buyer cycles through several different stages: contemplating a car purchase, deciding to make that purchase, deciding between new and used, considering various makes, models and options, weighing various financing options, etc. Data reveals where your customer is on that journey, their intent to purchase, as well as a number of other factors that might be influencing the buying process.
That said, automakers have a very specific set of circumstances within which their marketing efforts... Read more

Drive Your Social Selling Via 140 Character Social Listening

Posted by Tara Meehan on August 27th, 2014 at 9:43 pm

Some of the best tweets are the ones you don’t send. Think about it. Think about how you currently use Twitter. To this day, I mainly use the Blue Birdie to listen to reactions to trends happening in entertainment. For instance, Twitter shines like no other social network during an awards show. As soon as Nicki Minaj had her dress malfunction at the VMAs, I was checking out the hashtags. For Twitter haters, this has been a consistent reason to attack it; to point out bad spelling or trivial idiocy and those criticisms certainly have their place. But when used properly, especially in this grand age of social selling, Twitter can rock your listening strategy and help you identify intelligent (yes intelligent on Twitter) leads.
Back in the blogging day, I wrote about needing to think before you tweeted. That’s truer now than ever before. Social media is saturated with information. People are constantly trying to position themselves as subject matter authorities. It’s crowded out there so knowing what you’re talking about is essential. That takes learning. That takes listening.
There are tactical methods to properly listen on Twitter. Still, it’s OK to impart some high level strategy – really. You can... Read more

Navigating the Shift From TV to Mobile

Posted by Dan Wittmers on August 27th, 2014 at 10:45 am

Why are so many brand marketers still struggling to shift budget away from traditional TV into digital and mobile –especially when consumers are spending 33 minutes per day consuming mobile video.

The art of in-app video ads (part 2 of 5): Conquering latency

Posted by Daniel Kang on August 27th, 2014 at 10:00 am

Mobile video ads are one of the most powerful ways to engage users. The average click-through-rate of mobile video campaigns increased by 265.7 percent in 2013 and the share of tablet and mobile video plays soared by 74 percent. Mobile video ad spend is expected to increase by 82.1 percent in 2014.
Video watchers have been trained by TV to expect a seamless transition from content to ads. A large body of research shows that users have no tolerance for low quality videos. University of Massachusetts Professor Ramesh Sitaraman published a study titled “Video Stream Quality Impacts Viewer Behavior” where he measured the correlation between online video load delays and user drop-off rates. Based on data representing 23 million video views from 6.7 million unique visitors, he found that 20 percent of viewers give up and leave after just two seconds. Every second of additional delay results in approximately 6 percent more viewers jumping ship. Four out of five online users will click away if a video stalls while loading.
Speed is critical, and latency is one of the biggest hurdles preventing programmatic mobile video ads from reaching their full potential.
What causes latency?
Latency is the period of delay, usually measured in... Read more