'Opinions' Category

iMedia at Ad Week: Mobile Media Summit

Posted by Jennifer Marlo on September 28th, 2015 at 12:57 pm

The Mobile Media Summit kicked off Ad Week 2015 with an impressive panel of CIOs who all seemed to agree on one thing: More often than not, a successful advertising team is composed of specialists who are orchestrated by a great leader.
"There was a time when everything was homogenized," said David Cohen, CIO, UM. Not so anymore – if you want a great mobile campaign you need folks that, according to Cohen, are "steeped" in mobile. This includes everything from design to content.
And, quality content should be the foremost priority. According to panelist David Gaines, CIO, Maxus Global, great marketing is centered on the ability to tell a story. Of course, the platform is important but too often the focus is only on the tech, and not on the message. The messages that truly resonate take the product and the consumer into account  and the only way to understand your consumer is via research.
Expanding more on this topic, Jason Spero, VP Performance Media, Google presented a session on "micro-moments."  Spero pointed out while that Google cannot analyze longitudinal data due to privacy laws, there are plenty of opportunities to follow your customers to better understand where your product is needed... Read more

Knowing Your True Purpose As A Company: Panera Bread

Posted by Winnie Brignac Hart on September 24th, 2015 at 10:06 am

Panera Bread is a brand that knows its true purpose, and it is evident in every aspect of the organization. Panera is “simple pleasure, honest and genuine.” With the eating health of the nation becoming a fast growing problem, Panera, as a purveyor of food, has made a decision to become a part of the solution rather than the problem, and they implement that choice in every action they take.
Panera is personally invested in the state of the nation’s health - they want to serve food they would eat themselves and prepare for their own children. They care about how their food is made, sourced, handled and prepared. They voluntarily post calories on their menus, remove artificial ingredients from their food and offer poultry raised without antibiotics. They have changed the status quo of fast food restaurants – setting a high bar – to proactively participate in changing the options that people have in the areas in which they operate.
Panera understands their responsibility to do and be more. However, they encourage others to be a part of the solution as well. They encourage suppliers and competitors to rethink the way they do business and for customers to care... Read more

A look at the ever-changing agency model

Posted by Judy Karsting on September 22nd, 2015 at 9:34 am

I had a chance to sit down with Charlie Ray, president, Broad Street Co. to share his perspective with the ever-changing agency model.
Q: What is the biggest opportunity you see within the agency landscape?
A:​ Broad Street is a relatively small agency by choice. We sell ourselves on being focused on a few clients and being nimble enough to respond to their needs quickly with the "A" team of seasoned digital professionals. We are seeing more and more opportunities to partner with other agencies for pitches or even pitch alongside another agency for just a segment of the business.
Q: How does this partnership model really work?
A: This means we have had to adapt to working with another agency and learn to trust that they weren't trying to poach our client or we poach theirs. We worked hard with our agency partners to open up communication lines and create transparent media planning and strategy that works out better for our client. We know clients are focused more on data-driven results than a marquis agency working on their projects, and we need to be focused on delivering those results because we aren't just competing against the large agencies, but also vendors that... Read more

What My Job Search has Taught Me About FinTech and the Customer Experience

Posted by Roger Marquis on September 17th, 2015 at 8:42 am

Recently, I lost my job. Since then, I have been searching for a new position in marketing management. As I conduct my search, one area in which I have been focusing has been on the FinTech industry, because the companies within this industry hold a great deal of potential and a unique set of marketing challenges.
As I research this industry, I have come to realize that these companies are out to change the traditional and incumbent products and services (i.e., investment advice, portfolio management, trading, payments, currency exchange, lending, etc.), which are offered by today’s financial firms. But, as obvious as this goal may be to most, what’s less obvious about FinTech companies is the by-product of all of their new and different products and services: the customer experience. Maybe other business professionals don’t see it the same way I do; but as I read one website after another, one piece of marketing collateral after another and one article after another, etc., it seems as though what these upstart FinTech companies really want to do is disrupt, alter and improve the overall customer experience.
Sure, traditional... Read more

New thinking on how to leverage data

Posted by Lori Luechtefeld on September 15th, 2015 at 1:21 pm

Every modern marketer understands that data is important. But few treat it as anything other than a series of endpoints emanating from an action. In a presentation at the iMedia Brand Summit in Coronado, California, Anthony Long, global e-commerce technology lead at Kimberly-Clark, introduced new thinking to marketers about how they regard and leverage data.
Think of a machine shop that mills a block of metal into a tube, Long said. The waste that falls to the floor is still valuable. It can be gathered, recycled, and used later. The same things applies to data.
Using real-world and decidedly un-CPG examples, Long provided lessons for marketers in today's mobile technology-driven world. Consider the following.
New technology yields new data opportunities
Long presented the story of photographer Eadweard Muybridge, the unwitting inventor of the moving picture. Without intending to do so, Muybridge unleashed an explosion of data that has since enabled people to study the movement of animals and objects to gain amazing insights that have fueled many advancements, including that of human air travel.
Data as content
Car racing fans might only get to attend one or two actual races a year. But what they're really into is the more than 100 megabytes of data produced... Read more