'Opinions' Category

Data: Advertising's Holy Grail or White Whale?

Posted by Frank Sinton on October 23rd, 2014 at 7:00 am

The collection, analysis, and usage of customer data has the potential to revolutionize the advertising business. But questions swirling over how to collect that data, use it, and even who "owns" it is stunting the potential of this exciting field.
At the crux of the issue is how to balance the needs of advertisers against the desires of viewers. This balance is not as simple as advertisers wanting more information and users wanting to give less, because that’s not exactly true. It’s about targeting vs. engagement.
When we say data, what people really mean is identity. The more that’s known about you, the easier it is to target the ads most relevant to you. While a bit creepy at first, the goal is to use this information to make these ads less of an intrusive interruption and more of a welcome service. Research shows that this tactic by and large works.
This is why data-hungry advertisers responded so positively to Facebook’s Atlas announcement at this past Advertising Week conference. But it’s just the latest effort to move into what’s considered first-party data...
The search giant has a massive network, which includes Google Apps, YouTube, Android devices, Gmail, and of course… search. Log into your... Read more

Busting the top 4 myths of social media advertising

Posted by Jeff Zwelling on October 22nd, 2014 at 10:00 am

When it comes to any form of advertising, the big question for marketers is always the same: Does it work?
According to eMarketer, social advertising revenues are expected to hit $6.6 billion in the U.S. this year, which means there’s a whole lot of investment now riding on this still-maturing channel. There are many ill-founded concepts about social marketing floating around, however, like ads not swaying Facebook users or millennials being turned off by social ads.
While survey-based responses are useful as a way to show directional trends, actual real-world data is far more enlightening about where social advertising fits (and doesn’t fit) within a marketer’s plan.  The question is how to make social —from both an organic and paid standpoint — work to accomplish a brand’s goal of driving awareness, influence and consideration of a product, and ultimately sales.
A recent study by Convertro, a leading multi-touch attribution provider and division of AOL Platforms, set out to quantify and take on some of the myths associated with social media advertising, including the four most common:
MYTH #1: Social Media Has Limited Value for Brands. The impact of social media on the consumer’s path to purchase has been poorly understood to date, and thus... Read more

5 key ingredients for a buzzworthy integrated marketing campaign

Posted by David Saef on October 22nd, 2014 at 7:00 am

Are you for #UpForWhatever?
Bud Light is, and thanks to its massive integrated marketing campaign, the Millennials the company targets are, too.
Previously, companies launched email or TV campaigns, perhaps tied to direct mail or a single platform. Today, brands craft campaigns around one core theme or message and appeal to both mass and targeted audiences by spreading that message across multiple channels, including TV, billboards, email, direct mail, social media, and paid digital advertising.
Integrated marketing is more complex and more inclusive than ever before. Brands wanting to make a splash — whether it’s Coca-Cola or a small startup — need to leverage multiple platforms to amplify their marketing messages.
Creating a solid, cross-channel integrated marketing campaign involves a number of moving parts, but the very first thing you need is a big idea. Keep the theme concise to make it more meaningful, and add a dose of creativity to draw emotion and inspiration. Make sure it can easily be leveraged across multiple media.
After you lock in the winning idea, incorporate these five invaluable components to ensure your campaign’s success:
1. Audience Research
Take the time to really get to know your target audience and add important insights to the creative brief. When you understand... Read more

Financial Fraud in the Digital Age

Posted by Morgan Sims on October 21st, 2014 at 1:15 pm

New England College Online

4 ways to dig up your best ideas through brainstorming

Posted by Eddie Newquist on October 21st, 2014 at 7:00 am

Sometimes the best ideas emerge by themselves. You wake up one morning, and the solution is there -- no effort required. But, unfortunately, life doesn’t usually work that way.
A truly great idea doesn't often arise from a single source. It’s developed only when washed and tumble dried through multiple perspectives. And like a rough diamond, the good stuff might be there, but it’s going to take a bit of effort to make it shine.
Brainstorming is a tried-and-true means of digging up those gems. It heightens communication skills, encourages open-minded thinking and smart decision-making, and promotes different perspectives and attitudes. But if you’re going to get the most out of your brainstorming endeavor, it needs to be more than a mere bull session.
Here are four things you can do to ensure that you get the most from your brainstorm:
1. Invite Your Client

We typically have our clients fly into our California offices. Between the nice weather, the change of scenery, and the opportunity to work in casual attire, it gives them a chance to relax.
But we don’t invite our clients simply to enjoy the weather. Having clients participate in the brainstorming means getting them to commit to several hours of rolling... Read more