As an agency, my team and I are brought in to help brands and organizations with a variety of challenges. These range from the short-term (“We need help launching a campaign to introduce a new initiative this Spring”) to the long-term (“We need help aligning our digital strategy with a shift in organizational goals”).
The Challenge:
As head of digital strategy at my agency, I am frequently brought in to help with a variety of goals and objectives for my clients – some short-term, some long-term. The challenge is then to determine the proper strategy and tactics that should be used for each. Over the years, we’ve come to define these as two distinct types of campaigns. I like to think of them as sprints and marathons.
Tags: audience targeting, campaigns, content marketing, Digital Marketing, marketing, Strategy, Targeting
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And lo, Mark built a house. The young of the town assembled there and anointed each other with oil, and it was good.
“Enter thee to my house and know great intimacy, share your thoughts and your hearts with openness,” said Mark as he expanded his house to accommodate people of all nations and creeds.
The Devil then came to Mark. “For while they dwelleth in thy house, suggest to them that they buy something and the value of your house will rise.”
“No, Eduardo,” said Mark. “My house will be pure.”
Eventually, though, the house needed reinforcement and expansion greater than he could accomplish by the work of his own hand and he had to give ear to the money lenders. “Tho if I shall have commerce,” he said, “I shall have it in a way that bothers no one.” And it may or may not have been good, but no one could tell and it was hotly debated in the trades. Yet Mark refused to be more assertive as it was the tradition of his people to honor all guests as family; a place of comfort cannot be also a bazaar.
But Mark did tell his servants to... Read more
Tags: advertising, Facebook, facebook ads, ipo, social, social ads
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I'll just come out and say it: Last week's Mobile Marketing Roundtable was nothing short of awesome.
Three of my favorite people in mobile marketing teamed up to answer questions on the quickly evolving world of mobile + social + local + retailing + pop culture and more.
On hand: Julie Fajgenbaum, vice president of brand and social media for American Express; Rachel Pasqua, director of mobile for New York City-based digital marketing powerhouse Organic; and Dorrian Porter, CEO of mobile marketing phenom Mozes, a longtime sponsor of this blog.
All this week, I'll post excerpts from this wide-ranging new roundtable, which spans mobile apps vs. mobile web; Facebook's prospects for monetizing the mobile channel post IPO; the future of social television and much, much more.
Up first: Fajgenbaum, who gives us the scoop on AMEX Sync, which offers card members discounts for tweeting advertised hashtags; strategies for fighting "showrooming" - the dynamic where consumers go to stores to see products but then order via mobile phone - and how mobile + Jay-Z = astonishing success.
MOBILE MARKETING ROUNDTABLE (PT 1): JULIE FAJGENBAUM: HOW AMEX BANKS OF MOBILE MARKETING
Click here to listen to MOBILE ROUNDTABLE PT 1: JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE... Read more
Tags: advertising, american, amex, branding, dorrian, express, fajgenbaum, foursquare, jay-z, julie, lbs, location, marketing, media, mobile, mozes, music, pasqua, Porter, rachel, retail, retailing, shopping, social, twitter
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In one of my previous posts from about a year ago, I wrote about the need for better mobile tracking to improve measurement capability. Unfortunately a year later, the industry has still not come very far. In fact, last summer Apple began phasing out developer access to unique device identifiers (UDID) that many companies were using for tracking in apps, making things even more complicated (link to article). Advertisers, app developers, mobile vendors and many key industry players have been involved in discussions and working groups on alternative tracking methods. Additionally, a few companies including Google were cited as having bypassed privacy settings on Apple devices to help with tracking on the mobile web (link to article).
It's still the wild west when it comes to mobile ad tracking and ad serving. Although some agencies have started to test out various third party ad serving solutions, the delivery of many campaigns are still reported on by publisher, ad network, and rich media company ad servers. Many of these ad servers are proprietary ad servers with a range of capabilities.
There are also companies that are in the process of developing their own "mobile cookie" or proprietary tracking solutions. Some of these... Read more
Tags: mobile, mobile ad serving, mobile measurement, mobile tracking
Posted in Ad Serving, Emerging Platforms, Opinions, Research, Wireless | No Comments »
As we approach the sometimes elusive subject of SoLoMo and how it is -- or isn't yet -- transforming how marketers engage with consumers, Dr. Phil Hendrix, immr/GigaOm Pro analyst and author, surfaced some key strategic insights into capitalizing on this marketing trifecta.
Among the points he made at the iMedia Agency Summit in Colorado Springs on SoLoMo's role in reinventing advertising and retail, Hendrix pointed to the radical shift in how geo-tagging and social media are forever changing the way consumers search and find information. Marketers can garner critical learnings from what location and time reveal about the consumer's context -- and how we target and individualize these location experiences are becoming important new channels for advertisers.
As brands and marketers trial test the ways in which they can capitalize on SoLoMo opportunities, how is your brand using SoLoMo to personalize, engage, enable, and reward the consumer?
By definition, SoLoMo represents situated experiences enabled by mobile and shared with others. With an estimated 74 percent of cellphone users using their device to get location-based information, and the staggering fact that 90 percent of us have our mobile device within reach at all times, the possibilities are infinite as the world becomes ever... Read more
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