I spend a lot of time listening to the radio. All kinds of radio, from AM and FMstations to Pandora, Stitcher, Beats Audio, and a plethora of other streaming services. And to be clear, if it's sound coming our of a speaker, it's radio. Period. After having spent more than three decades programming radio stations, it's hard not to have sound in the background. I also spend a lot of time on the Internet, sometimes looking at stations' websites and Social Media outposts. What I see online frightens me because most of the terrestrial radio stations, and even some of the streaming services, have a disconnect between their audio product and their online presence, what I call THE MISSING LINK.
In other words, most audio content providers don't think about how people USE their product, what else they're doing when they're listening, or most importantly, how they can take the product that comes out of the speakers to a computer or smartphone screen. Because every day there are less audio delivery devices like the one above and more like this.
Of course, there are still a lot of audio delivery devices that aren't smartphones, but mobile is becoming king and smartphones are... Read more
In 2013 one platform created more requests for POVs and testing from our Fortune 500 clients than any other. That platform… Tumblr.
What makes Tumblr unique? The platform is a hybrid of social & the web. Tumblr provides a massive (225m monthly uniques) and highly engaged audience as well as complete creative control over the look & feel of the experience. This is a valuable proposition for extending the equity & discoverability of a brand's digital presence.
Tumblr can serve as a campaign destination or social hub which has become a lost element within the social ecosystem. Most social platforms have moved away from a destination approach and are focused on atomized content engagement. Meaning the emphasis is on making sure your content is engaging enough to capture users attention within a short amount of time.
With Tumblr, brands are not limited to a single media type, there are no design restrictions and no character limits. A brand can create a compelling experience that transcends the social stream and maps to discovery through traditional channels such as search.
Here is an example of THE SIGNAL from Lexus. Note the design freedoms of the platform.
Other key elements to consider: Tumblr blogs can support custom URL’s... Read more
Millions will get engaged on Valentine's Day. Billions in products and services will be sold from jewelry to candy to flowers in a celebration of love. If you're not Hershey's, Godiva, 1-800-flowers, Alex and Ani, Red Envelope, Zales - what does this have to do with you? Everything.
As we mixed, mingled, and shared our customer love stories at the recent iMedia Brand Summit, it was clear we are marketing in an age where human interaction and technology are intersecting in new ways. From wearables to holographic rock concerts, as summit keynoter, Becky Frankiewicz, SVP/GM Global Costco, PepsiCo adeptly put it "We are in the economy of experiences. The rules of marketing have changed. It's about engagement."
True engagement elicits emotion from joy, pleasure, happiness to love. The potential to elicit brand love is possible anywhere and anytime – and eMarketer has the data to prove it. Unlocking the power of love, creating brand evangelists, spreading and sharing brand love - creating true engagement is fundamental to our goals.
Love is one of the most potent human emotions that can connect and power us as a community. It connects us to the most successful brands in the world. It is... Read more
Tags: 1800-flowers, alex and ani, becky frankiewicz, brand love, brand summit, consumer engagement, costco, dan hill, emarketer, godiva, hershey's, john lennon, marketing, pepsico, red envelope, valentine's day marketing, zales
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Opinions, Social Media, Uncategorized, Word of Mouth | No Comments »
Whether you’re a brand promoting products or services, a business trying to increase awareness of and interest in what you’re selling, or a startup clamoring for attention, you’ll need to be involved on some level with social media.
Here’s the bad news. It isn’t magic. You don’t flick a switch and turn it on and off. That’s advertising.
Social media has the potential to far outweigh the power of ads but effective social media marketing takes planning and hard work. Plain and simple.
Good old fashioned ground and pound, elbow grease, put your back into it hard work.
You have to be smart about your planning, tactics and strategies, but too many marketing professionals believe that social media is this supernatural, set-it-and-forget-it miraculous wonder that happens when you post updates on Facebook and Twitter.
Posting updates is only the 1st step. Well, actually it’s the 10th step, after:
establishing your social media goals
setting short and long term objectives or milestones
planning your strategy, tactics and approach
defining your audience
developing your online voice
determining which types of content your audience will be interested in, respond to and share
creating the content (video production, graphics, photos, infographics, memes)
deciding if there will be a paid promotional component
writing and scheduling the updates and corresponding content
Posting... Read more