Tagged 'advertising'

What The NCAA Tournament Teaches Us About Marketing

Posted by Grant Johnson on April 7th, 2014 at 1:54 pm

I always enjoy the NCAA Men's Basketball Tournament. My memories date back to 1977 when Marquette (from my hometown of Milwaukee, Wisc.) won the dance card and took home the trophy. After that victory me and a buddy ran outside hooting and hollering and played some hoops and pretended to be the players we had just witness win it all. What pure fun.
The NCAA does offer some great insights to marketers as well. Here are seven takeaways you can apply to your marketing:
1.) The small can dominate the big. If you have a small ad shop, a challenger brand or are a start-up, the NCAA tourney should give you renewed hope that you can compete -- and win -- even against larger competitors who will likely outspend you.
2.) It takes a great team and awesome leader (coach) to be at your best and push one another. The best individually deep team rarely wins the games; it's the best coached unit that excels as a team that wins more often than not. A great coach only helps.
3.) A bit of luck helps, so if you get lucky, take advantage of the opportunity you have. Very few had Connecticut and Kentucky in the final. If you... Read more

Simple is as Marketing Grows

Posted by Grant Johnson on February 24th, 2014 at 2:32 pm

"If you can't explain it to a six-year-old, you don't understand it yourself," said Albert Einstein.
We live in an over-communicated society.
Heck, when I began in advertising and marketing, adding an outbound phone call to a direct mail campaign was considered "Integrated Marketing."
The fact is, we are exposed to thousands upon thousands of media impressions each and every day.  As such, as consumers, we CRAVE simplicity. If you can simply explain what you are selling (which, by the way, is what advertising and marketing is), and how your product/service will benefit me, then wrap in a compelling reason -- the correct messaging and/or offer, I will likely take the next step in your sales process. But please make sure to explain to me what you want me to do -- call, respond to the email, visit the website, like us, etc...
Precise copy is the key, but we also must consider how we can graphically simplify our message so it is easier to digest and get the point across immediately. Here is an example of what I mean: http://www.a2591.com/2011/03/more-minimalist-effect-in-maximalist.html
Most of these everyday products are, perhaps, better served today as stripped-down versions.
That's why the combination of video and the internet/social media is so... Read more

The War of App Acquisition Analytics

Posted by Jordan Greene on February 20th, 2014 at 12:30 pm

Welcome to the $9.6 billion U.S. mobile ad jungle.  In a dark corner of the mobile app world, there is a war brewing.  As more mobile advertising money continues to flow to acquire app users, the value is rapidly increasing to accurately understand what specific ad budgets are generating.  In practice, that is enabling an app owner to identify the best ad sources which drive installs and activity, and act upon that data.  The two leaders in this province, HasOffers and Kochava, have been conciliatory adversaries, each acknowledging, but not sniping at, the other.  But with one, small, facebook announcement last week, all that looks to change.
Since 2005, we have bought mobile media for clients, and tracked subsequent activity.  Somewhat surprisingly, we continue to see that across the mobile landscape that there is still an under-appreciation of the importance of understanding app analytics (not to be confused with the over-collecting of data, which is causing drowning).  At Mella Media, we stress to clients that acquisition tracking needs to be a “given.”  It is the front-door to knowing your users, and seeing where new opportunities lie.  Ultimately, it is the top of the funnel which leads to real business goals and... Read more

A Restaurateur's Best Friend: Q&A with James McKinney, CEO of SimpleDeal (Pt 2)

Posted by Rick Mathieson on February 7th, 2014 at 2:25 pm

In part one of my interview with SimpleDeal CEO James McKinney, we heard about how this new app connects passersby with restaurants right at the point of maximum interest.

In part two, we'll hear more about what it means to restaurants - including how they might be able to turn a trove of data into a gold mine.
CLICK TO LISTEN: Q&A: James McKinney, CEO of SimpleDeal (Pt 2)
(Approx 7 min, 25 sec)

iBeacons Usher in New Era of Mobile Advertising in 2014, Raise Old Privacy Concerns

Posted by Fernando Bohorquez Jr. on February 6th, 2014 at 8:44 am

Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more