Consumer electronics marketers: March Madness offers you a perfect opportunity to make your own slam dunk with customers by putting dynamic creative to work for you this month.
Tags: advertising, branding, consumer electronics, content marketing, Digital Marketing, dynamic creative, march madness, mobile, online advertising, online marketing, Strategy
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Content marketing may get a lot of buzz these days - but it's as old as advertising itself.
In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.
But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.
Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.
Photo: New York Times
Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 2) - THE RISE (& RISKS) OF CONTENT MARKETING
Tags: 2015, ad bowl, adbowl, advertising, branding, columnist, content, cpg, demographics, marketing, mobile, new york times, social, Social Media, sponsorship, stuart elliott, Super Bowl, television, Video
Posted in Ad Networks, Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Social Media, Video, Websites, Word of Mouth | No Comments »
The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.
After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.
And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.
"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.
"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are... Read more
Tags: 2015, ad bowl, adbowl, advertising, branding, columnist, cpg, demographics, marketing, mobile, new york times, social, Social Media, stuart elliott, Super Bowl, television
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I recently attended a client meeting and the topic we were discussing centered on their brand and value proposition. Within a few minutes the discussion centered on what made their company different from their competitors. There was much discussion and debate, at times heated, that they were “unique.” So I asked, what makes you unique? What followed was a laundry list of accolades and proclamations why they were different and better than their competitors. After politely listening to this I simply replied, “you’re not unique.” To their chagrin they doubled down and made impassioned statements to substantiate their uniqueness. I listened patiently and when they finished I politely repeated, “you’re not unique,” in fact all your competitors make the same claim so how does a client discern who is unique?
The vast majority of companies, mainly service oriented ones, is that you’re not unique and as hard you try to convince others that won’t change. There may be some degree of differentiation in delivering an outcome however all your competitors will claim to produce the same results. When you’re in front of a customer or prospect your firm is one of many making the same claims and likely using the same... Read more
Tags: be unique, brand experiences, brand management, brand value, branding, consulting, marketing your own brand, social trust, trust, unique brand story
Posted in Opinions, Word of Mouth | 2 Comments »
Creating synchronized visual content for all your social networks is an important part of gaining brand attention and recognition. Here are the top five ways to make your social profiles and visual content align to emphasize your brand and grab your audience’s attention.
Tips for Branding Your Social Media Profiles and Posts
#1. Create Coinciding Profiles and Covers
Be consistent across all social avenues to gain recognition and success. Use the company’s logo or a variation of the logo for each social profile picture. Choose a cover image that coincides with the profile image as well.
#2. Create Watermark Guidelines
When using a logo or other icon with images, create guidelines regarding size and placement. Consistent logo sizes and placement are key to appearing legitimate.
#3. Limit Fonts and Colors
Limit fonts and colors to two or three for the majority of marketing and advertising. Reflect the company’s brand by creating fonts and themes that coincide with its identity. Consider what kinds of feelings you want your audience to evoke. Fun/Loud vs. Serious/Delicate
#4. It’s All in the Image
Since 90% of information is transmitted to the brain through visual representation, you will benefit from images with great design. Rely less on words and let the image or design convey... Read more
Tags: advertising, brand identity, brand logos, branding, branding social media, emphasize brand, gain brand attention, gain brand recognition, grab audience attention, marketing, social images, social media posts, social media profiles, visual content, watermark guidelines
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