Tagged 'context'

From Moneyball to Mobileball: The Answer is in the Data

Posted by Glenn Pingul on January 30th, 2012 at 12:04 pm

In January, as most people are planning and executing their New Year’s resolutions (see my last post), my mind often wanders to playing catch up on things I didn’t do last year.  It never fails that I always fall behind on keeping up with the latest and greatest movies – especially the ones that get nominated for the academy awards.   And nothing makes the Oscars more irrelevant than not having seen at least one nominated movie.
With that in mind and a long fourteen hour flight to Sydney from Seattle ahead of me, I decided to watch the Oscar-nominated Moneyball.
Does art imitate life or is it the other way around?  Given Moneyball is based on the nonfiction best seller by author Michael Lewis, the answer doesn’t much matter; that is unless you look outside of baseball.
Watching Moneyball, I was struck by how similar the plot is to what we see going on with mobile marketers around the world.   Read some key dialogue from the movie:
“There is an epidemic failure within the game to understand what is really happening. And this leads people who run Major League Baseball teams to misjudge their players and mismanage their teams. I apologize.” (Peter Brand)

“Go... Read more

Why Relevance Rules Digital Marketing

Posted by Jonathan Gardner on January 24th, 2012 at 12:02 pm

When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more

Importance of Context to Understanding the New Social Buyer Persona

Posted by Tony Zambito on May 9th, 2011 at 7:06 am

Image via Wikipedia
One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  This is especially true when you consider there are several important strategic areas evolving at a rapid pace. These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers.
What is Context?
Context is essential to understanding but what does it really mean?  I like these two definitions from businessdictionary.com for starters:

Background, environment, framework, setting, or situation surrounding an event or occurrence
Circumstances under which a document was created, including its function, purpose, use, time, the creator, and the recipient.

The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona.  The second indicates that content strategy and content marketing, to be successful, will need a robust understanding of “circumstances” contextually in order to affect buyer interaction.
Since the mid-1990’s, the meaning of context was extended to focus on the understanding of... Read more

The shift is on all right, but they have it all wrong.

Posted by Alex White on May 6th, 2011 at 7:27 am

Recently an unsolicited email hit my inbox from a company that referenced “a recent report” saying that the majority of advertisers plan on using audience data instead of content this year.  There was no source, and when I finally located the report, it was clear that this wasn’t what was stated.  Here is what the report did say: Nearly all advertisers and agencies said they plan on using audience targeting this year. Duh! And, they claimed, if advertisers and agencies had only one targeting choice, they would choose audience over content.
It’s a good thing that they don’t have to choose.
News Flash!
Brands are not buying audience instead of content. They are buying audience IN ADDITION to content. The smart ones are at least.
There is a lot of misinformation out there, and as a buyer of media I can see why this digital display advertising industry is so confusing. The fact of the matter is behavioral targeting works. It’s great, and when used in an integrated fashion with other tactics it can provide meaningful results in the overall campaign. But by no means is this the holy grail of advertising, nor can it bring massive brand budgets online in a meaningful way.
The... Read more

Motrin: a tale of two narratives

Posted by Michael Leis on November 17th, 2008 at 12:00 am

If you haven't heard, Motrin has deeply insulted the mommy-blogging community this weekend in a row over the following video:

It's a truly unfortunate case of an agency picking out the wrong part of the narrative to broadcast. In the entire backstory of the relationship between mothers and their babies, Motrin and their agency chose to depict the one aspect of the relationship -- holding your baby in a sling -- that is simply the opposite of painful. As many moms tweeted, these are often times the rarer moments of complete comfort and closeness.

There are many times during the post-partum experience that Motrin is relied upon by moms (and dads). Lots of those moments are too personal to put in an ad, but make up the backstory, the subtext of what would create an effective ad. The problem is, no one wants to see this subtext thrown in their face as context. No one wants to be told by a company that the way they hold their baby is a painful fashion trend: regardless of whether it's true. And nobody -- repeat -- nobody wants the disembodied voice of a brand speaking on their behalf. "It makes me look like... Read more