How are you bringing B2C approaches to your B2B marketing?
Are you doing it at all?
For far too many B2B marketers, there's a view that never the two should meet. But as I write in my book THE ON-DEMAND BRAND, it's critical that B2B marketers realize business people are just that - people. And their exposure to B2C marketing approaches in their personal lives sets expectations for B2B marketing, whether B2B marketers like it or not.
But some savvy B2B marketers have caught on - big time.
Case in point: Our client LoopNet, the #1 online marketplace for commercial real estate.
Over the last few months, LoopNet has launched an integrated campaign that's predicated on a simple, yet powerful message: If your commercial listings aren't advertised on LoopNet, they may as well be invisible. That's because only LoopNet drives traffic to commercial real estate listings like literally no other option can.
Print, direct mail and online advertising developed by has articulated this theme in compelling, brand consistent fashion.
So when LoopNet decided to fete the luminaries of Los Angeles commercial real estate, we got to thinking: What if we took our message and super-sized it? What if we used a full-motion, building-size canvass to drive home... Read more
How are you bringing B2C approaches to your B2B marketing?
Tags: #looptrafficjam, 3d, advertising, band, branded, branding, commercial, concert, cre, dooh, entertainment, estate, experience, fender, gamification, go2, guitar, jam, la, loopnet, mapping, marketing, media, music, ooh, outdoor, pearl, productions, projection, real, social, traffic, Train, Video, viral
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Social Media, Websites, Wireless, Word of Mouth | No Comments »
Creativing :: Facebook’s 4.74 Degrees of Separation, Steve Jobs was right about Google, and how people view your Facebook profile
10 links that point to the future of digital marketing:
Separating You and Me? 4.74 Degrees – NYTimes.com
This really demonstrates how quickly any brand-related message could peel through the Internet, eventually hitting a large percent of the FB user group, while also likely generating multiple impressions for many people.
How to Turn Your Instagram Photos Into Wall Art
This is a nice partnership deal between the fast-growing Instagram and a photo printing service. Both should benefit from this ‘clicks-and-mortar’ combo. Companies without a natural online-offline relationship should consider such partnerships to expand their touchpoints.
Facebook Tests More Variations On Sponsored Stories
If there’s one ad format I’m most curious about, it’s sponsored stories. This is the leading edge of content marketing, and while the creatives are less than dynamic, they’re bringing together interesting elements: The story, the people related to it, and even what they’re saying about it.
Steve Jobs Was Right: Google IS Turning Into Microsoft
If you follow the tech battle among the 800 lb gorillas, this is a good read.
Here’s How People Look at Your Facebook Profile — Literally
This really replicates much of what’s been known about website page viewing (e.g., content at the top gets viewed the most), but it’s a quick read... Read more
Tags: Apple, apps, content, contentmarketing, Facebook, gamification, gaming, google, mobile, paidmedia, social, Strategy, trends
Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | No Comments »
Seventy-seven million people will play CityVille this month. That figure is staggering—it’s three times as many people as watched the premiere of American Idol this year.
No wonder marketers across the country are turning to “gamification” to engage customers, build loyalty and help sell products.
But is playing games the answer?
There are great lessons that can be learned from games, yet that power is not in play. The power is in progress.
Tags: Chip and Dan Heath, domino's, Domino's tracker, gamification, interactive agency, loyalty programs, power of progress
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions | No Comments »
Outside of the recent flurry associated with Google+, the one term that has been top of mind throughout the digital space recently is gamification. Gamification is a term used to describe organizations using game mechanics to drive engagement in traditionally non-gaming products. There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of driving user engagement.
Tags: BlackFin360, Examples of Gamification, facebook places, foursquare, gamification, Gamification of Brands, getglue, gowalla, miso, nike, Nike Plus, philo, Red Urban, starbucks, TheBlackFin, Tom Edwards, Tunerfish, xbox
Posted in Emerging Platforms, Social Media | 10 Comments »
Creativing :: Paying people to view ads, 5 good branded YouTube channels, and Google’s vision for Android
The latest in new media marketing strategies and tactics:
Facebook Paying Users For Ad Views: The Good, The Bad, and The Psychologically Ugly | Fast Company
I’m voting ugly on this one, although if Facebook is paying their users to watch ads, why wouldn’t brands go straight to consumers and cut out the middle man? Be sure to watch the video regarding several landmark studies that have been done in the area of rewards and motivation.
Coca-Cola Marketing Shifts from Impressions to Expressions – Joe Tripodi – The Conversation – Harvard Business Review
With so much talk happening on the content marketing front, it’s interesting to hear the CMO of Coke talk about how theyve made the transition and what some of the challenges have been.
3 Reasons Curation is Here to Stay
As this article will drive home, curation is shaping up to be a lot more than an inexpensive form of content development. This is an area brands Should be paying a lot of attention to. Not only is it a cost-effective way to flesh out a content strategy, its also showing potential for being a valuable business model. And we see over and over how often companies leave that money on the table nay... Read more
Tags: android, content, contentmarketing, Data, Facebook, gamification, gaming, google, iPhone, paidmedia, socialgraph, trends, Video, youtube
Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | 2 Comments »