Tagged 'planning'

Why aren't we innovating?

Posted by Kathryn Worthington on January 3rd, 2013 at 1:34 pm

The pace of marketing change today, driven by digital innovation and technology - has us all focusing on the latest tools, platforms and models of engagement. Obsessed with the ‘how’ instead of the ‘why’, we struggle to truly innovate and find ourselves swimming in a sea of sameness. We all create the same gift finders, music playlists, look books, and Facebook apps with the intention of simulating a ‘friendship’ with brands and other fans.
In the rush to define a new marketing model or invent the digital future, we’ve lost perspective of what drives people and have missed the opportunity to truly reinvent, to establish deep, relevant connections with people – not audiences, not fans, not prospects, or consumers – people. Ultimately, in our urgency, we’ve forgotten a simple human truth: our innate desire to connect with one another, to forge authentic relationships that have meaning in our lives.
Instead of focusing on tools and mechanisms for reaching people today, we should focus on creating experiences that enhance what the brand enables people to do day-by-day. Before creating another Facebook canvas app, let’s ask ourselves – what experience is authentic to the brand and would allow our consumers to enhance their passions?... Read more

To Tame Digital Chaos, Chart Your Digital Ecosystem

Posted by Shaun Quigley on June 19th, 2012 at 4:53 am

Now, more than ever, brand storytelling is driven by digital media.
But the digital landscape is chaotic. It’s a highly fragmented universe that includes online video, display, search, mobile apps, social commerce, interactive TV, gaming and more. These new channels have disrupted the traditional path to purchase… but they’ve also created new opportunities to connect. Consumers today are always connected via mobile devices — at home, on-the-go, and in shopping environments.
But with so many moving pieces, how do you keep your brand’s digital mix straight in your head? Has your boss ever asked what your brand was doing in digital? Imagine the horror of having to explain such complexity!

To simplify that explanation, create a digital ecosystem.
What is a digital ecosystem?
Simply stated, an ecosystem is a set of relationships. A digital ecosystem visually clarifies how your mix of digital channels works together relative to your consumer’s journey.
A digital ecosystem is categorized by drivers, hubs and outcomes. It connects all the content experiences that your brand delivers and shows how your consumer gets from one place to another. Most importantly, a digital ecosystem highlights an end game for each digital investment.
Download the Digital Ecosystem Planning Template

Start with business goals, KPIs and... Read more

Seven Marketing Lessons From Pulp Fiction

Posted by Adam Leiter on May 8th, 2012 at 12:11 pm

Oh I’m sorry…did I break your concentration? Along with being one of the best movies in the last 20 years, Pulp Fiction is chock-full of marketing insights if you look at it in the right light. Here, we pull out just a handful to discuss what brand marketers can learn from the film.
As a child of the 90s, one of the most lauded and influential films of that era for me was undoubtedly Pulp Fiction, thanks to its mix of dark humor, action, irony, and a unique tempo of scenes. It wasn’t a conventional movie when it came out, and even then I remember it sparking a lot of debate and discussion on topics like “is it too violent” or “what’s in the briefcase” or “should you ever take out your boss’ wife under any circumstances.”
Rather than trying to peel through the layers of the movie itself though, let’s take a look at what brand marketers can learn from Pulp Fiction. Here are seven of the best marketing lessons that Vincent Vega, Jules Winnfield and friends have for us. NOTE: Spoiler warning for those who have yet to watch the movie.

Be smart about working relationships – Choose your business partners and your... Read more

3 Ways to Prepare Your SEO Team for Website Design Changes

Posted by Lisa Wehr on March 9th, 2011 at 9:47 pm

Changing up your website design can certainly be fun and refreshing, but beware of the many daunting consequences a new look can cause, especially with search engines.

To avoid risking your search engine positioning, be sure to follow these three helpful redesign tips:
Site Structure
Layout your site before you begin the development process. Plan with sitemaps, wireframes and mockups to build an appropriate site for both you and your visitors. Even though the layout changes you are proposing may make perfect sense to you, they may not make sense to your customers, or the search engines. Let’s say you want to de-clutter your site, going for a more minimalistic look is great, but it may cut off navigational paths by reducing or removing relevant content. Don’t diminish the content that feeds Google, Bing and Yahoo relevant information about your site. During a revamp, don’t inadvertently make your site less known to the search engines; make sure you leave appropriate content and important links on your web property.
A new look for your website takes time; not only for your designers, but also for your development crew and IT team. Every department needs the time necessary to digest, implement and test the changes... Read more

Creativing :: ESPNs anti-social media policy, Facebook's ad innovations, and change isn't just for advertising anymore

Posted by Doug Schumacher on November 13th, 2009 at 12:00 am

What's going on in new media marketing, pulled from social bookmarking site Creativing.com:
ESPN Responds to Criticism and Publishes Social Media Policy
Previously I posted someone's prediction that going forward, more and more companies were going to have a social media policy, which I certainly agree with. Perhaps no place will these policies be more interesting than with news organizations, who butter their bread by releasing news, often over social media networks. Here's ESPNs policy, which basically says you can't do on your own for free what we're paying you to do. Sounds logical on first take.
However, this policy attempts to build a wall between professional and personal social media use. It may sound easy to a lawyer, but reality is a different ball game. And wouldn't you want some of your best writers to promote their work to their personal networks, which can be very large? Lastly, if you're wanting to hire a top writer who may have a blog following of 100k, which she can monetize, how much more do you have to pay her to drop everything she's built up in social media for the past 5 years to come and write for you?
Why Digital Agencies Are Indeed Ready... Read more