As another year comes to a close, the Anvil Media team got out its crystal ball and looked into the future to make our annual marketing predictions. It is a practice we’ve done for nine years now and one we’ve definitely come adept at.
This post is also available on OPA's blog.
The online publishing market has evolved rapidly over the last 5+ years taking the world of marketing with it. We now have a set of tools and digital platforms at our disposal—from HTML5 to various social networks—that would make the guys from Mad Men choke on their martinis. 2012 will be no exception. What will shape the industry in 2012? Here are some critical tips to help marketers deliver meaningful brand experiences in the coming year:
Touch Points – Connected with Consumers Across All Devices: One of the biggest opportunities for marketers in 2012 is to surround the consumer with a consistent brand experiences across platforms—a concept that has demonstrated a multiplier effect. As a recent study from Nielsen/CBS Television City found, participants exposed to ads on multiple screens, had a 24% increase in brand awareness—jumping from 50% to 74%. Each experience should be unified to reinforce the brand story, but tailored to the medium to make the most of the channel’s strengths.
Creative Renaissance – Delivering Online Brand Experiences: Online is a terrific place for marketers to deliver strong brand stories rather than simply leveraging the platform for direct marketing. For example, in a... Read more
A few years back, I was having a conversation with a top digital marketing consultant about the music industry. We were discussing what a challenge it was becoming for musicians to make a living from their craft -- particularly for emerging artists struggling for ear-share among the Idols and ex-Mouseketeers. At the time, the RIAA was cracking down on music sharing sites (and their users) left and right. Albums were leaking online -- and not on purpose. And music labels, struggling to stay afloat, were starting to offer less "filthy lucre" and more controlling contracts. Somehow, in the new Age of the iPod, music seemed to be the only segment where digital wasn't opening up golden opportunities for content owners and creators.
At the time, my solution was that brands, particularly the biggies like Pepsi, Red Bull, Doritos, and Vans, should start "signing" artists themselves, rather than dealing with the hefty fees and legal red tape involved in working with the labels -- not to mention the difficulties in finding a band that is interested in becoming part of the corporate machine and risking the loss of street cred.
Ideally, a direct deal with musicians could give brands exclusive access to part... Read more