Tagged 'Targeting'

Simple is as Marketing Grows

Posted by Grant Johnson on February 24th, 2014 at 2:32 pm

"If you can't explain it to a six-year-old, you don't understand it yourself," said Albert Einstein.
We live in an over-communicated society.
Heck, when I began in advertising and marketing, adding an outbound phone call to a direct mail campaign was considered "Integrated Marketing."
The fact is, we are exposed to thousands upon thousands of media impressions each and every day.  As such, as consumers, we CRAVE simplicity. If you can simply explain what you are selling (which, by the way, is what advertising and marketing is), and how your product/service will benefit me, then wrap in a compelling reason -- the correct messaging and/or offer, I will likely take the next step in your sales process. But please make sure to explain to me what you want me to do -- call, respond to the email, visit the website, like us, etc...
Precise copy is the key, but we also must consider how we can graphically simplify our message so it is easier to digest and get the point across immediately. Here is an example of what I mean: http://www.a2591.com/2011/03/more-minimalist-effect-in-maximalist.html
Most of these everyday products are, perhaps, better served today as stripped-down versions.
That's why the combination of video and the internet/social media is so... Read more

Thanksgiving is the new Black Friday

Posted by David Shim on November 26th, 2013 at 9:12 am

Black Friday remains one of the most important shopping days of the year, with that said, Thanksgiving is now the official start of the holiday shopping season.  Macy’s, Walmart, Best Buy, J.C. Penney, and Target are among a growing list of retailers opening their doors on Thanksgiving.  In a recent study of the holiday shopper, Placed found that 22% of panelists planned to shop on Thanksgiving with 54% planning to shop at brick and mortar retailers.
While both Thankgiving and Black Friday shoppers are looking for value, they aren't necessarily the same person:

45% of panelists indicated that they planned to shop on Black Friday, 2x the Thanksgiving percentage
Black Friday shoppers were 17% more likely to shop at a brick and mortar retailer

With 63% of Black Friday shoppers planning to visit a brick and mortar retailer, it is critical to reach the right audience to drive them in-store utilizing mobile advertising.  The challenge with reaching the right audience is the Black Friday shopper doesn't look like the general US population, and visits are less a result of proximity and more an event driven visit.
To understand where to reach Black Friday shoppers before store proximity, Placed modeled where these shoppers were likely to... Read more

The Case for Cookies: 5 Ways They Make Life Better

Posted by Nick Matarazzo on October 14th, 2013 at 10:05 am

Recent talk around big data, retargeting, and the potential impact on consumer privacy has unleashed a torrent of criticism and controversy, especially in the wake of the NSA shake-up.
Individual privacy is important, and no (sane) person supports identity theft. But we should be talking more often about how credible businesses are using data to create better consumer experiences.
Recent research has turned up a few insights into how consumers feel about retargeted advertising. An August 2013 eMarketer article citing a study by Adroit Digital and research company Toluna revealed that, “Thirty percent [of those surveyed] had a positive or very positive reaction to retargeted ads vs. 11% who felt negatively about them.”
Our search engines anticipate our queries, music streaming sites know what we want to hear, and our favorite e-commerce companies know what incentive will get us to “add to cart,” so why wouldn’t we want advertising with relevancy?
Here are the five reasons I’m making the case for cookies.

1. We Get Relevancy
The age of unleashing a barrage of ads on every user is over. Attention span is short, space is limited, and marketing dollars are being spent as efficiently as possible. If I’m in the market for a new luxury... Read more

5 Best Auto Brands… if They Were Colleges

Posted by Laura Schooling on September 10th, 2013 at 3:38 pm

The annual U.S. News & World Report Best Colleges rankings came out today, which got me thinking about how the process of choosing a new vehicle is not so different from selecting a college. A decision is preceded by dozens of questions—conscious or otherwise. How important is a brand name? What kind of return will I get from this investment? What can I expect from the experience—community, fun, prestige?
The stakes for choosing a college are arguably higher. And with hindsight being 20/20, I know there are quite a few people who would rethink their choice of college if they could (although I’m sure wherever you went was the “Harvard of the West, Arizona, Southern Florida”).
So if you happen to be in the market for a new car, here’s a chance to (sort of) make up for some of the errors of your youth.
See how U.S. News ranked the top college in five different categories and the auto manufacturer with similar brand attributes.
Best National University: Princeton
Selected for their comprehensive programs—a full range of undergraduate majors, and master's and Ph.D. programs—these colleges are also committed to groundbreaking research.

BMW
Any of the top-tier luxury vehicles could easily be high on the list, but... Read more

The 5th Screen is Not Just Another Screen

Posted by Laura Schooling on July 30th, 2013 at 5:34 pm

My car is an island and in it I am happily shipwrecked.  No email, no texts, and a Bluetooth that is always not-so-mysteriously malfunctioning. Driving alone in my car—especially early morning when the streets are empty—is one of my greatest pleasures.  So I’ve already started mourning, knowing this serenity may soon be coming to an end.
There’s been a steady stream of press on autonomous vehicles recently (i.e. the self-driving car), but the more immediate evolution is really in-car connectivity—better known as “5th screen” technology.
Not surprisingly, automakers are focused on integrating the latest technology to ensure their products remain an essential part of life. This is especially crucial when trying to attract Millennials who, in a June 2013 eMarketer report, revealed they would be more negatively impacted if they lost their mobile phone or computer than if they lost their car.
In April, the world was introduced to the iBeetle. Using the Beetle app, the car can stream music, compare driving times and fuel economy, read iPhone messages aloud, and send digital postcards (that include the vehicle’s whereabouts) over a driver’s social networks.
Audi, which announced Audi connect technology in 2011 and recently launched the system in its 2013 A4, A5, S5, and... Read more