Tagged 'technology'

Technology-Based Creative Concepting

Posted by Cameron Friedlander on November 20th, 2013 at 1:18 pm

We can no longer afford to ignore the constraints of technology within digital marketing. Recently, I have sat in on many concept meetings where ideas are casually tossed aside and labeled with the dreaded: “Those are tactics.” This is not only a misunderstanding of the digital medium, which as a method of storytelling has become integral to human experience, but it is also ignores the new medium of delivery our industry has adopted.
Originally, we formed initial ideas around a concept, a single message. We delivered the story across the airways within a static, linear fold, whether this was by television or print. At the time, we didn’t have the power to personalize anything through technology, only in channel.
But now, as digital thrives and touches almost every aspect of our lives, it flavors and influences behaviors, contexts, locations, and so on. It even gives new meaning to more traditional forms of advertising by allowing us to augment them for our own personal use. Traditional agencies don’t transform into digital agencies simply by adding the word “digital” to expected titles; our mindset must evolve with our medium.
So I’m taking back the word “tactic” and making it digital. To underscore the fact that... 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 Flat Design Principles Your Business Should Adopt

Posted by Calvin Sellers on July 24th, 2013 at 12:08 pm

The concept of flat design has been around for a very long time, but it has taken a position of prominence in recent years. In simple terms, flat designing is using very basic, two-dimensional design concepts to create a mobile app or a webpage. Some designers feel that flat designing is too simplistic, but there are ways to utilize flat design concepts that can make your app or website more user-friendly.
Relevant Text Fonts

Image via Flickr by coleydude
One of the principles of flat designing is to utilize fonts that are basic, but are also relevant to the content. For example, an important piece of text would get a strong and basic font, instead of a flowery and decorative look. By utilizing relevant text fonts, you can get a message across to mobile audiences more effectively and much more quickly. One of the benefits of enterprise mobility management is the ability to keep everything updated and in sync across multiple platforms.
Colors

Image via Flickr by Rubber Dragon
Flat designing tends to use brighter colors than most other forms of web programming. Designers can use this concept to help make important parts of their app or website stand out without causing them to clash with other... Read more

Online Advertising Has Come So Far. Why Hasn't Ad Testing Caught Up?

Posted by Mitchell Weisman on July 23rd, 2013 at 6:00 am

Online advertising has evolved at an explosive rate. The basic static banner ads of the 90’s have been replaced with highly sophisticated, carefully targeted, wildly interactive cross-platform experiences. Testing the efficacy of these ads, however, has experienced no such evolution.

Demands of B2B Marketing Now Moving Faster than B2C

Posted by Atchison Frazer on June 11th, 2013 at 11:30 am

B2B enterprise marketing is more about creating strategic, differentiated content that’s relevant to very rapidly shifting market conditions, primarily driven by faster moving start-ups, emboldened by open source technology, with the will and daring to bet their company on the pursuit of bold innovation.