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How Brands Use Polls to Leverage Deeper Drivers of Engagement

Being in the media world, we understand the process through which a digital ad reaches a consumer’s screen. Before an impression is purchased programmatically, an advertiser identifies a consumer’s traits, evaluates that consumer as desirable, then buys the media space and serves the ad – all within one-fifth of a second.

There are many factors that go into a brand’s evaluation of a consumer.  Some factors indicate whether the consumer will engage with the campaign. Others indicate the qualification of the consumer to eventually become a customer – or even a good customer. Machine learning algorithms operating on ad response optimize for audience engagement.  At the same time, machine-learning algorithms operating on responses to independent polls optimize for several other factors including consumer qualification, motivation, and preferences.  Getting these two independent sets of factors right delivers actionable insights as well as remarkable ROI.

Qualification refers to a brand’s desire to do business with a consumer. For example, when Home Depot sets out to advertise garden soil, it can use a poll to identify both homeowners and urban renters who like gardening, then only show ads to those qualified gardeners. The poll might ask consumers whether they prefer to grow or buy...

Mad Men Signals the End of Traditional Agency Roles

Posted by Roy de Souza in Opinions on May 18th, 2015 at 8:10 am

It’s heart-wrenching to watch the final episodes of “Mad Men” and watch the market researchers come in and the intuitive creatives go out as Sterling Cooper Draper Price gets absorbed into McCann Erickson, especially if you are still in advertising and realize that was just the beginning of the struggle of the agency concept to survive. With its mystique diminished, the former Sterling Cooper staff is nothing more than a half dozen arms and legs to add to a McCann meeting.

Over the past forty years, agencies have only gotten larger and larger, combining finally into holding companies, almost as if they are huddling together in a single tent to fight off an invader. The marauder, of course, is change itself.  The growth of television and its quick rise to supremacy over print as a way to reach audiences was contemporaneous with the appearance of the first mainframe computers in agency back rooms. It’s almost as though the new medium demanded its own new tools.

Outside the agency things were changing just as quickly.We saw Peggy Olsen become the first woman to rise out of the secretarial pool and the introduction of Tampax and Topaz Pantyhose as brands that represented the...

How Suja is beating larger fruit juice brands in social media engagement

Looking at the fruit juice CPG category, I’m seeing some notable trends relevant for any small brand up against larger competitors with more social media fans.

Consider the fan distribution for the fruit juice category, below. Note the large total fan counts of the established brands compared to Suja. Then look at Suja’s Instagram fan count compared to the industry. As we’ll see in a minute, early adoption of new social media tactics is a great way smaller, more nimble brands compete with larger competitors.

Next, let’s take a look at the overall engagements generated by each brand across all social networks, in the Engagement Leaderboard below.

Here, we see a very different story taking shape. On Instagram, Suju is showing a strong return – in the form of engagements – on their involvement with that network. And even more interesting, on Facebook, a network where Suja has considerably fewer fans than other major brands, they’re generating about 3 times the engagements of Dole, the next closest brand.

Account Based Marketing & More – 3 Tips to Transform Your B2B Marketing for 2015

Posted by Willie Pena in Ad Serving Creative Best Practices Targeting Web Analytics on May 15th, 2015 at 7:40 am

According to Demandbase CMO Peter Isaacson during the firm's Marketing Innovation Summit for B2B opening keynote at the AT&T Park in San Francisco a couple of weeks ago "Its a great time to be a marketer."

And while some might counter that it is not -- due to greatly increased competition, a still-cautious spending environment, and a confusing assortment of marketing solutions being brought to market at a breakneck pace -- I agree with him. We have a plethora of new tools which are making our jobs easier, albeit at the cost of having to maintain a near-constant devotion towards educating ourselves on the latest methodologies, lest we get left behind.

To help you stay up to speed, I have put together a few tips based on conversations with a couple of forward-thinking marketing technology companies on what they think marketers should be doing right now to transform their businesses.

1. Get contextual

As I reported back in March, context is increasingly important as a marketing concept. It means delivering relevant content based on what the prospect or customer is doing right now, in real time, on whatever device they happen to be using.

In a recent conversation...

How about Comedy Videos in Cosmetics Marketing?

Posted by David Murdico in Humor Opinions Video on May 15th, 2015 at 4:07 am

My agency / production company Supercool Creative recently produced an animated video for a cool, functional, new product called Swoon - part scoop, part lip gloss applicator. Before that experience, I seldom equated beauty or cosmetics marketing with comedy, but rather pouty lipped stick figures stalking a runway amidst a barrage of camera flashes.

Probably the closest I got to comedy is when one of the models had a heel malfunction and took a topple. I don’t want to see anyone get hurt, but I do love me some physical comedy.

Well here's how you do it:

  • Set up the consumer problem / what's the challenge?
  • Create an amusing story to explain it
  • Deliver a sitcom-like conflict for comedic effect
  • Get as edgy as you can
  • Use good natured violence if possible
  • Let the consumer know how to buy the product! - most important!!
  • Show two girls kissing awkwardly at the end, with a creepy accountant lurking (optional)

VIDEO: https://www.youtube.com/watch?v=ODu245xgGUk&feature=youtu.be

So, the answer is yes! The typical beauty / cosmetics / fashion spot is about as compelling and original as the typical car spot with the obligatory shots of the car making a hairpin turn against a scenic background, or sitting in a perfect soundstage with perfect...