If a local company is big enough to advertise, it is already doing it. If it is not big enough to advertise -- there's a reason. The myth of local advertising is that it exists at all. It simply does not.
"Tell me a story!" It's the request of children at bedtime that parents loyally indulge; yet it's also an implied request from consumers and clients that we often miss. Not telling a compelling story has the potential to weaken those relationships that are so valuable to us.
Technology affects every aspect of our daily lives. It's how we interact with each other, as well as with the brands we love. How do marketers best leverage the ever-evolving technology landscape?
Today's students are incredibly media savvy, but they are also receptive to well executed brand engagements.
You'd be hard-pressed not to hear 'multiplatform' mentioned on panel discussions or woven into numerous presentations at Advertising Week 2012. So how exactly can media measurement keep up with the proliferation of multi-screen viewing?
As this industry quickly grows, hundreds of apps, tools and platforms are popping up and brands are eager to get involved. How will we avoid the potentially fatal equation of: interesting opportunity + eager marketers - practical understanding = poor user experience?
With its daily 500+ terabytes, Facebook has been undeniably leading this charge. The data is there for the taking. The challenge is, what are you going to do with it?
Narrative can draw us in, prompt us to action, change our mindset and entertain us, all at the same time. To harness the power of storytelling you need to find unique moments that can move your audience and combine them with the tools that can truly bring your message to life.
Advertising Week or, as it's called, "The Week," has wrapped up. This year's week-long program of seminars, panels and events had a bit of a different perspective. Here are the top 5 things I saw and heard at "The Week."
Please stop calling every message, banner ad, blog post, uploaded video and social media update that tumbles out of an organization "content," and then reverently declaring that "content is king."
Consumers appear to be more informed about digital lockers, and many seem keenly interested in learning more about video content storage and delivery, especially as it relates to the rights they are obtaining.
It seems like a no-brainer to include diverse stars and songs that cross cultures and generations in ads. With the shifts we are seeing in our country, using diverse talent is more important than ever.
Our traditional purchase funnel has splintered, often feeling more web-like than like a straight pathway where one touchpoint leads to the next. As marketers, this can make it a challenge for us to decide where to focus first.
A recurring theme of my conversations with our media company and advertiser partners is that demand for high quality online video inventory is bigger than ever.
Smart CEOs and CMOs have already learned that the traditional rules of the industry do not apply. Social is a new paradigm. Instead of pushing out brand messages, you need to pull in the audience and aggressively compete for their attention.
Consumer enthusiasm for smartphones will continue to intensify, triggered by virtually limitless potential use of apps.