Shock value for shock's sake doesn't work in terms of meeting marketing objectives. It may get buzz but I doubt it sells product.
If you watch Mad Men for the campaigns, as much as the back-room machinations, Wendy Melillo's new book, How McGruff and the Crying Indian Changed America - A History of Iconic Ad Council Campaigns, is an intriguing read.
How do you take complex policies and frame them in a visually compelling way? How do you make images that every American not only understands, but wants to share?
One problem influence measurement platforms run up against is the fluid nature of social media. A topic may be trending one day, someone may be popular the next, or themes may change almost hourly. By the time a marketer develops a response, the social universe has moved on.
What social media gives businesses is more direct and frequent access to customers than ever before.
As we all know, consumer media consumption habits have shifted so rapidly that many of the traditional advertising mediums have either become outdated, or their usage patterns have changed.
Occasionally an advertisement bucks trends, grabbing our attention without the aid of the biggest football game of the year. Against all odds Chipotle seems to have done just that.
Why isn't mobile the most successful advertising platform? It should be. Mobile ads can be targeted, are delivered to a device that is "always on" and with the user, and can be personalized across numerous dimensions, including location and usage history.
This billboard looms ominously over a busy thoroughfare in a troubled neighborhood. A creation of the Ad Council, it is designed to reduce school truancy. In fact, it is more likely to have the opposite effect by making dropping out seem acceptable.
While last year's IPO class was full of social companies like Facebook, and Zynga, 2013 so far has been about ad tech. More specifically, video companies have taken center stage this summer.
For most of the big pop culture events, I host a Twitter party to discuss brand marketing in real time. We gather together to talk about how the brands are participating in events like The Super Bowl, The Oscars, and last night ... The Emmy Awards.
We rely on a broad set of tools in B2B marketing, from live events to email and search -- most of which work relatively well, and nearly all of which rely entirely upon educational content. But apart from search, intent targeting is absent from our toolset.
With all the attention that mobile devices like smartphones and tablets are getting recently, you'd think that the personal computer was a thing of the past.
In a world of increased fragmentation and a bombardment of the senses, most of our messages fall on deaf ears, our advertising fails, and people simply don't care about what we're telling them.
In the world of advertising, there are two sides -- you are either the agency or you are the client. I've spent my fair share of time on both sides of the fence and have been in the industry long enough to know the relationship dynamic between both sides.
Consumers are generally in one of two mindsets when they are using apps: want or need. Understanding which mindset a consumer is in can make or break engagement with mobile video campaigns.