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.
I was among the first to test out the newest device from Sony, the PS4, which is being marketed as a gamer's best friend. From a marketer's standpoint, the PS4 offers an opportunity to impact both teen and adult gamers with immersive and relevant ad experiences.
I have lived in China since 1994 and in Shanghai since 1998. When people hear this, the most common reaction is, "You must have seen huge changes." I respond, "Perhaps not quite as much as you might expect."
As Executive Vice President of Viacom Media Networks and leader of Scratch, a "creative SWAT team," Ross Martin operates at the nuanced nexus of marketing, branding, advertising and youth culture.
As brands look to the future of digital marketing, it's crucial that they consider their customers, the content they might be interested in, and how it can be incorporated into a fully integrated strategy across search, social and mobile.
Opinions run the gambit between "they're both dangerous" to "they're both good." So, which is it?
I'm definitely a "what you see is what you get" kind of girl. Pretense is exhausting. I don't appreciate it in advertising and I sure as hell don't appreciate it in people.
Successful global brands realize that as consumers naturally wander across the digital media landscape, an inconsistent brand from market to market will be noticed by consumers and lose value in their eyes.
These ad giants will now be competing amongst the likes of Google, Facebook, Yahoo, and Twitter -- the companies gathering and mining this precious data.
By playing to a select audience of paying advertisers, Facebook is undervaluing their true strength: a membership of over one billion individuals.
Public relations today, like marketing and advertising, is much more effective when it's done with intelligence, personalization, and individualization.
It's not too late for brands chasing quarterly earnings reports to fix their budgets. Embracing earned media using digital PR tactics can displace online paid media altogether and still satisfy their need to show short-term results.