Customers are looking past brand feature/function and want a brand experience.
Recently I attended Colorado Ad Day on the CU Boulder campus. Steve Babcock, Chief Creative Officer for Vayner Media, presented his thoughts on creating and producing branded content. Steve is an advocate of producing “show approach pilots” much the same way that networks produce episode pilots to measure audience engagement and interest. Continue reading
There are very few things that are as profound as the act of change. In our personal and business lives, we, for the most part are creatures of habit.
Routine make us feel secure and brings order to our lives. Staying within our own daily grind gives us a sense of security. It’s only when change is thrust upon us that we wake up and see the possibilities that are right in front of our eyes. Continue reading
Advertising that connects and differentiates starts with the creative brief
Advertising that persuades and connects with the target audience is a strategic investment. It’s the only medium that the advertiser can control the placement, content, and frequency of message. Therefore, it’s important to make sure the creative development of the ad is on target to achieve the business objective and inform the potential new customer of how and why the product offering will improve their lot in life. Continue reading
Is the constant drumbeat from ad technology firms overshadowing the importance of creativity?
For those of us left in the advertising business, it seems that every message we receive has something to do with ad technology and its unlimited possibilities for making advertising more effective. Continue reading
Airlines are experimenting with mobile marketing strategies to engage and connect with their customer base.
The State of Airline Marketing 2014 report published by SimpliFlying and airlinetrends.com identifies seven trends that airlines are exploring to increase brand preference and customer engagement. Continue reading
Big Data is a tool and should be used as a means to an end
“Big Data” is a misleading term. It’s not a technology, but rather involves using data to gain insight. Big Data helps you visualize structured, semi-structured, and unstructured data. This visualization of combined data provides a multi-dimensional view of the ecosystem your product or service resides in. Continue reading
Too much digital messaging drives us to distraction
Everyday the pipeline of digital messaging is expanding. And because of this, our ability to take in, absorb and comprehend is becoming less and less.
E-mail, text, social network advertising, CRM software, and websites are increasingly shouting to be heard above a sea of keyword flotsam and search terms. Continue reading
Creativity and experience matter more than ever.
Daily we are subjected to a constant barrage of marketing messages. From text messages for discounts from our favorite yogurt establishment, to emails from strangers, to online advertising featuring talking Geckos backed by Berkshire Hathaway’s unlimited media budget. It seems that there are neither limits nor boundaries that marketers will not exceed to try to get our attention. Continue reading
Creativity needs big data to define the landscape in which the brand operates
One provides tactical insight, the other the emotional glue
Big data is the buzzword of the day. The techno savvy number crunchers are heralding big data as an “end all, be all” for tracking RIO and determining which marketing initiatives to fund. I’m in agreement that big data, when properly interpreted, can provide customer insight as to the purchasing habits and the media channel that culminated the sale. No argument – this is valid tactical information and should be considered when planning marketing initiatives. Continue reading
Save time and give proper attribution when accessing free images from the web
Without knowing where to search, finding the perfect image to complement your web content, presentation, or blog can be frustrating, expensive and labor-intensive. Thankfully there are photo-sharing sites that offer free downloads of some very well crafted photography with creative commons licensing agreements. Continue reading