JR Little

Articles by JR All articles by JR

• Consumers Are Learning Our Secret - Their Data Has Value! in MediaDailyNews on 02/18/2016
  

  Whether we like it or not, we are all in the data game now -- playing by the rules of others, fighting an uphill battle, and hoping we catch up before consumers catch on. We must move faster and pivot harder.

• Marketing in the Digital Economy: It's All About Relationships in MAD on 02/10/2016
  

  When I first started my career in advertising, brands listened to customers and prospects by holding focus groups, conducting market research, doing stakeholder interviews and preparing post-advertising campaign reports within an industry category. There were - and still are - some fundamental problems with these market research methods.

• Content Overload: Are We Creating Clutter? in MediaDailyNews on 09/11/2015
  

  Content strategy is becoming less about making stuff to reach consumers and more about listening to what consumers want and leveraging other brands they like. To understand this shift, it's helpful to look at the role of content in marketing and communications, as well as the players who want the mandate to manage it.

• The Commoditization Of Creativity  in MAD on 04/09/2015
  

  Creativity has become commonplace.Before squashing the idea that creativity is differentiating, I should probably take a few sentences to explain what I mean by creativity. First, I am speaking within the context of Strategic Communications. Over the years, Ad agencies eager to reinvent themselves, have positioned "creativity" as this intangible thing that only the most elite and quirky can manage - hence the number of agencies that refer to themselves as "the creative agency." This thinking is deeply flawed and arrogant when exposed by the magnifying glass of the Digital age.

• A New Approach To Automotive Marketing in Marketing Daily on 08/01/2014
  

  "Always on" means creating and sustaining deeply engaging masterbrand and car cluster communications platforms content all the time and developing ongoing stories across advertising, PR, digital, sponsorships, partnerships, and social that are enjoyable to follow.

• Till 'Unfollow' Do Us Part in Marketing Daily on 05/30/2014
  

  Intimate relationship learnings can help us create and maintain better social strategies.

• Advertising, Media Should Abhor Nostalgia - Don't Be A Dinosaur All The Time in MediaDailyNews on 11/27/2013
  

  A great marketer should abhor the consumers-want-to-disconnect thinking in advertising and media agencies. Going back to the less digitally connected times is not an option. This thinking is an innate resistance from the marketer to learn and adapt.

• The Art of Seduction in Media Magazine on 12/04/2009
  

  Our colleague set forth on what was to be a run-of-the-mill business trip to San Francisco. His quest to find the lowest price, as demanded by his company's new travel policy, led him to Virgin America's relatively new service between New York City and the City by the Bay.

Comments by JR All comments by JR

• Advertising Firms + Big Data = Missed Opportunities by David Niles (MAD on 04/14/2016)
  

  Thanks for your article. Could not agree with this more. Please have a look at this book I wrote on this very topic. https://www.amazon.co.uk/Listening-Brands-Rewriting-Rules-Branding/dp/1619613646/ref=sr_1_1?ie=UTF8&qid=1461159598&sr=8-1&keywords=listening+brands

• The Demise Of Brand-Building by Maarten Albarda (Online Spin on 04/04/2016)
  

  Sorry, book is called Listening Brands on Amazon. 

• The Demise Of Brand-Building by Maarten Albarda (Online Spin on 04/04/2016)
  

  Brand still matters but the way we build them has changed. I used to work in a branding agency and now work in digital media. The entire brand-buiding process needs to be flipped now because of social media (which often works like customer service and adveritsing in one). Feel awkward doing this, but I wrote a book on this exact topic http://www.amazon.com/Listening-Brands-Rewriting-Rules-Branding/dp/1619613646/ref=sr_1_1?ie=UTF8&qid=1459862053&sr=8-1&keywords=listening+brands

• Consumers Are Learning Our Secret - Their Data Has Value! by JR Little (MediaDailyNews on 02/18/2016)
  

  Hi Paula, I'd love to hear more about why you feel the POV in the article is wrong. Data is hugely beneficial in recommending content that consumers will love. This is exactly how Netflix works. It's also beneficial in helping studios and other creative organizations learn what consumers will find appealing. It opens up opportunities for epiphanies. 

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