• Unexpected Ways E-commerce Companies Can Capitalize On March Madness Trends
    March Madness is well underway, and while sales and stock prices soar for businesses like Buffalo Wild Wings, Domino's Pizza, and other companies traditionally associated with the NCAA tournament, not all advertisers can pay the high price tag for the exposure garnered from $1.5 million for a 30 second ad spot during the title game. While the likelihood of scoring a perfect bracket is 1 in 9.2 quintillion (that's a 9 with 18 zeros behind it), consumers are spending $12 billion on NCAA tournament betting alone. What this means for savvy ecommerce companies? You've got a captive audience of invested ...
  • Marketing Madness: An Outsider's View Inside March Madness Advertising
    Should we advertise as part of the NCAA Men's Basketball Tournament? That's the question I recently heard that got me thinking. Why would a company be one of the 80+ that officially participate in this year's March Madness? A multi-faceted decision, the answer really is "it depends." From company to company, marketing strategy ultimately guides such a decision. But that didn't feel good enough to me, so although I'm not a media buying insider, I thought it would be interesting to investigate how to value a March Madness commitment.
  • The Entertainment Streaming Wars Heat Up - Again
    It seems that each week of this year we see and hear news about the colliding and fast-evolving spaces within the entertainment world. This week was no different. And while much of entertainment and tech news this week focused on the dbutante ball for the Apple Watch, for those listening to the other news from the Apple event, there was a significant product update for Apple TV.
  • Hard Truths About Native Discovery For Millennials
    Millennial behaviors are shifting. In fact, Millennials themselves are shifting. While Millennials check their smartphone 45 times per day, 35% of Millennials now have their own kids to contend with. What's clear, though, is for a segment that's 25% of the U.S. population and worth $200 billion in spending, "classic" home pages and guides factor less and less in their decision making. In fact, when compared to search discovery, Millennials are 56% more likely to use native discovery through a widening array of social media.
  • Entertaining With Class: Marketing Entertainment Properties In School
    As I know from experience, entertainment properties aimed at children can present marketing and PR people with challenges - if kids don't consume media the way adults do, how do you get your message in front of them? One answer is to go where the kids are: school.
  • When Life Imitates Art: The Evolution Of Celebrity Brands On And Off-Screen
    Funny how this time of year we are obsessed with the awards shows, the red carpet the glitz, the celebrity story lines. This year, I enjoyed watching how so many celebrities are morphing their brands. Lady Gaga's knock-out "Sound Of Music" tribute, the honesty and passion in some of the acceptances speeches, be it Patricia Arquette's talking about equal wages, John Legend on equality across all barriers, or one of the night's top screen writers who encouraged young creative souls to keep it weird.
  • Best Brand In A Supporting Advertising Role (This Preview Has Been Approved For All Audiences)
    I love The Oscars. Every year, for a few hours, we get to celebrate the best of the film industry and peer inside the world of the ultra-famous entertainer. There will be winners and losers, both on and off of the red carpet, and regardless of the results, on Monday morning, people will be talking about the show.
  • A Renaissance Of Content As King And Cross-channel Expeditions
    One of my favorite movies is "Rushmore." The protagonist, Max Fischer, played by Jason Schwartzman, has that perfect amount of scrap, moxie, and is nothing short of a high school storytelling prodigy with the plays he writes, stars in and directs. His content makes him a king and kingmaker. If Max was in digital marketing, my hunch is that he would be a leading expert in content marketing.
  • The Media, The Message: Communicating In Or Out Of A Crisis
    Hundreds of print, online, and broadcast stories have been filed about the recent Sony Pictures Entertainment (SPE) crisis. Naturally, I had as much interest in the juicy gossip about the leaked e-mails and the (temporary) cancellation of "The Interview" as the next person. But as a PR professional, I looked at this through a more specific lens: What does it teach us about the way entertainment companies and personalities communicate - before, during, and after a crisis?
  • Monetizing YouTube As A Brand: Lessons To Success Are Right Behind You
    YouTube is omnipresent and far ahead of the others to serve as the de facto platform for brands. However, what it offers, beyond the other de facto platforms to reach consumers, is that it houses the opportunity to serve as a platform for your brand's monetization. Sound familiar? Yes, we see history replay itself over the years. Just as the blogging industry upended the digital publishing and web publishers disrupted traditional publishing.
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