Results for September 2013
  • Marketing not just for selling stuff -- social media proves that

    Social media has helped put marketing back on track.

    Speaking at Media Magazine’s Future of Media, Scott Howe, president/chief executive officer of Acxiom, says learning about the original components of marketing included the ‘P’s- -- promotion, product, and pricing -- have been now skewed the wrong way.

    He says marketers believed only they should focus on just one area -- promotion. And Howe says that is wrong.

    Social media has changed much of this. “You are using social to build a sense to community. [Early on] companies didn’t want to do social, because consumers will ...

  • BuzzFeed Founder: "Pride" Is Key To Social Shareability
    Of course, people are prone to clicking on the sexy, the seedy, and the shallow. That sort of content, however, is not what performs best among mass online audiences, says Jonah Peretti, BuzzFeed co-founder and CEO -- and arguably the foremost authority on social content sharing. That's because clicks are increasingly contingent on what consumers find in their Facebook and Twitter feeds, and what appears in those content streams all depends on what sort of content their friends are willing to share -- and that all depends on, "what people are proud to share," Peretti told attendees of Media Magazine's ...
  • Finding Meaning In Mobile Marketing Messages
    Pop quiz: A busy mom whips her minivan into a Walmart parking lot. The kids are in the back, buzzing on sugar highs. It's hot, and mom starts sweating as she searches for her shopping list. Just then, a chime alerts her to an urgent message from Walmart! Question: What should it say? What offer or bit of information would mom possibly welcome at that moment? That, in effect, is the challenge facing Walmart and other retailers with the power to send out location-based, mobile messages, but who don't know what to say. Brian Monohan, Walmart.com Vice President of Marketing, ...
  • Finally Tying Sales To Content
    In the month the program aired sales rose 21%, said Jeff Chapman , senior director, Global Brand Communications , Energizer Personal Care. He's talking at OMMA Video at Advertising Week about Clean Break, an originally produced Web series that grew into 13 broadcast episodes and 45 Webisodes, airing on FUEL TV and Yahoo Screen.
  • Did Gillette Steal Schick's Skin Strategy?
    Gillette's current focus on skin care is a blatant rip-off of an ongoing Schick strategy to get male consumers to care for their skin with water (and Schick products). So Jeff Chapman, Senior Director of Global Brand Communications at Energizer Personal Care, just told attendees of OMMA Video. "It was such a good idea that Gillette is imitating it," Chapman said of Schick's skin obsession. How has Energizer chosen to respond to this all-too-common offense? "Stay the course," said Chapman, adding that there's no way to avoid copycats in the marketing game. "The only alternative is to choose [an idea ...
  • Real time? Or just "planned spontaneity"

    Speaking at the OMMA Global event, Andy Wieldin, chief revenue office of BuzzFeed, says sometimes real-time marketing is just more planned than it appears.

    He says for the Super Bowl, for example, is where some advertisers have worked on producing special creative that can capitalized on what happens -- like who wins. Wieldin says his company worked with Volkswagen on just such a piece of creative last year for its “Get Happy” campaign.  Wieldin says this is “planned spontaneity.”

    “Brands want to do meaningful work,” he says. “Consumers are sick of being bugged. Brands can add some ...

  • Buzzfeed's Wiedlin Backs 'Planned Spontaneity'

    Buzzfeed CRO Andy Wiedlin said if brands can’t always be prepared to come up with the equivalent of the Oreo tweet during the Super Bowl, he said they can focus on 'planned spontaneity.’ As an example, he pointed to Tide’s ad in the last Super Bowl, which featuring Joe Montana, or at least his likeness. Wiedlin pointed out that Tide only had two weeks before the game to come up with the creative after learning the Ravens and the 49ers were in the Super Bowl. That ad, in which Montana’s image appeared as a miraculous stain on a 49er’s fan’s ...

  • Real-Time 'Paramount' For WSJ

    How important has real-time content become? It’s become paramount for The Wall Street Journal, which has fused its newspaper and wire service into a single organization for breaking news, noted Romy Newman , head of digital advertising and integration, at the Journal. Also peaking at OMMA Global panel on what shift to 'real-time’ means for media, Andy Wiedlin, CRO at Buzzfeed, acknowledged it’s hard for brands to adapt to the always-on environment, but that’s where new marketing opportunity is emerging. Newman pointed out that the Journal has been fortunate in having a paid subscription model so it’s ...

  • Why Investors Love Pandora
    On the heels of a court ruling that is expected to help Pandora cut royalty costs, Pandora's stock recently hit an all-time high. Still, MediaPost columnist Bob Garfield doesn't quite get why the market is so smitten with the Web radio service. Luckily for any investors at OMMA Global, Tim Westergren, founder and Chief Strategy Officer at Pandora, is happy to explain the company's worth. Per week, the service accounts for more than 15 hours of the average American's time, according to Westergren. "Consumers love this platform," he said. "It's that simple." Oh, and Pandora is deadest on making more ...
  • Is Pandora More Popular Than YouTube?!
    Did you know that, per month, Pandora streams more hours of music than YouTube streams video? So Tim Westergren, founder and Chief Strategy Officer at the streaming music service just told attendees of OMMA Global. That's great, but not so attractive as an ad platform if no one's looking at the service. (During his interview with Westergren, MediaPost columnist Bob Garfield admitted he rarely checks the Pandora interface while listening to music.) Luckily for Westergren, he says most users interact with Pandora "a ton." From desktops, users have historically checked in 7 to 8 times an hour, and those number ...
« Previous Entries