In marketing circles there's incessant hype about being culturally relevant to the vast Hispanic market here in the U.S., which is 59 million strong. It is great to see examples of it done right.
Airbnb might be approaching $100 million in annual revenue, but it's ignoring an existential threat that has the potential to fundamentally destroy its revenue model. It's a lesson in messaging and crisis PR that no entrepreneur or marketing professional should ignore.
Sadly, the majority of brand messages fails to achieve the most essential tasks of communications. They lack clarity. They pose conflicting messages. They often don't even pay lip service to integrated themes.
Rare-disease drugs undoubtedly improve the lives of the patients they serve. However, regardless of a drug's efficacy, brand awareness is crucial to ensure that therapies reach patients in need. Even if a therapy is first-to-market, there's likely to be emerging competitors right around the corner. As such, the role of brand planning in rare is critical, even though it may look different than brand planning for mainstream pharmaceutical products.
Each year, Father's Day has us reflect on the lessons our fathers have taught us, and consider which ones we've managed to pass along to our own kids. But in reality, some of the biggest lessons and inspiration I've received in my life have come from my daughters.
One in six Americans has a smart speaker, according to a report by NPR and Edison Research. Marketers have taken notice of this powerful trend. But just as early experiments in branded mobile apps hinged on utility, success in the smart speaker space depends on brands enriching our everyday lives.
We're only a few days into the FIFA World Cup, but it's been an exhilarating ride thus far. Here's a rundown of some of my favorite World Cup ads - with more to come as the tournament progresses.
Rewarded. Value-exchange. User-initiated. Whatever you call it, the video ad format mobile consumers opt into is one of the fastest-growing ad units. Why? It is the perfect companion to freemium: Users can use their time as a bargaining chip to receive more value from an app. In exchange for their attention, they might receive premium content, in-app currency, or more lives/energy in a game. It's one of the rare ad mediums where the consumer (see above), publisher (higher eCPMs) and advertiser (CTR, video completions, app installs) all derive real, tangible value.
I can still hear the echoes of pundits claiming the imminent demise of print catalogs, direct mail, and direct response television (DRTV) as e-marketing ascended to dominance.
With artificial intelligence (AI) increasingly accepted as a marketing tool, marketers are surveying the landscape to decide who can provide them with the most productive tools for their needs. A company called WayBlazer led by a team with an impressive background in travel technology promises a solution where users can seamlessly search and chat using natural language that understands context and intent. WayBlazer then recommends destinations and products such as packages, hotels, vacation rentals, cruises and more. Each recommendation dynamically ranks and merchandises the most relevant images and reviews for each individual user.