Every marketer wants to go viral and everybody wants a community; it's as trendy as a five-gallon designer bag. The sad truth is, not every brand has the right combo of pizzazz and heft to start a "conversation."
The recent campaign by the AT&T-backed Future of Privacy Forum teaching consumers how to delete cookies has search marketers yawning. "The 'delete cookie movement' has been going on for about six years," says Aaron Goldman, vice president of marketing and strategic partnerships for Resolution Media. "And I think the cookie deletion rate is less than 10 percent."
Few pieces of clothing enjoy the stature of the hoodie. Maybe a pair of Converse All-Stars or Levis jeans could stir similar devotion. In its first effort for Champion since becoming its digital agency of record in November, Night Agency has tackled the brand's most iconic product looking to harness that connection.
The cell phone will soon rule the world. Sure, we're practically tethered to them already today, but by 2020 the mobile phone will be the primary connection tool to the Internet for most people in the world, according to a study from Pew Internet & American Life Project.
"As marketers increasingly look toward the Internet to reach their audience, they also seek tactics - such as behavioral targeting - that can potentially make the most of each dollar spent in a slowing economy," explains David Hallerman, senior analyst with eMarketer and author of a 2008 report on behavioral targeting.Spending on behavioral targeting reached $775 million last year and should rise to $1.1 billion this year and then nearly quadruple to $4.4 billion by 2012. That would represent about one-quarter of all u.s. display ads and nearly 9 percent of all Internet advertising in 2012.Hallerman believes the spread of …
The scooter rolls out its USA site Frequently cited as the epitome of Italian design, the Vespa scooter was originally manufactured to provide affordable transportation for the Italian people after World War II. It ultimately became an iconic vehicle representing style, freedom and fun the world over.
It was a fateful linkup, which, like many flirtations, seemed innocent at the onset. Dr Pepper, a second-tier soda brand with a rep for irreverence, offered a marketing giveaway tied to once-bad-boy Axl Rose's once-great rock band Guns N' Roses. Both had their followers, both were dying for more attention. And they both got it, complete with thwarted fans, a messy breakup and legal threats. Not exactly as planned, but in a twisted way, some say even better.
Business will never be usual againLike all of us, I have been trying to make sense of the dramatic shifts that have come to all our lives in the last year. What we face has been described in predominantly economic terms — and we’re all feeling (most of us, at least) less wealthy and secure. But clearly, across the board, we are entering a very different world in all aspects of our lives.We understand how we got here: We’ve lived beyond our means, greed outpaced reason and the pendulum politically will swing to quantity of regulation versus the quality …
Finding the perfect marketing mix is a near-mystical quest, on par with the secret of turning lead into gold. This elusive formula is so entrenched in interactive marketing that I took a whole college course about the subject. While we focused on the best practices for making campaign channels work together, we also spent a lot of time discussing failed case studies. Each presented some hot-button tactic that almost always failed to "play nice" with the other campaign pieces. In other words, when the shiny new gimmick's luster dulled, little more than a theoretical idea remained.
Now is the time for more ad nets, not fewerAd networks have become a common target for agencies confused by the sheer number of choices (more than 300 at this point), and for publishers struggling with the amount of management time it takes to sort out which networks are performing better than others or who are unhappy with the results for the effort required.Are there, in fact, just too many networks? Should we be a little comforted by the downturn, if it means we have