Posts Tagged ‘marketing’

Why Wall Street Should Care About Marketing Data

July 26, 2013  |  All Things Digital  |  No Comments

Image copyright leungchopan Today’s CMOs are making major investments to reach their target audiences across dozens of touchpoints — on their own websites, through search, display advertising and email, and increasingly on social channels and mobile devices. The problem is, most of the technology platforms marketers are using to accomplish this don’t talk to each other. What’s more, many of the groups within the organization running these programs are just as siloed. This means that the things marketers learn about customers in one channel often don’t translate into sound strategy decisions for other channels. I’ll give you an example. Today, if someone clicks on a display ad, reaches a landing page and fills out a form, the CRM or marketing automation system can capture that lead and track that it came from display advertising. What marketers can’t yet do is take advantage of the information exchange in the opposite direction. What if they could use the rich information stored in the CRM system — such as how far along a prospect is in the sales pipeline — to make the display ad creative and messaging more relevant? Marketing executives know they need to get their systems and people to talk to each other. In fact, a new study by Accenture Interactive, “ Turbulence for the CMO ,” reveals that 70 percent of top CMOs think they have five years to fundamentally overhaul their companies’ corporate marketing operating model to achieve competitive success. Big marketing technology companies know this too, and it is why companies like Salesforce, Oracle and Google are duking it out to own the customer data and CRM system. They want to be at the center of the value created by unlocking this marketing data and getting at an integrated view of a prospect or customer. Think about how powerful it would be to serve up personalized Web content based on the ads someone has previously been exposed to, events they’ve attended, or when they’ve most recently engaged with a sales rep, or, to easily target email or display ads to just those people who engaged with a social campaign.

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Nearly Everything is Branded at Comic Con

July 18, 2013  |  Media Week  |  No Comments

Attendees may show up San Diego Comic Con as superheroes, but they turn into advertisements as soon as they walk through the fan-stuffed door and into the too-small convention center. As folks settle in to wait for the doors to open, they awkwardly flirt, adjust their free backpacks—each of which comes with a detachable cape advertising a Warner Brothers property (from The Lego Movie to DC Comics to The Vampire Diaries)—and admire or mock the costumed attendees nearby. The guy who came as Waldo is going to have to put up with people yelling "There he is!" for the whole four-day weekend. Branding opportunities abound. The skirted silhouette on a ladies room door wields a knife and instead of "Women," the Bates Motel-branded sign says, "Normas." Even the free (if extremely spotty) WiFi server is labeled, "Teen Wolf Free WiFi.” "It's all about brands trying to outdo each other," explained Fearless Media's Cara Scharf. Indeed, the brand activations around the convention range from the mundane to the spectacular. Legendary Entertainment, the company behind both "Pacific Rim" and "Man of Steel," has an exhibition that is somewhere between a museum and a ride at Disneyland. The first part of the marketing stunt is an exhibition of memorabilia with all things Godzilla on display. After a few minutes of milling around, an "emergency" forces attendees into another room where giant windows open onto a rainy street being stalked by a monster who peers angrily through the window at lizard-lovers. The fans are then armed with mini-posters and released into the wild. Veterans of the convention are surprisingly uncynical. In fact, plenty of the exhibitors are fans themselves. Take Kevin Shinick, showrunner for Cartoon Network's Mad Magazine and serial Comic Con-goer. “It has gotten to the point now—this is my sixth Con, I think—where they're like family reunions," said Shinick. "There are people you don't see except for once a year." Shinick canvasses the Con for new talent—plenty of young hopefuls bring their portfolios—but he also gets to participate in Cartoon Network's huge presence. It's another Warner Brothers property, and Warners has a dominant status at the convention befitting its control of DC Entertainment, Turner, the Hobbit franchise and sundry other shows out of its television production arm. New movies are being promoted enthusiastically—there's a huge exhibit for The Hobbit that looks like the movie's final setting of the Lonely Mountain, but Marvel and its parent corporation, Disney, aren't exactly lying down on the job, either. You can't walk ten feet without seeing a poster for Thor: The Dark World, and the Con is swarming with folks talking about the ABC's upcoming Agents of SHIELD. But the reason all these expensive activations are here—and there's no way the Godzilla blowout is less than a five-figure investment—is to see what the fans are interested in

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Digitally Delivering Social Good

Digitally Delivering Social Good

Participant Pictures Executive Headshots

Participant Media is the company behind a few notable films that have been released in the past few years, including An Inconvenient Truth, Waiting For Superman, Food Inc, Good Night & Good Luck, Charlie Wilson’s War, Contagion, The Help, and others. TakePart.com serves as Participant Media's digital arm, and is a leading source for delivering the most important issues that shape our lives through socially relevant news, features, opinion, entertainment and information. It is now one of the largest cause-oriented communities online, and much of its success in promoting social good through the internet is due to another guest that will be joining Do Good Better: Innovation in

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Putting Community First

Putting Community First

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When the day winds down to a close, 1600 Panera Bread bakery-cafes are prepping to send out one last shipment out. This delivery is a special one, and is just one effort that Panera Bread has when giving back to the community that it serves. More so, the strategic partnership Linn Parish developed with Feeding America ensures that all unsold bread and baked goods are donated to local area hunger relief agencies and charities. Panera Bread's efforts to be a sustainable responsible business push the importance of families and individuals wellbeing within the community, and the "Day-End Dough-Nation" program and partnership

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Engineering Social Change

Engineering Social Change

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Creating a lasting impression can be a daunting task to undertake. How a group or individual goes about bringing change and awareness for a pressing social issue starts from the bottom. GMMB's mission is to help solve the problems that society faces. We're lucky enough to have three engineers of social good join us at Do Good Better. Learn more about Joel R. Johnson, SVP Account Planning, Jeff Martin, SVP Creative Director, and Jennifer Krupey, SVP Strategist. Joel R. Johnson, SVP Account Planning Joel is a veteran brand planner whose award-winning strategies have helped some of the world’s best brands achieve deeper consumer

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Smart Promo: American Airlines Flies with Disney’s ‘Planes’

July 15, 2013  |  Variety  |  No Comments

As Disney readies to release its animated “Cars”-spinoff “Planes” next month, the studio has a high-flying promotional partner in American Airlines. Disney and the airline are collaborating on a campaign that includes traditional media buys, promotions and inflight entertainment. Deal also gives the airline the exclusive rights to offer “Planes” to its customers in October,... Read more

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Breaking Down Barriers and Building Opportunity

Breaking Down Barriers and Building Opportunity

SheenaWright
July 15, 2013  |  Blog, Do Good Better, speakers  |  No Comments

United Way of New York City has had a vision that it has carried for over 70 years - helping to break down barriers for low-income New Yorkers, while paving new opportunities for individuals and families. Solving the short-term needs of those looking to achieve a stable income, academic and educational success, and a healthy lifestyle is only a part of what the United Way works on day in and day out. The group also looks to find long-term solutions to improve the situations and lives and many that struggle to break free from poverty. Sheena Wright joined United Way of New

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Meet Jeremy Heimans, CEO and Co-Founder of Purpose

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Meet Jeremy Heimans, CEO and Co-Founder of Purpose, and one of our distinguished speakers set to take the stage at Do Good Better. A little more about Jeremy: Jeremy Heimans (@jeremyheimans) is co-founder and CEO of Purpose, a home for building 21st century movements and ventures that use the power of participation to change the world. Since its launch in 2009, Purpose has launched several major new organizations including All Out, a 1.5 million-strong LGBT rights group, built the world’s first open-source global activism platform, and advised institutions like the Bill and Melinda Gates Foundation, the ACLU and Google. Jeremy has been building

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When Good Isn't Enough

When Good Isn’t Enough

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July 2, 2013  |  Blog, Do Good Better, newsdesk  |  No Comments

Talk NYC has always been at the forefront in gathering the best minds and leaders in technology, advertising, marketing, and digital media. New York is an epicenter of creativity - new products and ideas are being thought up of in boardrooms, cubicles, lounges, on napkins at our favorite watering holes. One thing New York doesn't lack is the creative spirit. As great as an idea can be, it still is only an idea. Along with creativity comes execution. How something is brought from concept to market is equally, if not greater, than the idea itself. What New York has in its possession

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A Look Forward

A Look Forward

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July 1, 2013  |  Blog, newsdesk, People You Should Know  |  No Comments

Happy Monday Talk NYC readers! Before going any further, I'd like to say hello! My name is Arzi, and if you follow Talk NYC, you'll know that the latest news in technology, marketing, advertising and digital media can be found here. We're now past the halfway point in 2013, and everyday, the industries mentioned above continually grow and change. New innovation provides us with products that make life just a little bit easier, and the rates that we connect with others - whether online or offline, have never been greater. News can be spread at the push of a button, and can

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