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The Agile Marketing Revolution

speed to market Faster, cheaper, better -- this is the mantra of the impossible demand. At least, we're told it's impossible to get all three. As marketers, we want to unleash campaigns faster, see better results, and do all of it in a cost-effective way – and we’re always looking for tools and techniques that help us do just that. Lately, marketers have embraced a new marketing paradigm that promises to do all that – and surprisingly, it comes from the tech world. No, this isn’t a new app or platform but a new approach: agile marketing. Anyone in the tech industry is familiar with agile softwar [...]

Airport’s Addictive Instagram Game Nails Engagement & Branding Objectives

Schiphol_Destination_Unknown_map_1 The Dutch are kicking butt marketing-wise these days. We have Pim De Koel explaining to Americans how cool Holland is in a series of hilarious videos. Now we have Amsterdam's Schipol airport using Instagram to tout the airline's destinations. They've created an addictive game called Destination Unknown which tests players' knowledge of global destinations. The game features upward of 300 destinations to which airlines fly out of Schipol. The game, which relies solely on sourced user-generated content, begins with the presentation of several location-based Instagram images that have bee [...]

Marketers, Face Reality: There Is No “Easy” Button

easy-button-600 This column is an extension of the conversation I started a couple of months ago when I wrote about the difference between grabbing attention and getting people to care. Over the years, I've realized that sensationalism is the norm for the marketing industry -- whether it's a conference session, a blog post, an e-book, or a marketing firm pitching its services to a client, there is a tendency to create expectations that simply cannot be lived up to. This sets the recipient up for inevitable disappointment and is a lose-lose situation for all parties involved. I was recently going over the s [...]

Pantene Turns Product Protest Into Marketing Win

pantene_yeqr_bad_hair_day Over in Israel, 25% of women have curly hair and many of them use Pantene Perfect Curls hair cream to tame their manes. Due to a regional lineup change, Pantene stopped delivering the cream. Women were angry! incensed! Outraged! OK, maybe it wasn't that bad but they did start a Facebook protest group to voice their frustration. Acknowledging this outcry, the brand worked with ACW Grey Tel Aviv on campaign that directly addressed the women's concerns. The approach centered on the notion that a bad hair day isn't just  a bad hair day. It's a bad day all around. And acknowledging they could [...]

This RFID-Enabled Billboard Displays Cost Of A New Audi Based On Collected Trade-In Value

audi_instant_evaluation_rfid Some people might interpret this as an invasion of privacy. Others might appreciate that they'd have to take one less step when considering the purchase of a new car. Working with Audi in Brazil, AlmapBBDO Sao Paulo created the Audi Instant Valuation Billboard. The agency had an Audi employee valuate cars parked in public spaces. The employee would register the model, year and value of the vehicle on a tablet. A flyer with an RFID tag was placed on each car's back window. The tag stored all the information collected by the Audi employee. As the vehicle approached a sensor near the exit of [...]

American Express- & Delta-Sponsored Instagram Game Aims to Raise Money For Non-Profit

gotoseanyc American Express and Delta Airlines, with help from BoomBox Inc., have teamed to launch #GoTo, an Instagram-based social media game which aims to tout the airline's New York and Seattle hubs... and do some social good. The campaign embodies gamification and aims to raise money for the non-profit Junior Achievement. American Express will donate $50,000 to Junior Achievement but how that money is split between New York and Seattle will be determined by the game. Users post photos to Instagram and tag the either #GoToSEA for Seattle or #GoToNYC for New York. Photos are categorized (sights [...]

Fat Tire Says Its Beer Pairs Well With People Rather Than Bikini-Clad Mud Wrestlers

bike_jousting Just to prove beer marketing isn't always about barely-dressed women mud wrestling in a public square, Fort Collins-based New Belgium Brewing is out with a Cultivator Advertising & Design-created campaign for its Fat Tire beer brand that is far more intelligent than oh, say, the Swedish Bikini Team. In fact, it's a wonderful celebration of human nature, ingenuity and downright goofiness that does a great job highlighting the campaign's "Pairs Well With People" branding. The campaign includes digital elements along with print, TV and sweepstakes. One of the digital elements is a quiz/s [...]

Forget Mobile-First: Marketers Need To Be Consumer-First & Take Multi-Screen Marketing Approach

Kelly Jones and Natash Hritzuk How many screens are you using to reach your consumers? Are you giving your audience the content they want on the device they want? Do you have a comprehensive strategy to connect your marketing efforts across multiple screens? In an effort to better understand consumer behavior in relation to multi-screen marketing, two Microsoft executives have published a book offering insight on how consumers are interacting with brands across multiple screens. Natasha Hritzuk, Microsoft's senior director of global consumer insights, and Kelly Jones, Microsoft's head of thought leadership, are the [...]

Get To Know: PGA Tour Superstore CMO Matt Corey

Matt Corey headshot Matt Corey is the chief marketing officer for PGA TOUR Superstore. Owned by The Home Depot founder and Atlanta Falcons owner Arthur Blank, PGA Tour Superstores are among the largest brick and mortar stores in the US, with the golf and tennis retail locations averaging 50,000 total square feet. As CMO, Corey oversees all marketing strategy in addition to managing PGA Tour Superstores e-commerce business. He started his career building internet business strategies for BellSouth and Home Depot – establishing new business models at the dawn of the internet when brands were lobbying just to [...]

Monocle-Wearing Hipsters, Glassholes & Vine Lead To The ‘Stupidification Of Society’

ted_stupidification Toronto-based Capital C is out with a couple of videos that were created for TEDxColumbiaSIPA, which took place last week . Each video takes a look at the "stupidification of society" brought about by social media's penchant for encouraging ever shorter, less informative and downright stupid content as opposed to more thoughtful content. The first video, The Vine Effect, ponders what would happen if 6-second sound bites became the order of the day instead of engaging, immersive, longer-format content. A second video, The Glass Era, takes an ironic look at what would occur if people stoppe [...]

Sony Creates Underwater Store In Shopping Mall To Promote Xperia Z1 Waterproof Smartphone

sony_underwater_store Those who visited the JK Iguatemi shopping mall in Sao Paulo between October and December 2013 experienced the kind of store never before seen in a shopping mall, or anywhere, for that matter. To help promote the launch of the Xperia Z1 waterproof phone, Sony partnered with iris router to create the first underwater store in Brazil, the Sony WaterStore. The Sony WaterStore consisted of a 1 ton tank filled with 9,000 liters of water in which professional divers demonstrated the smartphone while fully submerged. Shoppers could enter the store, right next to the water tank, and have the sens [...]

Growth Hacking Your Marketing Strategy

Visitors Ignore Your Ads GAAAHHH!!! I can't escape digital marketing! Every time I open an email, an app, my social media account, even some of my software tools, somebody is sending me an ad message that I just can't turn off. Everybody wants my attention -- and advertisers are getting sneakier all the time by being more personal, more unique and more compelling. That's great for the advertiser that has the money to spend, but it's becoming harder for the small guys to compete.  It's also teaching the consumer to ignore everything. We've known about banner blindness -- in which people naturally learn t [...]

For Golf Fans, Live Leaderboards Make Pre-Roll Ads Less Annoying

eyeview_northern_trust Here's one for PGA fans and, really, anyone in advertising who thinks pre-roll ads should be useful, rather than pointless hoops through which people must jump before getting to the content they wanted in the first place. Working with online video ad firm Eyeview, ad agency Doner Media is bringing some useful functionality to PGA Tour online pre-roll ads. The six-month campaign will connect with PGA Tour's ShotLink technology, which records every shot by each golfer in real-time which is then used to update the leaderboard shown at the end of the pre-roll ads. Over the course of the [...]

5 Steps To Becoming A Customer-Centric Marketing Organization

Customer_Revenue The "holy grail" for retailers may well be the possibility of becoming truly customer-centric in every facet of their business -- from customer service to marketing to supply chain. For marketing teams in particular, being able to communicate the right message to the right customer at the right time is critical. Customer-centric marketing allows you to put customers (not events, channels or categories) at the center of all analysis and decision making, allowing the marketer to understand customers' different behaviors and preferences. Nowadays, thanks to advances in technology and tools, i [...]

Get To Know: Dana Todd, CMO For Professional Services Company Aftermath

Dana Todd headshot Dana Todd serves as the Chief Marketing Officer for Aftermath, a national biohazard remediation company. Often referred to as a "crime scene cleanup" provider, Aftermath does large-scale dirty work, handling things like industrial accidents, homicides, hoarder cleaning and tear-gas removal. "It’s been quite a departure for me to move away from a long career in tech and internet marketing to an in-house role in a low-tech industry," said Todd, "But I’m enjoying the challenges and getting hands-on with print marketing again, my first love in advertising." Before joining Aftermath, Todd [...]

WATCH: Coke Delivers Drinks & Thanks Via Drones To Skyscraper Workers

Coke_Drones_Deliver_Messages_of_Appreciation_to_Migrant_Workers In Singapore, most everything has been built by migrant workers. They are an unseen, invisible segment of the population that go largely unnoticed by the city's residents. They live far from their homes and families and are isolated from their culture. Working with Ogilvy & Mather Singapore, Coca-Cola decided to show some love and appreciation of these people who have given so much of themselves to the creation of Singapore. Launching the Singapore Kindness Movement, Coke and Ogilvy reached out to thousands of Singaporeans and asked them to create messages of appreciation for the [...]

GNC’s ‘Beat Average’ Campaign Aims To Correct Years Of Self-Esteem Club Crap

gnc_beat_average Health and wellness retailer GNC Holdings is out with a new national brand campaign called “Beat Average.” The campaign is designed to open a conversation with health and wellness consumers about their daily personal wellness goals and how GNC can be their ongoing partner and ally in beating average. Created by Carmichael Lynch, the campaign -- which is an ingenious antithesis to the idiotic self-esteem club, everyone-gets-an-award crap that has forced a generation into self-absorbed entitlement with little regard for achieving anything other than participation -- includes a mix of [...]

Magazine Ad With Removable Bracelet Links To App Which Tracks Your Child At The Beach

nivea_bracelet_kids_beach Last year, FCB Brazil developed a magazine insert for Nivea which had solar panels and a USB port affixed to it that could be used by beach goers in Brazil to charge their phones so they never have to leave the beach. It was an interesting entry into the ever growing product development avenues many agencies are now exploring. This year, the brand is you with another product of sorts. It's invented an ingenious way to keep track of your kids while you are enjoying a day at the beach. The product, called Nivea Protege, is again a magazine insert. This time it's a print and mobile co [...]

Study: Marketers’ Roles Are Changing. What They Need To Succeed

1st-place-award-featured Do marketers practice what they preach? And are they being rewarded for it? In an industry where best practices are constantly shifting as a result of new technology and trends, marketers need to keep up. They need to keep themselves relevant in order to keep their brands relevant, too. It seems that marketers today are eager to expand their skill sets, but many don't know how. What's more, these marketers know all the "buzz" strategies, yet many don't apply them to their own work. Despite that, many marketers saw promotions and comfortable pay raises in the past year, and average salaries [...]

Does Facebook Have A Teenager Problem? Does Google Have A Mobile Problem?

google-facebook-logos Teenagers are leaving Facebook, apparently in droves. I found one study that suggested a stunning three million teens had left Facebook in just three years. In related news, the growth of Google desktop search is slowing and is being replaced by mobile activity. At least some of this mobile activity comes from mobile app usage, leading some to speculate that search volume might see serious declines as a result of app cannibalization. So is the sky falling for both Facebook and Google? Of course not. Both companies have well-developed strategies to overcome these "deficiencies" and, I wou [...]

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