Bank’s ‘Gaming Wall’ At Stadium Milks World Cup Afterglow

OLYMPUS DIGITAL CAMERA The World Cup may be over but BBVA Compass bank, which has the naming rights to the Houston stadium that's home to the MSL Houston Dynamo and the NWSL Houston Dash, is milking the sport's increased popularity for all it's worth, erecting an interactive game that lets players share their experiences via social media. Working with MVP Interactive, the bank put up a 60-square-foot wall consisting of nine 47" flat screen TVs as well as four cameras and a Microsoft Kinect motion sensor, inside the stadium concourse. BBVA is calling it the Interactive Gaming Wall. Anyone who feels they are [...]


To Successfully Measure B2B Content Marketing, Get In The Friend Zone

shutterstock_80356969-friend-zone Although it’s almost universally agreed upon that content marketing is necessary, no one can seem to agree on the right metrics to measure its success. The majority of marketers seem to fall into one of two equally flawed camps. The first is the “we’ve heard content marketing is good so we’ll do a lot and call it brand awareness” category. Especially for B2B marketers, this can be a costly and inefficient path. Most B2B marketers only have a limited number of potential customers, so large-scale “brand awareness” is not only unnecessary, but will also never lead to revenue [...]


Expedia Leverages #TBT With #ThrowMeBack to Literally Throw People Back To Their Memories

expedia_throwmeback Today is Throwback Thursday, the day when all of us unearth some gem from our past and share it with our friends across social media. Today is also the day when Expedia is launching its #ThrowMeBack photo contest on Instagram and Twitter. Starting today and running through September, people can post an image to Twitter or Instagram, tag it with #ThrowMeBack and earn the chance to win a travel voucher which can be used on Expedia. Here's one entry: Each week, Expedia will choose one lucky winner (who must be following Expedia on Twitter or Instagram and affix @expedia and #ThrowMeBac [...]


The Weird Al Yankovic Social Media Case Study

image Weird Al Owns Social Media Content creators, social media strategists and PR professionals should fall to the feet of Weird Al and lap up his creative genius. What Yankovic pulled off this past week in the world of content publishing was amazing. His 14th (yes, fourteenth!) studio album, Mandatory Fun, was released on July 15th, 2014. To promote it, Weird Al launched his #8videos8days project, releasing one music video per day for eight days straight, each on a different content partner's website. Eight. Days. Straight. Over 3700 articles were written about him last week, which gene [...]


Does Mobile Advertising Work?

advertising_mobile_devices_hand We've all heard for several years that the effectiveness of advertising -- print, television, radio and even digital -- is suffering from the law of diminishing returns. While there is some truth to that phenomenon, advertising in all forms is far from dead. In fact, since 1926 (with the exception of a dip during World War II), ad spending has moved along at a regular clip, steadily accounting for a little over 1% of the U.S.'s (growing) GDP. What has changed is the mix of where advertising dollars are spent. Why the history lesson? Sometimes the best way to predict the future is by loo [...]


2 Questions That Will Make You A Statistically Significant Marketer

statistics_shutterstock Yay, statistics! If you run any portion of an online marketing program, you better still be reading. Marketers who don’t embrace the porcupine of statistics over the next couple of years run the risk of becoming insignificant. If you’re still reading, I’m about to put your career or business on the fast track to statistical significance. Let’s consider three scenarios. Scenario One: The Failing Email List Prim just completed sending the monthly email to her company prospect list of 3,000 people. Last month, she got 31 inquiries from the email. This month, however,  she only g [...]


How Spirit Airlines Embraced Brand Hatred And Won

Spirit Airlines Embrace The Hate Spirit Airlines is a brand people love to hate. Perhaps you've seen one of the many tweets trashing the brand for charging fees for just about everything. Many brands offer up bland, apologetic statements when they run afoul of people's expectations. But not Spirit Airlines. Spirit Airlines proudly stands behind its "cheap seats" approach to marketing and embraces it fully. Spirit airlines is the absolute WORST airline to fly with. How do you charge someone $50 for carry on luggage??? — Adaeze (@_Adaeze_) July 8, 2014 Speaking of embracing, a couple months ago, the airline reacted [...]


6 Common Mistakes Of Acquisition Marketers

shutterstock_205698988-digging-treasure-prospecting New customers are the lifeblood of any business, and often the most expensive area of investment. Brands often build complex processes and campaigns to drive new interest, and measure it to the point of conversion. Yet, despite its importance and the extent of the investment, there are six errors that are repeated time and time again. 1. You Aren’t Really Buying Prospecting! When it comes to media buying, the problem of knowing what you are buying is an ongoing problem. Programmatic marketing is mostly provided as a black box solution, but because it performs well, it is increasing [...]


The Shelf Life Of A Mobile Ad: Shorter Than You May Think

shutterstock_alarmclock When a user loads a webpage, they aren't doing so with the intent of clicking on an ad. Yet, millions and millions of users do just that every single day. However, this isn't just a numbers game -- intelligent marketers (like those who are reading this article) are looking to get the most out of their advertising spend by targeting the right users in the right way at the right time. But even when an ad is shown based on any number of criteria, what's its proverbial shelf life for that user? Two seconds? One minute? Five minutes? Within this article, we'll be analyzing a week's worth of a [...]


Email Deliverability: 4 Horrible Myths On The Rise

medusa-shutterstock As email deliverability continues to evolve, the myths surrounding it continue to persist: confusing "delivered" with "inbox placement," insisting that the best time to send is at 6:00 a.m. on Wednesday, and avoiding the word "free" in all caps are oldies, but still goodies. [caption id="attachment_92324" align="aligncenter" width="600"] Like the story of Medusa, much of what you hear about email deliverability are myths[/caption] Here are some other myths I hear more and more today. Myth #1: I Don't Need To Worry About Placement If I Have A High Sender Score Sender Score indicates h [...]


Opening Mobile Wallet Opportunities For Marketers

believing seeing is There is a lot of buzz about mobile wallets -- mostly, the challenges facing mass adoption of mobile payments. This has left many marketers to wonder how they will be able to implement innovative mobile payment technologies into their mobile/brand strategies. While the industry focuses its attention on m-payments (and lack thereof), marketers who want to stand out have a unique opportunity to get ahead -- with the non-payment side of mobile wallets. It Starts With The Consumer Consumers have made their preferences clear -- they want a shopping companion. Mobile wallets eliminate the need [...]


Coffee Bean Debuts New #PurpleStrawCam Instagram Filter

coffee_bean_purple_straw Coffee Bean & Tea Leaf is out with a cross media campaign to tout the brand's iced beverages, notably, the Original Ice Blended drink which promises customers they will "keep cool and summer on." The campaign includes outdoor, radio, social, mobile, video and online media. The campaign's video, directed by The Real McCoys, has a bit of fun with the pronunciation of the word "cool." Or is it "kewl"? [youtube]http://youtu.be/EUDzazgbnwo[/youtube] Aimed at 18-35 year old millennials, radio ads will air in LA and on Pandora with online activity encompassing Twitter, Pinterest, Vine and [...]


Tracking Intent Data Across Channels For B2B Marketers

shutterstock_102068095-woman-with-tablet-at-airport-web Savvy digital marketers have learned that by now, when it comes to boosting results and efficiency, you can't beat intent data for the ability to reach and engage users who are "in market." For B2B marketers, where the buying process is more intricate and collaborative, intent is an even more important factor in building and nurturing relationships with customers. Knowing just when to reach out to them with exactly what they need is what keeps long term B2B relationships going. Within the B2B buyer’s journey, there are several stages where marketers must actively nurture that rela [...]


LEARN: Lucy The Movie’s Web Site Teaches You To Speed Read Scarlett Johansson-Style

lucy_movie Movie websites, more than any other type of marketing site, seem to span every point of the scale between horrifically lame and ingeniously brilliant. Far over on the ingeniously brilliant end of the scale is this promotional area within the Lucy web site, the new movie starring Scarlett Johansson movie, Lucy. Lucy is written and directed by Luc Besson and features Johansson as a drug mule who gains superhuman mental capabilities after taking a drug. The movie's promotional site keys in on that plot element by encouraging visitors to test their own brain power. But what's the drug that w [...]


The Fundamental Checklist For Website Navigation Design & Architecture – Part 1

checklist-check-list-shutterstock People make assumptions about website navigation, often to the detriment of findability. We assume that the web designer or developer is naturally knowledgeable about effective site navigation. Does the designer's or developer's home page have a jquery homepage slider that takes up the majority of the screen? Or cool drop-down and fly-out menus? Granted, any designer or developer naturally likes to show the breadth of his or her expertise. I have a different reaction than most people when I see those items on a website. My immediate question is why the "wow" factor is wasted on navigatio [...]


Whiskey Maker Turns Cannes-Winning Ad Into Shareable Social Campaign

tullamore_parting_shot At the end of last year, New York boutique agency Opperman Weiss created a spectacularly somber ad, The Parting Shot, for Tullamore Dew Irish Whisky which became a 2013 Creativity pick and won a Silver Lion at Cannes. The ad, at first, appears to be a somber send off for a dead friend but, ultimately, turns out to be a celebration of one man's impending wedding. To date, the long version of the ad has been viewed 390,000 times and the :30 has been viewed 1.6 million times. Now, working with We Are Social, the brand has launched a social campaign that encourages people to send their own [...]


The Ultimate Beginner’s Guide To Finding Your Audience In Social Media

targeting-shutterstock Social media marketing platforms are constantly evolving, so newcomers are at a disadvantage compared to those who've been around the social media block over the last decade. There are more platforms to learn, more features to leverage, and larger audiences to engage. For small or new businesses venturing into social media marketing for the first time, focusing on the fundamentals is key. In this two-part series, we'll do just that.  Read on for a guide to getting started, including defining your target market and choosing the right channels to reach them. Step 1: Defining Your Target Mar [...]


Understanding The Complexity Of Mobile Ad Attribution

advertising_mobile_devices_hand In this complex and fragmented marketing landscape where a consumer's purchasing journey moves from desktop to mobile to offline channels, measuring the contribution of all these touch points is exceedingly complicated. Recently, one of these media has become increasingly challenging: mobile. While consumer usage of mobile devices is ballooning, mobile ad spend is still lagging behind. Marketers know that consumers are on their smartphones and tablets 24/7 and that this usage will only continue to grow, but a lot of uncertainty remains around attribution and how to accurately measure mobile [...]


Benjamin Moore Creates World’s Largest Wooden Yo-Yo

benjamin_moore_arborcoat_yo_yo Sometimes you stumble upon a marketing stunt and you wonder why in the world a marketer or ad agency would go there. Then you look at the sheer creativity of the stunt and you begin to realize marketing isn't always about giving a person information about a product. Oh sure, doing stunts just for fun with no connection to a brand really isn't going to be all that productive, but this stunt created by The Martin Agency for Benjamin Moore accomplishes both quite nicely. Aiming to tout the benefits of Benjamin Moore Arborcoat stain which revitalizes old wood, the agency created what it's [...]


Finding Tumblr’s Place In Your Social Strategy

Tumblr logo Jonathan Gillette is credited with first using the term tumbleblogs to refer to short-form or microblogs in 2005.  In the following year, a 20-year old David Karp would borrow the term to name his new microblogging platform, Tumblr. Tumblr launched in 2007 and within weeks had over 75,000 users. In 2012, Yahoo! acquired Tumblr -- and, as of the time of this writing (July 15, 2014), the site boasts 195 million blogs, 83.1 billion total posts, and 97 million daily posts. For the 13- to 25-year-old demographic, Tumblr is more popular than Facebook. It would be a mistake to think that Tumbl [...]


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