Coke Creates Giant Rainbows To Help South Africa Celebrate 20 Years Of Democracy

coke_south_africa_rainbow Here's some Happiness from Coke to brighten your day and your spirits. Twenty years ago South Africa held its first democratic election and Nelson Mandela was elected into office. And Bishop Desmond Tutu coined the term "the rainbow nation." The rainbow, of course, represents the country's diversity and its many achievements. To celebrate the 20th anniversary and highlight the country's diversity, Coke created a giant rainbow atop its billboard-covered building in Johannesburg using some technological wizardry, high-powered water cannons, the sun and a dollop of magic. The brand also [...]


Affiliate Marketing Turns 20: Myths, Milestones & Momentum

affiliate-mktg-240px It was the year Forrest Gump sorted through a box of chocolates, the only strike happening in Major League Baseball was between the players and management, and Sheryl Crow declared, "All I wanna do is have some fun." 1994 was also the year affiliate marketing officially burst on the scene. Now, 20 years later, the affiliate industry is poised to grow to $4.5B by the year 2016, according to analysts at Forrester Research. Here, we'll take a look at the past two decades in affiliate marketing, dispelling common myths, highlighting milestones and sharing the biggest opportunities on the hor [...]


4 Tips To Survive Your Email Subscriber’s Digital Spring Cleaning

email-marketing-600 Spring is here -- that time of year when everyone starts cleaning out all the "stuff" they've accumulated. But while the spring cleaning ritual will undoubtedly include some heavy dusting, house-wide reorganization and purging of clutter, it's no longer limited to people's physical lives. With today's digital lifestyle, that clutter invariably lives on PCs, tablets and mobile phones, so expect consumers to "spring clean" their devices, too. Why should this matter to us as marketers? Because if we're not careful, our communications will get tossed out with the junk. Now is the time to [...]


Heineken Turns Living Room Into Gigantic Pinball Machine

heineken_sub In a super cool activation, Publicis Italia created an awesome piece of experiential marketing for the introduction of Heineken's "The Sub," a futuristic-looking, advanced technology method of dispensing beer. Effectively, it's a really cool keg. It was designed by Marc Newson and the agency decided to tout Newson's masterful achievement in Milan during Design Week by inviting people to a seriously tricked out "living room" called, appropriately, The Sub Living Room. While people were invited to appreciate the masterful design, that's not all they were in for. When the lever of a par [...]


3 Ways To Connect With Your Customer Even When You Don’t Make The Sale

Google Products There are four ways to break into e-commerce: Better service (Zappos) Cheaper prices (flash sales) Proprietary products (Bonobos, BetaBrand, Warby Parker, Revolve Clothing, etc.) New experiences (ShoeDazzle, Rent the Runway) Unless your company embodies at least one of these attributes, it's nearly impossible to succeed as a viable e-commerce company. Your potential customers are already loyal to Amazon (after all, they pay for Prime), so you've got to offer an incentive to compete. So, in an age where the most effective way to get distribution is to source sales to already [...]


A Concise Overview Of Cross-Channel Marketing Models

analytics-600 For several decades, modeling cross-channel marketing impact was synonymous with marketing mix ("top-down") models. However, with the increase in cross-channel tracking and computational power, new breeds of marketing attribution ("bottom-up") and other alternative models have appeared in recent years. [caption id="attachment_74386" align="alignright" width="360"] (Stock image via Shutterstock.com. Used under license.)[/caption] Although these models all seek to quantify the relative impact of different media channels, they are quite different in their approach. And while there are so [...]


Ubisoft ‘Exploits’ Your Online Profile To Tout New Game

ubisoft_dogs If you've ever taken a moment to sit down and give long, hard thought to all the information you've placed in the cloud since the dawn of the internet, you'd probably end up like one of those mental patients in American Horror Story Asylum. It's kind of scary the trust we place in the intertubes. Perhaps as a reminder to this and, of course, to promote their new Watch Dogs game, Ubisoft is out with DigitalShadow, a site that scrapes your publicly available information from Facebook, the US Census Bureau and the Bureau of Labor and Statistics to paint a true picture of who you are, who y [...]


Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


You Need More Than Just Google Analytics To Succeed Online

analytics-featured If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


What Is Your Content Marketing Aiming For? 5 Goals To Consider

content-shutterstock As the online content marketing trend continues to rise, businesses are spending increasing levels of time and money on it. A third of B2B marketing budgets already are spent on content marketing, and more than half of B2B marketers say they plan to ratchet that up. Data from the Content Marketing Institute show that certain techniques work almost universally. These include: Case studies: 64 percent effective Webinars: 61 percent effective Blogs: 59 percent effective Video: 58 percent effective eNewsletters: 58 percent effective Whitepapers: 57 percent effective eBooks: 55 p [...]


Health Org’s Creative Social Experiment Proves Smoking Is Ugly

tinder_smoking_hot_600 Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It's the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder? But, perhaps proving that looks aren't entirely everything -- even on Tinder -- the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers. To prove the point, ASH [...]


Marketing Apps: Where Media, Messages & Mechanisms Converge

Media, Messages, and Mechanisms One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications -- advertisements and content -- to being in the business of delivering customer experiences. It's not just what we say. It's what prospects and customers experience when they connect with us, in digital channels and in the physical world. This is one of the seven meta-trends that I covered recently in my book, A New Brand of Marketing. It's possibly the most transformative of all the changes that are rippling through our profession, because it fundamentally [...]


Content Marketing Haters Gonna Hate (And Why They’re Wrong)

content_shutterstock_93818854 When something gets big enough to attract a great deal of media coverage and conversation, it's inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic continues to hockey stick up the charts, the naysayers are coming out in force. Now, I can be as contrarian as the next guy, but I have yet to see a cogent, well-reasoned argument against content marketing. Instead, detracting arguments seem to be ill-conceived, knee-j [...]


‘World’s Toughest Job’ Applicants Pranked With Heartfelt Reveal

worlds_toughest_job We've seen our fair share of job interview spoofs and we've seen our fair share of salutes of the moms of the world. And as Mother's Day approaches May 11, we can expect to see a lot more. But we don't recall ever seeing a mashup of the job interview spoof and pro-mom campaigns. Well, now we have. Mullen Boston crafted a campaign entitled World's Toughest Job for American Greetings' CardStore that launched with a fake job listing which included a list of stringent requirements: Constant exertion Continuous standing Work 135 hours per week No breaks No vacations Increas [...]


How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


CMOs, Keep Your Company On Track And Avoid “Communication Debt”

Branding It happens. We get busy and all of a sudden we realize that the words we've been using to talk about our products or brand internally weren't quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it's a scary thing. Most of the marketers (and definitely all of the startup lovers) reading this are familiar with the concept of "technical debt," which refers to "the eventual consequences of poor software architecture and software development within a codebase." It's particularly dange [...]


AMC’s Mad Men Gets Don-O-Mite Blaxploitation Treatment

Don-O-Mite If only to have a little bit of fun with this weekend's return of AMC's Mad Men, New York-based Leroy & Clarkson, an agency which touts itself as the "we are the whatever-you-need-to-do-with-your-brand-we-can-do-it agency," has given us Don-O-Mite. Don-O-Mite is a full-on blaxploitation take on the series which has captivated the ad community -- and the rest of the world -- for the past 6 years. In the video we meet a man who works for Jackson, Johnson, Washington and White, the worst agency on Madison Avenue which our man has promised to save...in exchange for getting out of pri [...]


Conversion Optimization: Measuring Usability In The User Experience (UX) – Part 1

usability-components Here is the scenario: I am speaking at a conference about the 7 Facets of the User/Searcher Experience. Whenever I can, I try to provide case studies and usability test results to help illustrate each facet. Inevitably, there is somebody in the audience that stereotypes search engine optimization (SEO) professionals. What could an SEO possibly know about the user experience? From my perspective, usability is at the top of my UX list. Findability is intricately intertwined with usability. People can't use what they can't find. Through field studies and multiple usability tests, I learned [...]


Fashion Brand Leverages MySpace Angle Selfie To Sell Cosmetics

avene_selfie Did you know the word "selfie" has been added to the Oxford Dictionary? And not because Ellen Degeneres took that selfie at the Oscars or because President Obama took one or even because the Pope did. Nope. It's in there because billions of people all over the world have been doing so since the advent of the camera phone and even before. Leveraging that phenomenon, French cosmetic brand Avene launched its Avene Selfie campaign in China, the brand's biggest overseas market. It chose China because on an insight they discovered: Chinese women pose the exact same way every time they take a [...]


Native Mobile Apps May Dominate Now, But The Mobile Web Will Endure

Time spent with apps If you’re lucky enough to be a huge brand marketer with unlimited budgets, what I’m about to say probably doesn’t apply to you. You have the good fortune to focus on providing not only a phenomenal mobile website experience, but a great experience in mobile apps, as well. Not or, but and, as it should be. So, you can feel free to use the contact info below to discuss how to take your campaigns to the next level and stop reading this column. For the other 99% of us, the recent announcement by app analytics provider Flurry that users are still spending more time in apps than the mo [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!