Watch These People Walk Right Past Their Own Loved Ones In This Homeless Awareness Social Experiment

resue_mission_ny_experiment We've all done it. We're all guilty of it. Yet can we really be blamed for it? We're busy people. We're focused on our daily routine. We have things to do. People to meet. Places to go. And so it is without surprise we walk right past homeless people without ever noticing. Calling attention to this behavior, which partially stems from the idea that if we ignore it, it doesn't exist or it will go away, the New York City Rescue Mission, a homeless shelter which provides food, shelter and social services, conducted a social experiment to dramatize just how desensitized we have become to th [...]


The Disconnect Between Transactional & Promotional Emails

shutterstock_158342063-disconnect Many major retailers do not send their transactional emails from the same email service provider (ESP) as their promotional emails. In fact, transactional emails are often delivered via an in-house solution or via the company's e-commerce platform. Brands cite a variety of reasons for this, including: Transactional and promotional emails typically originate from two distinct systems They are managed from two different departments (marketing and IT) It is "free" to send transactional emails from the current solution They don't see a value proposition that justifies moving the tran [...]


Face-Making Contest Calls Attention To Plight Of Children In Warzones

booth_game_stream Here's a heartwarming campaign for a good cause. To call attention to the strife children experience while growing up in war zones such as Palestine, Right to Pay and War Child Holland -- which both teach kids how to cope with their feelings through sports, games and other means -- teamed with Amsterdam-based ACHTUNG to create a face-making contest. The agency launched a digital campaign that invited people to make crazy faces that match four different emotions. Using face recognition technology, the webcam automatically takes a picture when the right emotion is mimicked. Kicking off [...]


Choosing A Media Agency: Look Inside & Hold Up The Mirror

agency_shutterstock_164258969 In our industry, we are constantly evaluating the way we choose our vendors and agencies. Increasingly, we are applying the same scrutiny, inspection and even introspection to how we choose our clients. Matches made in heaven are rare and certainly not static. The landscape around us is constantly changing, so keeping the evaluation ongoing and tuned to current and future states, is the best way to foster healthy partnerships. I had the pleasure recently of sitting down with a couple of media agency executives to talk about the wisdom and art of choosing the right media agency for your b [...]


Branded Content Leverages Young Love To Sell Ice Cream

cornetto_cupid_train Taking a page from Greece's Lacta Chocolate, Cornetto, a Unilever-owned European ice cream company, is out with the second episode of its Cupidity series, a collection of online films that explore young love. This most recent chapter, entitled Travellers, takes a look at a young man and a young woman and their missed connection. It's an exploration of two differing viewpoints on traveling the path on one's life, for whom you are traveling that path and why you might want to leave room to re-evaluate that path from time to time. The film was shot last fall in southern Italy and it dri [...]


Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist

nytimes-scoop-citi-bike Advertising is always most effective when it is well integrated into the customer experience. Over this past year, programmatic buying and native advertising (both popular buzzwords in our industry) have taken two very different approaches in enabling marketers to create engaging and relevant experiences for their audiences -- one by using data, and the other by masquerading as content. However, regardless of the channel or advertising strategy, the overall brand goal generally remains the same: to reach audiences, evoke brand experiences and, essentially, sell more products. The better the [...]


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 [...]


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