Toyota Puts Children’s Art In Motion With Dream Car Of The Day Campaign On Vine

A Brand new world of TOYOTA-small Toyota prides itself for next-generation thinking. So it's no surprise that the car company that brought the hybrid automobile to the masses has turned to children for a creative marketing campaign. Kids draw the darndest things? They do, indeed. And since 2004 when Toyota started its annual Dream Car Art Contest, youngsters from around the world have responded resoundingly, drawing and entering more than 660,000 pictures of their dream car of the future. This year, Toyota is putting the car art into motion. It has partnered with creative agency Saatchi & Saatchi Fallon Tokyo [...]

#AskChevron Is Trending On Twitter, But Chevron Isn’t Answering

#AskChevron #AskChevron is trending on Twitter, but if you think it was part of a Chevron promotional campaign related to the company's annual shareholders meeting today in Midland, Texas -- think again. The hashtag, promoted and parked atop Twitter's worldwide trend widget for most of the day, wasn't a Chevron creation. It was created by an environmental group Toxic Effect, protesting Chevron's oil production in Amazon rainforests in Ecuador and the damage it has allegedly caused over the years. The group has been sharing tweets like this: [...]

Get To Know: eBay CMO Richelle Parham

richelle parham headshot As Chief Marketing Officer of eBay North America, Richelle Parham leverages her background in consumer and digital marketing to develop strategies and execute marketing activities that reach eBay's 140+ million active users. Parham has been with eBay since 2010, and is responsible for all areas of the online marketplace's North American marketing, including: consumer product marketing, loyalty and relationship marketing, digital marketing, global citizenship, search optimization and search marketing, seller marketing, market research and eBay's global partner network. Prior to joining eB [...]

Beyond Sentiment Analysis: Canvs Takes Instant Social Temperature Of TV Shows

canvs-grab Judging the success of a TV show used to be a relatively simple matter. Nielsen crunched the viewership numbers and shows survived and died based on the ratings. The rise of social media and especially its second-screen applications has complicated the picture by adding a rich stream of complementary data. Now television networks and producers can dig into public conversations about their programs to learn much more about how the audience is reacting to the content. But the blessing of extra data comes with a major chore. TV executives, marketers and advertisers still want simple ans [...]

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 [...]

How The Second Machine Age Will Transform Marketing

2ma_300px The incredible change we're all experiencing these days is highly fractal. Similar patterns are emerging at many levels, and we can learn a lot by zooming in and zooming out. For instance, we can talk about how marketing technology is changing — which it is, at a phenomenal pace. But we can also go higher up and examine how marketing overall is changing. We can go even higher up and realize how businesses, industries, and entire economies are being transformed around us. The engine of this breathtaking change at all levels is technology. And before you dismiss that as obvious — [...]

10 People Who Want To Be Forgotten By Google, From An Attempted Murderer To A Cyberstalker

privacy-anonymous-hacker-600 Who wants things removed from Google under the newly declared "right to be forgotten" in the European Union? A convicted cyberstalker, an attempted murderer, a politician, a business with bad reviews and a pedophile are among those making such requests to Google. Yesterday, the BBC noted the first three of the cases listed below. Marketing Land has also learned of them directly from a source, along with seven other requests that Google has received. The Politician Who Behaved Badly A former politician seeks to have links removed about his behavior while in office -- presumably unfla [...]

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 [...]

Mini-Case Study: Poo-Pourri Targets Twitter For Sweet Smelling Results

poop-shot You probably have seen the "Girls Don't Poop" video. If not, click the embed above before you continue reading. Hilarious, right? Poo~Pourri rode those laughs -- and a fortuitous post by Huffington Post -- to a viral hit last September. It got millions of views within hours and now has more than 26 million. "I think it's key for people to understand that we didn’t set out to make a viral video," Poo~Pourri CEO Suzy Bátiz said. "We wanted to launch a direct to consumer campaign. It just so happened that people liked it and shared it. It actually got shared a little faster that [...]

Get To Know: DTS Inc. CMO Kevin Doohan

Kevin Doohan headshot Serving as executive vice president and Chief Marketing Officer, Kevin Doohan oversees all marketing functions at DTS Inc., the premier audio solutions provider for high-definition entertainment experiences. In his role as CMO, Doohan manages brand and consumer marketing, product marketing, partner marketing, advertising and media, artist relations, public relations and corporate communications. Prior to joining DTS, Doohan was the executive vice president of marketing at Machinima, a leading video entertainment network. Doohan’s team led the evolution of the company from an entertainm [...]

Marketers Should Jump Into Instagram Before It’s Too Late

redbull It's hard to believe that a social network with 200 million active users could be overlooked by marketers. But that seems to be the case with Instagram. Compelling data released this week by Nate Elliott of Forrester Research shows that brand posts on Instagram receive remarkably higher engagement than posts on Facebook, Twitter and other social platforms. Studying three million user interactions on 2,500 posts from top brands during the first quarter, Forrester found that Instagram's per follower engagement rate was 4.21%. None of the rest -- Facebook, Google Plus, LinkedIn, Pintere [...]

After Bitter Fight, Industry To Embrace “Browser Choice” (AKA Do Not Track)

personal-data-privacy-featured The online advertising industry has apparently done an about-face on "Do Not Track" (DNT). According to AdWeek the Digital Advertising Alliance will soon unveil a DNT solution that will euphemistically be called "browser choice." The article says, "The final product will include some of the same hallmarks of the DAA's ad choices self-regulatory program, which allows consumers to opt-out of online behaviorally-targeted advertising by clicking on a little blue icon that appears on ads." Specifics of how "browser choice" will work have yet to be revealed. However it won't affect first-party [...]

Twitter’s Dick Costolo: ‘There Are Very Few Other Companies With This Kind Of Reach’

Twitter For Business Publishers, content creators & marketers care about scale and engagement—our platform increasingly delivers both. - @dickc #TWTRearnings — TwitterIR (@TwitterIR) April 29, 2014   Twitter isn't pleasing Wall Street these days. Advertisers? That's another story, if you believe Twitter CEO Dick Costolo. In the conference call with investors Tuesday after the release of the company's Q1 earnings report -- that beat revenue expectations but didn't wow stock traders hoping for faster growth in monthly active users -- Costolo presented the case. Costolo said Twitter is deliv [...]

Microsoft’s NewFront Shows Interactivity Is At The Heart Of Xbox Originals Content

Microsoft NewFront Microsoft's nightclub-themed NewFront presentation in a warehouse-like space in New York's Penn Station focused on the developments from Xbox Entertainment Studios. Likely in response to complaints that Microsoft has been too slow to move in this area, Xbox Entertainment Studios president, Nancy Tellem, -- charged with delivering premium TV content -- told the audience of hundreds of advertising industry movers and shakers that "building something substantial is going to take time." Xbox Originals content that will be coming out of Xbox Entertainment Studios is aimed primarily at gamers [...]

Buzzfeed Gets Serious About Branded Videos At NewFronts

newfronts buzzfeed sponsored videos Buzzfeed's first NewFront presentation in New York was an intimate affair -- no flashy strobe lights, fog machines or live bands -- just Buzzfeed videos on the big screen and founder and CEO Jonah Peretti and Ze Frank, EVP of Video, discussing the history of content sharing and their vision for the social TV studio of the future. Jonathan Perelman BuzzFeed, GM of Video and VP Agency Strategy, discussed why Buzzfeed's foundation and understanding about what makes content get shared is good for brands. Perelman will soon be heading to LA to manage Buzzfeed's fledgling branded video opera [...]

Yahoo Unveils New Video Ads, comScore Partnership & Live Nation Concert Streaming Deal At NewFronts

Yahoo NewFront Presentation 2014 Yahoo announced new content, new ad units and new partnerships as it ushered out its stars at the Digital NewFronts this evening. CEO Marissa Mayer kicked off the presentation by highlighting the four areas of growth the company is concentrating on: mobile, social, native and, of course, video. Appealing to the media buyers in the audience before rolling out the company's latest offerings, CMO Kathy Savitt, said Yahoo is the partner that connects advertisers with users at scale across devices and platforms. Yahoo's video content pillars are Yahoo Originals, Live, Digital Magazines and Prem [...]

Get To Know: Bigcommerce’s VP Of Marketing Kirsten Knipp

KirstenKnippHeadshot With more than twelve years of technology marketing experience, Kirsten Knipp serves as Bigcommerce's vice president of marketing, product marketing and brand. She and her team of brand, creative and product marketers are tasked with educating and empowering clients to build business dreams via their own online stores. Prior to joining Bigcommerce, Knipp held sales and marketing leadership roles at Solarwinds and HubSpot, where she led the creation of HubSpot's Inbound Conference, a massive industry event for marketing professionals. While earning her graduate degree from MIT Sloan's [...]

What Would Happen If Google Really Did Kill Google+?

  Rumors are that Google might be planning to kill Google+ or at least put it into a Walking Dead-like "zombie" mode, as TechCrunch characterizes it -- and something Google denies. There are some good reasons for Google to do this, and potentially, it could allow Google to better fight on the new social battlefield, that of single-purpose social apps. Let's play out the scenario to imagine what might happen. The Rumor: Killing Google+ For the essential background, be sure to read Google+ Is Walking Dead from TechCrunch, which describes a move to drop Google+ as a product but keep the p [...]

Mark Zuckerberg & Sheryl Sandberg Want Facebook Ads To Delight You As Much As Any Other Content

fb-earn [caption id="attachment_81392" align="alignright" width="300"] Click to enlarge[/caption] Mark Zuckerberg and Sheryl Sandberg, Facebook's top two executives, talked about a grand vision for Facebook advertising during the quarterly earnings call Wednesday. The goal, each stressed, is to make people like ads as much as any other piece of content. That's a lofty -- some would say impossible -- quest. But the journey might sound good to marketers hoping to ride the coattails of the social network's rapid growth. It announced a new high of 1.28 billion monthly active users, including 1 b [...]

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