Sundance 2014: Movies, Marketers Work To Produce Online Buzz

Sundance Film Festival Park City Utah The annual 10-day Sundance Film Festival has officially kicked off in Park City, Utah, which means hordes of film industry execs, Hollywood talent and documentary makers from around the world have taken over the ski town's Main St. While the festival continues to stick to its core values and vision set forth by founder Robert Redford in 1985, there's no denying that the marketing industry and digital platforms are playing a key role in the festival these days. For films trying to be picked up for widespread distribution, the festival itself and corresponding online buzz goes a long way [...]


Google, Moz & Hubspot Are The Most Recognized Marketing Tech Brands In Marketing Land Survey

winners-podium-featured It wouldn't be too hard to make a list of the things that Google, Moz and HubSpot have in common: they provide marketing technology products. They have legions of customers and fans. They speak and exhibit at industry conferences. And more. They also have one of the most valuable things any company could hope for, in any industry: name recognition. Those three companies topped the results in Marketing Land's recent, exclusive Marketing Technology Brand Survey. Between November 20 and December 20, 2013, more than 600 of our readers took the survey, which asked this question: "List the [...]


Nestle Kicks-Off Its First Super Bowl Appearance With Teaser Ad Full Of Innuendo

Butterfinger site The Super Bowl ad frenzy has already started, with many brands like Jaguar posting "teaser" ads in anticipation of their monumental Super Bowl advertising investments. Nestle is another brand to get in on the pre-game action, releasing a campaign for its new Butterfinger Peanut Butter Cups candy. Nestle posted its "Butterfinger Cups 2014 Big Game Ad Teaser" video on YouTube yesterday, as well as using the video on the ButterfingerCups.com site to promote its latest product. Starting with the line, "The relationship between Chocolate and Peanut Butter is about to change," the video uses a [...]


Will This “Devil Baby” Video Scare You Into Watching “Devil’s Due” In Theaters?

Devils Due prankvert With a box office release scheduled for this Friday, the people behind the motion picture "Devil's Due" have released a video ad for the film that is scaring up lots of attention online. Since being posted on YouTube yesterday, the "Devil Baby Attack" video ad has earned more than six million views. Produced as a prankvert, an ad where individuals fall victim to a prank used to promote a brand or product, the "Devil Baby Attack" video features an unmanned baby stroller roaming the streets of New York City. Inside the stroller is a crying, devil-faced, robotic baby that launches forward, fri [...]


How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


Duracell “Trust Your Power” Ad Featuring Seattle Seahawk Coleman Winning Cheers Online

derrick-coleman-ad-featured A new ad from Duracell featuring Seattle Seahawk running back Derrick Coleman, the first ever legally deaf NFL player, is gaining more and more buzz online. Since showing up on YouTube four days ago, the video has earned more than 2.3 million views and 48,474 shares. The Duracell "Trust Your Power" ad begins with Coleman and his teammates about to enter a stadium, and includes a powerful voiceover of Coleman relating the struggles he has endured as a football player with impaired hearing. "Coaches didn't know how to talk to me, they gave up on me, told me I should quit," says Coleman bef [...]


Study: What Makes You Click On A Headline?

news-headlines-featured The form of the headline for this article -- a question headline with "self-referencing cues" ("you") -- is more likely to generate a click than a question-only headline or a pure "declarative" headline. However  the success of question headlines reportedly varies by topic or category. That's according to new academic research from BI Norwegian Business School in Oslo Norway. The researchers sought to determine empirically what sorts of headlines drive more click-throughs (CTRs). They performed two experiments, one exposed various headlines in Twitter and the other involved writing d [...]


Nest And Google’s Top 10 Biggest Acquisitions

google-money-stock-featured Google's announcement that it is snapping up home automation firm Nest for a cool $3.2 billion in cash had us looking back at Google's other big acquisitions. The internet giant has purchased nearly 150 companies -- some for people, some for parts or both. Here's the countdown of Google's 10 biggest acquisition deals so far, and a look at how the acquired companies have been brought into the Google fold. 10. AdMeld – $400 Million, June 2011 When Google bought AdMeld, the four year-old ad tech company already had relationships with big publishers including the Weather Channel, IDG TechNe [...]


Get To Know: The CMO For Backupify

John Bigay-headshot As the Chief Marketing Officer for Backupify, a leading provider of backup and recovery solutions for Software-as-a-Service (SaaS) applications, John Bigay has more than 17 years of experience helping technology and digital media companies build their brands and grow their business. Prior to joining Backupify's executive team, Bigay served as a marketing and strategy consultant for a variety of organizations, from large consumer brands to tech startups. Previously, he was the CMO for Barefoot Books, where he led the publishing company’s expansion into digital content and social commerce. [...]


FAQ: How The New Gmail “Send To Anyone On Google+” Feature Works

gmail-featured Google has announced that soon, anyone with both a Gmail account and a Google+ account will be able to message anyone else with a Gmail account and Google+ account, even if they don't know their email address. Spam city! Potentially, but Google has some safeguards built in that it hopes will keep this as a useful feature rather than a nightmare. It's complicated, so here's our FAQ on how it all works, based on conversations with Google. What's the new feature? Very soon, people using Gmail will be able to send Gmail messages to people with Google+ accounts, even if they don't know the actual [...]


P&G Puts The Spotlight On Moms Once Again In New “Pick Them Back Up” Winter Olympics Ad

P&G Thank You Mom video ad After experiencing much success with its "Thank You, Mom" campaign during the 2012 London Olympics, Proctor and Gamble has launched a new mom-themed Olympics ad in time for the upcoming 2014 Winter Olympics in Sochi, Russia. Since its release on Sunday, the video has earned nearly three million views on YouTube, and ranks No. 1 on Unruly's Viral Video Global Ads Chart with over 150,000 social shares. Going on the concept of its previous "Thank You, Mom" campaign, Proctor and Gamble's new "Thank You, Mom | Pick Them Back Up" ad is a montage of video clips featuring moms "picking up" their [...]


State Of Marketing Report: Conversions, Brand Awareness & Behavior-Based Data Top Priorities In 2014

2014-business-featured ExactTarget's newly published 2014 State of Marketing Report claims 98 percent of marketers plan to increase their budgets in the new year, with a focus on driving increased conversion rates, raising brand awareness and leveraging more behavior-based data. Of the more than 2,500 marketers surveyed, 61 percent planned to increase spending on data and analytics, 60 percent on marketing automation, 58 percent on email marketing, 57 percent on social media marketing and 57 percent on content management. The survey covered a number of marketing themes, from challenges and success metrics to e [...]


Get To Know: Bestselling Author & VaynerMedia CEO Gary Vaynerchuk

Gary's headshot As the CEO of VaynerMedia, Gary Vaynerchuk is a talented entrepreneur, a self-trained social media expert and a bestselling author. At eight-years old he was operating seven lemonade stands in his neighborhood and by age ten had moved onto selling baseball cards at local malls. In high school while working at his family-owned liquor store, Gary started reading The Wine Spectator and wine books, and realized collecting wine offered an allure similar to his previous hobby of collecting baseball cards. With a wealth of knowledge and an entrepreneurial spirit, Gary spent every weekend of hi [...]


Marketing Land’s Most-Shared Stories on Google+ in 2013: Google+, Google Reader and Google Glass

ml-2013-year-review Happy New Year Marketing Land fans! We kick off 2014 with our last look back at 2013, the most-shared Marketing Land stories on Google+. What was the hottest topic our readers "+1'd" this past year?  Just as our Facebook fans prefer to share stories about Facebook, our readers on Google+ like news and stories about Google, especially Google+. It was an important year for the platform, becoming the second largest social network in the world early in 2013. Here they are - the top 20 shared Marketing Land stories on Google+. 1. Study: Google+ Will Overtake Facebook’s Social Shar [...]


Top Columns On Marketing Land In 2013

ml-2013-year-featured What were the hottest subjects for discussion and exploration among digital marketers in 2013? Looking back at the year in contributed columns, we'd deduce that mobile marketing, changes at Google, LinkedIn developments, and programmatic media buying were top of mind. On Marketing Land, we published columns contributed by practitioners in a variety of disciplines: Email Marketing, Analytics & Marketing, Content Marketing, Social Media Marketing, Mobile Marketing, Display Advertising, Marketing Strategies and Search Marketing. Here's how the pageview counts stacked up for the various [...]


Our 10 Most Popular Mobile Marketing Columns Of 2013

ml-mobile2013-featured QR Codes are dead and Responsive Design is controversial. Those are two of the takeaways from our most popular Mobile Marketing columns in 2013. There's no denying that Mobile is one of most explosive and fast-changing sectors in digital marketing, and we're thankful to have had such knowledgeable experts share their views and insights about its development throughout the year. We had the benefit this year of bringing aboard columnists who'd been writing for Search Engine Land's mobile column, so we were able to explore more of the search-related consequences of mobile marketing decisions [...]


Mastercard #PricelessNewYear Campaign To Feature Consumer Photos On Times Square Billboards

Mastercard logo To ring in the New Year, Mastercard is giving everyone a chance to be featured on Times Square's famous digital billboards during New York City's New Year's Eve events. The company has launched its #PricelessNewYear campaign, asking consumers to post images of their holiday “priceless moments” on Facebook, Instagram and Twitter along with the #PricelessNewYear hashtag. According to Mastercard, it will display "the very best of all consumer generated content" on the famous Times Square billboards from 6:00 a.m. New Year's Eve until the ball drops. Mastercard says this campaign is its, [...]


2013: The Year Of The Content Marketer

ml_con_mktg Content marketing has become an increasingly hot topic in the digital marketing world with searcher interest hitting an all-time high in 2013, following a path that suggests continued growth into the new year. As big brands and small businesses alike have realized the value of content marketing and rushed to develop and implement a strategy, marketers have felt the need to educate themselves on this rapidly growing field. How do I put together a content marketing plan? Which channels are best for content distribution? How do I craft the best headlines? How can I maximize social sharing [...]


Programmatic Dominates Our Top 10 Display Advertising Columns For 2013

ml_disp_adv What was on the minds of Display Advertisers in 2013? RTB? DSPs? DMPs? Indeed, it was all of these acronyms, which you can clearly see from looking at our list of top 10 columns for the year. (By the way, those stand for real-time bidding, demand-side platforms and data management platforms -- all aspects of the increasingly popular programmatic media buying landscape.) Our generous contributor Ratko Vidakovic hit it out of the park with a guide to moving beyond AdWords to Demand-Side Platforms, and with so many other columns covering this emerging area of the display ad landscape. Thanks [...]


Top 10 Social Media Marketing Columns For 2013

ml-social2013-featured How do you use social media for a B2B business? How do you measure success in social media marketing? How do you keep up with the rapid changes at Facebook? These are just a few of the critically important questions answered by our expert contributors in 2013. Social media marketing truly became mainstream in 2013, which means marketers moved from "experimenting" to needing to be strategic and prove ROI. That trend was reflected in our most popular columns from 2013, in which Kelsey Jones discussed how to organize a social media content strategy and Courtney Seiter outlined how to choos [...]


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