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MarTech: Technology Management As A Marketing Discipline

martech_570x280 As marketers, we've had a slightly conflicted relationship with technology. The culture, philosophy, and mental models of marketing have been largely driven by "soft science" -- psychology, sociology, anthropology, economics -- and an even broader notion of "art." We pride ourselves on the power of creativity, design, and language to affect people's emotions, perceptions, and behaviors. As a profession, we're really good at applying those talents to grow brands and businesses. Collectively, however, our profession has been less adept at engineering. Processes, systems, and technol [...]


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 [...]


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 [...]


Get To Know: CMO & SVP Of Business Development For Sperry Top-Sider Chris Lindner

Chris Lindner headshot Part of Wolverwine Worldwide's family of branded footwear, Sperry Top-Sider was founded in 1935 by Paul Sperry, an avid sailor and inventor. During World War II, the brand's boat shoe was named one of the official shoes of the US Navy. Sperry Top-Sider later became the lead sponsor for the U.S. sailing team, and is currently the official boat shoe for The Head of the Charles Regatta. As Sperry Top-Sider's CMO, Chris Lindner oversees global marketing and brand strategy for the iconic brand, in addition to e-commerce, licensing, and international initiatives. Prior to this position, Lin [...]


David Letterman (Sort Of), Justin Bieber (Kinda), Renee Zellweger (Perhaps) Endorse Amazon (Advertising)

amazon_advertising_mistaken_identity In a brilliant celebration of mistaken identity, Amazon Advertising, a San Francisco-based ad agency with no affiliation to Amazon the online retail giant, has launched the Mistaken Identity Project, a social-focused, self-promotional campaign aimed at having a bit of fun with mistaken identity. Amazon Advertising began around the time the more familiar Amazon was launched. The agency had big brand clients such as Kashi and Bear Naked. Over the years, the agency has received its fair share of mistaken calls from those who believe they are reaching out to the other Amazon about an order th [...]


As A Marketing Exec, What Keeps You Up At Night?

alarm_clock_cant_sleep_shutterstock It's been said that there are two types of people in the world: people who divide the world into two types of people and people who -- don't. As someone who likes to think she rejects all overgeneralization, I tend to think of myself as the latter. But, doing the division is sometimes a fun and worthy exercise. Allowing myself the predictable tendency to bucket people into types, I've been thinking recently about these two: Those whose lives are ruled by what keeps them up at night Those whose lives are ruled by what gets them up in the morning Think about it. You know you are in a [...]


The Talent Land Grab For Technical Marketers: How To Win

marketing_recruiting_evolution With the proliferation of technologies to support marketing, the application of growth hacking and agile methods by CMOs, the measurability of digital media, the general explosion of data, and the drive for greater ROI in marketing, a new breed of marketer has emerged: the marketing technologist. Editor’s note: Erica will be a featured speaker next month at our MarTech: The Marketing Technology Conference in Boston. This column is based upon an interview that was published originally in Scott Brinker's Chief Marketing Technologist blog.  Marketing technologists apply smarts across te [...]


Game Maker Intros New Title By Encouraging Fans To 3D Print Characters And Share On Social Media

evolve_3d Here's a bit of creative that will appeal to the geeks, gamers and do-it-yourselfers. Working with Saatchi & Saatchi North America's Team One (a subsidiary of Publicis Groupe) to promote its new multiplayer shooter game Evolve, game publisher 2K and Turtle Rock has launched what it claims is the first-ever downloadable character set in the gaming industry -- using 3D printing technology. T0 promote the characters, Team One created a trailer-like video which features the characters and pointers on how to go about creating the characters. Those interested can go to the website, choo [...]


Removing The Fog From The Marketing Cloud

Another foggy day in the marketing technology cloud. Consider this: just 20 years ago, a retailer having a website was a huge novelty. Back then, the main purpose was to connect customers to service reps or find a store, and it took years before you could effectively showcase and optimize products like you can today with a marketing cloud. [caption id="attachment_90111" align="aligncenter" width="600"] Another foggy day in the marketing technology cloud.[/caption] Websites and e-commerce have evolved in the past 20 years largely due to third-party technologies. These technologies have helped optimize the overall brand experience, build cus [...]


Krylon Spray Paint Teams With DIY Bloggers And YouTubers For Web Video Series

MTKrySprydnFBPage72 Seemingly to bring some personality to the banality of the product category, spray paint brand Krylon has teamed with several home improvement online personalities including Mark and Theresa Clement from MyFixitUpLife.com, Gail Wilson of MyRepurposedLife.com, Beckie Farrant of InfarrantlyCreative.net, Liz Latham of HoosierHomemade.com and Mike Warren of Instructables.com. Teaming with these Do-It-Yourselfers, the brand, with help from Cleveland-based Marcus Thomas, has launched Krylon Spraydown, a three-episode web video series hosted by Mark and Teresa Clement and featuring appearanc [...]


Goofy Comedian Posts Whacky Instagram Videos to Promote Summer Festivals

sina_festival_reporter To help promote over 300 summer festivals in the city, Amsterdam-based agency Natwerk created an Instagram-based campaign called The Festival Reporter. The work consists of 15-second videos featuring comedian Sina Khani who has created a collection of comical videos highlighting the many interesting things to do while in Amsterdam. From July 1 through the end of summer, Khani will travel from festival to festival sharing what he sees and encouraging people to join in the fun. Each video is tagged with #PitchFestival. The Festival Reporter Instagram profile points to a website hub wh [...]


Internet Provider ‘Downloads’ Christ The Redeemer Statue From Brazil to Italy Overnight

fastweb_christ_redeemer If you live in Brazil, you are not very happy this week following your crushing loss to Germany in the World Cup semi-final. But Italy is having a blast at your expense. Italian broadband provider Fastweb "downloaded" the Christ the Redeemer statue which overlooks Rio de Janeiro from Corcovado Hill and magically erected it in Piazza Dante in Naples, Italy. You know, as an example of Fastweb's super fast download speeds. The 20-meter-high statue is said to be an exact replica -- and exact weight -- of the original even though it's just half the height. Fastweb worked with M&C Saatch [...]


VIDEO + SLIDESHOW: Marketing In The Age Of The Internet Of Things

Search & Find - Marketing in the Age of the Internet of things What does the world of marketing look like when we can reference beacons on everything a person touches, passes, buys, uses, and loses? And when you connect not on a screen, but through objects themselves? As your marketing strategy takes shape, consider the changes coming on the horizon with the growth of the Internet of Things. Presented at SMX Advanced 2014 in Seattle. Search & Find: Marketing In The Age Of Internet Of Things Speaker: Erynn Petersen, Executive Director, Outercurve Foundation Follow along with the presentation slides below: Related Resources How To Gu [...]


Samsung #UnderWaterSelfie Stunt Offers Free Phones To Those Who Take The Plunge

underwaterselfie_samsung Leveraging the #underwaterselfie tag to promote their new water-resistant Galaxy S5 phone, Samsung, working with Zurich-based Serrantega, surprised pedestrians alongside Lake Zurich with something a bit unsuspected. While people enjoyed the sun, a scuba diver suddenly emerged from the depths with a Galaxy S5 in his hand. As he emerged, he raised the phone, offered it to one of the people along the lake and said, "It's for you." Those who took the phone and answered the call were promised they could keep it if they would jump into the freezing cold water and take an #underwaterselfie of [...]


Lexus Illuminates Kuala Lumpur Skyline With LED-Lit Stuntmen

lexus_strobe There isn't anything particularly interactive -- or interactive at all -- about today's Creative Of The Day, but this work from CHI & Partners for Lexus is quite cool. "Strobe" is a one-minute film which captures stuntmen in LED light suits suspended in midair throughout the city of Kuala Lumpur. The video is shot to make it appear as if they are a single person, jumping from building to building, from tree to tree, through cityscapes, into a pool and -- rather epically -- off a tall building. The film, directed by Adam Berg of Stink Productions, uses no CGI and was shot over t [...]


VIDEO + SLIDESHOW: Why Marketing Automation Does Not Equal A Strategy

Digital Marketing Transit Map - Infographic by Gartner 2013 The promise of marketing automation and marketing technology is "to do a lot with a little effort." It helps you become more efficient, measure better and provides a solid conduit to your customers. It also allows you to connect with new customers in ways you never thought possible. What marketing automation will never build is your business strategy. A good product, a solid mission and balanced approach to your marketplace along with some good old fashioned elbow grease is the only thing that will help you move ahead of the pack. Motivity Marketing founder and MarketingLand.com column [...]


Denny’s Teams With Atari To Integrate Menu Items Into Classic Arcade Games

dennys_atari_screenshot Finally! A marketing campaign that's eschewed industry obsession with shiny new objects (Millennials) and acknowledged that older demos (in this case, Gen Xers) still exist and matter. In a campaign created by Erwin Penland, Denny's has partnered with Atari to tie its menu items to three classic Atari games: Centipede, Asteroids and Breakout. These games have been re-imagined for the Denny's mobile app, available on both iPhone and Android. Each of the three games has had Denny's menu elements baked in. Hashteroids is the new Asteroids and is a nod to Denny's hash browns. Players s [...]


Get To Know: Porch.com CMO Asha Sharma

Asha headshot Asha Sharma has served as the Chief Marketing Officer of the Seattle startup Porch.com since its pre-launch days. Working alongside other team members, Sharma helped build out the online home improvement network's operations, business teams, and strategic partnerships - including Lowe's. "It's been a whirlwind," said Sharma, "Since our September 2013 launch, we've grown from 25 to about 150 employees and have rolled out to over 1700 Lowe's stores across the country." As CMO, Sharma is responsible for Porch.com's marketing, growth product development, sales and customer delight. She a [...]


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