If you’re going to interrupt my viewing program it better be worth it.
I have lived my entire adult life without a cable bill…SPOILER ALERT: I’m only 23 years old. As a millennial woman, you can guess that I am obsessed with all things Meredith Grey, final roses and Dunder Mifflin. So what am I doing to fill my need for dramatic, raunchy and pointless TV? You guessed it, by using streaming services.
Continue reading “How Streaming Services Do Advertising” »
Imagine that your company is about to launch a new product or service. You’ve invested years and substantial man-hours in product development, but just as you’re about to take it to market, there are differing points of view within your company on the key selling messages. This launch is a key defining moment for your company, and the stakes are high.
Before you move forward with your launch, invest a little time and money with a market research program to clearly understand the buying criteria among your prospects. This will solidify your company’s direction, prioritize your key selling messages in the decision-making process and assist in creating consensus within your management team. Your entire organization will feel more confident that the marketing communications are on point and that the launch will reap the ROI you expect.
Continue reading “Why Research Matters Before Launching a New Product/Service” »
As advertisers, we prize the people who are or will be interested in our clients’ brands. This can get a little tricky in today’s world where ads are everywhere and messages get lost in the clutter. However, thanks to modern technology, we can get around all the clutter with hypertargeting.
Continue reading “Hypertargeting Made Simple. Sorta.” »
In March, M/C/C sent a team of five to SXSW Interactive. We showed up in Austin, Texas on Friday afternoon wide-eyed with anticipation. From the moment we hit traffic, we could sense what was in store. As we inched along the highway, we pointed out a giant buffalo, tents packed into every corner, people walking around with totes we just had to find.
We made our way through registration, countless sessions and a plethora of brand activations. It was a four-day-whirlwind, filled to the brim with as much as we could possibly experience.
Continue reading “Stand Up and Stand Out: A Lesson from SXSW” »
If I’m being completely candid, every year when the Oscars comes around, I find myself more interested in the red carpet than the actual awards. Although I believe Emma Stone needs to be recognized for her breathtaking gold dress, and Dwayne “The Rock” Johnson should retire his blue velvet jacket, I’m here to talk about the biggest moments of the night. Viola Davis’ words made your whole family cry, Jennifer Aniston reminded us that we will never look that good at 48, and of course there was that epically awkward moment during the biggest award of the night. Congrats, “Moonlight.” Ouch, “La La Land.”
However, while the stars shined, there were some big names that did not receive any accolades. I’m talking about the sponsors of the Oscars. Fortunately for them and in the spirit of the award show season, I’ve decided to make some awards of my own.
Continue reading “The Oscars 2017: The Winners of the Biggest Night in Hollywood” »
YouTube is addictive. It’s a magical place where you can watch endless hours of games, cats, pranks, vlogs or whatever else tickles your fancy. Millions of people view videos on YouTube every day, so it’s no surprise it has become one of millennials’ main sources for entertainment and information. Google research shows that YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
Continue reading “Reaching Millennials on YouTube” »
Keeping the momentum with post-holiday marketing programs
Businesses, particularly retailers, have been planning for this holiday season since the last one ended – and with good reason. According to the National Retail Federation, the holiday season can represent as much as 30 percent of annual sales. We’re in the peak season for holiday marketing fueled by long hours, endless cups of coffee and a thousand moving parts from the best-laid plans.
Businesses are working furiously to get their piece of the holiday spending pie but what happens when that spending frenzy dies down? How can retailers and business-to-business (B2B) companies continue the momentum?
For retailers, there are some fundamental and proven strategies for extending revenue opportunities on the heels of the holidays.
Continue reading “Holiday Marketing is at a Fever Pitch but What’s Next?” »
Now that November 8 has passed, and one of recent history’s ugliest campaign seasons is behind us, we can all let out a “yuge” sigh of relief. That’s what we all wanted, right? No more politics in our daily lives?
Wrong. As much as we all bellyache about the campaign cycle, political ads and robocalls, we apparently can’t get enough. Voter turnout for both parties was higher than ever. Television ratings for the presidential debates broke records left and right. And political contributions continue their upward trajectory. Politics is the American tradition that we all hate to love.
Even the advertising industry was not immune to the political bug this year. Normally, we and the brands we serve try to steer clear of politics at all costs. We’re supposed to put brands in their best light without risk of alienating consumers on any side. After all, it’s a tricky thing to tiptoe through the mud slinging and come out clean, which is why most marketers attach themselves to less divisive current events or just connect more broadly to a political look and feel.
Continue reading “A Funny Thing Happened on the Way to Election Day” »
Choices, choices, choices. We’re all bombarded everyday with an ever-growing number of choices for how we spend our time and attention. It seems as if every second of every day is occupied with a thousand different things. Evidently, it’s even hard to stay focused on ordering something as simple as a sandwich – earlier this week at Subway, I saw a sign posted asking customers to “refrain from using your cell phone while ordering.” I only saw it after I looked up from my phone. In my mind, it’s neither good nor bad – it’s just the world we live in, where the new norm is to have our attention on 10 things at once.
As marketers, the challenge is the same. The choices about how we spend our professional time are highly fragmented in a hyper world. We’re bombarded with data and marketing intelligence at every turn, we’re evaluating new and existing market platforms, media outlets and tools, and we’re studying our audiences and their sub-segments and sub-sub-segments. It can be overwhelming at times, and it can dilute our focus.
Continue reading “Maintaining Marketing Focus in an ADD Environment” »
I love my phone. I take it everywhere with me: meetings, the grocery store, the bathroom, everywhere! For many, our phones are part of our identities – so much so that we spend an average of 4.7 hours a day on them, according to Informate Mobile Intelligence. This might sound alarming to some (like my mother), but to marketers this should sound more like an opportunity to reach millions of people at just about any moment in their lives.
Mobile ad spends are expected to exceed $101 billion and make up half of digital ad spends in 2016, according to eMarketer. That means if you aren’t in the mobile game, your competitor probably is. And if you’re not top of mind, you’re not top of wallet. So where do you start?
Get to know the basics with a quick overview of the top mobile advertising opportunities:
Continue reading “Advertisers, Let’s Mobilize!” »