A little bit of hype, a dose of intrigue, and a healthy portion of engagement can help any brand in the quest to revive their image and get in front of new fans.
Aaron Herrington, cofounder of and partner at Modea, discusses why transparency and customer engagement are de rigueur in a digital age.
The Opel Movano can move up to 3.5 tons and 2 GB. To raise awareness about the utility vehicle's actual "utility" as a transporter of large loads of cargo, Belgium-based agency McCann Lowe created a Web banner that serves double duty as an advertising vehicle and a file transfer device: The banner "carries your stuff... across the Web."
Marketing research and digital analytics firm comScore, Inc. has named Bert Miklosi VP of marketing solutions for the consumer packaged goods (CPG) industry, effective immediately. He will report directly to comScore executive chairman Gian Fulgoni.
After four years with Goodby, Silverstein & Partners, Sprint Nextel Corp. has tapped Publicis Groupe-owned agency Digitas Chicago to handle all digital advertising, brand strategy, offline media, digital buying and analytics, both companies said Dec. 7.
Twitter will join Facebook and Google in offering brand pages that allow advertisers to get more of a handle on the content their followers see and how that content is displayed in an effort to broaden the microblogging site's appeal, the company said Dec. 8.
John Gagné, SVP and executive creative director at Proximity Canada, explains why even in a digital world, classic DM strategies remain key.
YoCrunch's first integrated marketing campaign has moms in its cross-hairs.
Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.
Publicis Groupe has acquired a majority stake in social media agency Big Fuel, in its second major acquisition in three months. The Paris-based holding company will align the shop under the VivaKi network, which operates digital agencies Digitas, Razorfish, Starcom MediaVest Group and Zenith Optimedia.
Revenue from local online advertising will nearly double in the next four years, climbing to $42.5 billion by 2015 from $21.7 billion in 2010, according to a forecast from advisory firm BIA/Kelsey. Marketers will earn $24.9 billion in revenue from interactive local marketing this year, according to the report.
Agency network Project Worldwide has acquired Partners & Napier, a Rochester, N.Y.-based integrated agency, the firms said March 17. Partners & Napier will continue to operate independently, with its brand and leadership team in tact. Sharon Napier will continue in her role as the agency's president and CEO.
The Holy Grail of marketing is the data-driven social Web, which gives marketers the ability to communicate en masse with consumers while tailoring their messages to each individual, Ellen Levy, VP of strategic initiatives at LinkedIn, told attendees of the Adobe Omniture Summit 2011 on March 9.
Marketers waiting with bated breath to see what will become of prospective Do Not Track legislation received both good and bad news this week.
Farmland Dairies launched a consumer awareness campaign on March 1 using QR codes and instant coupons in health clubs throughout the Northeastern US. The company's AOR, Union, NJ-based Linett and Harrison, created the campaign.
The Interactive Advertising Bureau expanded its data use and control task force into a permanent "data council" on February 28. The group will address the collection and use of consumer data and related issues. IAB will launch initiatives through the group to educate marketers and agencies about data gathering, and to clarify what kinds of data can be collected through media buying.
The very real possibility of federal Do Not Track regulation may have many marketers worried, but venture capitalists are still investing in online tracking and targeted advertising, according to a report in 'The Wall Street Journal.'
E-retail giant Amazon.com said this week that it's getting in the streaming video game, offering through-the-Web movies and TV shows for no additional cost to members of its $79-per-year Prime service. Industry observers disagree on how the move will affect Netflix, the current video streaming king of the hill.
A Neo@Ogilvy employee filed a lawsuit this month in New York federal court claiming the digital agency knowingly overcharged client IBM by millions of dollars. The plaintiff, Audrey Gladitsch, an associate digital media manager at the agency, also claims Neo@Ogilvy mistreated her after she brought attention to her concerns about alleged overbilling.
We're keeping an eye on the US House of Representatives this week to see if this Congress' first Do Not Track bill is introduced. The Hill reported last week that US Rep. Jackie Speier (D-CA) was about to introduce prospective legislation that would regulate the collection of consumer data on the Web.
Stephen Beck, former chief strategy officer at digital agency Organic and one-time co-CEO of FutureBrand, launched management consultancy cg42 on February 8. The Wilton, CT-based firm will help companies maintain a consistent brand presence and market themselves according to their core deliverables, Beck said.
NSI Marketing Services, a St. Louis-based MSP, said January 25 that it has acquired integrated shop Razor. Mark Mantovani, NSI's president and CEO, will lead the combined firm. Tom Cole, formerly president of Razor, will become EVP at NSI.
Mozilla and Google said January 24 that they will provide options in their respective Firefox and Chrome Web browsers to block the tracking of consumers' online behavior. Mozilla will let consumers opt out of tracking and behavioral advertising in Firefox 4, while Google will add an extension to Chrome.
Pitney Bowes plans to launch Volly, a consumer-facing communications application, in the second half of this year, the company said January 6. The platform will enable brands to send messages, including bills, promotional mail and catalogs, directly to consumers through the app.
Technology marketers plan to put more than half of the budget into digital in 2011. They'll also favor branded content sites over other media, according to a survey from the International Data Group, a technology media, events and research company.
Online marketing can be confusing because of its constantly evolving nature. Here I offer a few marketing tips that have helped me to build my own company, ToneFuse, into a top 10 growth site, according to comScore rankings.
Oreo, a Kraft Foods Nabisco brand, has selected 360i as its lead digital agency. Razorfish was Oreo's previous lead digital agency.
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