Forget visual only ads. If some mobile direct marketers have their way, consumers will be tapping posters, in-store signage, and even print ads in the near future using NFC.
Ask any creative in the interactive industry and you'll find they get a real thrill out of pulling off a stunt that makes even their peers scratch their head and wonder how they did it.
The man behind Frank 151 shares his views on what print has to do to maintain its relevancy in the digital age.
The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let some things die. As such, I've been contemplating the evolution of our industry and begun questioning the shelf life of a traditional "campaign" model.
Four years after its introduction, many companies and marketers still view gamification as simply slapping badges on a website in an effort to increase user engagement.
Recent data suggests consumers will be viewing both the physical and online worlds through their mobile devices as the norm - not the exception.
Sprint targeted large construction companies with a campaign that highlighted how the telecommunication company's NextMail service could benefit their business.
The Interactive Advertising Bureau (IAB), an organization that counts more than 450 US media and technology companies as members, has created an office of general counsel and promoted three executives.
Internet advertising spending set new records during the second quarter of 2010, helped by spikes in display advertising, according to a tally from the Interactive Advertising Bureau.
Euro RSCG 4D Discovery, an analytics, behavioral marketing and CRM agency network, has acquired Internet marketing and interactive design shop Congruent Media. Terms of the deal, announced August 23, were not disclosed.
Marketers who spend more on interactive marketing can increase their resulting revenue, said the Interactive Advertising Bureau and MarketShare Partners, an analytics and technology firm, in a report released August 2.
The US Department of Agriculture's Forest Service and the Ad Council have teamed up with DreamWorks Animation SKG for a PSA campaign starring the animated character Shrek. The effort, launched June 11, includes various digital components, including an interactive site and social media.
Accenture announced it has completed its acquisition of CadenceQuest, a company that specializes in customer data and analytics for retailers. The deal gives the Accenture Interactive division access to CadenceQuest's Customer Insight predictive analytics software and extends the management consulting company's digital, marketing analytics, retail marketing and merchandising expertise.
Yahoo has hired Blake Irving as the portal's chief product officer. He will join the company May 17.
AOL launched the beta version of the Advertising.com Ad Desk display platform on April 19. The Web services company developed the platform after soliciting feedback from brand and direct response advertising agencies and marketers in recent months.
As CEO of a fast-growing sales and marketing contact database, I scan TweetDeck and other social media platforms each morning to find what digital marketers are saying about us, our competition and the tagged threads about the industry. It has become impossible to imagine running a business without this level of access and transparency.
Pirelli Tire North America named Rosetta its first interactive agency of record last month.
Frito-Lay's SunChips brand is running a multichannel campaign to promote a compostable chip bag it introduced on March 31. The effort includes banner ads, online video, social media and search marketing. The brand's ad agency, Juniper Park, and media agency, OMD, created the campaign.
Aflac launched its first user-generated video contest, called the "10 Second Challenge," on March 18. The competition encourages consumers to submit 10-second videos of themselves explaining exactly what Aflac does for policy holders.
A coalition of major Hollywood studios and cable companies have launched a $30 million campaign promoting the Movies on Demand service. The "Video store just moved in" effort, which launched March 17, features a sweepstakes, interactive media, a dedicated Web site at CableVideoStore.com, TV spots and print ads.
Interactive agency Razorfish introduced a dedicated healthcare division on March 1. Known as Razorfish Health, the practice is based in Philadelphia and led by GM Katy Thorbahn. It is the second interactive health practice owned by Publicis Groupe, joining Digitas Health.
Startup CBN Inc. is planning to launch CrazyBidNow.com, an auction and e-commerce site, within the next week. The site will feature live home-shopping broadcasts and penny auctions of consumer electronics devices.
Sara Lee's EarthGrains brand launched a campaign on February 2 to promote that some of its whole wheat bread products are using Horizon Milling's Eco-Grain wheat, an environmentally friendly grain. The "Plot to save the Earth, one field at a time" effort, created by Ogilvy & Mather, incorporates social media and an interactive Web site, as well as digital advertising, in-store promotions and TV ads.
Unilever's Suave Kids Body Wash brand launched its "Wash Them Grow" campaign this week, targeting moms. The company is using social media, e-mail blasts and the Suave.com homepage to drive users to WashThemGrow.com. On the microsite, users can enter a sweepstakes to win an eight-day, seven-night trip to Orlando, FL, hotel accommodations and tickets to a yet-to-be-determined theme park.
As recession pains ease, marketers have seen an uptick in budgets. Now that companies are coming out of the bunker, they are looking for revenue growth, not cost cutting, to improve the bottom line. The logical place to turn to in this circumstance is marketing. We have had discussions with a number of companies that are trying to figure out how best to spend their budgets, and it's no surprise that many are looking to capitalize on the growth of digital and social media. The challenge is spending the money in a way that maximizes impact. Companies need marketing that delivers results, measurably and effectively, regardless of channel.
For the fourth consecutive year, Procter & Gamble has brought Charmin-branded public bathrooms back to New York's Times Square for the holiday season. To promote them, P&G has launched a multichannel campaign with Web and cause components.
The Interactive Advertising Bureau (IAB) has updated its "Digital Video Ad Impression Measurement Guidelines." The new guidelines address a common instance: a video playing automatically when a page loads. The goal is to help the industry come up with an accurate way to measure online video ads.
In its second agency acquisition of the year, interactive marketing firm Definition 6 has acquired Leach Communications, a New York-based PR firm. Definition 6 bought the firm to add an additional PR, strategic communications and social media marketing element to its offerings, said Michael Kogon, founder and CEO of Definition 6.
Calvin Klein and perfume company COTY are using an increased amount of social media and Internet marketing to promote CKFree, a cologne aimed at men ages 18 to 34 who identify themselves as independent, modern thinkers.
Juice maker Welch's, which spent $4 million online last year, launched its "Real. Grape. Goodness" integrated effort, November 12. It includes TV, online and print components.
Company of the week
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Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.