Publications Gen Y Dissected: Six Types Of Millennials 04/16 Mountains of research can attest to what experts say Gen Y has in common, from passion for the environment to tech love. But new research from the Boston Consulting Group breaks this massive block of humanity, some 79 million strong in the U.S., into six distinct groups. And about 50% defy the stereotypes most marketers live by. “Our research reaffirmed the historic optimism of Millennials,” Christine Barton, a partner at the Boston Consulting Group in Dallas and an author of its report on Millennial Consumers, tells Marketing Daily in an email. “If there is an average media image of U.S. It characterizes the largest group, at 29%, as Hip-ennials, sheltered under the umbrella statement of “I can make the world a better place.” The next-largest group is Millennial Moms, accounting for 22%. And despite that the cell phone commercials would have you believe, just 13% can be classed as true Gadget Gurus.
Publications Multitasking 'TV-Plus-Mobile' Video Test Campaign Shows Big Brand And Intent Lifts 04/16 With up to 40% of smartphone and tablet owners using their devices regularly while watching TV, most marketers know intuitively that targeting video ads across the multitasking experience has tremendous promise. Now we have some preliminary metrics to prove it. In a joint test among Nielsen, Universal Pictures, ad agency Ignited and mobile video platform AdColony, 15-second video spots for the film Contraband were experienced by multitaskers across TV and mobile platforms in a lab setting simulating normal cluttered media exposure. The campaign delivered a considerable additive boost to all brand metrics. “The test results were conclusive that having multiple screens was a big benefit,” says Frank Stagliano, EVP, general manager, Nielsen Entertainment. Testing campaigns aimed at leveraging multitasking behaviors is not a trivial task. The mobile video ad had especially strong additive effect on unaided brand recall.
The “Content” Question: Where Branding, Marketing and Publishing Blur Written on Apr 2, 2012 Author Andrew Boer | ADOTAS - This past Thursday, March 29, was the day of the Post Advertising Summit, an event hosted by the professional and buttoned-up content marketing agency Story Worldwide. But first, a flashback: Four articles. “A collision?” “No.” he said. And that was that. I am, in fact, a principal at another content marketing agency, Movable Media. Which is why a PR person thought it would be a good idea to invite me to attend Story Worldwide’s Post Advertising Summit as a journalist. You begin to see the problem? I am glad to report that the moment I donned the gray tag reading “Press,” I instantly felt all possible bias drain away, while a palpable sense of journalistic integrity and objective neutrality washed over me. Perhaps it has always been this way. As Simon Kelly, the COO of Story Worldwide, explained to me, the purpose of the summit was a thought experiment. As a neutral observer, I thought both the dog and the pony looked great, if a bit similar.
Publications Celebs Try On Depend Underwear For A Cause 04/02 Getting people to try -- let alone admit they need -- a product to help with their incontinence is an uphill battle. On Friday, Kimberly Clark’s Depend brand launched an extensive marketing effort to get people to try their new “Real Fit” (for men) and "Silhouette" (for women) products, even if they don’t need them. On Monday, Depend sets out on the “Great American Try On,” to showcase that the new products are so similar to “regular” underwear that celebrities and athletes can wear them without being embarrassed or having to manage their days any differently. The campaign is intended to show the product “is not a diaper, it’s underwear, Mark Cammarota, Depend brand director at Kimberly-Clark, tells Marketing Daily. In two separate television advertisements that make their debut on Monday, actress Lisa Rinna and football stars Clay Matthews, DeMarcus Ware and Wes Welker try on the product in exchange for a charitable donation.
Publications Want A Rush? Read This Story About Digitaria Games For A Quick Dopamine Fix 04/02 Well, you might, if Jim McArthur wrote it. McArthur is an expert on getting people’s brains to release the drug-like chemical dopamine, which is our body’s way of making us feel rewards for doing something in order to get us to do it again. And now, as head of a new “games” division of JWT’s Digitaria unit, he’s going to use techniques developed by the games industry to interact with the agency’s clients’ brands as if they were playing games. While the concept of game mechanics, or “gamification,” isn’t new on Madison Avenue, McArthur’s team at San Diego-based Digitaria plans to formalize the practice in a way that professional game developers might, producing advertising, promotions and digital interactive experiences that use our brain’s own rewards systems to get people to feel good about interacting with brands. That’s something McArthur learned firsthand while driving his Lexus CT Hybrid, which isn’t about speed so much as it is about fuel economy.
Facebook Advertising: 5 Things You Don't Know (& Should) As my company has been managing pay-per-click advertising since the dawn of the medium, I've been thrilled to turn its attention to the Facebook advertising platform's amazing targeting abilities. We stumbled a lot at first, however, and went through millions of dollars of testing before we learned to walk (and finally run). Here are the five biggest lessons we have learned about using Facebook ads. 1. Forget Google AdWords. The more familiar you are with AdWords, the harder it will be to get your head around Facebook advertising. It starts with a fundamental difference in the users you are reaching. With Facebook, you are reaching users that are on Facebook to be on Facebook. This is an important paradigm shift to really absorb, as it affects your entire strategy, from ad copy to targeting. The former may have simply hit the ubiquitous "Like" button at some point somewhere, while the Google searcher has intent now. 2. 3. What are the best images, you ask? 4. Why questions? 5.
Publications Passionate Leaders Build Passionate Brands 05/14 Steve Jobs has rightfully received attention since his passing and the release of his biography. He is often cited as a visionary innovator, but what often takes a backseat is his branding ability. How did he create a brand with such a passionate following? One key ingredient -- by being passionate himself. What today’s marketer should learn from successful brand leaders Given the attention that Jobs has received, one might think he was the only leader to exhibit this behavior and achieve such results. According to The Brand Bubble and Young & Rubicam’s Brand Asset Valuator, these brands squarely live in the “Leadership” position, having Brand Strength and Brand Stature, positioning them for strong earning potential. · Apple’s stock: a 35%+ CAGR, rising from $5.42 when Steve Jobs returned as CEO in 1997 to $405 in December 2011. · Starbucks’ stock: a 25% CAGR since Howard Schultz returned as CEO in January 2008, starting at $18.91 and reaching $46.01 in December 2011.
Publications Forrester Report Identifies 'Leaders' In Channel Attribution Space 05/10 A new report from Forrester Research identifies WPP’s GroupM as one of the top five providers of cross-channel attribution tools and platforms in the industry. It was the only media agency entity to make the list. The report comes as marketers increasingly are looking for more precise attribution tools to increase the effectiveness of the advertising and marketing dollars they spend. In addition to GroupM, Visual IQ, ClearSaleing, Adobe and Convertro were selected by Forrester as industry leaders in the cross-channel attribution field The report, entitled “The Forrester Wave: Cross-Channel Attribution Providers Q2 2012,” examined consumer interaction points across both online and offline channels. Forrester evaluated each vendor against dozens of criteria, including attribution approach; data management; data privacy and security; implementation and use; reporting; analysis; service and support; and client relationship and pricing structure.
The 6 Habits of Strategic Thinkers | Share on LinkedIn In the beginning, there was just you and your partners. You did every job. You coded, you met with investors, you emptied the trash and phoned in the midnight pizza. Now you have others to do all that and it's time for you to "be strategic." Whatever that means. If you find yourself resisting "being strategic," because it sounds like a fast track to irrelevance, or vaguely like an excuse to slack off, you're not alone. This is a tough job, make no mistake. After two decades of advising organizations large and small, my colleagues and I have formed a clear idea of what's required of you in this role. Anticipate Most of the focus at most companies is on what’s directly ahead. Look for game-changing information at the periphery of your industrySearch beyond the current boundaries of your businessBuild wide external networks to help you scan the horizon better Think Critically “Conventional wisdom” opens you to fewer raised eyebrows and second guessing. Interpret Ambiguity is unsettling. Decide
Charts For Everyone: Cloud-Based iCharts Picks Up $3.1 Million For Consumer Push This is another one for those who love to mark the consumerization of enterprise technology: iCharts, the cloud-based charting service that once described itself as the “YouTube for interactive charts”, has now picked up $3.1 million in funding to try to do precisely that: make its platform something used by the public at large. The Series A round comes from a group of private equity investors that include German super-angels Regehr Capital Management Group; Saeed Amidi, founder and CEO of Plug N Play; and Lorenz Graef, founder and former CEO of Globalpark. This brings total investment in the company to $4.5 million to date. The service up to now has mainly developed as an enterprise product, a business that the company is continuing to drive with a recently-launched premium, paid platform. Customers have ranged from bloggers to bigger analyst firms and even a few big brands to build dynamic charts that they post on the web.