American Express

Millennials Don’t Hate Cars; They Can’t Afford Them
June 4, 2013

Auto companies think better marketing is the trick to wooing the youth—but they're forgetting we're broke. This morning, Salon attended a panel discussion at the advertising and marketing firm Ogilvy devoted to the question of whether millennials want to buy cars, or whether the sort of seismic generational shifts documented by Joel Stein in Time meant that Detroit was in trouble. The invitation from Ford, which had put on the event, told us the goal: “use data, trends and expertise to show that Millennials aren’t just a bunch of PBR-drinking hipsters who spin vinyl and ride bikes.” We were trepidatious

LinkedIn Pivoting From One-Off Marketing Deals to Content-Based Ads
May 3, 2013

A crucial piece to LinkedIn's new-look ad business is its Sponsored Updates ad units (akin to Twitter's Promoted Tweets), where companies pay to market their posts in users' feeds. More than 20 brands including Shell, American Express and Intuit have piloted Sponsored Updates. The units began rolling out to users of LinkedIn mobile apps last month, leading Weiner to dub the product the company’s "first content marketing revenue stream to be offered at scale."

Nike Gears Customized Shoe Campaign to Instagram Users
April 29, 2013

Nike has discovered the joys of Instagram. The sportswear maker recently began inviting users of the popular photo-sharing site to take part in its NikeiD campaign, which lets users design, share and purchase customized versions of Nike gear. Nike isn't alone in discovering the potential for marketing via Instagram, which has some 90 million active users according to the latest estimates of the company. Brands including Starbucks, American Express and Burberry have been actively making use of the platform. But Nike's strategy stands out, according to Thibault Davoult, content and community manager with Nitrogram, a marketing platform focused on Instagram.

If a Prospect Is Willing to Like, Follow or Email, Why Are Marketers Failing to See Them as Assets?
April 26, 2013

A few years ago, I heard marketers start using the word “assets” to describe some of the things they created. My initial reaction was overwhelmingly positive. Why shouldn’t it have been? Previously, every output from marketing spend was formalized as an expense. The idea of jumping over to the other side of the balance sheet—of moving from “the cost of doing business” to “something with future value”—was appealing. Then reality set in. Most things marketers and their agencies create are indeed expenses—a point painfully reinforced by client procurement teams. It was a hard pill to swallow at first.

Credit Card Companies Are Our Role Models
April 17, 2013

Data makes the modern marketing world go round. More data, however, doesn't automatically translate into more insights. Even with the tetrabytes of data collected each day, a lot of it remains atomized and difficult to turn into insights because of gaps between marketing and purchase information. Now credit card companies have begun to fill this void.

Which Brands 'Get' Social Media?
March 14, 2013

In a panel moderated by Group M Chief Digital Officer Rob Norman at the 4A's Transformation Conference yesterday, executives from Twitter and Facebook discussed their "online hero marketers." And they weren't all top-name brands headquartered in the U.S. Adam Bain, president of global revenue for Twitter, and Blake Chandlee, vice president of global partnerships for Facebook, both pointed to American Express as a brand with admirable work in the social sphere, including initiatives syncing tweets to actual card purchases and discounts.

The Liquor Store Model for Social Media Marketing Success
February 6, 2013

I really do run a liquor store in a small town, and it really is a useful model for how all businesses could behave online. Because my store is in a small town, I've always dealt with instant communication among my customers: If we burn one customer, he can go down to the coffee shop and spread the word all over town in short order. Now that every business faces that same pressure online, consider how my small-town liquor store experience so clearly applies to social media

How Local Search Will Evolve in 2013 [6 Predictions]
January 3, 2013

A decade from now, when the next John Battelle writes the definitive retrospective on the mobile-local Internet, my guess is that 2012 will be viewed as the tipping point for local search. At Google, 2011 may well be viewed as more critical, but 2012 was a much bigger year for the space as a whole, especially from the consumer’s and business owner’s perspective. It’ll be tough for 2013 to top a year that

Top Brands Using Twitter for Customer Support
December 13, 2012

Among the brands listed on the Interbrand Top 100, more than nine in 10 (95 percent) use Twitter and nearly one in four (23 percent) use it as a customer service platform (i.e., they have a Twitter handle dedicated to customer service), according to a new report by Simply Measured. For the study, Simply Measured tracked three months of Twitter messages exchanged via the 23 customer support accounts (from Sept. 1 to Nov. 30, 2012). Among the Top 100 brands, seven (7 percent) responded to more than 50 support-related tweets each day during the 3-month period, and three brands (3

SEO and the Red Carpet Economy
December 5, 2012

I was not always a Web marketer. I spent almost 15 years of my professional life in the TV and entertainment industry in Italy, where I obtained some decent recognition as head of programming at a movie channel. The years spent in that industry have a strong influence on how I think about Web marketing now. Much of what I know and share about personas, audience analysis, content strategy and planning, branding, relationship marketing, cross-media marketing, on-off marketing and engagement is the product of what I learned during those years in the entertainment industry. The passion I have for the