Even though it's called the "Apple Watch" by the company that created it, everyone else is already calling it the "iWatch." Marketers seem more excited about the smartwatch Apple announced on Tuesday than they've been about other wearable technologies, including Google Glass, Samsung's five models of smartwatches and watch models from Motorola and Sony.
Google is ramping up its assault on traditional television's advertising business. In a renewed effort to lure a bigger share of the advertising dollars that now flow to major TV networks, Google's YouTube is making a number of concessions long sought by marketers, ad executives say. Most prominently, in discussions ahead of this spring's TV ad-selling season, YouTube has told marketers it will offer audience guarantees to advertisers who make advance commitments, according to people familiar with the matter. YouTube will guarantee to air ads across its channels until they reach a certain percentage of the target audience
Picking up on my previous blog post, marketers have a lot of work to do, too, with consumers. Yes, we have 45-plus years of effective self-regulation on our side, and we've navigated fairly well into the digital and mobile age. We've kept self-regulation in marketing, more or less, intact where it comes to fair and free use of marketing data, even as the number of data users has grown extensively.
Company: InMoment, a provider of voice-of-the-customer (VoC) solutions
Product/Service: OpenTell, an new VoC solution
What it Does: Enables brands to post their existing VoC data online to show customer reviews in a simple, transparent manner. OpenTell combats problems of fraud by allowing brands to unlock and use customer review data, leverage social media sharing, and improve search results.
What the most influential players in the advertising, branding and marketing industries think will be the next big marketing trend: For our coverage of this year’s Cannes Lions International Festival of Creativity, PSFK reached out to some of the idea industry’s most influential and experienced men and women in order to measure the sea change over the last year. Here we’ve collected the thoughts of these experts on how to navigate this change within the worlds of advertising, branding and marketing.
It’s no secret that consumer behavior is at the core of any major marketer’s decision-making process. The challenge, of course, is accurately determining how consumers are responding to the societal changes and influences that ultimately impact their buying decisions. With that in mind, Mindshare has identified the current trends advertisers are either facing now or will face in the very near future that will impact their commercial messaging.
The bourgeoning medium of live-streamed online media continues to grow and is attracting increased interest not only from content producers, but advertisers looking to capitalize on the branding opportunities it presents.
Mastering branding online takes a lot more than a cool logo and catchy slogan. Experts play by a fresh new set of rules. It's no longer enough to have a sleek website, social-media presence, and consistent brand aesthetic online. The new rules of branding your business on the Web have a lot less to do with presentation, and a lot more to do with interaction.
In 2015 consumers will be more in control of a fragmented media marketplace than they are today and will compartmentalize their media consumption habits into segments that align with their attention spans, personal tastes, information needs and technological savvy.
As with the arrival of any new media or way of doing business, the promise of untold success balances precariously with the fear of venturing into the unknown. That’s certainly the case with mobile marketing, which is developing slowly, but surely. So, the good news is “you’re not behind,” says Shabbir Safdar, chief technology officer, Mindshare Interactive Campaigns, an interactive communications agency with its headquarters in Washington, D.C., and satellite offices around the country. “But,” he adds, “you have to start now. There is no sure recipe for catch-up.” Building your own file of mobile opt-in customers will be invaluable in the future, because the