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Showing posts from January 26, 2017
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How data and technology will affect your marketing in 2017

If you have read the annual prediction articles in the last few years, one of the prominent projections you’ve likely seen is, “This is the year data-driven marketing campaigns take hold.”But really, data-driven marketing has always been critical — and in 2017, it’s going to continue to be at the forefront of marketers’ strategies. As we make our predictions for 2017, one thing is clear: using data to tailor your messages will remain a critical part of any marketing strategy.Today’s companies are focused on maximizing data to provide insights that ultimately lead to increased customer conversion and retention. Companies will continue down this path in 2017, trying to wring every ounce of value out of their customer data.With that in mind, below are four trends we’re watching for 2017 and some steps you can take to stay ahead of the curve.[Read the full article on MarTech Today.]

via Marketing Land

Square launches “For Every Kind of Dream” brand campaign with powerful film about refugee entrepreneur

Square has launched a new brand campaign, a series of films highlighting small business success stories. The series is called “For Every Kind of Dream” and debuts today in Knoxville Tennessee, the home oc Yassin’s Falafel House featured in the film.The owner, Yassin Terou, is a former Syrian refugee who came to the US in 2011. He will participate in a live discussion with Square CEO Jack Dorsey at Terou’s home after the film debuts online later today. It will be streamed on Facebook and Twitter.The film represents the best kind of branding, though it may be seen as “political” and potentially controversial by some. The story is also extremely powerful and moving. To launch the series with this film is an extremely bold move; the company could have chosen a much “safer” local business to profile.I also suspect the fact that Terou is a Syrian refugee and a Muslim at a time of heightened xenophobia and racism will all but guarantee this film and Square get a lot of attention. However I d…

Snickers releases 4 Super Bowl LI teaser ads & says official spot will be filmed live

Snickers is coming back to the Super Bowl this year with a campaign featuring actor Adam Driver. This will be the brand’s sixth appearance – and third consecutive year – as a Super Bowl advertiser.The brand dropped four teaser ads yesterday, all pointing to Driver as the star of its campaign without the Star Wars actor actually appearing in the spots. Three of the teaser ads include a cut-out of Driver, and the fourth names him as the campaign’s star.Snickers says its official 30-second Super Bowl commercial with Driver will be filmed live during the game.Developed by BBDO New York, the campaign includes the teaser ads, the official game-day ad, and live-streaming content that will being airing 12:00 p.m. February 2 on SnickersLive.com (which currently links to the brand’s YouTube channel) and Snickers’ Facebook page.“The actual ad is only part of the equation – we’re also going to support our 30 second live ad with over 30 hours of original content that we’ll stream live leading up t…

[Webinar] A whirlwind tour of the 5 disruptions reshaping marketing

Marketing is in the middle of five major disruptions that are reshaping our whole industry and profession. Yes, I know that sounds like hyperbole, but it’s not. These are huge, world changing shifts that have already shaken industries to their core. And we’re just getting started.Reserve your seat for my LIVE webinar on Tuesday, February 14, where I’ll discuss these disruptions and how marketers can leverage them to their advantage.Taken one at a time these changes would each present a significant challenge to organizations. Taken together, the collision of disruptions; Digital Transformation, Microservices & APIs, Vertical Competition, Digital Everything and Artificial Intelligence (AI) combine into the perfect storm of technology, marketing and management.Attend this webcast and learn how to:Understand how and why these disruptions are here to stay, Infuse marketing into your product mission through growth hacking, Prepare your organization for AI-powered marketing, Navigate new cl…

Best of both: Making TV and digital work in unison

In my previous article, I explained that — despite being widely viewed as competing advertising channels — TV and digital are, in fact, complementary elements of an effective media strategy.Far from being two distinct channels, TV and digital intersect in a number of ways. First, the normalization of second-screening means TV viewers are now actively participating in the content they watch, using connected devices such as smartphones or tablets via digital channels like search and social.Secondly, the increased fragmentation of the TV landscape — with the possibility to watch premium TV content via time-delayed viewing, VOD (video on demand) services and OTT (over-the-top) subscriptions — means viewers are consuming TV content through digital services. The lines between the two channels are becoming ever more blurred.So, how can marketers make TV and digital work together for their business as part of a complementary media strategy?Don’t underestimate the importance of searchA signifi…

Survey: Amazon remains most trusted SMB brand, Yelp still ‘number one’ at the bottom

Business networking site Alignable yesterday released another installment of its small business (SMB) vendor trust rankings. This is based on net-promoter survey (NPS) data on dozens of companies that provide various services, including marketing, to SMBs.The company collects (“would you recommend this business?”) data from “hundreds of thousands” of SMBs on a monthly and quarterly basis. One caveat is that Alignable doesn’t quality respondents first as customers of the companies they’re rating. Alignable argues however that its open method provides a more complete picture of a company’s reputation.The new SMB brand trust results are similar to those released in Q4 of last year. Amazon remains the most trusted brand among SMBs and Yelp is still the least trusted. PayPal replaces Twitter on the new top 10 list. On the bottom end, new entrants included Angie’s List, Craig’s List and Web.com.There are some companies on the list whose scores are worse than those appearing in the bottom 10…

9 studies for landing pages that work

I believe that cheap behavioral data will fundamentally change the way we do online marketing. How would this look for something as straightforward as developing a landing page?Below I’ve outlined nine studies — all of which can be done from your own computer and usually for a few hundred dollars or less — that will help you successfully develop a landing page.Before diving in, you may want to review my method for developing a landing page backwards. I’ll use this approach here and apply behavioral science as we go.Doing studiesI’m about to use the word “study” a couple of dozen times in several of its plural and possessive forms. That’s a fancy way of saying “study, studies and study’s.”When I say “Do a study,” I refer to the act of stopping during development and asking yourself, “Do we have any data to help with my current design decision? If not, could we collect some?”Some studies may only require a quick peek at your analytics. Others may require that you collect some data and m…

Startup Transform, Inc. launches its RevTech platform to tie revenue to specific spending

Brands usually have many different marketing efforts going at once — but which ones help make money?This week, marketers get another tool to help them answer that question. A Seattle-based startup named Transform, Inc. has launched its RevTech platform, which is designed to directly connect revenue to spending.It takes data from a variety of impacting efforts, such as pricing, promotion, sales, store traffic and web site traffic, as well as relevant external data, including weather or census info.Machine learning is applied to develop and refine models of analysis, and the results are reports designed for specific company roles, such as one for CEO and another for the director of marketing.The reports include recommendations — for example, new market opportunities or how to reduce customer acquisition costs — and graphs that show trends, correlations, and regional comparisons. The platform is not self-service, as Transform sets it up at the beginning of an engagement, but users can th…

Meet Ninja Spinki Challenges, Flappy Bird Creators Latest Mobile Game

After a reasonably long hiatus, the creator of Flappy Bird is back is back with yet another game that already seems to be a superhit. Flappy Bird had taken the mobile gaming community by storm a few years ago and was one of the most addictive game. Dong Nguyen, the creator of Flappy bird has announced Ninja Spinki Challenges, which like Flappy Bird is extremely difficult and yet addictive to the core.
This time around Japan’s Obokaidem has joined hands with Nguyen who by the way runs his own gaming studio based out of Vietnam. Ninja Spinki Challenge is mind numbingly frustrating and despite offering a better variety as opposed to Flappy Bird the game can soon eat into your productivity.Ninja Spinki Challenge is available for both iOS and Android and is made up of six minigames with variations in difficulty and the time limit. Also, all the levels allow the users to compete against a different Ninja Spinki character. Before writing this article I was glued to my smartphone for at least…

The ONLY lesson from every social media brand fail example ever

Everyone wants to go viral on social media. But sometimes your brand ends up going viral for the wrong reasons.After every such social media brand fail, we experience a familiar cycle. Somebody (or multiple somebodies) instantly shames them on social media. The brand (usually) apologizes. The world moves on.Then a few days later, it happens. A respected industry publication publishes something like this:X Social Media Lessons From [Brand’s] [Social Media Update About Whatever]In 2016 – truly a year filled with disasters if there ever was one (and one best summed up by Vice in April after Prince died) – social media blunders still managed to spark swift and bitter outrage.You see, apparently there are still some lessons that social media managers, directors, and coordinators need to learn.I disagree. There’s only one lesson. But first…May the Delete Button Be With YouAt the end of the year we were treated to several “Top Social Media Fails of 2016” types of posts. Coming in at number o…

Understanding Google’s Convoluted Messaging World

Messaging apps have come a long way. The past year for technology largely revolved around these services as artificial intelligence and chatbots continue to evolve. Google seems to be one of the companies who has been investing fiercely in the sector. But the search engine giant has been unable to keep up its own pace and the industry’s trends. That’s mainly the reason behind the hodgepodge that is Google’s messaging environment today.Seven.Seven! That is the number of chatting apps Google has right now which is quite insane and none of them actually integrate with each other. The list includes Google Allo, Google Duo, Google Spaces, Messenger, Google Voice, Youtube, and Hangouts. Phew. Google Voice, in fact, was reinvigorated just recently with a long overdue makeover for some particular reason only they can perceive. So, as you might have guessed already, it is getting exceedingly difficult to keep up. Hence, in this article, we (try to) break down the seven platforms and discuss wh…

Patent War Escalates as Apple Sues Qualcomm in China Over iPhone Modem Chip Licensing

This time around Apple has sued Qualcomm in China in a lawsuit which states that the chipmakers patent-practicing amounts to “extortion.” Since Apple filed two more lawsuits in Beijing’s Intellectual Property Court the accusations are much clearer and in the wild. Furthermore, the lawsuits state that Qualcomm abused its dominant position. As part of the first lawsuit, Apple has sought 1 billion in damages and the second one says that Qualcomm didn’t license standard-essential patents at a fair and reasonable rate.What is Standard-Essential Patent?An essential patent or standard essential patent is one that requires the invention to be used in conjunction with the prescribed standards and thus the company is expected to get license grants for their patents and pending patent applications. The companies applying for the grant will be required to pay certain fees as royalty only after which they will be granted a license.Suppose a standards organization fails to get the required license …

My Barra Sahib

“So what is Hugo Barra like?”If I had a Dollar for every time I have been asked that question from late 2014 till his recent, surprising departure from the company he played a major role in making a household name in India, I would have accumulated a small fortune. They say that no media person should ever get too close to his subject. Well, a reflection of how close I am perceived to be to the former Xiaomi Global Vice President can be gauged by the fact that when he stepped from his post a few days ago, I was being asked: “Do you know what your Hugo has done?” And of course, this has since changed to “So your Hugo has joined Facebook?!”How close am I to Hugo Barra? I don’t really know the answer. I think he might know it better. But yes, what I do know is that we often end up talking whenever he visits India. And the conversation is less about technology than about other things – tennis, books, people we knew and so on. And every time we ended up talking, there was speculation that …

The Dual Camera Shoot Out: Honor 6X vs Coolpad Cool 1

Camera performances on the mid-rangers or budget phones have always struggled to make a mark. Of course, they all do well in daylight and macros but when the lights go down, so do their performances and on many occasions, they are not usable. However, that could change with the arrival of a new trend – the dual camera set up, once the preserve of premium phones, has now made its way to more affordable devices as well. Of these, two of the most recent are the Honor 6X and Coolpad Cool 1. Both devices claim to bring high-end photography (or close to high-end photography anyway) to phones that do not cost a bomb. Which does a better job? We put the cameras in various situations to find out. Read – and view – on.(A note: we recommend you take a look at the full-sized images and make your own judgments too. For what is a better photograph often depends on the perspective of the views: for instance, saturated colors appeal to some while others tend to be picky for true to life images. Pick …