This week Melissa Coker did what most advertising industry folks would have thought impossible. On a budget of $1,500 (and she only actually spent $1,300), she created a content marketing viral video sensation for the fall line of her LA based fashion label, Wren, that as of March 24 had achieved well over 69 million views on Youtube. The 3-minute video, shot artistically in … [Read more...]
Location & behaviour based targeting: When does it get creepy?
Location and behaviour based marketing holds great promise for marketers. The wealth of customer data being collected online via social media use, combined with the ability to data crunch and layer in predictive analytics, plus the rapid growth of personal device use such as smartphones and tablets, renders the possibilities dizzying. This is virgin territory and I fear … [Read more...]
People don’t choose brands, they join them
People don’t CHOOSE brands, they JOIN them. That’s a pretty powerful statement if you pause to think about what it actually means. “Choosing” is about making a selection for now. It’s transactional and it may or may not be repeated. “Joining” is about commitment, now and into the future. It’s about being with others who share you interests and values. The notion of … [Read more...]
Harnessing the Power of One
I found myself reflecting on pivotal events of 2013 recently and in honour of Nelson Mandela’s passing, I watched again a 1992 movie called “The Power of One” set in South Africa during WWII featuring a young English boy raised under apartheid. It was a powerful movie of racial injustice, and had one amazing soundtrack. I downloaded it to my iPod for inspiration moving forward … [Read more...]
If content is king in 2014, creating community will be Queen
Looking into 2014 we are going to be hearing a lot about “content” and its importance to marketing efforts. Specifically, content as a tool to position your business, be seen as a leader by your customers, be known as an expert in your field, and quite simply to ensure good online search results. Google’s search algorithms have been changed recently to favour genuine content … [Read more...]
