We’ve heard it before — right person, right time, right place, right message — but what does “right message” really entail? The ad industry has become preoccupied with the scientific capabilities of precise targeting, audience segmenting, and ad-buying techniques. As a result, ad creative has been relegated as an afterthought. Can advertising campaigns reach their…
Brands know that social plays a critical role in their marketing efforts – but are they doing enough to create a killer social brand? The latest rankings suggest that traditional brands at least have some catching up to do on their technology focused peers. The Lithium Social Power Ranking lists the top 50 global brands…
The code has been written. The domain name secured. The branding guidelines are finalized, and the content is approved. You’re ready to launch the client’s website. However, there are a few things you should consider before pressing the “go live” button. Testing a website is often overlooked in the mad rush to get a project out…
Elite players—members of the Most Innovative Companies list—representing key marketing constituencies give us their educated predictions on how the brand landscape will evolve in 5 years. Just as technology and consumer behavior will evolve in unpredictable ways between now and 2020, the ways marketers react to—or perhaps influence?—these new developments will also change in ways…