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Posts Tagged ‘Advertising’

Given that Cannes Lions is just around the corner, I wanted to explore the topic of innovation and wealth creation.  Basically, the age we are in.

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At a conference for marketers in Tel Aviv recently I asked the audience how many of their parents had encouraged them to become entrepreneurs. In a room of roughly 250 people, fewer than five hands went up. I then asked how many encourage their children to become entrepreneurs. I looked out over a sea of raised hands, probably 95 percent of the audience. It was as if I heard the death knell for the big corporation – the 20th Century’s symbol of gainful employment – right then and there.

Welcome to the Age of Innovation. This is an era when technological advances are expected; when new markets spring up over night; and when the rate at which our society transforms itself means that we cannot predict what life will be like in 3 years, let alone 5 years.  For me, innovation perfectly captures what that room of Israeli business leaders represents: The innumerable variety of creation – and destruction – going on all around us.

There are seismic shifts occurring in both the economic and societal realms (more…)

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What marketer wants to be closer to their consumer?Image

This is a question I ask in my conference keynotes, and unsurprisingly 95 percent of the audience raises their hands. What marketer doesn’t want to be closer to their consumers? (I just assume that the 5 percent just aren’t paying attention likely because they are checking Facebook, Instagram, Yelp, or tweeting, texting, or shopping on their phone, looking for a Dunkin Donut’s nearby, etc, etc, etc.)

Even if the answer is obvious (more…)

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This is a reprint of an article interview at Forbes as conducted by @kimwhitlerImage

This was the simple question posed at the recent CMO Exchange Conference in Miami, Florida. Just 20 years ago, CMOs were just getting adept at computers and the internet, online shopping was a new concept, and social media, digital media, podcasts, and mobile marketing weren’t even on anybody’s radar. Most CMOs were focused on the next big advertising campaign and worrying about just a few channels to place their media on.  Those days are gone and a technological revolution has heralded in a host of vehicles that CMOs are trying to quickly get up to speed on.

To figure out why CMOs and marketers should start caring about mobile marketing, I went to the source – Greg Stuart is the CEO of the Mobile Marketing Association  (more…)

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Back in 2004, late into the dawn of the (legit) Internet Advertising age, Ford kicked off a marketing campaign for a major relaunch of the F-150 truck, which Bill Ford called the most important launch for Ford ever.  You’re probably aware of the iconic F-150 if only because between 1991 and 2008 it was the best-selling vehicle in the United States[1] and remains America’s best-selling truck. In any event, Ford had a marketing budget of around $200 million, but it wanted to test that budget against a variety of media combinations.

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In July, the Pew Research Center reported for the first time that more than half of adult Americans (56 percent) own a smartphone. That’s up from 36 percent just two years ago. As MIT researchers found, other than the smartphone, “the only technology that moved as quickly to the U.S. mainstream was television between 1950 and 1953.” And like its once-dominant forebear, the smartphone – or, rather, mobile technology – is about the change the face of marketing forever.

Truly, there has never been a medium like mobile, because every moment is an opportunity to connect with customers with unprecedented relevance. What makes mobile unique are the three… (more…)

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More Complicated Than Ever

The Industry Group Perspective

Reprinted from KPMG Thought Leadership Publication 4/10 

Full Advisory Document here – KPMG Networked Advertising PDF

Greg Stuart has insights that stem from a diverse advertising career that includes five years as CEO of the Interactive Advertising Bureau (IAB) — an industry group of more than 400 leading media and technology companies that sell nearly 90% of online advertising in the United States — and co-authoring the book What Sticks (Kaplan Business Books, 2006) a research-based look at what makes advertising effective.

“As the digital advertising ecosystem evolves at a furious pace, its myriad technical complications, options, and opportunities seem almost overwhelming,” Greg Stuart says. “The relationships between agencies, media buyers, ad networks, exchanges, data providers, verification services, measurement companies, publishers, and content owners have become complexly interwoven, obscuring participants’ roles, true value, data ownership, and consumer access. If—as an industry joke goes—‘advertising was a business created for C students,’ that isn’t the case any longer.” (more…)

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For nearly a decade I’ve been hearing: “This is the year for mobile advertising.” Based on recent polling research, I suspect the mobile industry has a fundamental problem that slowing its adoption: Even advertisers hate the idea of ads on their phones.

Advertisers Hating Ads?

The Vizu poll of 2,000+ visitors to Adweek.com shows that 76% of advertising types said “over my dead body” would they be willing to receive advertising on their cell phones. Only 15% said “yes”, but even that was a qualified “yes,” requiring permission. And these were ad people being surveyed, not general consumers.

As former CEO of the IAB, I have learned a thing or two about what it takes to create a new medium and garner advertising industry support.

Mobile Targets Like Nothing Else (more…)

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