March 2009
What whales and space stations have in common
Today, brands have unprecedented access to their audiences. No longer reliant solely on research intermediaries conducting periodic focus groups and surveys, marketers now hear directly from their brand’s consumers. Via social media amplification, brands can quickly see how consumers are reacting to a social network redesign, or to an abrupt termination of a spokesman.
Many organizations are using this access to reach out and connect with constituenciesósometimes with surprising results. Back in 2007, Greenpeace asked its fans to help name (and save) a humpback whale. Internet users rejected mellifluous …
MITX Marketing Technology Series: Measurement 2.0 – How to Tell the Full Digital Story
Defining the new (and changing) measurement paradigm.
In a year where measurable results are more important than ever, a universal approach is needed that incorporates all mediums and all components of the full digital picture. Of particular interest is how marketers are performing analysis of their conversion or attribution model past the traditional methodology, where credit goes to the tactic which drove the last click.
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Quick Takeaways from SXSW
While it’s fashionable to decry the actual panels, there was some interesting conversation at this year’s SXSW that didn’t take place at the Salt Lick. The best formal panel I attended described the integrated marketing effort behind Electronic Arts’ Dead Space. EA overcame an internal bureaucracy to put together a content-driven marketing approach that included both an interactive web experience and a comic book illustrated by Ben Templesmith. EA incurred tremendous cost in content creation and orchestration with so many moving parts (and plot lines), but the …
SXSW
The SXSW Interactive Festival features five days of exciting panel content and amazing parties. Attracting digital creatives as well as visionary technology entrepreneurs, the event celebrates the best minds and the brightest personalities of emerging technology. Whether you are a hard-core geek, a dedicated content creator, a new media entrepreneur, or just someone who likes being around an extremely creative community, SXSW Interactive is for you!…
DM2 DIGIDAY: SOCIAL
When Social Media & Marketing Mix:
Publishers, Agency Executives and Brand Marketers are set to come together and discuss one of the hottest markets in digital content and advertising: Social Media and Marketing. DM2′s Digiday: Social gives media leaders a chance to converge and discuss the high level strategies and the future of social media, marketing, and technology innovations.
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Big news for big data: Guardian’s Open Platform
The Guardian today announced its new Open Platform, and influential technology bloggers and analysts took notice. The Guardian is providing content and data APIs to enable and encourage developers to build third-party apps. Developers can monetize their creations with advertising, but will eventually be required to join an ad network.
As anyone who has picked up a local newspaper lately can attest, the death of print media is not greatly exaggerated, but a grim fact.†The Guardian seems committed to the kind of innovation that may help it to …