Marketing News & Expert Advice

Strategies

To reach the customers you need to reach, you need more than a good product and fire in your gut. You need strategy. Creating an effective strategy requires research, planning, analysis, experience, and a thorough knowledge of the online industry - an expert perspective. That's what this column shares.

Marketers Call for a Reality Check in Female-Targeted Campaigns

Matt Kapko | Strategies

Sep 24, 2013 - As brands target women in new campaigns they must recognize the importance of making an emotional connection, but doing it authentically. Comments

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Gary Stein | Strategies

Battle of the Binge: New TV Habits Emerge

Sep 23, 2013 - According to new numbers from Nielsen, more than 75 percent of subscribers have watched three or more episodes of a single show, in a single day. We have come to call this 'binge viewing', and it is both somewhat controversial, massively disruptive and totally interesting for advertisers. Comments

Lisa Lacy | Strategies

Nesquik’s #NationalBunny EarsDay Flops

Sep 20, 2013 - Nesquik’s #NationalBunnyEarsDay, which asked fans to use the brand’s app to post tagged photos to Twitter and Instagram, did not generate much participation. Comments

Susan Kuchinskas | Strategies

Skype to Roll Out Rich Media and Android Advertising

Sep 19, 2013 - Skype will launch advertising on Skype for Android later this month, with plans to distribute the ads to 55 global markets within the next several months. Comments

Lisa Lacy | Strategies

AARP Taps Star Trek's George Takei to Navigate YouTube Series

Sep 19, 2013 - Actor and social media phenom George Takei has teamed up with AARP to produce a biweekly YouTube series. Comments

Lisa Lacy | Strategies

Chipotle’s Scarecrow Advocates ‘Food with Integrity’

Sep 18, 2013 - The initiative includes a game and a video that have generated 250,000 downloads and 4.3 million views since their debut. Comments

Lisa Lacy | Strategies

#DunkinReplay Recreates Monday Night Football Action

Sep 17, 2013 - The Vine initiative seeks to engage consumers by recreating the best play from the first half of Monday Night Football using Dunkin Donuts products. Comments

Lisa Lacy | Strategies

Absolut Gets Artsy, Wants to 'Transform Today'

Sep 13, 2013 - Working with artists the brand says "[define] the cultural zeitgeist," Transform Today – which includes a series of videos - is not just a campaign, but a movement, according to a rep. Comments

Matt Kapko | Strategies

Twitter Files for IPO Under Cloak of Secrecy

Sep 13, 2013 - Twitter announced its plan to go public late yesterday afternoon, but shared little else about its finances or strategy with would-be investors. Comments

Lisa Lacy | Strategies

Subway Goes High Fashion With #ProjectSubway

Sep 12, 2013 - The challenge asked designers to create dresses from inedible items found at Subway restaurants. Comments

Lisa Lacy | Strategies

Downy Brings Out the #SoftSide of Life

Sep 12, 2013 - The campaign, which attempts to make softness relevant to users outside its existing fan base, uses social elements to determine future billboard content. Comments

Matt Kapko | Strategies

#SES SF: Jeffrey Hayzlett Drops Knowledge on Marketers and Bombs on Obstructionists

Sep 12, 2013 - The former global CMO of Eastman Kodak shared his vision for marketing in the digital age while denouncing the obstructionists who block and evade change and innovation every step of the way. Comments

Lisa Lacy | Strategies

Pizza Hut Hosts World's Greatest Pizza Party

Sep 11, 2013 - The effort kicked off the NFL season in conjunction with Fox Sports and resulted in about 1,400 tweets. Comments

Merry Morud | Strategies

Essential Tips for Facebook's New News Feed Ad Unit

Sep 11, 2013 - Facebook has rolled out new News Feed ad unit formats to most, if not all, Facebook advertisers. Here's an overview of the new ad unit, how it changes your ad writing strategy, and some expert tips you should know for the best results. Comments