Digital strategy

Reviews, not "likes" are key to gain consumer brand trust

Based on a July, 2012 About.com "The Trust Factor" study, reviews played a bigger role in cultivating trust than friend "likes" and recommending brands. Other key trust promoting factors are: accuracy, expertise, transparency as well as useful mobile content, location-based services and video. Read full emarketing article.  

Uniqlo stays on-brand while hacking Pinterest for social media impact

Uniqlo Pinterest strategy Uniqlo made good on its brand commitment to innovation on clothing as well as marketing pushing the limits of Pinterest with a visually arresting animation. This is a good example of a brand using social media in perfect alignment to what they stand for. Read the full story on Brand Channel. Uniqlo made good on its brand commitment to innovation on clothing as well as marketing pushing the limits of Pinterest with a visually arresting animation.

The real cost of Social Media

Many advertisers feel compelled to use Social Media as part of their marketing mix. It surely is popular, fun and trendy but how much does it really costs? Do its benefits justify its costs? This chart highlights some important cost factors and benefits to consider. In my opinion Social Media ROI has more to do with the quality of the umbrella creative and media strategy and of course budget. Social Media, as this chart shows becomes exponentially more effective when integrated with traditional media. Many advertisers feel compelled to use Social Media as part of their marketing mix. It surely is popular, fun and trendy but how much does it really costs? Do its benefits justify its costs?

The ultimate brand engagement. Beautiful life size angels served courtesy of AR and Axe

A clever and amusing way of promoting brand engagement using Augmented Reality. Well done Axe.

Optimizing for Search and Social Media

The Huffington Post got $315 million from AOL and Demand Media raised $151 million in its January public offering. One thing that have helped these two companies with such high valuations is their search engine optimization skills. However one serious drawback particularly for web publishers is their dependency on writing stories based on trending Google searches. After a while to maintain a high level of incoming traffic (and money), web publishers are finding it hard to beat the habit of writing articles for S.E.O. instead of for quality. Google is refining its search algorithm to prevent low-quality content to be top ranked in its search results as publishers are moving from S.E.O. to S.M.O. (Social Media Optimization) the next battleground in the never ending search ranking and clicks war. Read the full "Web words that lure the readers" article.  

100 trends to watch in 2011

JWT: 100 Things to Watch in 2011 View more presentations from JWTIntelligence. Don't be put off by the length of this presentation. Once you get started you won't be able to stop. It covers a broad range of trends, from the increasingly dominant role of mobile as the "Everything Hub" to counter-trends where people are embracing De-Teching, taking digital downtime breaks to relieve stress. This information it's a good trends catch-up for just about everyone.

Geotagging and Augmented Reality can be a very sexy couple (for marketers)

A clever Esquire magazine promotion using geotagging and augmented reality entices guys to go to a Barnes & Noble store with the promise that the sexy model Brooklyn Decker will pose next to them for a photo. Not a bad bait for the Esquire target crowd. There is a catch though, Ms. Decker will only appear in your iPhone virtually not in person and you would also have to be located within a 150 feet of the magazine section. You can then get yourself in the picture with the sexy (virtual) model and share it with your FaceBook friends. The app developed by GoldRun can create small GPS zones, identifying locations through their latitude and longitude, to work with site specific promotions. Read the full New York Times story.   

Want to design and create and iAd? there is a kit for that.

December 20, 2010 Apple has released iAd Producer, a tool kit that allows designers and developers to create visually rich, interactive iAds for Apple mobile devices. iAd Producer does all the behind-the-scenes programming work (HTML5, CSS3 and JavaScript) for you, it's packed with functionalities and provides a set of ready-to-use templates. At last digital agencies can create their own ads on Apple's iAd network for their clients. So far half of Ad Age's top U.S. advertisers by revenue have signed on for iAds. This also means more advertising revenue for app developers to keep them loyal to the Apple platform and away from the pesky Google's Android mobile OS. Learn more about Apple's iAd strategy , iAd Producer and to download the iAd Producer kit. December 20, 2010

The Atlantic risky digital strategy turned around 10 years of loses into tidy profits

It takes guts or simply there wasn't any other choice for a venerable magazine such as The Atlantic that to refocus toward the very uncivil world of the Web to survive. A risky strategy boldly led by editor James Bennet (above) and president Justin Smith stopped the Atlantic's free fall and turned it into a publishing marvel. An inspiring success story indeed.  It takes guts or simply there wasn't any other choice for a venerable magazine such as The Atlantic that to refocus toward the very uncivil world of the Web to survive. A risky strategy bo
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