April 19th, 2013
catherineadavis

How Can Advertisers and Agencies Maximize the Effectiveness of Mobile Advertising?

Mobile advertising hasn’t fully come into its own yet, but the potential to create emotional connections with brands is there. Today’s mobile advertising mirrors the early days of the Internet where irritating formats like flashing banners interrupted rather than engaged us.

However, the way we use our phones to stave off boredom and fill in small windows of time (in lines, in transit, etc.) is an opportunity for brands to fill the void with positive experiences and emotional connections. This can be watching a new Fox movie trailer, getting a J. Crew fashion tip, or discovering a new craft beer from your favorite Colorado brewery. Brands that capitalize on the way people actually enjoy using their phones will win in the mobile space.

Mobile, like many channels, can stand on its own, but that’s not how you get the best user experience. That’s not how people consume media. Multiple screens and multitasking provide interesting opportunities for brands to strengthen interaction. For example, we recently had great success with an ABSOLUT campaign leveraging an existing mobile behavior (Shazaming a TV ad) to lead to an immersive digital brand experience.Also, Amex did a great integration with words with friends, Kiip’s business model is built on linking happy gaming moments to brands, and BuzzFeed is capitalizing on the ability to create highly visual stories brought to you by brands.

Catherine Davis, President Vizeum

Excited to be included in this article on Yahoo Water Cooler Talk

2 notes·
Mobile Mobile advertising Content Twentieth Century Fox J Crew Fat Tire Beer Absolut Buzz Feed Shazam American Express Kiip
April 4th, 2013
catherineadavis
Zoom courtenaybird: The First Mobile Phone Call Was Made 40 Years Ago Today The evolution of mobile devices from the first commercially available DynaTAC to the smartphones of today. How far we’ve come.

courtenaybird:

The First Mobile Phone Call Was Made 40 Years Ago Today

The evolution of mobile devices from the first commercially available DynaTAC to the smartphones of today.

How far we’ve come.

Reblogged from courtenaybird
320 notes·
Mobile Technology Tablet Apple Samsung Blackberry
February 26th, 2013
catherineadavis

“Open Happiness” The Power of a Strong Brand Positioning

I continue to be amazed by the endless variety of content that dimensionalizes Coca-Cola’s “Open Happiness” Campaign.  

Advertising Content Brand positioning Coca-Cola
February 18th, 2013
catherineadavis
Remarkably productive people don’t wait for ideas. They don’t wait for inspiration. They know that big ideas most often come from people who do, not people who dream.
7 Qualities Of Uber-Productive People - Business Insider (via paulisakson)
Reblogged from PAUL ISAKSON
1 note·
Inspiration Productivity Innovation
November 1st, 2012
catherineadavis
Duracell Brings Charging Stations to Battery Park After Hurricane Sandy

stepa:

Best brand move EVER!

Building advocacy and WOM

Reblogged from Data Warehouse
3 notes·
September 23rd, 2012
catherineadavis
People aren’t just going mobile, they’re using those mobile devices at the same time as, or right before or after, watching television, using their PC, or settling into the couch with a tablet. That means that it’s not enough simply to reach people on smartphones and tablets alone. Marketers must understand how people juggle those four screens for various tasks and types of entertainment throughout the day, so they can target ads that are most likely to appeal to them on each device given the different things they’re doing on each device.

Consumers Juggle Four Screens Daily—But Marketers Haven’t Yet Followed Them - Forbes (via futuristgerd)

We need to better understand the consumer decision making process for products and services and line up the right messages with the right screens.

Reblogged from Future of Business & Communications: FuturistGerd
11 notes·
Mobile Mobile marketing Multi-channel marketing
August 28th, 2012
catherineadavis

This is a terrific example of how Volkswagen used influencer outreach to build visibility for their message.  From a blog post by  @AskAaronLee  

Volkswagen VW Influencer Marketing Marketing Nikkie Tutorials Driver safety
August 9th, 2012
catherineadavis

10 Ways to Build Your Brand … Faster


For the last two years, I have developed a list of what I believe we can do to better build the brands we work on. And so given all the changes in technology, communication, and consumer behavior, I am somewhat surprised to find that we continue to face many of the same fundamental issues. Prioritization, integration across channels, and training have become, if anything, even more critical to our success.  

Of course, the specifics have changed.  There are more marketing channels to consider and potential new partners who may not have existed six months ago.  This complexity has created a need for both broad thinking strategists and specialists who can ensure best-in-class expertise.  None of us can go it alone.

So with relatively few changes, here are 10 things we can all do to be better, get smarter, and drive brand growth.     

1.  More big bets and prioritization in marketing plans. Eliminate an initiative, channel, or program to help make execution flawless and drive scale.

2. Real integration of media data, social listening, search, website analytics, and customer segmentation to better understand the consumer decision making process and make it actionable. 

3.  Greater focus on the strategy behind the tactic and what role it plays in your marketing mix.

4.  Better leveraging the synergy between digital, social, and offline media channels to create ecosystems that work hard for brands.

5. Recognition that creating content and expecting people to see it is not the same thing.  It is crowded out there.  You need a clear distribution strategy.

6.  Identifying the right balance between strong branding and good content.  You have to have both to get noticed, be remembered, and build your brand.

7.  Finding ways to increase speed to market.  In a world of tweeting, posting, and pinning, first mover advantage becomes increasingly important.  

8. Training.  Massive shifts in technology, communication platforms, and consumer behavior require new skills.    

9. Better collaboration between brand, creative, and media agencies.

10.  A focus on effectiveness vs efficiency.  Greater competition for consumer attention makes relevance increasingly important.

These are the things my team and I are focused on.  What would you add to the list?



Picture source:  delmatechnologies.com 
 

6 notes·
Brandmarketing Marketing Branding MarketingCommunications
July 31st, 2012
catherineadavis

Making breakfast inspirational:  The TV commercials of Olympic sponsors often feel the same and don’t often make a real connection to their product benefit.  Kellogg’s swimmer spot is an exception. Beautifully shot, the story leads right to the reason to start the day with a Kelloggs breakfast.     

2 notes·
olympics breakfast branding marketing RebeccaSoni
July 16th, 2012
catherineadavis
Zoom unicef: The Arrival of Solar powered Sunnan Lamps provided by IKEA to be distributed by UNICEF India to the village schools with lack of electricity for children in need of light for education. © UNICEF/Pranav Purushotham http://www.unicef.org Another innovative idea from IKEA.  Reinforces their values around sustainability.

unicef:

The Arrival of Solar powered Sunnan Lamps provided by IKEA to be distributed by UNICEF India to the village schools with lack of electricity for children in need of light for education.

© UNICEF/Pranav Purushotham

http://www.unicef.org

Another innovative idea from IKEA.  Reinforces their values around sustainability.

Reblogged from UNICEF
209 notes·
sustainability IKEA UNICEF India
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