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Rebecca Scott - 10:05 am May 16, 2014

If consumers are not taking a break, why should your marketing campaigns?

 

Today, we are seeing an increasingly “always-on” culture. People are staying connected to avenues of communication, whether that means broadcast media or mobile devices, virtually all the time. This means, instead of targeting consumers through carefully chosen time slots and seasons deemed most appropriate for a product’s projected demographic, marketers need to be ready, willing, and able to reach potential consumers at all hours of the day, every day of the year.

There are endless avenues of communication; if consumers are not taking a break, why should your marketing campaigns? In order to get a better look at the challenges and issues in today’s changing marketing world, Advertising Age|BtoB and Kern, an Omnicom agency, conducted a study, the results of which highlighted eight key strategies the most successful companies have adopted. Here is a brief description of “The 8 Pillars of Marketing Success.”

  1. You must adapt to being “always-on”. Roughly 39.1% of marketers are currently implementing always-on programs.
  2. Embrace Big Data to your advantage even if that means utilizing only one segmentation such as demographics or existing customer surveys.
  3. Today’s consumers are savvy and have a world of information at their fingertips; in order to catch their eye and keep their attention, spoil them with access to information about your product.
  4. Create a variety of available content and connect with buyers at varying buying stages.
  5. Earned media, social media in particular, has just as much, if not more, power and potential than owned or paid media.
  6. Be smart and be selective but be willing to put in the work. “Attempt to score leads appropriately, qualify the ones you send to sales, and nurture the ones that need further information.”
  7. Cooperation and open communication with sales benefits everybody.
  8. Knowledge is power and metrics are critical in knowing what approaches are working so you can adjust, improve, and move forward.

Click here to download the full white paper.

Rebecca Scott - 2:29 pm April 10, 2014

Music and Marketing

According to the IEG Sponsorship Report, North American-based companies such as Pepsi and Doritos will spend about $1.3 billion this year to have their names attached to everything from concert tours and festivals to music venues. With music festivals drawing anywhere from 75,000 to 3.2 million concert-goers, it’s no surprise that brands are ever-increasingly inserting their presence in the music scene and becoming sponsors of artists and events to reach the youth market.

Not only are brands associating themselves more with artists and events, but also with other brands. For example, now that everyone has chosen their favorite streaming service (Pandora, Spotify, Grooveshark, Rdio, take your pick), car companies want you to be able to access that service through your brand new 2014 model car. That’s right, from about $100 to $300 a bundle, you can have smart phone-free access to your music streaming account. Now, all that’s left to do is for Honda and Mercedes to figure out which service they prefer to align themselves with.

Lady Gaga, reigning queen of pop music, stated in her keynote interview at SXSW in Austin, Texas last month that, “without sponsorships, we wouldn’t have any more artists coming to Austin, we wouldn’t have any more festivals, because record labels don’t have any money.” If the record labels don’t have the money to promote and sponsor their artists, then Doritos is surely more than happy to place their brand front-and-center at Lady Gaga’s sold-out concerts and gain access to her 41.2 million followers.