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I only really started caring about marketing (and the intersection of advertising, technology, and media) a couple years ago when I started at Contently as an intern. It’s been a never-ending crash course ever since. Digital marketing changes rapidly, and it’s only getting more complex. As soon as you think you understand the space, you realize a minute later that you’re not even close. This year in particular, with its many shocking pieces of news and trends, has upended many assumptions I’ve held about marketing. Here are four of the most important trends that have changed the way I think about my job....
The ongoing McDonald's creative review initially included all three of the ad industry's largest holding companies. But WPP made headlines earlier this month for bowing out (leaving incumbents Publicis and Omnicom in the running), and the alleged reasons behind its decision are even more intriguing. The client required competitors to complete their respective pitches in 60 days, with a June 30 deadline, and presented contracts forbidding future partners from turning a profit on base compensation, according to sources with direct knowledge of the matter. Agencies would allegedly operate at cost before meeting unspecified targets for performance-based pay. "Clients have always had the power," said Bryan Wiener, executive chairman of 360i. "And performance-based compensation is not a new topic either, but it's very hard to find ways to make it work so that all parties are aligned. "McDonald's did not respond to Adweek's requests for comment on the claims, which stirred controversy among creative agencies. One source who requested anonymity described the terms as "unheard of" and noted, "I don't know of any business that operates that way."...
Which domains have the most engaged audiences in five verticals: women, politics, business/finance, science, and technology? My team at Fractl, in conjunction with BuzzStream, wanted to find out -- and we found out some really interesting stuff.
To determine the top publishers, we used BuzzSumo to retrieve the sharing metrics on more than 30,000 relevant articles between May 2014 and April 2015 relating to the five verticals mentioned above. In total, these articles earned more than 58 million social shares. We used BuzzSumo to retrieve the top 1,000 articles in each vertical that were published between May 4, 2015 and April 30, 2015 as well.
With this data, we identified the 10 publishers in each vertical with the highest number of total shares -- and learned a lot about content promotion along the way. In this post, we’ll walk you through six key takeaways from our findings that'll help you maximize outreach during your next promotions cycle...
Almost every major brand harnesses Twitter to share news and build up a dialog with their customers. But, surprisingly, very few of the people behind those brands — the marketing teams, agency executives and creators of the tech that power digital advertising — use Twitter in the same way for themselves.
The Twitter accounts of most top marketers and agency CEOs are rubbish. They aren't even updated regularly.
That's why we pulled together this list of the best people in advertising and marketing to follow on Twitter....
Are rumpled spokesmen like 'Trivago Guy' a new marketing & PR trend?
It's official. Rumpled really is right in style!
At least you'd be correct in thinking so if three high-profile, heavy rotation TV commercials are any indication in the TV ads from Trivago.com, Liberty Mutual, and DealDash.com....
Have you been brought to tears by an ad, or five, over the last while? It's not hormones/your meds/the lunar cycle/the polar vortex.
Here, we look at the most weepy ads of the last few years and talk to ad players about why brands have gotten so damn emotional....
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There has been an explosion in purpose-driven brand communication the last few years. As Matthew Gardner at Droga5 put it, “Because of the challenge for people’s attention, purpose is the only thing that will get brands to break through. This is not a trend but more of an imperative and should be top of mind for every company. ”When every brand team jumps on the purpose bandwagon, however, the resulting communication can feel pretty shallow. There’s a risk of brands completely overstating why they exist. Particularly when their actual motivation is to capture consumer attention, brand purpose can come across as “ad-deep.” It starts to feel like just one more tick-box on a creative brief....
Marketing has invaded every part of our lives, but it developed relatively recently, not emerging until the late 19th and early 20th centuries. A lot has changed since then, with strategies shifting from outbound marketing that “interrupts the consumer” to inbound marketing, which is focused on understanding them. The market speaks, and it’s up to professionals to identify the needs of consumers — and then sell to them.
Since first successful national marketing campaigns made their way out of Madison Avenue our society has learned to respect the value marketing brings to a firm. Now more than ever, marketing has cemented its role as not only an asset to sales, but to customer acquisition, relationship management and retention.
From the very first radio ad in 1922 to the age of the Internet, marketing has responded to consumer behavior and moved deftly from trend to trend. Take a look to see where marketing is now, as well as just how far it has come....
Nothing gets AdFreak readers excited quite like brilliant creative work—with the exception of spectacular creative failures. Our 10 most-read stories of 2014 are pretty good proof of this.Seven of them were about amazing, innovative ads. Two involved boneheaded fails. And the 10th was about porn—another reliable pageview generator—and could be considered a win or a fail, depending on your point of view...
Those 11 inspiring videos are all original feel-good New York Times productions, and as Digiday’s Lucia Moses noted this morning, the ad is intended to drive subscription signups forThe Times, with a prominent call to action at the top of the piece imploring readers to “Get with The Times.
”While this may seem bizarre and a little too meta for this early in the morning, it’s actually a shrewd move by The Times to grow their audience. Clearly, they’ve identified Mashable readers as potential Times readers and subscribers, and as a result, they’ve come to them with a month-long campaign of branded posts._
The Times also punched up the titles of the individual videos for a Mashable audience. “Tattoo Artist Gives Breast Cancer Survivors Nipples and Hope” was originally titled “The Nipple Artist,” and “Can Your Grandma Pump Iron Like This?” was called “Shirley and the Bodybuilder.”...
There was a time in the not so distant past when funny ruled advertising. Whether absurd and awkward, sharp and wry, or broad and ball-busting, comedy in all its forms was the dominant language in marketing. Then something changed. Quietly at first, then in a more pronounced fashion. In the beginning, certain people (not us) would find themselves discreetly, incredulously, wiping a tear from their eye while watching an ad online. These individuals might blame things like new parenthood on the lapse in steely resolve. “It’s nothing,” they’d say, brushing off the moist impact of a touching story, adding a defensive reminder that, c’mon, they weren’t made of stone!
But then, things began to escalate. Ad-induced tears flowed across the land, and even diehard cynics started admitting to welling up over commercials. And these weren’t just your public service announcements, carefully crafted to emotionally manipulate you into action on issues that were already emotional powder kegs. These were spots for shampoos, for Internet services, for banks, for soft drinks, for retailers, for peanut butter, for beer! They were contemplative, moving, and all scored with the Piano Chord of Emotion. Even Super Bowl viewers were no longer safe from baldfaced lunges at the cockles. Pretty soon the promise of a good cry became an engine of social sharing.
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![BuzzFeed, New York Times & Huffington Post: Which Popular Media Sites Succeed With Certain Audiences? [New Data] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/DI7A9F45oA-feCB6y6DrFjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Dillon Baker says when you spend most of waking life thinking about marketing, you start to see that narrative and reality are very different things.