New Brand Assets: Where are we going?

"We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests." Kosinski et al. 2013 (The Psychometrics Centre, University of Cambridge) Like. Comment. Engage. Sponsored...

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5+1 Latest Viral Video Ads

The latest successful video ads that really went viral! 5. Guinness 4. UGG 3. Samsung 2. Nike 1. LG   Lucky Star: Volvo ...

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5+1 mistakes B2B marketers should avoid

1. TARGETING THE WRONG LEADS Many marketing campaigns are simply targeted at the wrong people. Completely understandable, given that the companies we are marketing into may have a hundred thousand employees or more. Being a "data junkie” is the key here – make sure you’re obsessed by the data the campaign will be sent out to. Its relevancy and its quality. In a B2B company, LinkedIn and sometimes Facebook and Twitter are necessary; these channels are so popular that most people assume a company doesn't exist if they are not on social media. Also, take the time to build a brand strategy. You may be on all...

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Synergistic Marketing Campaigns

There are probably two important developments that helped evolve the media mix concept into what we now think of as multi-channel synergistic marketing campaigns: • A transition by marketing and advertising professionals toward integrated communications.  This marked a shift in focus from transactions to customer relationships. Even outside the marketing arena, engineers and statisticians were contributing by following the lead of successful Japanese industries that re-engineered business processes around customers’ needs. Power was then shifting to the consumer and the management of  communication processes was being...

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