Tag Archive: Ad Networks

Why Creativity Matters: The Power of Original Thinking

The industry is changing….. Brands today have high expectations for their marketing programs and consumer expectations of what’s original are even higher. Large numbers of Gen X, Millennials, and Baby Boomers share an evolved online and social media-fueled habit of content consumption. Consumers today have more options, more demand, and more control over what they want to experience, and how and when to do it. With that in mind, traditional communication strategies must be re-focused to capture and hold the attention of this media savvy, content-craving audience in new ways. As a result, a shift towards new models that facilitate big ideas, custom production and alternative distribution channels of exclusive and relevant branded entertainment content is not only necessary, it’s happening.

With every new customer comes a new opportunity to extend that critical brand-to-consumer conversation “outside of the four walls” of the retail space and into their daily lives. This mindset offers a broader, more personal, opportunity for brands to engage with their audience on a variety of digital media platforms to tell stories that are authentic and strengthen brand loyalty not only in the store, but beyond the store. Having an initial “emotional” conversation rather than dialogue that is purely “transactional” is more meaningful,

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Mom Knows Best; Reaching On-the-Go Moms in a Multi-Screen Universe

As the saying goes, mom knows best. As caregiver and purchaser of household items, moms play an important role in making sure a household functions smoothly.  As the primary person in charge when it comes to day-to-day purchasing decisions, moms also make up an increasingly popular market segment for advertisers.  Traditionally, advertisers connected with moms at home through television, radio, and print advertising. However, with the advent of internet-enabled phones, social communication platforms, and digital publications, advertisers can connect in new ways that moms can better identify with.

Enter the “Alpha Mom.” This new group of Moms is college-educated, tech-savvy, and wants to be involved with their children’s lives yet engage in a more active role outside of the home.  Alpha Moms are constantly on the go, and this difference in habit from traditional stay-at-home Moms presents a new challenge for advertisers looking to keep up with this audience.

Getting in front of an elusive Alpha Mom might at first glance seem like no easy task. However, part of the solution can be found in their active routine. As natural social networkers, Alpha Moms maintain relationships with their friends via online social networks: they blog, they use the mobile web to find deals,

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