March 3 - 14
For retailers, integrating the latest technology is not a choice, it is a necessity. While technology has presented many challenges for brands, it has also created many opportunities. From the guardian, here are five ways brands can keep up:
Channel Consistency – A brand’s message can get lost by consumers as they move across touch points; walking into the store, using their smart phone on the bus and then using their PC or tablet at home. Brands must be structured to ensure consistent delivery. This requires that brands not only know what their values are, but they also filter them across the organization, so the brand message can be expressed confidently across consumer platforms.
Offer Best-In-Class – With access to so many brands, across so many channels, consumers will quickly disregard anything that doesn’t live up to their expectations. Brands must create a friction free world for consumer, while adapting internal technologies that will keep up.
Decentralize – Retailers must make consumer’s experience across channels easy and enjoyable, this might require small adjustments outside of high-level brand strategies. There are so many small interactions outside of a brand’s control that all employees touching customers,... Read More
January 13 - 12
Ever feel like there are just so many bands out there making music nowadays? You’re not wrong. In today’s Digital Age there are more groups than ever writing and recording music (which is a GOOD thing). But it does make it increasingly difficult for truly talented and gifted artists to differentiate themselves from the clutter of amateurs, unsigned acts, bedroom musicians and indie bands all vying to be heard and discovered. One proven method to stand out from the crowd and create some buzz is, of course, the ancient art of the viral video. Perhaps the best known case of a band jumpstarting their career via a video short is the example of OK Go, whose video for “Here It Goes Again” features the band performing a delightful dance routine on treadmills (sound familiar? The video has been viewed upwards of 60million times, and you are probably responsible for at least 3 of those).
So you wanna make a viral video? Well, turns out it’s not so easy to dream up and produce an original, creative and endearing video idea with little to no budget that will garner millions of YouTube views and skyrocket your career into the stratosphere overnight.... Read More
February 7 - 11
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,... Read More