“One of the biggest mistakes entrepreneurs make is failing to heed clear signs from the market that the idea they are pursuing just isn’t working. “
Image courtesy of SoftTech VC. ( Kathleen Dylan )
Every data we learn how data can be used to find new opportunities, discover better ways to market a product or service and understand customers in new ways. This article shows how to leverage data to market health insurance to two important market segments; Hispanics and African-Americans. The story is in the numbers…read more here…MediaPost Publications How Brands Can Get Hispanics And African Americans Invested In Healthcare 04/04/2014.
Are You A Native Or An Immigrant?
I haven’t reposted in quite a while, as I don’t get much time to read about the things I love between my day job selling ads at The Washington Post and taking care of my family of five (no tears please)! As soon as I opened up time to read I saw this great article penned by blogger Earl J. Wilkerson (How Publishers Can Embrace Digital Natives and Digital Immigrants). Loved it. Thanks Earl…now I know who I am…although I always had an idea…it’s a great read, so I share with you…
We are witnessing “the end of advertising as we’ve known it”.
I came across an insightful read on the INMA website featuring a blog authored by Steve Gray, a former exec at the American Press Institute (API). Steve blogs about disruption in the media, and this particular post is chock full of data on why media companies need to quickly change/adapt sales strategies to conform to current and future media trends. In his post Steve focuses on newspapers, print and on-line.
But don’t be mislead…this is not about discounting the value of newspaper readership at all. In fact, newspaper readership is holding its own…check out newspaper trends with our northern neighbors (Canada) and you’ll see what I mean…we need to examine the trends and levearge the value of both mediums…Enjoy!
We all know that customization is the trend and it is what our audiences expect. However, it is even more critical in the area of health and wellness. We need to move from “hitting them” at the right place, at the right time, with the right message to understanding what that consumers needs at the specific time and join them in the moment.
read more…MediaPost Publications Don’t You Know Who I Am? 09/13/2013.
Here is a great take on what is OR isn’t native advertising by Robert Rose, CMI.
Native by any other name
By ROBERT ROSE published AUGUST 26, 2013/Content Marketing Institute
According to Wikipedia (which I chose not because of, you know, Wikipedia, but because it seemed to be the only place offering one up), native advertising is defined as:
“…a method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.”
In short, native advertising takes content and places it in the context of a publisher’s site. So, whether you think of it as an advertorial, a paid guest post, a sponsored tweet, or just a really extensive ad, it’s basically paying for your engaging branded content to have a prominent and contextual place on somebody else’s platform.
To be clear, the intention of my discussion here is not to dissuade anyone from using yet another term for a type of ad unit — I accept that there are plenty of people who like the term, and are working to further the practice, overall. (Heck, even the IAB is working on creating native advertising standards, backed by a full-on task force.)
Read more…Why Native Advertising Is Neither.
Considering all the diversity issues in the advertising/media industry, I think this article offers good insight on defining and dealing with bias in this industry.
Tanner Colby on Adland’s Diversity Problem | The Big Tent – Advertising Age.