Great article on predictive analytics from the MediaReset blog
Yeah, sure — Big Data. We get it, right? We all know that the digital age is producing huge amounts of data about consumers and their behavior. And, sure, we know that anybody who’s in the marketing and advertising business — like local media companies — needs to get good at it. Right? Not that […]
Tag Archives: Marketing and Advertising
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.
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.
I came across this interesting piece on marketing to the Millennial segment. According to this MediaPost blog, Millennials are one of the most ethnically diverse adult population segment. The article states that “Millennials are more likely than Gen Xers or Baby Boomers to interact with people who have a different ethnic or cultural background than themselves…”
What this is also saying is that Millennials reflect a broader definition of diversity which goes farther than ethnicity and includes gender, sexual orientation, age, religion, political affiliation. Consequently, they also want to see diversity reflected in the media they consume.
An important component of marketing is understanding that it is a social process, and diversity elements are important in any marketing plan addressing population subgroups. An important fact to consider in branding and marketing strategies. This article by Sharalyn Hartwell aptly points this out…check it out…
- Millennials Will Determine the Future of Companies (prweb.com)
- US Sees Racial And Ethnic Diversity Spreading (eurasiareview.com)
It amazes me to see that in 2011 we continue to debate the value of multicultural marketing! The September 9, 2011 issue of Advertising Age presents a solid discussion on the relevancy of multicultural advertising in today’s marketing environment. Key points made include the fact that multicultural ad agencies continue to grow, Hispanic advertising is growing faster than all other sectors of advertising, cultural relevance remains the trump card in marketing, language is and will continue to be a factor, cultural pride, empathy and relating to me are still important factors…read for yourself…Multicultural Marketing Is Very Much Alive