Branding
by
While most companies these days have learned to take advantage of marketing opportunities on the World Wide Web, there aren’t many that are bold enough to leave traditional TV spots behind entirely to pursue a relatively low-budget magazine, billboard, and web campaign. Meet Pacifico, a Mexican import beer that has done just that.
A recent New York Times article highlighted the small beer company’s marketing tactics. Based in the Western United States, Pacifico has been looking to branch out for a while now. The company has a small market share (less than 1% of domestic giant Bud Light), but is growing rapidly. Sales volume has increased at a compound annual rate of 14.8%, and the brand is continuing to gain popularity across the nation.
Read More
by
Starbucks reported last week on its ambitious plan to provide free Wi-Fi at more than 7,000 company-owned locations across the nation beginning this spring. That means you can get your fill of a double-tall non-fat no-whip half-the-mocha mocha plus a serving of free broadband to boot.
Read More
by
Marketers and marketing firms are accustomed to categorizing the world of commerce into business-to-consumer (B-to-C or B2C) or business-to-business (B-to-B or B2B). All of this neatly assumes that the marketer is the sender of the brand message to a specific audience. It also assumes you can classify individuals into a giant segment of spenders called consumers.
This is old world, mass-media, marketer-in-control thinking. Today, a good portion of brand communication goes on at the individual-to-individual (I-to-I) level. Smart companies know this, but there still remains a substantial amount of marketing rooted in the antiquated command-and-control style.
Read More
by
Move over Second Life. Kid-focused virtual worlds such as Club Penguin, Webkinz, and a string of site start-ups loom as the new and hot Web playgrounds for 2008. 
Read More
by
The Association of National Advertisers (ANA) has put together a list of 2008 Trends To Watch. Incidentally, the way they released this information is on one of several blogs they maintain, which in itself sends a signal about the growing use of new media tools. The membership of the ANA is comprised of executives from over 400 companies that represent 9000 brands and are responsible for over $100 billion in marketing and advertising expenditure each year. Here are some key take-aways from the ANA list:
• Creativity and innovation still rule, but 2008’s creativity will be focused on devising better way to leverage technology and reach audiences online. There is “no turning back” to the traditional advertising model. In fact, the ANA said a digital marketing platform “offers richness in information management, communication delivery, metrics—and portability.”
• Marketing and advertising accountability remain top-of-mind with many marketers.There are still 42 percent of companies dissatisfied with their marketing ROI measurement methodology. The ANA predicts this will lead to companies developing a Chief Accountability Officer.
Read More
Page 6 of 7 pages « First < 4 5 6 7 >
