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Cracking the mobile utility code: Lessons marketers can learn from my annual holiday

October 8, 2014

Every so often, I read an editorial or opinion piece that bemoans mobile technology’s takeover of our work-life “balance.” The popular belief is that smartphones are turning human beings into workaholics, 24/7 mobile addicts or both.

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Uncovering archetypal patterns in the customer’s story

October 7, 2014

In the luxury category, finding a story to tell about the brand is not hard. What is harder, but worth doing, is the brand telling an archetypal story about the customer.

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Ad buyer’s guide to mobile programmatic

October 7, 2014

Mobile programmatic is a fundamental shift in how advertising has been done. The transition is very similar to what happened with digitalization of stock markets.

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Measuring the quality of mobile campaigns and user engagement

October 6, 2014

Most brand marketers today still believe that click-through rates are the best indication of user engagement and media quality measurement in mobile advertising. Not so.

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Ford borrows a better idea to get closer to customers

October 2, 2014

In the late 1960s, Ford Motor Company’s advertising proclaimed that the automaker had “a better idea.” During Advertising Week in New York, the company admitted that its mobile learnings have come in large part from others.

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Building long-term sustainable revenue from audiences

October 1, 2014

The last 10 years has seen unprecedented investment in ad technology. According to Brian Andersen, partner at Luma Partners, this has amounted to $5 billion in venture capital, which has created an ecosystem of more than 200 venture-backed companies in the video ad ecosystem alone.

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What can the Wolf of Wall Street teach us about mobile marketing?

September 30, 2014

Mobile advertising methods have recently been brought into question by a small proportion of companies exploring the benefits of ad trading.

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Personalization: Tailoring the luxury experience without the pitfalls

September 29, 2014

Luxury brands can now capitalize on these greater data insights and tailor a customized experience for consumers – a powerful strategy if used correctly. But get it wrong and the results could be devastating.

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Rise of the enterprise mobile event app

September 26, 2014

The popularity of mobile event applications – matched by their rapidly expanding power and flexibility – is a direct result of the newly emerging mobile workspace.

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Heritage brand architecture: Using passion for authenticity to create emerging brands

September 26, 2014

Sub-brands, or secondary brands, need to relate and support the original brand. Not to do so creates confusion and mistrust. This group of emerging brands is a singular opportunity to allow others to paint on the canvas of an existing brand.

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