- No categories
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.
It may seem clichéd, but brand marketers would do well to abide by the dating advice they were given years ago.
Why are we serving the same crappy advertising patterned after desktop units such as pre-roll video ads, mini banner ads, interstitials and the like? And why have we accelerated automation that makes it so easy to deploy such formats when industry research shows that users do not respond positively to these ads?
Recent comScore data indicates mobile media consumption is the most used form of digital media consumption, which should intuitively correlate to a tipping point in spend. Yet, there still remains debate as our industry struggles to allocate traditional brand marketing dollars to this opportunity.
Strategically identifying and filling gaps in the high-end market for heritage brands requires a new and unique discipline.
When we see a heritage brand make that creative leap into the future, we know this transference has one significant act: having the courage to let others paint on the canvas of your brand.
Proving the efficacy of programs based on both devices – lack of cookies – and consumers who jump across platforms to complete transactions has always been challenging.
We have all heard about the growth of mobile and seen yearly comparisons of ad spend versus time spent, but it is time to shift our focus onto the real problems with mobile advertising.
The following prediction is not meant to shock as much as it is intended to acknowledge Apple’s new reality: 2014 may well be the last year that Apple cloaks itself in exclusivity, selective media outreach and surprise announcements when it launches new products and technologies.
Nothing since Apple’s introduction of push notifications in 2009 is as significant to mobile engagement as its support for interactive notifications and widgets in iOS 8.
Luxury Daily is inviting opinion pieces on luxury advertising, marketing, media and retail issues that affect marketers as they run multichannel programs for branding as well as customer acquisition, retention and reactivation.
Are you sure that users will love the application that you are going to produce? After all, this is the key for commercial success. Unfortunately, sometimes, even great ideas fail due to bad implementation. How do you prevent this from happening?
While having security is crucial, when a system is hacked, consumers tend to remember the lack of security rather than the security that was in place. The situation with mobile devices is even worse.
For consumers, a wallet has truly become much more than a place to store value for purchasing digital goods. It represents a place to store highly personal information.
Why are mobile ad click-through rates so low? Simple. Mobile advertising is broken.
What does the story of Nokia and Apple have to do with the power of design and imagination in the luxury industry? In one word: everything.
Unlike the trends in other age demographics, year-over-year technology use by seniors shows slow growth. The reason is that mobile devices get more complicated each year.
Research recently conducted by LinkedIn has revealed that personal and professional life events disrupt regular purchasing patterns.
Years ago, quality content was what it took to stand out from the competition. But, today, ad technology has entered the fray and proven to be a disruptive force.
With the emergence of wearables, it is going to be apps that link users to the Internet, not the browser-based world we are all familiar with on the PC. This has big implications for business, and not just media and advertising.
I think that the new app economy has rendered the traditional paradigms of support obsolete. They are too little, too late.
