It’s no secret that the traditional department store experience has fallen out of favor. Consumers no longer see value in the large product selections that traditional mass merchants are known for. With the ability to open multiple browser tabs, shoppers today have zero tolerance for high markups and experiences that haven’t been updated in decades….
More than half of all digital video consumption occurred on smartphones last year, and, per NPD Group, streaming video takes up a whopping 83 percent of total mobile data consumed. This sea change in user consumption patterns represents a huge opportunity for business-to-business brands to score points in the social media feeds of their customers…
If you put a bunch of advertisers in a room and asked them what they thought of traditional radio, they’d probably say it’s “old school,” “difficult to buy” and/or “on its way out.” Although it is true that advertising has seen a massive digital transformation in the last decade and audio innovation hasn’t entirely kept…
Web browsers and mobile apps have been able to collect data for years–the proof is in the custom ads that pop out from the sidebars and banners, advertising everything from cheap flights to the trendiest shoes. Internet companies do this by gathering your browsing and search histories, which are then compiled and profiled into behavioral…
Mobile advertising offers marketers a wealth of opportunities, but transparency is still causing a headache for the digital marketing industry. Just last month, Unilever, one of the biggest brand advertisers, threatened to pull its ads from Facebook and Google. Brands aren’t just worried about safe environments to advertise in. They’re also concerned if their massive…
My leadership philosophy came from a rather unexpected source, one that is not traditionally associated with innovation and creative thinking: the military. In 2001, I did something I never anticipated I would do: I left my agency career to join the Army. Compelled to action by the events of September 11, 2001, I enlisted with…
With the 2018 event season in full swing, many marketers are in full sprint mode as they face the challenge of implementing the best strategies, campaigns and tactics they designed to turbo boost results at their global events. Events can be a double-edged sword as they are an invaluable opportunity to connect with customers, prospects…
At its peak in 2004, Blockbuster had over 9,000 stores in total. In 2011, the last store was bought by Dish Network, putting the neighborhood video rental company out of business. Redbox and, finally, Netflix won the market. Blockbuster wanted customer growth as much as any other business. So why did Redbox and Netflix send…
Generally speaking, business values the opinions of experts. The marketing and advertising community is not immune to this as we witness the latest round of prognostications and expert advice about blockchain, GDPR and the death of Facebook. But time after time, experts miss the mark by a long shot. There is an inherent challenge in…
What is a holding company, and where did they come from in the advertising space? I saw the development of holding companies firsthand as a young advertising executive working for Dancer Fitzgerald Sample (DFS) in New York in the mid-1980s. At that time, DFS was New York’s largest agency and one of the most prestigious…
Let’s start with a couple definitions. Blockchain is a technology that enables an anonymous, decentralized record of transactions. Imagine a public chain of information in which each link is a single transaction, viewable by all but impossible to change once it has been formed. And keep in mind, Blockchain is not Bitcoin. Bitcoin is built…
Given its antiquated meaning, being vulnerable is seen as a sign of weakness. And yet, as I’ve worked closely with female brands through the past year, I’ve found myself being inspired by their unapologetic authenticity. It’s time we embrace why so many girl brands do it better: They’re not afraid to be vulnerable. We’re at…
Research has shown that workforce diversity leads to higher levels of innovation and creativity as a richer range of perspectives and life experiences are brought to bear. In an industry that exists to create deep, compelling consumer connections, it strikes me as a strategic imperative for our industry to ensure our staff is composed of…
In a saturated world of brand choices, it’s increasingly difficult to stand out and create memorable customer experiences. While there is no doubt that the brand landscape will continue to balloon in coming years, one thing that won’t change is human psychology and the principles that drive our interactions with brands every day. Understanding the…
A recent report released by the Interactive Advertising Bureau (IAB) has marketers on edge. It breaks down the successful digital business strategies made commonplace by direct-to-consumer (DTC) brands like Warby Parker and Casper, whose customer experience-driven product strategy is systematically stifling growth for some of the world’s largest brands. The stakes are high. “Big brands…
A cultural context is an event or idea that shapes an era. Sometimes a cultural context lasts years, like Woodstock (peace and love) and 9/11 (fear and terror), or it can last a few months like optimism around the recently concluded Winter Olympics. Regardless how long it lasts it shapes how we see the world…
2017 was an explosive year for online video content. In just 12 months, Netflix released over 200 new originals and YouTube Hulu launched live TV services. Despite an overwhelming increase in original shows and movies across all services, it’s never been easier for audiences to get content when they want it, where they want it….
Brands have power when they have a purpose, a strong point of view that they can use to change the world around them. Granted, there are risks, but they can be mitigated through authenticity. In their article “Consumers Turn Shopping Into a Political Statement,” the Financial Times said, “67 percent of people will try a…
The resale market for sneakers is a billion dollars, the overall resale apparel market is $17 billion, used smartphones are $17 billion. From apparel to consumer electronics to cars, a significant number of people will own a brand’s product without having ever purchased from the brand directly. Traditionally past the moment of purchase, most brands…
This past week, the Twittersphere exploded after YouTube CEO Susan Wojcicki referred to YouTube as a “library” for video from the stage at SXSW. This comparison seemingly infuriated the populace. Twitter comments ranged. If @SusanWojcicki is serious about making YouTube into a library I suggest she put together a team of librarians to consult and…
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