Archives: Strategy
Native Advertising in Full Swing
Author: Angie Reid | Date: January 14, 2013
“Native Advertising” is a term that has been floating around marketing circles in the latter half of 2012. Some groups have even gone so far as to say that 2013 will be the year of Native Advertising. But it’s still very new, there is still a level of mystery as to what it is exactly, and what it can do for our clients.
Simply put, Native Advertising is content. It is not advertorial. It is Un-vertising. It’s a restructuring of internet advertising in such a way that it becomes an integrated part of the user experience online. It blends. Some good examples are web films, promoted tweets and Facebook posts, articles “brought to you by”, engaging standalone ad units (games, interactive graphics) and infographics [for a visual definition, click here]
Let’s Get Together [Paid, Owned, Earned Media]
Author: Stephanie Dunn | Date: January 7, 2013
Recently a colleague sent me an article about the effectiveness of social advertising, which started an interesting debate about the efficiency of social relative to paid.
The headlines about how marketers are dealing with social are confusing – GM pulled all ad dollars from Facebook, seemingly sending a message that Facebook was good for branding but not much more. Their competitor Ford is highly invested and sees the ROI from Facebook in terms of brand advocacy and stakeholder engagement.
The lines become even more blurry as there is limited information to answer the question of effectivity of social and ultimately it’s ROI. Read More »
The Social Media Pool
Author: Catherine Maloney-Hofer | Date: February 20, 2012
I recently had a great customer experience at an independent retailer in Halifax and wanted to share my thoughts as I like to encourage and support local businesses. I made my way to “like” them on facebook and found their page had less than 60 “friends” and the last post was months ago. So I wonder why have a facebook page at all?
A smart installation that ‘moved’ me and why I think it worked
Author: Stephanie Dunn | Date: December 14, 2011
I’ve been spending a lot of time lately exploring installations that I think are smart. Let me qualify smart – location, context, impact and participation to the max. And this one literally ‘moved’ people. The ASICS Run with Ryan installation in a NYC subway station is in my opinion the poster child for how to do it right.
Cause for success: understanding your consumer
Author: Scott Blunden | Date: October 18, 2011
I’ve been thinking about cause marketing strategy. My wife, Mari-Beth is to blame for this. On a recent trip to Vancouver and San Francisco she became obsessed with buying a pair of Toms shoes. As I have a notable history of being in the dark with anything fashion related (up until a year ago I had never heard of the brand Coach) I was very pleased with myself when I actually knew what Toms shoes were before Mari-Beth had to explain it. Read More »