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Interplay of Marketing & Advertising Law to Activate Brands: What is the Uniqueness of Experiential Marketing?

Posted in Advertising, Marketing, Technology

As mentioned, at BAA I gave a presentation on the interplay of marketing and advertising law to activate brands. Today I will share with you the second installment of this three-part series…

Which generation are the real entrepreneurs of today? Is it America’s largest generation – the millennials? How about the boomers?

It’s really Generation Z – those born between 1996 and 2010 – children aged 6 to 20. In a recent survey of Gen Z, their top career choice was to be a serial entrepreneur. This generation’s new business tools are social and digital media with video content creation.  They use real time information to determine pricing and engage in e-commerce. And they do it all from the comfort … Continue Reading

Trust is the New Advertising Disruptor

Posted in Advertising, Digital, Privacy, Technology, Trust, Trust and Advertising

Developing — and keeping — trust has never been more important for advertisers. With consumers being bombarded by a dizzying variety of messages and choices, trustworthiness has emerged as an important differentiator between brands.

In other words, as Richard Eyre, CBE, chairman of the Internet Advertising Bureau UK (IAB UK) would put it, trust is now a key disruptor for advertising. At the 2014 IAB Engage conference, Eyre told advertisers that trust is their most important tool for relating to customers. The main job for today’s brands and agencies, he said, is to secure trust — and hold onto it.

As for what kinds of advertising consumers trust, online seems to be winning out over more traditional formats, though … Continue Reading

Trust in Advertising: The Buyer’s Perspective

Posted in Advertising, Digital, Technology

Digital media has opened up exciting new worlds for the advertising industry. It has given advertisers the ability to reach audiences in new places, on new devices, in more engaging ways, and in more targeted fashion than ever before. No doubt about it: these are all good things.

But the advent of digital media has also given the industry a whole new set of concerns about trust. This is a topic I’ve been talking about a lot lately, and for good reason. The advertising industry simply isn’t viable without trust. To begin with, consumers must be able to trust the content of advertisements they read, see, and hear. This is the “trust” issue that advertising lawyers like myself have traditionally … Continue Reading

How Compelling Content Helps Shape Online Reputation

Posted in Digital, Marketing, Public Relations, Social Media, Technology, Trust

You’re only as good as your first page of Google search results. That’s the reality of today’s business environment. Keeping a company’s online reputation as pristine as possible is a baseline for any sophisticated marketing strategy.

Need proof? The Edelman Trust Barometer for 2015 found that Internet search engines are now the most trusted source of news and general information. When surveyed, 72% of online users said they trusted search engine results, a statistic that’s up 8% from 2014. Put another way, nearly three quarters of potential customers searching a company’s name will likely trust what Google returns on that first page. Glowing results will drive sales. Negative results will not.

One of the best ways to control what shows … Continue Reading

Building the Entrepreneurs of Tomorrow: A Candid Discussion with the CEO of Venture for America, Andrew Yang

Posted in Digital, Social Media, Technology

Let’s say a senior at MIT is about to graduate with a double major in Computer Science and Comparative Media Studies. Career Services tells the student, “You can make six figures at a Manhattan consulting firm, or you can apply to ‘Venture for America.’ Oh, and if selected by Venture for America, you will be sent to a city in need of entrepreneurs. There you will make less than $40,000 a year working for a start-up.” Which would you choose as your first job?  Fortunately, in 2013, hundreds of America’s best and brightest college students chose the latter and applied for the seventy fellowships offered by Venture for America.

Venture for America is the brainchild of entrepreneur Andrew Yang. Yang … Continue Reading

“Canning the Spam” – The FTC on Mobile Spamming

Posted in Media, Mobile, Technology

Spamming has taken a new form in this era of mobile phones and text messaging.  In addition to fighting the clutter in our e-mail inboxes, we are also faced with clutter on our cell phones.  In the words of the FTC, text message spam is a “triple threat.”  First, mobile spam often uses the promise of free gifts or product offers to get you to reveal personal information such as bank account, credit card, or Social Security information.  Alternatively, clicking on a link in a text message can lead to the installation of malware that collects information on your phone and sends it to a third party.  Second, the spam can lead to unwanted charges on your cell phone bill. … Continue Reading

A Conversation With Verizon’s Jerry Karnick On The FTC’s Updated Dot Com Disclosure Guidelines

Posted in Advertising, Marketing, Mobile, Technology

The Federal Trade Commission (FTC) recently released updated Dot Com Disclosure guidelines to fast forward to the present day and catch up with the technology consumers use more and more frequently – including smartphones, tablets, and social media. I previously gave you an overview of what the updated guidance means and how marketers need to approach the new FTC standards, and you’ve read “The Way I See It” on the updated guidelines.

I wanted to turn to an industry expert to discuss what the new FTC Dot Com Disclosure guidelines mean for advertising on various key platforms and what could be next for mobile and tech.

The Way the Industry Sees It:

I sat down with Jerry Karnick, … Continue Reading

Trade Shows in the Digital Age: A Discussion with Sony Computer Entertainment

Posted in Advertising, Marketing, Technology

Consumer Electronics Show. South by Southwest. Auto shows. Comic-Con. E3 (Electronic Entertainment Expo). Multiple industries rely on annual trade shows to unveil new products and interact with not just the trade, but with consumers. It’s something like a professional show-and-tell, with major brands and companies offering new product demonstrations and announcing their latest innovations that set them apart from industry competitors and attempt to attract consumers. With developments in digital, social media, and mobile, the importance of live, in-person displays and face-to-face consumer engagement has not faded for the industry and some may even argue, it’s become even more important. Brands can often rely on the hype surrounding conventions and trade shows to boost sales, brand recognition, and loyalty, and … Continue Reading

At the Intersection of Tech and Advertising

Posted in Advertising, Digital, Marketing, Technology

On Tuesday night, I attended a fascinating event at The ADVERTISING Club called AD THINK, which is bridging the gap between tech startups and the advertising world.  As the event’s host, founder and partner of Evol8tion Joseph Jaffe, put it – we have seen a lack of creativity in digital advertising and with all of the creativity streaming from the high-tech startup boom, several stellar startups have emerged to bridge the gap between Madison Ave and Mountainview.  The event, which was standing-room only and will be the first in a series, brought five cutting-edge startup founders to deliver presentations on their products and attempt to woo a panel of experts who know a thing or two about successful startups, ad … Continue Reading

The New Auto Industry: Friend of the Environment and Tech Star

Posted in Digital, Environmental, Marketing, Technology

Back in October, I talked here on Madison Ave Insights about the FTC’s just-released Green Guides and what they would mean for marketers moving forward. The FTC moved against unfounded and overused “environmentally friendly” and “green” claims in marketing for a range of products. The standards as established challenge the use of unqualified general environmental benefit claims and asks advertisers to scientifically prove specific green claims.

One industry with a focus on the environment that needs to adapt to both the demands of the marketplace and the restrictions of the regulators is the automotive industry. At the North American International Auto Show in Detroit in January, consumers saw the latest model introductions from the automobile industry – domestic and foreign … Continue Reading

Data: A Creative Director’s Perspective

Posted in Privacy, Technology

Data, data, data.  Advertising Week was buzzing with chatter about data – its importance for the advertising industry, future implications, how to improve and maximize data, privacy and security issues… The list goes on.  So it was only appropriate for Ogilvy & Mather North America Chief Creative Officer Steve Simpson’s keynote address at the National Advertising Division’s annual conference on Monday of Advertising Week to be focused on big data.  Adweek reporter Katy Bachman put it well in summing up the key takeaway from Steve’s address: “In the age of big data, advertisers need to get their act together when it comes to online privacy.”

The Way I See It I see a boom in online behavioral advertising and interest-based… Continue Reading