Madison Ave Insights

Tag Archives: digital

If You’re Just Hearing About Multiplatform Publishing, It May Already Be Too Late

Posted in Digital, Marketing, Media

Have you heard of Digital Darwinism?

You can probably wager a guess at what it means. As it relates to multiplatform publishing, it holds that the brands that can’t adapt will not survive this content revolution. More specifically, brands that don’t seek to reach customers everywhere, and in real time, will be left in their competitors’ digital dust.

TV, print, radio, social, mobile, outdoor – the list goes on. Multi-channel marketing is not new. But the strategy of building and embracing an ecosystem of channels targeting a number of devices is becoming more of a “must” than a “should.” Sure, part of it depends on your industry. Media companies such as ESPN and Vice Media are leaps and bounds above … Continue Reading

New York Cracks Down on Advertising’s Bad Apples

Posted in Advertising, Direct Marketing, Legislation, Marketing

“Advertising and marketing cannot be used as a tool to confuse and endanger New York consumers.” – New York Attorney General Eric Schneiderman, April 2015

When you think about police work in the city of New York, you’re likely to think about officers patrolling the streets – not the billboards above it.  The fact is, however, that just as the city works to prevent violent crime, it also devotes law enforcement resources to ensuring that advertising and marketing in the city is not deceptive or otherwise in violation of the law.

The quote above, direct from the New York Attorney General, is proof of just how high that commitment reaches.  It comes from an announcement this spring of lawsuits the … Continue Reading

It’s in the Bag: The Shopper Marketing Evolution

Posted in Advertising, Direct Marketing, Marketing

Once upon a time, newspaper circulars and static-filled messages broadcast over store speaker systems represented the cutting edge of shopper marketing. You had to think and decide for yourself what to buy and where to buy it. Those days are long gone.

Today shopper marketing happens in real time, across multiple marketing channels, and it’s always lurking around the corner. Shoppers are in the crosshairs whether they’re being hit by a retargeting banner ad after leaving an e-commerce site or pinged by a geo-located push notification on their mobile phone as they walk by a favorite shop with a clearance sale happening.

The heartbeat of today’s shopper marketing is what is called “programmatic advertising.” At a high-level, this tactic involves … Continue Reading

Disruption in Marketing & Advertising: Engaging & Influencing Customers Online

Posted in Advertising, Marketing, Mobile

As mentioned, at BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. I now will share with you the final installment of the series…

How do brands engage consumers in ways directly relevant to the target audience?  The answer may be Shopper Marketing – more appropriately dubbed as “Omnichannel Marketing.”  These marketing tactics are about engaging and influencing customers on their path to purchase.  They are about driving consumer engagement using content, technology, data and insights, together with promotions, branded campaigns and social interaction.  It’s about delivering the right products, in the right environment, in ways that are relevant and effective today.

Shopper marketing is heavily dependent on information and data.  How do marketers … Continue Reading

Disruption in Marketing & Advertising: Trust in Digital Media

Posted in Advertising, Digital, Direct Marketing, Marketing, Media

As mentioned, at BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. Today I will share with you the second installment of this three-part series…

One of the biggest issues facing advertisers, marketers and agencies today is the concept of “Trust.”  Not “Trust” in the context that advertising lawyers usually consider – the truth and falsity of advertising claims.  Rather, the issue is “Trust” as it relates to digital media.  And this issue relates to brands as well as media buying agencies.  Digital media is an integral part of all marketing and promotion today, and marketers and their agencies are part of that process and have responsibility for it – and may even have … Continue Reading

Calling All Travelers: Advertising Cities as Brands

Posted in Advertising, Marketing, Promotions

We’ve all dreamed of traveling to exotic locales, living like locals halfway around the world, or taking that long-discussed epic road trip across the good ol’ U.S.A.  When it comes down to it, travel is a luxury, and in the recent economic downturn, budget-friendly trips have been the ones most frequented.  As the economy picks up and a new generation of eager travelers matures, we’re noticing a revived investment in local business growth initiatives and tourism advertising and marketing budgets for cities across the country and around the world.

The Way I See It Stateside, cities are reinvigorating their taglines, investing in digital and social media advertising as opposed to the traditional, often-cheesy commercials, and encouraging visitors to try hidden… 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

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