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The Ultimate Marketing Machine

From Harvard Business Review Marc de Swaan Arons Frank van den Driest Keith Weed In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day. Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are […]

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Vine Is Closing Down, and the Internet Can’t Stand It

By KATIE ROGERS New York Times If you picture social video as a colorful ecosystem full of emoji and chat bubbles, you really should try to think of it more as a jungle — a place where the strong eat the weak. Periscope ate Meerkat. Instagram’s new video features might be chewing on Snapchat. And Facebook Live is trying to gobble up everything in sight. The latest casualty is Vine, a six-second video app owned by Twitter. The app spawned some stars, among them the singer Shawn Mendes, and improved upon the best thing about Twitter — funny tweets — by adding audio and visual snippets. Some of […]

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Marketers Creating More And More Content, But How Effective Are Those Messages?

By Ad Age Staff. Published on October 19, 2016. A report from the firm, Beckon, released during an Advertising Week presentation, found that clients tripled the pieces of marketing content they churned out in the past 12 months. Yet aggregate consumer engagement — such things as likes, comments, and shares — with that content remained flat. Just 5% of content generated 90% of consumer interactions, according to the report. Content was defined as video and images circulated both in paid and unpaid media. Data was gathered from Beckon clients, including Coca-Cola Co., Gap, Microsoft, HP, Stubhub, Reebok, Converse and NBC Universal. […]

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Customer Relationship Automation Is the New CRM

Our digital universe is vast and growing exponentially, expected to swell to 44 zettabytes of data by 2020. (For reference, one zettabyte is 1,000,000,000,000 gigabytes.) Companies have attempted to use this tremendous amount of data in ways that make our lives better. In the consumer world, retailers analyze and apply data in real time for a number of uses: to predict purchasing behaviors and optimize which products get shown on a page as someone scrolls; to allow financial institutions to pinpoint and stop fraudulent transactions in a fraction of a millisecond; and to help health care companies more effectively diagnose and treat patients, […]

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Sell Like A Rockstar? No. Sell Like A Social Media Star.

Sell Like A Rockstar? No. Sell Like A Social Media Star.

The following script is from “The Influencers” which aired on Oct. 23, 2016. Bill Whitaker is the correspondent. Ira Rosen and Ali Rawaf, producers. http://www.cbsnews.com/videos/the-influencers There is a new trend in advertising that might surprise you.  It doesn’t show up in any traditional media.  It’s exploding on mobile devices, set off by young people — most in their twenties — who have attracted large numbers of followers on social networks — platforms like Facebook, Twitter and Snapchat. They’re called social media influencers. And some of them have larger followings than the most popular movies or TV shows. Major companies are paying […]

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Theranos and the Dark Side of Storytelling

Theranos and the Dark Side of Storytelling

Humanity’s strange, ardent love affair with story has always fascinated me. To explore our enthrallment and explain the science behind it, I wrote a book – The Storytelling Animal: How Stories Make Us Human. The book appealed to a predictable audience of English literature types as well as avid readers of popular science. But it also attracted an unanticipated audience of business professionals. As a professor of literature, I hadn’t known that a wide spectrum of professions was embracing storytelling as a uniquely powerful form of messaging, that they had discovered that far from being a soft, touchy-feely skill, storytelling was a powerful form of witchery. A […]

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Please Join Us This Sunday. Step Up For Colleen 5K Walk/Run. Andover, MA. Stop By the Winbrook Tent and Say Hello. Thanks.

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How Consumers Understand (and Misunderstand) Pricing Cues

How Consumers Understand (and Misunderstand) Pricing Cues

FROM THE APRIL 2015 ISSUE of Harvard Business Review Giant suburban stores with tacky displays always have the best prices, right? Just as urban stores with beautiful gourmet sections have the highest ones? New research suggests that people persist in believing these stereotypes, even though they’re not always true. Ryan Hamilton, of Emory University’s Goizueta Business School, and Alexander Chernev, of Northwestern’s Kellogg School, were fascinated by how certain discounters—especially Walmart—do such a good job of projecting a low-price image that consumers believe their prices are rock-bottom despite the more nuanced reality. Other stores, such as Whole Foods Market, can’t […]

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Young & Rubicam Global CEO, David Sable: ‘Websites are dead’

Young & Rubicam Global CEO, David Sable: ‘Websites are dead’

I believe that we should be changing the world with technology…the trouble is we’re not. Those were among the opening words from Young & Rubicam Global CEO David Sable at the inaugural IAB SA Digital Summit. Interestingly for someone who’s built a successful career in advertising, Sable reckons we should stop talking about monetisation and throwing around buzz-phrases like “digital-first” and “mobile-centric”. Instead we should be putting people first in everything that we do, whether that’s making ads, writing stories or putting together events. “If you think first about people, if you think first about humanity…it changes the way you […]

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