Channels, formats, platforms… Modern marketing is a massive web of brand touchpoints, which is why some companies are utilizing cross-platform attribution solutions. But what’s the best approach? How do you tie in mobile and offline for retail? And what are the barriers preventing mass adoption? eMarketer came to our Krista Lang to answer these questions and more for their report.
“’Clients are asking a lot of questions…they’re asking for ROI or return on ad spend.’
22squared’s Lang said the potential of using iBeacon technology at the point of sale is promising, particularly from an infrastructure standpoint. For example, she noted one current way of tying online and offline—printable coupons and mobile coupons—is a cumbersome process, particularly when it comes to training sales associates to accept mobile coupons. ‘We have a lot of clients whose conversion metric is printing coupons, which is hard to do with mobile. You’ll see many stores whose infrastructure doesn’t allow for the investment in training their sales associates to accept mobile coupons. It’s a point-of-sale operational issue many have.’”
Download the full report here: eMarketer
What’s that, you want to visit Costa Rica? But you have no idea where to start? We’ve got you covered with the goCostaRica iPad app, and NewsWatch TV will show you everything you need to know about it – including how to create and share your own Pre-cation video. (Ocean breeze and sand sold separately.)
“Through videos and interactive maps, the app allows you to explore more than 40 points of interest covering adventure, relaxation, wildlife and culture. You can also build your own customized Pre-cation videos that allow you to experience all the beauty Costa Rica has to offer, before you set foot in the country.”
See the full segment here: AppWatch
We’ve all heard the term big data. But what is it, really? And where’s the greatest value in it for marketers and brands? To answer these questions, the Atlanta Business Chronicle came to our Richard Ward. The short version: we’re storytellers. And to tell the right story for our clients’ brands, we have to start with a big idea – a hypothesis – and then ask the right questions and define the right ROI.
“There is real responsibility that goes along with big data. The challenges to it are not only a cultural mind shift, but also an organization mind shift.”
Read the full story here: Atlanta Business Chronicle
When it comes to highly shareable, user-generated content, Tumblr is in the top tier. And with its acquisition by Yahoo!, it now has the potential to compete with other top platforms like Facebook and Twitter in the paid game. Adweek asked our Chris Tuff what this means for marketers and brands, and how we see it benefitting our clients.
“Toyota’s Southeast regional arm, with its agency 22squared, recently created a Tumblr page for the 2014 Corolla and reached out to influencers on the network to help spread the word. Chris Tuff, director of emerging media at 22squared, said that to reach the coveted Millennial demo ‘you absolutely need to be on Tumblr.’”
Read the full story here: Adweek
For Southeast Toyota’s 2014 Corolla campaign, we wanted consumers to unexpect everything about the newly redesigned vehicle. So we launched a fully integrated digital campaign that targeted Millennials and included Facebook and Twitter content, partnerships with YouTube influencers, a virtual reality video arcade game called CorollaCade, and more. The entire campaign drove back to the Unexpect Everything Tumblr, which housed more than 300 pieces of Corolla creative assets.
“Much of it is in small snippets, which is how Millennials like to consume media… Awareness and engagement are two critical measurements.”
Read the full story here: MediaPost’s Marketing Daily
Actually, thanks to the brilliant minds who won our Mobilize – Developing Community hackathon and the equally talented designers and developers in our offices, there are two new apps for that.
As a result of our weekend-long 2012 Mobilize hackathon to create mobile technology solutions for Atlanta-based non-profits, Quality Care of Children now has All Georgia Kids, a free mobile app that allows families to search and compare more than 6,000 child care programs in Georgia.
Courtesy of the team here, our client the Costa Rica Tourism Board now has goCostaRica, a free iPad app that gives users the opportunity to explore Costa Rica through a selection of videos, photos and interactive maps that showcase the culture, nature, adventure and relaxation that await them in Costa Rica.
Read the full story here: MediaPost’s Online Media Daily
According to Adweek, when it comes to advertising, we own Georgia. In their map of the top 50 ad agencies in the United States, shops were ranked by a combination of head count, notable clients, legacy and reputation. We’d argue it has a lot to do with great creative work and a culture of innovation, too.
“Every state has ‘that agency.’ The one you can’t help but admire, or envy. The one where you’d like to work—or if you’re lucky, where you do work. The one that’s hard to beat. The one that critics moan is overrated. The one that, more often than not, just gets it right.”
Read the full story – and zoom in on our logo in the map – here: Adweek
Our Matthew Drake recently participated in the TechCrunch Disrupt SF 2013 hackathon. We asked him what he learned, but we don’t know the secret handshake, so he won’t tell us. But you can see him give a demo of his hack, Secret Handshake, here. It uses Leap Motion technology and Clover’s API to make paying for things virtually hands-free. High five-fist bump-turn it-explosion (translation: awesome job, Matt).
“So I came in, I started my transaction, got my cart full, I went to pay and then I’ve got credit card, cash and one of the last options is Secret Handshake. I hit that button, I identify myself and then I put in my hand pattern and it knows who I am. It’ll debit your account and then you’re done.”
Read the full story here: PSFK
Ethics and advertising, they go together like peanut butter and jelly…right? To answer this question as it applies to word-of-mouth marketing and content creation, WOMMA turned to our Kyle Lebet. His digital media expert opinion? It’s a fine line, we just have to walk on the right digital, social and search side of it.
“For brands and marketers, maintaining a strong ethical POV on content creation is crucial; if we don’t, someone will do it for us, as we’re seeing with government and browser stances in the cookie targeting space. Upholding strict ethical standards and producing award-winning work are not mutually exclusive.”
Read the full story here: All Things WOMM
We don’t just make news(worthy work). Sometimes, we break news. In this case, our Chris Gleason helped TechCrunch‘s Ingrid Lunden and the Atlanta Business Chronicle‘s Urvaksh Karkaria break the story about Adobe’s acquisition of Search Discovery’s Satellite. He also talked to them about the likely reason for the partnership and what it means for brands, marketers and Adobe competitors like Google.
“It’s not always easy for big companies to move quickly. Adobe is trying to create an end-to-end solution for marketers to manage, track, test and optimize their sites. Having a user-friendly and flexible tag management solution is another step in that direction for Adobe.”
Read the full TechCrunch story here
Read the full Atlanta Business Chronicle story here