Marketing’s New Frontier: Human Centricity
A holistic approach to marketing takes inspiration from humans, works within the knowledge that data and technology are enablers, and considers every single touch-point as an opportunity to surprise and delight and deliver to the real people.
Man vs. Machine: Cannes 2016
Having just returned from the Cannes Lions Festival, I can say the next few years of marketing will likely be a struggle for dominance between man and machine.
Digital revolution in China
During Chinese New Year, people still give red envelopes, but now this old tradition is done via WeChat red packets instead of red paper envelopes. Much more is changing all the time. And there are many implications for marketers.
What happened to direct mail?
A funny thing happened to that dinosaur of the 20th century: Direct mail has re-emerged as a sophisticated marketing tool. In fact, many smart marketers never abandoned it.
Insights for our big ideas
Strategic planning is the voice of the customer. And strategic planners help our team uncover insights about our target audience. Those insights are catalysts for our account and creative teams, powering their brilliant, original work.
Don’t ignore this tech
What are you risking by ignoring facial recognition technology?
The perils of email reliance
Do you over-rely on email for your customer communication?
Intelligent Profile Power
It’s a great time to be a data scientist in the field of marketing.
Culturally relevant marketing
Has “Hispanic marketing” become irrelevant in our hyper-targeted, one-to-one world? Is ethnicity a valid differentiator anymore? With most U.S. Hispanics comfortably bi-lingual, what can we add to the mix as marketers?
Lessons Learned in China
Volkswagen’s experience in China is a real-time preview of the future of digital marketing for the rest of us.
The Future of Auto Tech
Marketing messages must be concerned with automotive technology’s quantum leaps forward, not just to explain the value to the consumer, but also to mete out the appropriate degree of assurance around the tech’s use.
Influencers and your brand
Influencer marketing creates a full-circle communication strategy within the social space that consumers live in every day.
Find your customers in previously unimagined ways
Will 2016 be the year when everything we’ve seen in sci-fi movies starts to become reality?
Who’s Your Frenemy Now?
6 steps to navigating a sea of vendors in 2016’s “coopetition” landscape
Fall in love with data all over again.
The explosion of new media shows no sign of slacking in 2016. But it’s not the media itself that’s significant.
How keeping data secure helps us go faster
We recently renewed our ISO 27001 certification--which is a tech-y way of saying your data is safe with us. We have a long history of respecting our clients' data.
Using list-driven digital to measure mobile media
List-driven digital allows us to measure mobile campaign results even when the response channel is offline. See how we do it in the final video of our mobile measurement series.
Competition makes us stronger, faster, better
Our new “normal” is to expect last-minute project requests flowing into the agency. We've implemented Operational Agility to address this.
Streaming Music: How U.S. Mobility Redefined the Music Business
Digital music platforms offer marketers unprecedented targeted access to the hearts and minds of music lovers on a platform they truly appreciate.
Gender-based marketing: a thing of the past?
With the wealth of consumer data available today, it is archaic to rely on one-dimensional insights like demographics to inform your positioning.
Using Mobile Location Awareness to Measure Mobile Media
Location is key to mobile marketing. See how knowing location can help you measure the impact of your campaign in our fourth mobile measurement video.
A ride to an electrifying future
Are new energy vehicles (NEVs) the future of automotive industry transformation?
Digital agencies are failing their clients.
Many agencies don’t react fast enough to change and fail to move at the “pace of the social consumer.”
Look back 1,600 years to see what’s ahead
When I read books—no matter the subject—I try to relate them to work and agency life.
Use Device Graphs for Cross-Device Tracking & Measurement
How can you track who owns multiple mobile devices? Watch our third video in the mobile measurement series.
TV isn't dead.
TV advertising isn’t truly dying. It’s evolving. And that’s a good thing.
Click-Click 2 Knock-Knock with Cross-Border Advertising
Geographical factors are no longer boundaries in demand-supply chain.
Measuring Mobile Media Using Tracking Tags, aka Conversion Pixels
You want to measure mobile? Learn about tracking tags.
The Call of Constraints
In which we explore the oft-misunderstood concept of work specificity
5 smart ways to measure mobile media – Part 1 of 5
Don’t believe the haters — you CAN measure mobile media.
Data onboarding is breathing new life into the dollars companies have invested in CRM systems.
Yes, you ALWAYS need to test your email sends
Many variables affect end user experience for email. That's why email QA remains a necessary evil.
Is your agency as data-driven as it claims?
Typical market segmentation and targeting are no longer adequate for the dynamic task of keeping up with our customers.
Where Did My Data Go? Real-Time Data Isn’t Always Your Friend
In a data environment where data and feeds are updating rapidly, implementing these four key disciplines of data management is critically important for ensuring accurate reporting.
Sales attribution isn’t perfect—but you still need to try.
Aiming for sales attribution perfection can get in the way of getting “good enough” useful information.
Connected Cars: The Next Internet Frontier
The Internet of Things has truly arrived for U.S. marketers.
Customer Lifetime Value – Roadmap to Reality
What is Customer Lifetime Value? And how can we measure it?
China just launched an important new e-commerce marketing award – and I got to be on the jury
What Makes Consumers Buy? The Art and Science of Persuasion
A reasoned argument can change minds. But emotion is what drives action.
Never. Stop. Testing.
Could testing be a worst practice? Not according to what we’ve seen.
The challenge of sales attribution is getting easier – and harder
Every marketer has been talking about – or at least thinking hard about – sales attribution.