Tag Archives: Marketing

Updates from Adobe

WALL TOGETHER NOW
By Jordan Kushins – Las Vegas is known for its garish signage: flashy, flamboyant, all-neon-all-the-time. But now an entirely different kind of marquee has stolen the spotlight. It’s more than 16 feet long, just under ten feet high, and almost five feet deep. It weighs a whopping 770 pounds and is composed of nearly 50 modular MDF forms.

It was meticulously designed in Adobe Illustrator CC, built by hand in England, shipped in pieces across the ocean, then reconstructed in Nevada. And it’s greeting participants at the Adobe Summit.

For the past five years, Adobe has worked with artists on the conference identity, which corresponds to an annual theme. This year’s theme is “experience,” and creative director Angela Fisher was inspired to go beyond 2D constraints to bring the theme to life. “I started thinking, ‘What if the identity was a physical structure?’ A camera panning around, and in and out, could reveal a kind of experience within the branding itself.”

She began making paper models at home on the weekends to explore two facets of the idea. These geometric forms and patterns became building blocks—like DIY Legos—that took on the feel of an abstract cityscape in one, and the shape of an “X” in the other. They were promising, but the concept wasn’t quite there yet. more>

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Inside the murky world of ‘social media influencers’

By Lauren Brousell – Marketing via “influencers” used to mostly mean professional athletes pitching expensive shoes or supermodels selling slick sports cars.

Today, some brands put products in the hands of “Internet influencers,” many of whom have even larger audiences and more reach than the brands.

Companies looking to reach demographics that spend a lot of time online, use ecommerce and regularly monitor social media can leverage affiliate networks and Internet influencers with relatively little effort.

However, Forrester’s Mulpuru-Kodali says affiliate networks still aren’t as effective for marketing as paid search, email and display advertising. more> http://tinyurl.com/psl8654

How An Old Cookie Became A Modern Marketing Personality

By Danielle Sacks – In 2013, all of a sudden, Oreo was the standard bearer for “real-time marketing.” With a few deft social media moves–including a game-changing Super Bowl tweet–the cookie became the crumbly, creamy embodiment of the conversational, in-touch brand.

In an era in which brands were told they should be acting like people, Oreo had suddenly developed a real personality.

Buried beneath the famous tweet, and the wave of publicity that followed, of course, was the fact that none of this was sudden. The reorganization of Kraft was followed by a long-term effort to overhaul hidebound systems and processes and develop a new set of skills to take a flagship brand from old school advertiser to modern content creator. more> http://tinyurl.com/lobh5nl

Attention entrepreneurs: Sell or die

BOOK REVIEW

The Illusions of Entrepreneurship, Author: Scott Shane.

By Robin Mordfin – Selling is different than marketing. Marketing is what you do to get potential clients to notice you. Selling, by contrast, is the one-to-one conversation a business has with a potential customer that determines whether the business has a product that solves a problem for the client. It’s also what a company does to move a prospective customer to make a purchase. You cross the line that separates marketing from sales the moment you engage with an individual potential customer, says Waverly Deutsch.

Deutsch asserts that there are five go-to-market models:

  1. Relationship,
  2. Retail,
  3. Internet,
  4. Channel, and
  5. Embedded.

Each requires a different sales-to-marketing investment ratio, defined as the amount of resources that should be devoted to each. more> http://tinyurl.com/omddqbb

Which Job Skills Will Be Most Important In The Coming Years?

BOOK REVIEW

Average is Over, Author: Tyler Cowen.

By Eric Barker – “As more of our economy becomes about marketing this will mean economic theory explains less and less of what’s going on. I think what I call “the economic anthropologists” will rise in importance. It will be hard for them to show that what they’re doing is as equally scientific as the traditional number crunchers, but nonetheless that will be the way to understand what’s actually going on.”

“The more information that’s out there, the greater the returns to just being willing to sit down and apply yourself. Information isn’t what’s scarce; it’s the willingness to do something with it.” more> http://tinyurl.com/ndmlle6

Empowering Your Customers? Think Twice About Social Media Campaigns

Science Daily – Companies that succeed in empowering their customers may find it difficult to implement a successful social media campaign. Empowered consumers will either ignore or rebel against any perceived attempt to influence them.

“Many companies have embraced the concept of consumer empowerment. However, they should consider whether attempts to integrate social influence (word-of-mouth marketing, social network marketing, buzz marketing) might backfire with empowered consumers” more> http://tinyurl.com/mbg8bs8

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Turning the Tide on an Image Problem

By Geoffrey Orsak – Public policy is based on public impressions and the future of the engineering industry is dependent upon policies that protect intellectual property rights, fair trade, jobs, STEM education, research tax credits and a world-class home-grown workforce. We all need government and corporate leaders, along with voters and families, to recognize how central engineering is to our nation’s future. For this to happen, they need to know us better.

The National Academy of Engineering is launching headfirst into this challenge. more> http://tinyurl.com/46du9e4

CES Goes Over The Top With ‘Greenest’ Claims

Rob PrestonBy Rob Preston – The Consumer Electronics Show, which opens today at the Las Vegas Convention Center, is touting itself as the world’s “greenest” trade show, raising the bar on the industry’s imposing green hyperbole and obfuscation.

Here’s the topper: The organizers maintain that by having an average of 12 meetings at CES, attendees collectively avoid more than 960 million miles in business trips that they otherwise would have to take. The estimated total net savings in travel miles: 549 million. Shoot, why not round it up to 1 billion? more> http://tinyurl.com/2cazx3z

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Social Media for Business – How to

Willis WeeBy Willis Wee – ‘social media for business’ slides, refreshed with updated web statistics and is gorgeously designed that makes you say ‘wow’ as you click.

Most importantly, it provides a good overview of how businesses can leverage social media as a communication and earned media platform.

IBM connects branding initiative to brand purpose as only IBM could

Smarter planetBy Allen Adamson – There’s your computer sitting on your desk, left on its own, blinking and binging, as you walk out the door. Join People for a Smarter Planet and this blinking and binging computer can help you do good deeds while you’re out doing other things. How smart is that, not to mention easy. more> http://tinyurl.com/24unxjj #ibmexperience

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