Strategy

This tag is associated with 15 posts

Consider Multicultural Approach to Engender Brand Loyalty

Audience engagement is the key ingredient in any marketing strategy, as it is the consumer who plays a part in driving the success of a brand. Considering the United States is a very diversified country, it becomes even more essential for brands to take into account multicultural marketing efforts and be mindful of who they… Continue reading »

Programmatic Display Blunders Its Way Toward Scale

“Let’s just see how big we can get before we get bad.” – Jay Chiat Of course, Chiat was talking about his company and the extent to which he could scale it before size started to affect the quality of the work product.  I’d like to apply that quote to programmatic display campaigns, and offer… Continue reading »

David & Goliath’s Seema Miller on the Importance of Strategic Planning

Seema Miller is the newly appointed Executive Director, Head of Planning at David&Goliath, a full-service, independent creative agency based in Los Angeles. Miller most recently served as Head of Strategic Insights for JCPenney in Dallas. During that time, she restructured the research team into insights and strategy centered on seeking truths and telling compelling brand stories. At David&Goliath… Continue reading »

Marketing at The Speed of Digital Culture – How Programmatic Approaches Can Help

Consumers are always on, reacting in real time to events, conversations and cultural phenomenon as they traverse like liquid across devices. No longer creatures of habit, the means by which we ingest media is ever-changing; our approach is proactive and purposeful and couldn’t be more alien to the lean-back era of yesteryear. Brands perched on… Continue reading »

The Dangers of Recycling in the Cloud

Cloud computing has become an increasingly popular go to market strategy for both new and mature ad tech companies looking to streamline their infrastructure. I want to talk about safety and precautions, specifically as it pertains to cloud computing. While this is probably not the first thing that comes to mind when you think about… Continue reading »

The Fallible CEO

“After four and a half intense and wonderful years as CEO of Groupon, I’ve decided that I’d like to spend more time with my family. Just kidding – I was fired today.” In one of the most honest resignation letters in the history of CEO resignation letters, last week Andrew Mason signed off after four… Continue reading »

To Vet or Not to Vet

Media buying used to consist of vetting publisher sites for “quality” and quality was measured differently by every advertiser. Yet there were some standards that most often equated to scale – how much traffic the site generated, the quality of content – or even, was it professionally procured content? Advertisers also looked at relevance to… Continue reading »

Underscore’s Tom Hespos on Social Media and The Future of Communications (Part II)

Tom Hespos is the chairman and president of Underscore Marketing, an independent media agency that creates and manages digital marketing programs. The Makegood recently spoke with Tom about Social Media, Online Marketing and the changing digital landscape. (Read Part I) The Makegood: On your corporate blog, you write about brands on Facebook. Can you explain the… Continue reading »

Underscore’s Tom Hespos on Social Media and The Future of Communications (Part I)

Tom Hespos is the chairman and president of Underscore Marketing, an independent media agency that creates and manages digital marketing programs. The Makegood recently spoke with Tom about Social Media, Online Marketing and the changing digital landscape. The Makegood: Tom, you started Underscore Marketing in May 2002, focusing on digital media for clients from all product… Continue reading »

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