topic://strategy

And the folks at Kraft know it. In fact they’re openly exploiting it. I’m referring to the recent Miracle Whip campaign. If you haven’t seen it, do so. Read more...

This year, we have seen companies of all sizes and across all industries jump into mobile media. They experimented with emerging mobile-based technologies like QR codes, mobile coupons, location-based check-ins and even augmented reality. Sometimes they were met with success, but more often than not the mobile strategies do not live up to their potential due to technical errors, design flaws or poorly executed strategies. Read more...

The marketing landscape has changed quite dramatically in the past 10 years. Marketers have always been the gatekeepers of things like brand, segmentation, research, messaging, promotion and sales tools. But today they have to shoulder a whole new set of burdens. Things like crafting compelling interactive experiences, creating intuitive interfaces for different types of screens and devices, making them measurable, shareable, findable, accessible and, dare I say...integrated. Read more...