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Topic: The Voice

How to Win a Clio Award

10 things I learned as an award judge

I was recently asked to be jury member of the Clio Awards. The Clios? An advertising award that my mother has actually heard of! But wait, it gets better. The…

The Urban Legend of Free Social Marketing

It’s time for brands to rethink their strategies

When I give advice to CMOs about new social marketing strategies, I often hear the same initial response: But nobody wants to come to my website. While that’s probably true…

CEOs Can’t Ignore the Digital Revolution Anymore

To do so is tantamount to corporate malfeasance

Not too far in the past, brand stewards—specifically CEOs—could get away with just paying lip service to the notion of a fully optimized digital corporation. Illustration: Carl Wiens And while we’re still…

Innovative Sports and Entertainment Apps Are a Challenge for Event Marketers

The live experience has to be just as engaging

We are in the midst of a transformational shift in how fans consume and attend live events. Innovations that provide better interactive experiences outside of venues are clearly outpacing those…

8 Media Buzzwords That We've Lost Forever

How precise industry terminology became vague and cliché

We’ve long lamented the rise of trendy language in advertising and business, but while we’ve played buzzword bingo and occasionally pointed fingers at those who speak in clichés, something more…

The Success of Native Advertising Hinges on Earning Readers’ Trust

Brands need to get better at converting paid media into a loyal audience

There’s been much talk of late about the effectiveness of sponsored content, and a pair of new studies published in the past few weeks have let some air out of…

How Well Do You Know Your Consumer?

The success of programmatic media delivery hinges on activity data

One of the major things marketers have yet to get a grip on is who their audience really is, or more importantly and less invasively, how their audience acts.  Illustration: Magoz This…

The Truth About Mobile Advertising? It’s a House of Cards

Brand marketing must replace game-based sales model

Like last year and the year before that, 2014 has been dubbed the “Year of Mobile” when ad dollars would start to catch up to smartphone usage. With major players…

Social Sharing Has Become the Biggest Thing in Sports Marketing

Will digitally connected game experiences be next?

Sports sponsorship is big business. The cash investment —before a brand even activates the sponsorship—is under more scrutiny than ever in corporate boardrooms as shareholders look to drive sales through…

Multicultural Marketing Requires a Whole-Market Approach

Culture is often underleveraged

The much touted diversity in advertising—the notion that advertisers have finally awakened to the growth opportunities grounded in the multihued population explosion taking place in the U.S. today— is at…

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