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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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In the Multiscreen World, Context Is King

It's how, when, and why people use their devices that should matter, not the devices themselves.
Denis Failly's insight:

It's less a question of devices than context

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It's Time to Re-Invent Advertising

It's Time to Re-Invent Advertising | Beyond Marketing | Scoop.it

Several weeks ago I drafted a post articulating the need for the Public Relations industry to re-invent itself. That still needs to happen—and there's a lot of work to do. What I didn't communicate in that post is the fact that it's becoming increasingly meaningless to distinguish yourself as a practitioner of "advertising" or "public relations" because increasingly to the end consumer, user or stakeholder—it's all just becoming content. And as I've stated many times before:

 

 

Denis Failly's insight:

"Advertising is being re-invented before our eyes. And not everyone is ready for it."

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Why Content Marketing Beats Out Advertising [INFOGRAPHIC]

Why Content Marketing Beats Out Advertising [INFOGRAPHIC] | Beyond Marketing | Scoop.it
Over the next year, 51 percent of B2B marketers will increase their budgets for content marketing.
Denis Failly's insight:

Advertising has met a fierce rival: Content marketing.

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Part 3: Advertising is Dead, Long Live Advertising

Part 3: Advertising is Dead, Long Live Advertising | Beyond Marketing | Scoop.it

This is the third post in a series based upon our submission to Wharton’s Advertising 2020 initiative.

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Advertising is Dead, Long Live Advertising - Part 1

Advertising is Dead, Long Live Advertising - Part 1 | Beyond Marketing | Scoop.it

Part 1 is an introduction looking at the cultural context and our first thoughts on the implications for advertising. Subsequent instalments to follow over the next couple of days.

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Advertising and the Internet of Things

Advertising and the Internet of Things | Beyond Marketing | Scoop.it
"Smart" objects offer advertisers new opportunities.
Denis Failly's insight:

"What's new is how this example reframes the definition of advertising. It does this in at least five ways: First, it places advertising messaging — where the product is the media platform — into the social flow of everyday life. Second, it calls upon the giver to create what is, in effect, the advertising message to augment the product, making this an example of participative (and, at scale, crowdsourced) creative (to which Diageo has unlimited access). Third, it enables users to personalize products, by definition, in unique ways. Fourth, it converts existing, even generic, products into functionally intelligent ones, which (with the addition of smart phones) can deliver dynamic ad messaging linked to specific physical objects. Fifth, it creates a rationale for the consumer to have an on-going relationship with the brand — by linking continuing online interactions to real world product-based experiences."

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What the Ivy League Says about the Future of Advertising

A recent blog post in the Harvard Business Review suggested that to compete in the future, advertisers will have to move away from the traditional campaign
Denis Failly's insight:

Characteristics of the new advertising model

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Pay-for-performance for agencies: perfect arrangement or bad idea?

There's a long history behind how agencies are compensated for their efforts, but that doesn't mean that everybody is satisfied with agency compensation.
Denis Failly's insight:

"...agencies are not rainmakers. The best agencies can provide high-quality services and deliver stellar work product, but that doesn't guarantee outcomes. Great ideas don't always produce success, and great work product developed for a concept that is even slightly off the mark can fail to deliver results."

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Part 2: Advertising is Dead, Long Live Advertising

Part 2: Advertising is Dead, Long Live Advertising | Beyond Marketing | Scoop.it

This is the second post in a series based upon our submission to Wharton’s Advertising 2020 initiative.

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'Native' Ads May Damage Brand Perceptions

'Native' Ads May Damage Brand Perceptions | Beyond Marketing | Scoop.it

"Native" ads, those that give the appearance of being authentic content (Twitter promoted tweets, Facebook sponsored stories, etc.), can have a negative effect on the perceptions of brands that sponsor such ads, according to a study by MediaBrix..."

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