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Timeless Branding Lessons From A Young Steve Jobs

Timeless Branding Lessons From A Young Steve Jobs | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
To understand how a legacy lasts let's flash back to when Steve Jobs rebuilt his own.
Jason Poblete's insight:

Everyone has his or her opinion on Steve Jobs and his reign as Apple CEO, but one thing is uneniable: Jobs knew how to build a brand as good, or better, than anyone in business.

 

"Branding answers the question of what are we here to do?"

 

This is a concept that a lot of modern companies and providers of both goods and services seem to struggle with. Brand establishes who you are, what your purpose is, and what you represent. 

 

Building a brand can often start with identifying brand essence and brand personification.

 

What are the core concepts and ideas that define your brand? That is your brand essence.

 

How would you describe your brand as a living, breathing human being? That is your brand personified.

 

As such, your brand can then be the firm foundation for all integrated marketing campaigns and in turn, allow your entire portfolio of campaigns to all be tied back to one unifying message: you are your brand, and so are your products.



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Marketing Strategy: Social, Digital & Millennial Marketing
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The CMO's Guide to Programmatic Buying

The CMO's Guide to Programmatic Buying | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Programmatic buying sounds complicated, but it isn't. Here's what every CMO needs to know.
Jason Poblete's insight:

A nice article from Ad Age defining what exactly programmatic buying is and a bit of it's benefits- and drawbacks, too.

 

My take? I love it. Programmatic buying is great for direct response advertising. It will make the buying of direct response ads more efficient and cost-effective for advertisers, while allowing those advertisers to use that saved money to building more cohesive and deeper brand-building, integrative, and content-driven campaigns.

 

Programmatic is in it's infancy, but it's on the way to a big boom. Get educated on it now.

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Here's AOL's Playbook for Becoming a Sports Content Leader, but Is It a Winning Strategy?

Here's AOL's Playbook for Becoming a Sports Content Leader, but Is It a Winning Strategy? | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
But he adds that video provides a visual narrative arc that trumps all other media.
Jason Poblete's insight:

"Video provides a visual narrative arc that trumps all other media."


AOL is entering the arena and offering sports content by trying to differentiate rather than compete directly with the main players in the sports entertainment game. It's a wise strategy, from my perspective, but is it enough to really gain traction, and eyeballs? I'm not so sure. Avid sports fans- the ones who consume sports content daily- might not care for watered down coverage of daily, short viral videos. 

 

Partnering with Derek Jeter's "The Players' Tribune" is a very wise move, as it taps directly into a publishing channel that brings the players voices to the forefront and allows THEM to be the publisher.

 

AOL is placing a bet on their ability to enter the sports market with differentiation, and they're doing it because of the huge growth opportunity. It's a smart bet, and a strategic one at that. They're doing it at the right time and in the right form- online, digital content. If they optimize it for mobile, they're in even better shape.

 

Whether it works out, we'll have to wait and see.



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Is Interactive Content In Your Future?

Is Interactive Content In Your Future? | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Instead of just receiving personal contact information that a registration page would provide, interactive content exposes demographic information, pain points and challenges. Businesses can then use the information that users enter to better understand their audience and employ the findings for future marketing initiatives.
Jason Poblete's insight:

"Instead of just receiving personal contact information that a registration page would provide, interactive content exposes demographic information, pain points and challenges. Businesses can then use the information that users enter to better understand their audience and employ the findings for future marketing initiatives."


As more and more content is produced daily, it becomes increasingly difficult to differentiate your brand from the competition in a sea of content. As such, interactive content needs to be a priority in your digital marketing and content strategy moving forward.


The quote above illustrates the primary advantage that interactive content provides over it's static counterpart, but it goes beyond that. Interactive creates a more involving content experience for your audience, and it is the experience that builds loyalty and return viewers & users to any form of media or entertainment. 


Create experiences in your content storytelling and allow your audience to use your content as a conduit for their voices, and you will create a culture of partnership between brand and consumer.

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Wear Do I Sign? Wearables Find the Intersection of Big Data and User Communities

Wear Do I Sign? Wearables Find the Intersection of Big Data and User Communities | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Users appreciate when brands sponsor communities and events that improve their lives in meaningful ways—especially when the brands seem to genuinely care about the users instead of capitalizing on a momentary captive audience.
Jason Poblete's insight:

"Users appreciate when brands sponsor communities and events that improve their lives in meaningful ways—especially when the brands seem to genuinely care about the users instead of capitalizing on a momentary captive audience."


For all the talk of wearables/IoT and it's failures, it does do one thing right: community. I have long seen this as the strength for this market, and it's going to grow as companies truly learn to harness the huge amounts of health and fitness data and how to properly interact and engage their audience of users. 


People live IN community and FOR community. Brands would be wise to inject themselves into that community by being a conduit for the conversation among communities. Even further, brands need to engage in the conversation and provide insight and value for the users that they're getting data from- via products, workouts, connecting users to users, etc. The more the Internet of Things lives in people and communities, the more human it becomes. The more human it becomes, the more valuable it is.

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Gen Z's Data Obsession: Bits and Bytes Are the New Commodity

Gen Z's Data Obsession: Bits and Bytes Are the New Commodity | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Mobile data is the new commodity. How brands can give Gen Zers more of what they want -- "bonus data" in exchange for attention, writes Kayla Green.
Jason Poblete's insight:

Data- it's everywhere. It's consumer behavior. Data is history. Data is foundational to decision making. Data is the fuel for analysis.

 

Data is a commodity.

 

While we eat up every bit of data to make better decisions for content, campaigns, promotions, brand strategy, consumer engagement, and a host of other business decisions, data holds an unlocked potential: barter value.

 

This article from AdAge goes into the value that data has to influence consumer behavior, CTRs and time spent on page by acting as a commodity to be traded or bartered for engagement with a brand.

 

What are your thoughts? My take- this is an innovative potential new business model to increase consumer engagement and use mobile data as an incentive for free browsing for the consumer. Use their allotted data to increase your available consumer data. Brilliant!

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Work For An Airline? Are You A Retail Buyer? Apple And IBM Are Building Apps For You

Work For An Airline? Are You A Retail Buyer? Apple And IBM Are Building Apps For You | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
New enterprise apps will help airlines rebook stranded customers, improve retail buying, and provide mobile tools for financial advisors.
Jason Poblete's insight:

We continue to see the fruits of the IBM & Apple partnership as the two unveiled three new apps at the Mobile World Conference in Barcelona this week. 

 

The apps are equally impressive with unique applications. They include a "real-time data dashboard for financial advisors, a data-analysis platform for retail buyers designed to spot low-cost, high-margin items, and an app for airlines that allows gate staff to immediately change the itineraries for travelers who miss connections." 

 

Without doubt, these three apps are hugely beneficial to anyone working in these spaces. Sifting through real-time data each day for financial advisors can be like sifting through sand, and an easily consumable mobile dashboard will be of great assistance.

 

Retail is a story of margins- look at how Warby Parker and Apple tout their sales per square foot. The lower the cost merchandisers and buyers can procure their items, the better chance of survival if they're a smaller boutique, and the greater impact to their bottom line if they're a publicly traded giant.

 

And lastly, do I even need to mention the benefit to both airline staff and passengers of an immediate itinerary change for missed connections?

 

Just ask the marketers who attended MWC15 how important it is.

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Reebok Is Quietly Emerging as a Challenger Brand to Contend With

Reebok Is Quietly Emerging as a Challenger Brand to Contend With | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
For Reebok, the race to distill the soul of its brand—and ignite sales to reverse its market-share decline—has been more of a marathon than a sprint. But with its "Be More Human" global repositioning, the finish line might just be in sight.
Jason Poblete's insight:

Reebok has long been a brand struggling to find it's way. With CrossFit, mud races and the like, they seem to have found a path to the "every day warrior" and enabling each consumer to "be more human."

 

While I'm not a fan of the product itself, or CrossFit (a different take for a different day), I am a huge fan of this re-branding and the resulting campaign.

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The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers

The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
A few months back, someone in the pages of Adweek suggested that, given all the changes technology has brought us, we need to redefine advertising. I disagree. Advertising has always been about connecting brands with people. It still is.
Jason Poblete's insight:

An important read on the state of the advertising industry as a whole. As the author claims, "we are on the cusp of an even more promising period of industry development, a period where the lessons we learned during the creative revolution about craft and storytelling with emotion and humor will combine with the tools and data brought to us by the digital disruption."


We're entering the age where crafted story telling meets data-driven digital enablement. The result of this marriage is a greater sense of community and connection of brand to consumer and consumer to consumer.

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Discussion Point: Should Digital Marketers Rethink Print?

Discussion Point: Should Digital Marketers Rethink Print? | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
In the midst of the current digital marketing age continues a debate that seems as old as Gutenberg’s press: Is print dead?While those who agree with this statement cite the benefits of digital, such as lower distribution costs, longer reach and convenience, among others, the pro-print camp seems to be getting more support these days.According to CMI’s 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America, 37 percent of B2B marketers still use print magazines to d Topic: Digital Marketing.
Jason Poblete's insight:

Is print still an important piece of the marketing mix? YES!!

 

It starts with a brand redefining how it views and uses print. This will be the foundation for the impact of print media for a brand's storytelling capability. What role does print play in your brand's overall story and strategy? How does print connect with your brand's digital and social strategies?

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This Year's Super Bowl Ads Ignored Huge Social Opportunities

This Year's Super Bowl Ads Ignored Huge Social Opportunities | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
since 2013, consumers have only become more mobile and increasingly social. And yet, Big Game commercials have become less mobile and less social.
Jason Poblete's insight:

Great piece from @adweek on the opportunities brands missed or ignored in this year's Super Bowl ads. Where was the call-to-action? Where was the social engagement and activation? Largely, it was absent, and that marked a "super" failure for these advertisers.

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AT&T to Premiere Show on Snapchat Starring YouTube, Vine Celebs

AT&T to Premiere Show on Snapchat Starring YouTube, Vine Celebs | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
AT&T has created a scripted series called "SnapperHero" that will air episodes exclusively on Snapchat when it premieres later this quarter.
Jason Poblete's insight:

This is a VERY interesting approach to branded content from AT&T. There are 2 elements to this I LOVE:

 

1) Co-creation: We're seeing co-creation become a core driving force behind audience/customer and brand interaction. Customers want to be part of something. It originates with the human need for communal belonging, and co-creation provides this opportunity in our purchasing behavior. We can identify with brands we believe in by helping them create. AT&T is NAILING this aspect with this series.

 

2) Branded content and being a publisher: Branded content is going to be big in 2015 and beyond, as the volume of content becomes overwhelming, brands need to stand out by subtly providing branded content. This allows them to connect with their audience in a way outside of explicit advertising. It's more engaging, and far more interesting. On the brand side, it creates a publisher-mentality. The brand and it's collateral are not mutually exclusive entities. 

 

But, there are elements I don't like...

 

1) Ephemeral nature of SnapChat: The videos will disappear after 24 hours. This limits ROI and and reach. Users won't be able to see previously aired episodes after discovering the series 2 or 3 episodes into it, and the early viewers won't be able to share the videos via twitter, facebook, word-of-mouth, etc. Only the concept and name of the series will be shareable, but not individual episodes or pieces of content.

 

2) The content itself: Banking on social celebs that are seemingly interchangeable (for now) and extremely short episodes (100-200 seconds) is a risky bet. This series has the potential of being merely a flash in the pan and not actual serial content. The episodes will need to tell a story in a short period of time to really stick with their audience- will AT&T and Snapchat be able to count on these social stars to do that?

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Snapchat Is Asking Brands for $750,000 to Advertise and Won't Budge

Snapchat Is Asking Brands for $750,000 to Advertise and Won't Budge | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Snapchat is asking brands for $750,000 a day for its new ads, according to multiple industry sources who have heard the pitch, and some say that's too expensive for the young app. The messaging app with a heavy video focus has promoted itself to the ad world as a TV-style commercial space with millions of viewers a day.
Jason Poblete's insight:

$750k is a premium price for an ad model that offers almost no analytics other than # of views and for an app that's mostly popular with teenagers unable to afford premium-priced topics. A pricing-conundrum, and one I don't see Snapchat winning.

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The Future of CES Belongs to Marketers

The Future of CES Belongs to Marketers | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Why are so many non-electronics marketers considering CES? David Berkowitz argues that electronics are the gateway to the consumer.
Jason Poblete's insight:

In this digital age, marquee events like CES are owned by marketers looking to capitalize upon the revenue streams brought about by new tech and devices. This year is the best example yet, and there are some great displays of this potential so far.

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What Is Generation Z, And What Does It Want?

What Is Generation Z, And What Does It Want? | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
IT’S NOT AN ATTENTION PROBLEM, IT’S AN 8-SECOND FILTER
Jason Poblete's insight:

Generation Z, those now reaching 18-19 years old, make up a quarter of our population (domestically) and will soon gain buying power in the coming years. It's essential for marketers NOW to learn who they are and what they want in order to enter their experiences now and remain relevant as they continue to grow into adulthood and greater positions in their lives. 

 

Just like the millennials (including me) before them, Gen Z is punished with false myths. Fast Company takes hold of three of them and shows the REAL truth. My favorite? "It's not an attention problem, it's an 8 second filter." 

 

This is key to understanding HOW, WHEN and WHERE to engage Gen Z in your content.

 

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'Food Babe' Debacle Underscores Crisis of Credibility Surrounding What We Eat

'Food Babe' Debacle Underscores Crisis of Credibility Surrounding What We Eat | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Gawker recently turned food marketers' heads with a 2,500-word takedown of blogger, dietary guru and anti-GMO activist Vani Hari, aka "Food Babe." Author Yvette d'Entremont, who started a rival blog under the "Science Babe" moniker, asserted that Hari peddles easily disproved pseudoscience designed to frighten people int
Jason Poblete's insight:

Transparency will win the day.

 

Brands need to be transparent about what's in their packaging- and I believe this goes beyond the ingredient label.

 

It serves the best interest of the brands and their agency partners to take the lead on this issue and engage with their audience by educating them. 

 

Personally, I believe it's also in the best interest of the brands to produce and provide all-natural and sustainable sourced food products. It's better for their brand image, social activism, and long term health.

 

It's also better- in my "uneducated" opinion- better for the consumers' long term health.

 

Want my take on the issue itself?

 

I try to live (and eat) by this creed: If a product contains an ingredient I can't pronounce, or isn't all-natural, I won't eat it.

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Training Millennials in the Workplace? Teach Them the Same Way You Reach Them

Training Millennials in the Workplace? Teach Them the Same Way You Reach Them | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Understanding changes and preferences in how your audience consumes information is the foundation of good advertising. Yet when it comes to training, most agencies still are adhering to a model that is as outdated as a media plan comprised totally of 30-second spots on three networks.
Jason Poblete's insight:

It is not enough to create an engaging marketing strategy for millenials. We must now educate in the same way we reach them.

 

Millenials expect unique, engaging experiences from their content, and education is no different. As this article points out, I believe we will (or at least should) see a transformation in how we educate new millenial employees. 

 

As content consumption habits change, so does the distribution strategy of that content. Marketing strategy has shifted it's position to do so, but education has been slow on the uptake.

 

It's time to change that.

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Brand Storytelling Is About to Get Much More Effective

Brand Storytelling Is About to Get Much More Effective | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Crafting dynamic creative, creating true omnichannel experiences and forging powerful partnerships can help your brand tell a story that goes beyond both content marketing and automated media buying to create an entirely new methods of delivering meaningful ads.
Jason Poblete's insight:

There is no static behavior anymore (if there ever was), so why build static creative? Adapt to your customer and tell a story over multiple screens in progression. Be a partner through their buyer journey, and you'll win their trust.


"Crafting dynamic creative, creating true omnichannel experiences and forging powerful partnerships can help your brand tell a story that goes beyond both content marketing and automated media buying to create an entirely new methods of delivering meaningful ads."

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Digital Storytelling 101: Creating Stories That Connect with Your Audience

Digital Storytelling 101: Creating Stories That Connect with Your Audience | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
If a brand is creating stories that don’t connect with an audience, are those even really considered stories?
Jason Poblete's insight:

A great piece of content from the folks over at Skyword on the art of digital storytelling. This article hits on what I view as the three principles of properly telling you or your brand's story:

 

1) Create an engaging, entertaining and unique story. Use data to see what resonates with your audience and start your narrative there.

 

2) Tell your unique story in the proper format. Is it short form, as in a series of tweets? Is it an in-depth analysis or research piece? Is it an interactive display? Is it a series of photos, or perhaps a single photo? Is it a demo? Is it best told in motion? Think about the narrative journey you want to create and what the best format for that story.

 

3) Track your listeners. Skyword does a killer job of breaking this down into three pieces: Distribution, Engagement, and Virality.

 

Be sure to check out the article and let me know what you think!

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Netflix Isn't Closed to Advertisers After All; Just Ask Anheuser-Busch InBev

Netflix Isn't Closed to Advertisers After All; Just Ask Anheuser-Busch InBev | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Anheuser-Busch InBev and Samsung are among the brands that have signed product placement deals for Netflix's original series "House of Cards."
Jason Poblete's insight:

A very in-depth look into the relationship with AB InBev, Netflix and the hit digital series House of Cards. For the first two season, AB InBev was quiet advertiser within the series by using product placement of it's Stella Artois brand. For season 3, release on 2/27, the company steps up it's efforts by introducing Budweiser and Shock Top to the fold through strategic placement in scenes that align with the specific brand image of each beer.

 

It's a brilliant story of forging a relationship at the start and creating great communication so that each invested party- House of Cards production team and AB InBev- can maximize the value from each other's contributions.

 

Even more telling is that there's no money exchanged- InBev isn't paying for these placements.

 

This is proof positive that great product placement, branding and strategy is a matter of cultivating relationships based on open, strong communication, a dash of co-creation and, of course, much trust. 

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Why Engagement Happens In Employees' Hearts, Not Their Minds

Why Engagement Happens In Employees' Hearts, Not Their Minds | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Winning your employees over to stick with the company long term involves an array of factorsbut first among those is love.
Jason Poblete's insight:

People want to love their job, and to get the most productivity out of their team, managers and leadership should work to enable these people to love their job.

 

Simply put, today's workforce wants to be engaged with their work. What does this mean?

 

It means that a paycheck and a routine, predictable day-to-day job isn't enough anymore. 

 

I'll use "we," as I'm not an exception to this. WE want to believe in what we're doing. Being told to do something isn't enough- we need to know why, who it's benefiting, and what the long-term effect of it could be. 

 

We want our managers and supervisors to care not just about the completion of our work, but our satisfaction with this work and our personal and professional growth. We want managers to cultivate us into leaders.

 

We want our leaders to provide us education that enables us to progress in our talent and knowledge. 

 

Most important in all of this: the more we feel engaged at our jobs, the more likely we are to engage the future workforce when we become leaders and managers. 

 

There is always talk of building the future by crafting today's young, millenial professionals, but there's more to it than that. Think further: by taking time to get us engaged and inspired by our work, we will go to even greater lengths to do the same when we're in leadership positions. It then becomes a cycle of engagement that can- and likely will- lead to a more satisfied and motivated workforce. Satisfaction and motivation, in turn, leads to greater innovation.

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7 Limitations Of Big Data In Marketing Analytics

7 Limitations Of Big Data In Marketing Analytics | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Big data -- the cutting edge of modern marketing or an overhyped buzzword? Columnist Kohki Yamaguchi dives in to some of the limitations of user-centered data.
Jason Poblete's insight:

Great piece from Marketing Land on the limitations of "big data" in marketing analytics. In the day and age of data-driven insights and analytics being the foundation for how companies and brands create foundational strategies, it's important to sift through the chatter and see where this data inherently falls short. 

 

The author, Kohki Yamaguchi, hits on a few great points that aren't often discussed. My favorite is the first point- user data is fundamentally biased. This is a concept I've rarely seen discussed, but one that should be more prevalent and combated. 

 

One of my favorite bits from the article is Yamaguchi's comments on big data's inability to produce truly valuable learnings for marketers: "Actionable learnings that require user-level data – for instance, applying a look-alike model to discover previously untapped customer segments – are relatively few and far in between, and require tons of effort to uncover. Boring, ol’ small data remains far more efficient at producing practical real-world learnings that you can apply to execution today."


Click through to read more of big data's limitations for marketers, and see if you can identify them in your current usage of user level data for marketing analytics.

 

 

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Out To Woo Women, Under Armour Becomes Largest Digital Health Community

Out To Woo Women, Under Armour Becomes Largest Digital Health Community | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Under Armour may still be primarily a sports apparel company, but with its acquisition of MyFitnessPal, it's also become digital health's Bigfoot, with an online fitness and nutrition community of 120
million people.
Jason Poblete's insight:

Acquiring Community: Under Armour dishes out $475M for MyFitnessPal and it's 80 million users.

 

Under Armour continues to show it's commitment to creating a digital community of fitness enthusiasts and athletes with this acquisition. Combined with their January acquisition of Endomondo and it's 20 million users, as well as the 31 million users of MapMyFitness, UA is the largest digtal health community. The question, then, is at what cost?

 

When I say cost, I don't mean dollars- those figures are present. Cost here, then, is discussed in terms of authenticity. One can argue (and Nike has), that UA isn't CREATING a community, but rather buying it, and in turn, diminishing the value of it.

 

I don't think I fully agree with the competition on this, but it's a valid point. Community itself is organic, but buying acquiring community-based apps and services, it does have a bit of "manufactured" engagement.

 

UA's use of this community, though, signals dollar signs. It's a clear show of power that they're ready to enter the wearables market, as this community offers a treasure chest of consumer data. More interesting to me as a fitness junkie is how they employ this data in the wearables market: Plank dismisses a piece of hardware, but talks about implanting the technology within the footwear and apparel products themselves. 

 

I hope to see the day that I can pull up an app on my phone after a run and see the biometrics of my footstrike, force of strike, stride length, etc. These are far more useful metrics for fitness tracking than simple steps and calories. If UA can utilize this community and develop a "digital ecosystem" of data, they can create the fairy-tale game-changing wearable that (seemingly) every brand is chasing.

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Adweek's Instant Reviews of the 2015 Super Bowl Ads

Adweek's Instant Reviews of the 2015 Super Bowl Ads | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
On Sunday night, Adweek brought you real-time reviews of every commercial immediately after it aired. Click the links below to see all the spots again, and our instant reviews of every one. See all the commercials and our reviews here: • FIRST QUARTER • SECOND QUARTER • THIRD QUARTER • FOURTH QUARTER
Jason Poblete's insight:

AdWeek reviews EVERY Super Bowl ad.

 

My top 3: Dodge's "Wisdom," Always' "Like a Girl," and Microsoft's two ads with the Estella's Brilliant Bus and Braylon O'Neill spots.

 

What are your favorites?

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Why Social Is the New Word-of-Mouth Marketing, and What That Means

Why Social Is the New Word-of-Mouth Marketing, and What That Means | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Word-of-Mouth - If you think about it, social is word-of-mouth. Except now it's digital, which means it has a whole new set of properties.
Jason Poblete's insight:

A great POV from the folks over at MarketingProfs on Social's essence as word-of-mouth marketing. If you ask anyone outside of the marketing world, he or she will likely be able to adequately summarize what word-of-mouth marketing means, and that in itself is an expression of it's power and reach.

 

When you think social, what do you think?

 

I think engagement, and word of mouth marketing has long been the most engaging method of marketing for audiences because of it's personalized, emotional and trusted messaging. Social is, at it's core, word-of-mouth marketing brought to our phones, tablets, and laptop screens. Our words are now at our fingertips and can be spoken quicker and shared wider than ever before. Marketers would be wise to craft their voices in the understanding of the now digitally-social platform of word-of-mouth marketing and the properties it extols. 

 

Social IS word-of-mouth. What is your brand saying? What is your audience saying ABOUT your brand?

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Seven B-to-B Marketing Trends That Will Shape 2015

Seven B-to-B Marketing Trends That Will Shape 2015 | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
Top marketers and agency execs, including GE's Andy Goldberg and John Kennedy of Xerox, forecast the top b-to-b trends for 2015.
Jason Poblete's insight:

B2B marketing has quite a bit of work to do to catch up to the prowess of B2C or even P2P marketers in the way of creating brand personality and humanity. Here are 7 trends the B2B industry needs prioritize in 2015 in order to stand out among the crowd.

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Why 2015 Will Be the Year of the Chat App for Publishers and Content Marketers

Why 2015 Will Be the Year of the Chat App for Publishers and Content Marketers | Marketing Strategy: Social, Digital & Millennial Marketing | Scoop.it
If the Chinese Communist Party's recent embrace of mobile-first media is any indication, 2015 is the year that chat apps—WeChat, WhatsApp, and more—become major content distribution channels for everyone from BuzzFeed to USA Today.
Jason Poblete's insight:

The folks at Contently strike a chord I haven't heard much of going into 2015: the growth in utility and chatter (pun intended) about Chat Apps. 

 

2014 saw Facebook shell out huge dollars for WhatsApp, the ballooning user base of SnapChat, and Instagram DM. Chat Apps are poised to not only expand in 2015, but become a staple of social communication both personally and in the enterprise. 

 

In a world driven by personalized engagement, what is more engaging than direct chat? Nothing. Brands need to be personalities in 2015, not stoic sounding publishers and content producers. I'm not saying this isn't the case already, but the brand use of a chat app creates more humanity for a brand, thus better engaging their audience and user base and creating more loyalty.

 

In addition to this, I'm forecasting an even larger growth in Social Chat Rooms. It's a way to engage via twitter beyond 140 characters within a more directed and focused industry discussion. Brands would be wise to sponsor social media chats, host more chats, and provide experts for industry panel chats in these formats.

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