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6 Secrets of Successful Geofence Campaigns

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Your customers all have mobile devices. Most walk around with Androids and iPhones. You have built your killer application, but your customers do not download it, and when they do, they do not use it. So how can you best engage your customers in the mobile channel?

Directly. SMS remains the best medium marketers use today to reach customers. But too many use SMS as an ax and not a scalpel. Marketers are flooding their customers: SMS traffic will approach 10 trillion messages this year, thanks mostly to SMS campaigns.

How do you effectively engage customers without drowning them? Smart marketers build geofences around key physical sites: stores, arenas, airports, schools, even competitor outlets.

These fences create zones that trigger an SMS message or other action when a customer enters or leaves. It is called geofencing, it is new in mobile marketing, and there are some important secrets to getting right.

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by Steve Hall    Mar- 8-13    
Topic: Mobile/Wireless, Tools



How To - And Why You Should - Make Mistakes on Purpose

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Commercial artist Laurie Rosenwald will conduct a panel during the Art Directors Club Awards in Miami Beach April 2-4. Laurie, whose workshop has been taught to writers, filmmakers, musicians, market researchers, salespeople, real estate agents, investment bankers and many others aims to highlight the benefits of making mistakes.

Interested in Laurie's panel or attending The Art Directors Club Awards? Then check out the details here and register.

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by Steve Hall    Mar- 8-13    
Topic: Industry Events



Chevy to SXSW Attendees: 'Don't Touch My Balls'

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So as is the case with every large brand at SXSW, Chevrolet has a large booth set up just as you walk inside the Austin Convention Center. Part of that large booth is a giant set of...balls. OK, it's a Newton's Cradle.

If you're not familiar with a Newton's Cradle, it's that thing with five balls hanging from a string and when you swing the ball on one end, it makes the ball on the other end swing out without the middle three balls moving.

A giant Newton's Cradle. Just begging to be used by everyone passing by. Except no one in the Chevy booth wants anyone to...ahem...touch its balls. How unfriendly, we say!

by Steve Hall    Mar- 7-13    
Topic: Industry Events



Jennifer Love Hewitt Looks Hot in Old Navy Hoodie

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OK, so she's not in a neglige and her pendulous boobs aren't spilling out of her top but there's no need for that. Jennifer Love Hewitt looks hot no matter what she's wearing and that's the case here in this Old Navy commercial. Along with Julie Hagerty, who appeared in another new ad from the brand, JLH introduces new hoodies and crews.

The ad follows the brand's most recent "style upgrade" theme which takes place in a tricked out airplane cabin.

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by Steve Hall    Mar- 7-13    
Topic: Celebrity



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5 Tips For Staying on Top of the Buzz at SXSW

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Attending SXSW can be a whirlwind of live performances, big announcements, and networking. Keeping track of what's going on can be a challenge even for the most connected individual.

We offer five suggestions for attendees that want to know about the latest social buzz before the crowd:

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by Steve Hall    Mar- 7-13    
Topic: Industry Events



At SXSW 2013, It's Not About 'The Next Big Thing'

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Writing in Advertising Age, David Berkowitz, vp of emerging media at 360i, say we shouldn't be looking for The Next Big Thing this year during SXSW. And he's right. SXSW has become so big that it is nearly impossible for any one company to stand out. But, as David argues, seeking the next big thing isn't why you should attend SXSW.

You should attend SXSW to connect with those in your industry who are doing interesting, albeit not earth shattering things, that you can learn about and perhaps put to use in your own business.

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by Steve Hall    Mar- 7-13    
Topic: Industry Events



Why 'Do Not Track' Will Hurt Many Brands

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This guest post on the topic of Do Not Track is written by Tim Stoute, Co-CEO & CTO of Toronto-based eyeReturn.

Online advertising is appealing because it is effective and measurable. The "Ad Tech" industry is a competitive and innovative space, where disruptive new techniques are frequently introduced to provide advertisers new tools, reports, and efficiencies for their advertising dollars. One of these new technologies is behavioral advertising. Behavioral advertising allows online systems to classify web-surfing habits and target specific advertisements based on the classification - this, as you know, makes the advertising more efficient for the advertiser, and more relevant to the end user.

While behavioral advertising is both anonymous and a benefit to all parties, some people perceive the practice as intrusive and infringing on user privacy. Recognizing these concerns, the online advertising industry has worked together to form standards, regulations and opt-out systems. One of these standards is called Do Not Track (DNT).

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by Steve Hall    Mar- 7-13    
Topic: Opinion, Policy



How Brands Can Monetize Their Content

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Consumers are bombarded with more commercial messaging than ever before from countless sources, but it's also easier than ever to tune ads out. People fast-forward past multimillion-dollar commercials or subscribe to web-based, commercial-free TV platforms like Netflix. They view more content on the web than ever, but online ads have become virtually invisible to them.

New advertising concepts like native monetization are revitalizing online advertising. Connections between brands and potential customers are more effectively fostered when they add value to the user experience, rather than distract or interrupt. While traditional contextual targeting looks at the entire page (an increasingly noisy signal), native monetization can be relevant to the micro-context: the section, the paragraph, even the sentence. This is native monetization at its most effective - and often it's just a humble link.

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by Steve Hall    Mar- 7-13    
Topic: Brands



Volkswagen Passat Ad Incorporates Harlem Shake

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Hmm. Never saw this coming. Memac Ogilvy in Dubai has latched onto the the now dead Harlem Shake trend and incorporated it into an ad for the Volkswagen Passat. The ad begins as you would expect and follows the format. The ending, however, is a little bit different and not half bad...if we weren't all ready to pull out hair out the next time we see/hear a Harlem Shake video.

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by Steve Hall    Mar- 6-13    
Topic: Commercials



This Harlem Shake Video is Actually Worth Watching

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We could rail on endlessly about yet another usage of Harlem Shake to sell something but we think you'll feel a bit differently after watching this one from a Netherlands-based Parkinson's Desease foundation. In the video, we see the foundation's founder (who has Parkinson's) do his best to Harlem Shake.

The video, created by Saatchi & Saatchi Amsterdam, ends not as you would expect and with the tagline, "Shaking. Fun For Some...Daily Struggle For Others."

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by Steve Hall    Mar- 6-13    
Topic: Cause



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