Nancy MacIntyre, LeapFrog’s Executive Vice President for Product, Innovation and Marketing, spoke at the Forrester Marketing conference. Nancy introduced a new integrated service called Learning Path. The service focuses on personalized learning by integrating an online site with toys so that learning can be planned and tracked.
She calls it an "educational GPS" and a CRM for LeapFrog.
April 22nd, 2008Comments
We joined Forrester Research for its 2008 Marketing Forum. This article is the third in our series from the forum focused on customer engagement in a digital media world.
In part 3 of Popping the Question: Getting to Engagement we take on the issue of how to design for engagement. Two presenters at the conference provided us with a couple of frameworks for how to design for engagement.
April 18th, 2008Comments
The Association for Downloadable Media, an organization whose purpose is to help provide advertising and audience measurement standards for episodic and downloadable media, announced today a proposal for advertising standards at Ad:Tech San Francisco.
A cross section of podcasters, agencies, device manufacturers and others interested in monetizing downloadable media have developed the proposed standards.
Why do we need standards for downloadable media?
April 16th, 2008Comments
Andrew and Alex joined Forrester Research for its 2008 Marketing Forum. This article is the second in our series from the forum focused on customer engagement in a digital media world.
Realizing Your Return on Empathy (ROE)
Steve Kerho, VP Analytics, Organic
Mark Kingdon, CEO, Organic
Creating effective online (and offline) marketing solutions starts with a deep, emotional understanding of your customer segments and their needs - in other words, “empathy” for your customer “personas”. This empathy serves as a critical guide in designing online and other touchpoints, and the personas also support breaking down how you measure and respond to online performance.
April 14th, 2008Comments
In Digital Podcast 46, we interview Rohit Bhargava, Senior Vice President, Digital Strategy & Marketing for Oglivy’s 360 Digital Influence group, about his new book, Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back.
The book is about why brands need to have a personality, how to avoid being faceless and finding a way to add more authenticity into marketing.
April 12th, 2008Comments
Kobe Bryant recently released a video of himself jumping over a speeding car, or at least appearing to jump over a speeding car. While the video is likely some special effect, the stunt is incredibly stupid and irresponsible. He starts the video by showing off his new Nike’s which makes me believe that this is part of some kind of ad campaign.
The video has been shown on numerous news shows this morning and will undoubtedly get sent around until everyone has seen it.
April 11th, 2008Comments
Digital Podcast joined Forrester for its 2008 Marketing Forum, which focused heavily on the challenge of customer engagement in a digital media world. We will be writing about the conference over the next two weeks. Our first series of articles, like the conference, is focused on the topic of engagement. This article covers the first two presentations of the conference.
Setting the Stage
Harley Manning, Vice President, Research Director, Forrester
April 11th, 2008Comments
I came up with a short starter list of why Chief Marketing Officers and Chief Communications Officers should make social media a priority. See the list.
Tell us why you think CMOs and CCOs should make social media like blogging, podcasting and networking a priority.
April 7th, 2008Comments
Social media can be a very effective mechanism for marketing as shown in this video case study produced by Shel Israel as part of FastCompany.tv. The campaign was put together by SeaWorld San Antonio and focused on a pre-launch campaign for a new ride at the park called Journey to Atlantis.
They put up a WordPress blog and uploaded raw content to Flickr and YouTube. They then worked the online communities focused on roller coasters to get the word out.
This is an excellent example of a simple, highly focused campaign and a well orchestrated effort to measure the results.
April 6th, 2008Comments
Conquering the Social Media Blues: Five Steps to Social Media Performance Management is a mini-ebook that focuses on how to use social media performance management and measurement to successfully manage growth.
It’s a management approach that applies a metrics philosophy to product development, product marketing, and business planning, so that resources can be focused and success can be repeated. The metrics philosophy that’s employed typically needs to be consistent with the performance criteria of broadcast media, but incorporates the interactive dynamics of social media.
March 30th, 2008Comments
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