Monday, January 19, 2015

[RED DEMOCRATICA] Why digital is key to Super Bowl advertising


Why digital is key to Super Bowl advertising | YouTube to use its stars for online Super Bowl halftime show | Survey reveals "pronounced" friction between agencies, marketers
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January 19, 2015
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The Big Story
Why digital is key to Super Bowl advertising
Super Bowl marketing is all about the pregame, given that ads released early see higher engagement and interest wanes quickly after the big day. That makes digital key, writes Sean Muller. "Super Bowl advertisers should be focused on gaining online attention in the form of earned media, online views, social chatter and so on through their Super Bowl ad spend," Muller writes. Advertising Age (free access for SmartBrief readers) (1/16)
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Get It Right: Pricing Strategies That Work
Many entrepreneurs hope for success by offering low prices, while in fact most world-class entrepreneurs succeed by setting higher prices. If you're not exactly sure which pricing strategy will work for your business, these 6 steps can help you set your company's prices for success. Read the exclusive article now.

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Survey reveals "pronounced" friction between agencies, marketers
Marketer unhappiness with agency approaches to technology, data and social media was one of the main themes to emerge from a RSW/US survey. Agency-marketer friction is becoming "more pronounced" amid pressure to do more with less, said Mark Sneider, president of RSW/US. Agencies, however, feel a need to "stand our ground and get paid fairly for what our teams do," said Carter Murray, FCB's global CEO. Adweek (1/16)
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How to keep a social presence fresh in 2015
Social media marketers need to set goals and establish plans for their brands for a successful year, Alex Boyer writes. "[I]t is ultimately up to you and your team to keep executing," Boyer writes. Duct Tape Marketing (1/15)
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How SDN Makes Campus Networks Better
When should agencies adopt SDN? IDC reports that SDN provides immediate benefits for government campus networks, including modernized IT infrastructures that are more agile, cost-effective, and collaborative.
Read this new IDC paper to learn more.

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The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

Marketer Moments
Selfies are the core of Unilever's new campaign
Unilever's Simple Skincare is encouraging customers to share product-related photos on social media and syndicating that content for use by retail websites. "Consumers trust current users of a product more than something a brand may put forward through traditional assets," Unilever's Doug Straton says. Internet Retailer (1/15)
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Platform News
Facebook pushes video content, courts TV advertisers
Facebook is making moves to expand its video reach by working with premium advertisers and adding more videos to the News Feed. Recently, Facebook marketing partners attended an educational session on TV ad sales hosted by Nielsen that emphasized the increasing value of digital-ad channels. (1/19), (1/16)
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Measurement Matters
Social media experts on measuring a campaign's effect
Just 15% of marketers say they have successfully measured the effect of their social efforts, according to The CMO Survey. Social media leaders say it's critical to use goal-driven metrics, identify the leading indicators to track and use dashboards to provide an overall view of the brand's performance on social media. Forbes (1/18)
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Social Shareable
When flip books were cutting-edge marketing
Before YouTube and smartphones, marketers sometimes used flip books to puts short animations in front of potential customers. Flip-book ads were produced for breakfast cereals, sodas, cars and cigarettes. (1/15)
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Who's Hiring?
Position TitleCompany NameLocation
Social Media ManagerUnion WirelessMountain View, WY
Social Media StrategistThe Field MuseumChicago, IL
Land/Wildlife and Communications Program AssistantNatural Resources Defense CouncilWashington, DC
Click here to view more job listings.
YouTube is the place where people go to consume advertisements willingly. It's some capitalist dystopian nightmare."
-- YouTube star Freddie Wong, as quoted by Bloomberg
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs, where marketers and entrepreneurs learn to be great at word of mouth marketing, and, the community for social media leaders at the world's greatest brands.
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