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Author:Dan Treul

3 Facts About the Female Car Buyer

Automakers serious about long-term success need to adapt their marketing and customer experience strategies to the values and preferences of female consumers. Are car companies missing an opportunity among female consumers? Recent data suggests they are: according to separate studies by the University of Michigan Transportation Research Institute and the National Automobile Dealers Association, while female drivers now outnumber their male counterparts (105.7 million to 104.3 million), men represent 91% of salespeople at franchised car dealerships. No matter how you want to look at it, that's a serious disconnect - especially...

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My Summer at Branch Creative Network

Allan Dunlap spent the summer working as an intern at Branch Creative Network, a digital marketing agency and subsidiary of Jackson Dawson. Allan shares his story in his own words:Not many freshmen know what they want to do when they finish college, but before I even began my college journey, I knew I wanted to pursue a career in marketing. When I told my friend Lance about my plans to go into marketing after college, he told me to talk to his father who had worked for a marketing firm...

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Your Customers as Storytellers: Personalizing Your Brand with User-Generated Content

Companies like GoPro and Red Bull align their brands with their customers' lifestyles, accomplishments and aspirations by leveraging user-generated content and storytelling. How many times have we seen companies try too hard when it comes to marketing? Some companies have gone to incredible places to make marketing work for them. Other companies have just embraced what makes them them. I look at a company like GoPro and Red Bull, both companies have very different products but  similar marketing techniques. One of the main ways that these companies do marketing well is...

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3 Advantages of Social Media for Customer Service

Customers don't always want to be a brand's friend, but they do want personal interaction when it comes to customer service. In the wake of Comcast's call-heard-round-the-world, it's as good a time as any to reflect on customer service. How can companies improve? One of the best ways is to integrate social media. A recent article posted over at The Next Web does a great job highlighting how companies like KLM, American Express and Zappos are using social media to boost their customer service game. But there's a reason why the same companies appear...

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Time to Lower the Lifeboats on Sponsored Content?

I want to be clear: this is not a sponsored article. But if it was a sponsored article, would you be bothered? Full stop: does new research on consumer attitudes mean marketers should reconsider sponsored content? A recent study by Contently suggests that you might be. According to the study, sponsored content — the fast-growing format that blurs the line between editorial and advertising — is not consumers' favorite. Not by a long shot. A few notable findings, according to Contently: "Two-thirds of readers have felt deceived upon realizing that an article or video was sponsored by a...

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3 Key Takeaways from This Year’s EventTrack Study

This year's EventTrack survey highlights a number of interesting insights, including a look at where in the event planning and production process marketers are leveraging social media. Every year, we look forward to EventTrack - the "world's largest annual research initiative on event marketing." Sponsored by Event Marketer and conduced in cooperation with the Event Marketing Institute and Mosaic, the survey offers a revealing look at what's happening - and what's next - in brands'  event marketing. If you're at all interested in event planning, digital marketing or the intersection...

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The Value of Visual: 3 Reasons Why Instagram & Pinterest Work

According to a recent study by Harvard, 44% of users are more likely to interact with brands that post pictures. Although Facebook and Twitter remain the two largest social sites in terms of users, Instagram and Pinterest are the networks that everyone is watching in 2014. In the ever-changing social media landscape, it's important for marketers to always be adapting, and there are several reasons why Instagram and Pinterest should be part of a successful marketing strategy. 1. Popularity Within the last year, both Instagram and Pinterest have emerged as major players...

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Consumer Trust Declining, Advertisers Must Look Beyond Data Alone

In an interesting interview posted in advance of Cannes, Sir Martin Sorrell, Founder and CEO of WPP, elaborated on the "Mad Men vs. Math Men" dynamic affecting the field of advertising today. Asked directly "What is the role of creativity in the increasingly data-driven advertising industry," Sorrell said something interesting:"There's about three quarters of our business in digital media planning and buying and data - so of our 18 billion projected, 19 billion in revenues for this year, three quarters of it is stuff that Don Draper in the '60s...

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3 Tips for Taking Advantage of Augmented Reality

The true value of augmented reality lies not in the technology itself, but in the immersive, interactive experience it offers the consumer.[/caption] You've got to feel a little bit sorry for augmented reality. It's so gifted, and it tries so hard, and yet so often it's dismissed as a mere parlor trick. It's understandable why: there are a lot of bad A/R campaigns out there. It doesn't have to be that way. Here are 3 tips for brands looking to take advantage of augmented reality: 1. Let the User Drive. A/R has come a long way...

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Jun 12 2014

Why Mobile Event Apps Matter

Mobile apps are a great way to maximize the value of attending events in-person. [/caption] A recent global research study determined that despite rapid proliferation throughout the broader marketing world, mobile adoption is still weak in the event planning industry. That's pretty astounding given that we're living in an age in which it's never been less important to attend live events in general. Think about it: concerts stream live via YouTube, webinars are recorded, press events are live-blogged, "live" TV is paused and returned to via DVR, and we can even attend...

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