How To Become The Most-Respected, Most In-Demand Personal Brand In Your Marketplace with guest Chris Frank, CEO and Co-Founder of CFX
Be sure to tune into part II of this interview via itunes!
Be sure to tune into part II of this interview via itunes!
Chris Frank and Cfx, Inc. are elated about Citizens Reserve’s recent partnership with Smartrac, a JP Morgan portfolio company dealing in the product digitization space. With Eric Piscini at the helm, Citizens Reserve will use its blockchain-powered SUKU supply chain platform to integrate with Smartrac.
Smartrac is one of the world's top players in the Radio-Frequency Identification (RFID) and Internet of Things (IoT) technology space. Smartrac's involvement spans many industries, such as food. According to a statement, "Smartrac is a JP Morgan major portfolio company and Alibaba recently took a minority stake to deploy enhanced brand protection solutions."
The partnership with Citizens Reserve looks to bridge Smartrac's technology into the blockchain ecosystem, connecting the digital and physical worlds. Adding blockchain to the supply chain also provides a new aspect of security and tracking. Blockchain has the potential to significantly cut down on tampering due to its immutable ledger.
The combination of Smartrac’s digital enablement capabilities along with Citizen’s Reserves’ SUKU platform will provide a unique identity for each physical product with a transparent and accessible supply chain solution.
Learn More via Forbes
Learn More via Yahoo
As the evolution of digital marketing allows ad-targeting to become more and more granular, brands are finding new and innovative ways to reach out to their audience. Weather-based geo-targeting is a new type of "contextual advertising" being leveraged, which delivers tailored ads to people based specifically on the weather they're experiencing. Below are three companies that are capitalizing on this emerging technology.
Beer always sounds the most refreshing on a hot summer day. Owners of Coors Light and Molson Canadian Cider, Molson decided to experiment with weather-triggered ads for the two brands. Anytime the temperature rose above 74 and sunny, Facebook ads would be triggered that would say things such as "Summer heat? Simply say 'cider." Molson experienced higher clickthrough and engagement rates while running these ads, ultimately resulting in a lower cost-per-click.
BMW's xDrive four-wheel-drive system is especially effective in poor weather and road conditions. Accordiingly, BMW wanted their ads to correspond with inclement weather, so one year ago they deployed a Facebook video ad campaign that showed the true prowess of the xDrive system. They programmed their video ads to trigger based on inclement weather conditions all across the globe. Using users' location data and real-time weather information, BMW saw a 30 percent rise in engagement, and a whopping 16:1 return on investment.
Burton, a sporting goods and apparel company, took a slightly different route with weather-related advertisements. Burton added a weather-dependent tile to its homepage which would reference a visitor's local forecast, then make product recommendations that aligned with those weather conditions. Burton saw a nearly 12 percent increase in their website conversions.
Following the release of Brave, Eich also launched BAT (Basic Attention Token), a new cryptocurrency which will integrate with Brave to reward users for their attention, while allowing advertisers and publishers to serve fewer (but more targeted) ads, ultimately giving users access to the specific type of ad content they value.
Click here for an extended story by VICE on how cryptocurrency is changing advertising and how blockchaining continues to grow as one of the world's emerging technologies.
For many years now, digital advertising has been at the forefront of marketing efforts. Consumers spend more time on their devices than they do consuming printed media, and as such, advertisers have focused their attention accordingly. Ever since the implementation of digital billboards, there has been an uptick in billboard ad buys.
Social media has cultivated a visually-driven advertising world, opening up the opportunity for billboards to make a big impression that could ultimately lead to millions of additional impressions. Here are three things advertisers are doing to ensure that their digital and out-of-home campaigns are working together.
Location Is Key
Location is the most important thing to consider when planning an out-of-home campaign. Most importantly, the environment should reflect your brand. The easier it is for someone to stop and absorb your advertisement, the more lasting the impression will be.
Budgets and Partners
Adweek reported that the average cost per click increased 136 percent in the first half of 2017, and while digital pricing is rapidly increasing, billboard pricing has remained relatively stable. Figuring out how to effectively tie outdoor in with digital campaigns, and working with the right media buyer, can allow a creative play between digital and physical advertising efforts.
Make Digital and Physical Work Together
Tying digital ads to a billboard campaign can be accomplished in a number of creative ways. Using geotargeting, consumers can unlock special offers and features when standing near the billboard. Contests can even require fans and customers to take a selfie with the billboard.
As marketers and advertisers, our job is to design in a way that achieves measurable outcomes using the broad range of tools we have at our disposal. Today's audience craves a personalized experience, and technology has given us the opportunity to give them just that.
Now that we have thorough insights on our digital advertising efforts, we get more of a bird's eye view of the success (or failure) of our advertising efforts and design decisions. This opportunity to synthesize and dissect our successes can continuously help us design more thoughtfully.
We must approach design strategically, making the aesthetics of our advertisements more engaging than those of yesteryear so as to keep up with the experience the consumer wants.
Though our designs are made for a large audience, they are essentially aimed at a much smaller audience: the individual. Making an experience personal simplifies the level of understanding for the user, and enables interaction with the marketing message.
More than half of all digital video consumption occurred on smartphones last year, and streaming video takes up to 83 percent of total mobile data consumed. This change in user consumption patterns represents an opportunity for business-to-business brands to score points with their customers and prospects via social media.
In December, eMarketer made waves by releasing its first B2B digital ads report, forecasting the space will grow to $4.6 billion in 2018, expanding 13 percent from last year’s $4.07 billion. In 2018, there are great opportunities in mobile video thanks to the accessibility of the hand-held medium.
AdWeek has outlined 4 tips for B2B marketers to excel within the mobile landscape.
B2B brands should experiment with creating snackable, three-to-10 second clips, which are becoming the norm as audiences’ attention spans have shrunk with the rise of mobile devices.
B2C advertisers should also acknowledge that branding in their space is starting to look a lot more like B2C efforts.
Digital lead-generation has been evident since social media networks have become commonplace for ad campaigns. eMarketer has outlined that 63 percent of B2B buyers last year were utilizing mobile devices for work more than they were in 2016.
Mastering mobile video sooner rather than later will give you a huge advantage because they’ll stand above the crowd and ultimately track customers.
Blockchain continues to live in the shadow of cryptocurrencies like Bitcoin and Ethereum, but marketers and advertisers could benefit greatly from leveraging blockchain's decentralized ledger. Below are the three major ways marketers and advertisers are better targeting customers and increasing ROI through the use of blockchain technology.
Blockchain allows buyers and sellers to become more directly connected. Using a public key on the blockchain, marketers are able to identify and track potential prospects and their buying behaviors.
As new privacy laws are written to supplement the laws already in place, it is becoming increasingly difficult for advertisers to legally collect information from consumers. Blockchain will allow smart contracts to certify rights and privileges such as where data is allowed to be stored, used, etc. This will give marketers the ability to geofence data, thus keeping them ahead of the regulatory curve.
Marketers struggle to verify the identity of the person (or bot) on the other end of a click. The fact that 50-60 percent of clicks are performed by bots dilutes ROI calculations. Blockchain verifies the identity of their ad clicks and increases ROI while cutting down on fraudulent clicks.
Although blockchain is still a relatively new tool in the marketing and advertising space, once it becomes more commonplace marketers will be able to more effectively adhere to regulatory changes, identify users, and prevent fraud.
Whether referring to live chat interfaces on brands' websites, or voice-activated communication on devices like the Amazon Echo, the world is becoming not only more voice-oriented, but also more conversational. In this sense, brands are starting to connect with their audiences in a different manner than ever before.
Brands are beginning to gather individual data about their consumers so they can more accurately mirror their personalities, and ultimately, more effectively meet their needs. The information gained from today's conversational interfaces (social media, live chat, voice-activated devices, etc.) allows for brands to collect detailed information on behaviors, language patterns, and preferences. Simply put, brand recognition is no longer limited to logos and typefaces.
While brands are gaining the ability to become more human in their interactions with consumers, this conversation and compassion is going to become increasingly expected as a part of the customer's experience.
Craig Ward, a design director from New York, was asked to design a typeface specifically for England's 2018 World Cup kit. He wanted to create a typeface that hinged on the aesthetic of St. George's cross, so he modeled and animated the type in 3D software, featuring a combination of inline, outline and fill weights to achieve the twisting feel.
With mobile advertising being a big focus within the marketing industry, advertisers are finding interestingly deceptive ways to engage consumers these days. AdWeek has outlined some recent methods that have taken consumers by surprise ...
Trick 1: Placing a brown pixel on a bright pink background to look like a piece of dust.
Chatmost recently launched a mobile advertisement with a small brown speck on it to prompt users to physically touch the ad.
Trick 2: Placing a curved line in the middle of the picture to look like a piece of hair.
An Instagram Stories ad for a Chinese sneaker manufacturer called Kaiwei Ni recently added a curved line to an ad in order for users to physically interact despite their interest.
Trick 3: Using a "new email message" icon to encourage consumers to click on an unbranded ad.
The approach is essentially copying a user experience that you were used to being excited by and tricking you with it.
Nearly a year after she first appeared in Manhattan, right before International Women’s Day 2017, negotiations are now under way behind the now-iconic statue, regarding the long-term future of both Fearless Girl and her nemesis statue, Charging Bull.
The strong message that is reflective of today's sociological climate is in discussion to be an inseparable fixture in the New York City landscape. Both Fearless Girl and Charging Bull could be moved to a more pedestrian-friendly location nearby.
Facebook researchers have acknowledged that while direct sharing between individuals and small groups on Facebook can have positive effects, merely scrolling through updates makes people unhappy. Mark Zuckerberg, Facebook founder, has pledged to "fix" the social media platform by "making sure that time spent on Facebook is time well spent."
Mr. Zuckerberg has also recently told investors he wants his company to "encourage meaningful social interactions," adding that "time spent is not a goal by itself." However it's unclear whether he will go further and change the basic fabric of Facebook's algorithms in the name of users' mental health. Is Zuckerberg willing to sacrifice revenue for the well-being of Facebook's two-billion users?
Source: Wall Street Journal
Web design has undergone tremendous evolution since the first site launched in mid-1991. Beginning as a simple text-based page, websites have now grown into fully-interactive, animated pages that can intelligently accommodate multiple interfaces including cell phones, tablets, desktops, and more.
Editorial designs are beginning to replicate beautifully-designed magazine pages, and with the integration of animation, the reader experience is being improved upon every single day. The animations featured in this article are elements of the portfolio of Poland-based designer Adam Zielonko, who hints at a potential new trend in web and visual design.
Growing in influence and popularity is Instagram, the photo- and video-sharing social network owned by Facebook, which now has more than 2 million monthly advertisers. As a visual social network, Instagram’s unique offering to advertisers is all about inspiration, discovery, branding and the continuation of customer journeys.
Of course, the tradeoff with ads focusing on inspiration and branding alone is that there’s less drive for consumers to click the ad, since their engagement is more likely to be about simply viewing what ads are offering to them than purchasing. Being so visually based, content and delivery are two key components for successfully engaging customers on the platform.
AdWeek has outlined some best practices for the platform.
Maintain a tone that matches closely with the existing brand as tonal consistency reinforces the experience a consumer has with a brand. The subtleties can come in the form of specific industry verbiage, imagery and overall aesthetics.
Always be consistent with your posting so your audience grows to expect new and great content. Feeding followers a constant flow of content can be extremely valuable and help establish brand presence within the landscape.
Ensuring that your Instagram ads get credit for their role in any conversion is important as it's working hard to establish brand sensibilities. Inspiring a customer with a clever use of the platform will help to ensure your brand's relevancy and make you top of mind next time their shopping.
By recognizing where Instagram ads can excel with the digital marketing mix and tailoring campaign strategies to match, advertisers can make the most of the unique opportunity presented by the visual social network.