videos
Mid-Size Marketing
Max Kalehoff, VP of Marketing at Clickable and Board Member of the Future of Advertising Project with Wharton, talks about how the majority of the advertising economy in the U.S. comes from small and mid-sized businesses. These businesses care less about fancy marketing strategies, and more about the bottom line and how to drive growth. Kalehoff advises to start with your internal marketing - a very clear purpose and values.
Inside JetBlue
Max Kalehoff, VP of Marketing at Clickable and Board Member of the Future of Advertising Project at Wharton, discusses Jet Blue as an example of a company that has paid attention to internal marketing. JetBlue has five clear values that everyone in the company knows. They also look closely at advocacy for JetBlue as a great pace to work among their employees, and that ultimately manifests externally as well.
Brand Differentiation: Pepsi vs. Coke
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about how differentiation means meeting the needs of a segment in a unique way. Reisman uses Pepsi and Coke to illustrate how differentiation is not necessarily about the product, but also about the brand.
Editor's Pick
Video is the Future
Rob Carter, Executive Vice President of Campaign Grid, talks about why he recommends his clients invest at least 10% of their marketing budget in online advertising, focusing on search, display, and video.
Editor's Pick
Segmentation Variables
Peter Fader, Professor of Marketing at The Wharton School, talks about what variables he thinks should be used to segment customers. Fader recommends segmenting on variables directly related to the behavior of interest, rather than variables like demographics or geographic location.
Editor's Pick
Segmented vs. Mass Marketing
Peter Fader, Professor of Marketing at The Wharton School, talks about why it is nearly impossible to engage in one-to-one marketing. Fader talks about how marketers need to find a middle ground between individualized and mass marketing. Fader also discusses what this means for mobile.
Editor's Pick
User-Generated Video
Peter Fader, Professor of Marketing at The Wharton School, talks about what has been the biggest surprise in the last ten years. The one thing that became much bigger than anyone could have dreamed was user-generated video. Fader discusses why user-generated video is so important today, and what role it might play in the future.
Editor's Pick
Two Mobile Trends
Peter Fader, Professor of Marketing at The Wharton School, talks about two trends in marketing. First, he talks about the limitations of location-based targeting. Then, he talks about how new technologies like the iPad are forcing publishers to establish better business models.
Editor's Pick
Search for Yourself
Philip DeVellis, VP New Media, Senior Associate at Murphy Putnam Media, talks about a campaign he worked on in which he created an ad that asked the audience to search for information about a candidate themselves, on Google. Credibility is important for political campaigns, and the way that credibility can be shown is evolving.
Editor's Pick
Focus Group Alternative
Philip DeVellis, VP New Media, Senior Associate at Murphy Putnam Media, talks about the benefits of experimenting with online ad buys. Even small ad buys allow you to see how people respond, and it is often more accurate than a focus group, because people are in a natural setting, alone, rather than discussing an ad with a group of people.
Editor's Pick
Mobile Challenges
Michael Beach, Partner, Co-Founder of Targeted Victory, talks about how mobile has great potential for political campaigns, but is still in its infancy. One issue is that people who download your mobile app or visit your mobile website are already committed - they are not the swing voters. Another problem is the need to make different applications for different mobile devices.
Editor's Pick
Deeper Embrace of Digital
Jonah Seiger, Founder, Managing Partner at Connections Media, talks about how, as the professional practice of politics evolves, future generations will approach communication strategies with a deeper understanding of new media.