Placement is key. But without due diligence, your brand could get caught in the wrong conversation. The digital industry was shaken up recently when major advertisers found that their messages on YouTube could be displayed next to highly inappropriate content. Some of this content was even deemed to be racist, resulting in a boycott, which […]
Read More… from Digital Advertising: Prime real estate. Controversial context.
What’s the difference between a breakthrough and a hit? An audience. When it comes to introducing an innovative product or brand, sheer brilliance is not enough. As a matter of fact, too much brilliance might just blind your consumer. As Derek Thompson astutely explains in his new book, Hit Makers , people tend to like […]
Read More… from New product Marketing: Brilliance Needs Relevance.
Don’t hope for viral. Plan it. A home run in today’s content marketing game is the elusive viral status bringing exponential brand impressions and engagement. Though the very name viral implies spontaneity, it is important that marketers commit a baseline of planning and forethought. There are examples of no planning. First Kiss is a touching short […]
Read More… from Content Marketing: Be Careful What You Wish For.
Marketers must adapt with digital consumer behavior in order to succeed. The changing landscape of digital marketing continues to impact high-end home brands, and marketers must evolve and adapt in order to succeed. A recent report from comScore underscores this trend, and offers some interesting insight into some of the seismic shifts marketers now […]
Read More… from 4 Transformative Digital Shifts Play Pivotal Role for High-End Home Brands
A picture is worth 1,000 words. But credibility is worth much more in sales. For the past several months my Ramey team and I have been working behind the scenes to help launch an innovative new of line cookware – Hestan NanoBond. One of the most exciting facets of this launch was collaborating with both our client and our […]
Affluent consumers drive sales among high-end brands, so you’d better understand their humble, middle-class values. A few years ago, I spoke to a group of marketers of high-end brands. After the session, one of the CMOs in the audience told me that the vast majority of his company’s affluent consumers loved his brand so much […]
Read More… from Why high-end brands need middle-class values
In case you missed it, 2014 was the year when everyone officially had to stop thinking about the digital world from a desktop perspective. For years, we’ve watched as smartphone and tablet online usage steadily gained ground on desktops. 2014 was the year that they pulled seriously into the lead. Desktop usage is well and […]
Read More… from Digital Marketing: The Shift to the Small Screen
Our clients usually have reliable resources for tracking key indicators like sales reports, store traffic, leads, online analytics, surveys and research benchmarks. But a great marketing plan requires much more. They ask Ramey to help develop long-term marketing strategy by assessing the competition, industry dynamics and consumer insights. One of the valuable techniques we use […]
Read More… from The (Slow) Evolution of Macro-Trends in Marketing Planning
After bingeing on NBC’s fall show, The Blacklist, it occurred to me there are very real similarities between the way marketers and criminal detectives work. The show’s heroine, Liz Keen (who, btw, is most likely the secret daughter of James Spader’s character Red Reddington), responsibility as an FBI profiler is to create a criminal’s backstory […]
Read More… from Marketer As Detective: Learning How To Profile Your Target
This past February, I turned on the television to see a cruise line commercial showcasing several of the liner’s new features. All in all, the ad was fine – except for one thing: I could only think about the ship drifting through the Gulf of Mexico without running water and little food. The Carnival Triumph […]
Read More… from Bad-Apple Marketing: Making Sure Your Brand Doesn’t Get Spoiled With The Bunch
