Might as Well Face It: I’m Addicted to Mobile?

ROBERT HUFFSTUTTER

“I’m trying to talk to you. Can you please put your cellphone down?!?”

These words have become all too common in American households and are usually heard from moms and dads trying to get their kids’ attention. Unfortunately, in my household I’m the one often being scolded, not my kids!

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Corporate/Lifestyle Branding Digest, November 4, 2015


Measuring Emotion in Native Advertising
(Forbes, 08.10.15)

The last few years have seen an explosion of innovation in advertising formats. From real-world goods that reward you for accomplishments in mobile apps to far deeper engagement with original content, marketers and their startup technology partners have been looking for ways to spread brand messages that people don’t simply filter out.


How Morgan Spurlock Started a Branded Content Revolution
(Adweek, 02.10.15)

You wouldn’t think the man behind the documentary Supersize Me, which vanquished the fast food industry, or that that same man, whose follow up film documented the ubiquity of product placement in popular media—then paid for the film with product placement—would end up making content for brands.


Travel Agent as Therapist: The Rise of the Travel Shrink
(Travel Market Report, 21.09.15)

It’s a label with which travel advisor Hope Yonge was christened a decade ago, and one she still wears proudly. She’s even incorporated it into her email address.


Why CMOs Are Shifting Their Focus from Customer Acquisition to Retention
(Marketing Week, 28.08.15)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours a day making calls, companies are now taking advantage of the latest cloud-computing technology to create virtual teams whose members are distributed across the globe, speaking with prospective and current clients in their individual locations.


“If you’re not a risk taker, you should get the hell out of business.” —Ray Kroc


Consumer/Lifestyle Branding Digest, October 28, 2015


5 Things You Need to Know About New Heartland Pro-Millennials
(Forbes, 07.10.15)

Millennials are top of mind for most brands, but few have mastered how to convert them into loyal customers. One big faux pas we see brands make frequently is lumping them into one big group. In reality, Millennials are extremely diverse in their life stages, habits, and values. Where they live also has big impact on their brand loyalty.


A Playful, Interactive Approach to Book Marketing in the Digital Age
(Fast Company, 30.09.15)

Old-school book publishers can be reticent to weave new technologies into their long-established practices, but a team of designers at Penguin UK is working to change that. Last year, designers Mathieu Triay and Matthew Young designed an interactive “wheel of book discovery” for the esteemed publishing house’s 80th birthday. Now they’ve designed an equally appealing site for Carlo Rovelli’s bestselling book, Seven Brief Lessons on Physics.


The Marketing Puzzle Is Unsolvable, but Here’s Why That Doesn’t Matter
(Adweek, 21.09.15)

It has taken a long time—maybe the entire history of advertising—but today’s iconic brands are finally discovering how to balance the art of marketing with the science of data to connect with more customers. In most cases, the secret is using technology that can deliver and simplify the science in ways that nurture creative innovation.


What Could Facebook’s Personal Assistant ‘M’ Mean for Marketers?
(Marketing Week, 27.08.15)

From delivering flowers to booking travel, Facebook is taking on Apple’s Siri by introducing its very own personal assistant feature on Facebook Messenger. But how could brands benefit?


“I think people love having a person behind a brand who lives it. The idea of storytelling is really important.” —Aerin Lauder


Health and Wellness Branding Digest, June 25, 2015


Marketing Clinical Research
(Natural Products Insider, 18.06.15)

Clinical trials are a vital part of the marketing messages supplement companies use to connect with and educate consumers, but regulations and study design are factors to be considered before marketing or research begins. As marketing goals increasingly demand the use of health benefit claims and regulatory agencies increasingly take action against violative claims, it is important for marketing goals and personnel to be involved in the process of clinical study design.


Is Legacy Healthcare Marketing Obstructing Healthcare Consumerism?
(LinkedIn, 12.06.15)

It’s well documented that the healthcare consumer and patient is actively engaged in searching for quality and price information when selecting healthcare providers. Social media, web sites, mobile apps and other channels play significant roles in the consumer informational quest. Each day more and more disruptive innovation takes place that brings the data healthcare consumers need to the forefront in spite of hospitals and health systems. News coverage by electronic and print channels is also intensifying the pressure for price and quality transparency.


5 Ways Providers Can Improve Marketing in the Mobile Age
(Health Data Management, 10.06.15)

The age of consumer empowerment has arrived in the healthcare industry. Medical patients are now acting like informed customers. They’re using digital and mobile technology to research doctors and become more informed of healthcare choices. They expect providers to make it easy to learn about their credentials, read patient reviews, and book appointments online.


Biosimilar Uptake Will Require Companies to Tell a Trustworthy Backstory
(Medical Marketing & Media, 12.03.15)

Novartis still has to win a patent-infringement lawsuit before it can sell Zarxio, the first biosimilar to receive FDA approval, but experts and advocates indicate the potential rollout of the drug is less important than the fact that the approval has smoothed the way for the four biosimilar applications in front of the FDA.


“Details create the big picture.” —Sanford I. Weill