Community Focusing on the people behind the headlines

About this blog

M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

targeting

• Harnessing consumer engagement

  10 May 2011

  In the penultimate session of the Festival of Media Global, Kraft Foods vice-president of global media services Mark Stewart outlined his five principles to creating engaging ad strategies:
  
  1)      Creating a meaningful role
  2)      Understanding your consumer
  3)      Have an engaging creative idea
  4)      Set overall behavioural objective and role for each tactic
  5)      Don’t forget to involve your consumers
  
  “It’s almost impossible not to involve consumers in campaigns,” he said. “You could argue they always have been but the breadth and volume has increased.”

  Comments (0) | Permalink

  Posted by: Josh Colley

  Tags: Creativity, targeting, Festival of Media Global, Consumer insight

• Chasing a captive audience

  29 March 2011

  I am very rarely left speechless. I have even been referred to as chatterbox on the odd occasion. However, a news story from The Buffalo News in the US has put me in this space and rather than summarise I might as well just let the opening of the article speak for itself:

  “The Erie County Holding Center, which has had its share of problems in recent years, soon will be on the cutting edge in this respect: It will allow bail bondsmen and defense lawyers to advertise on a high-definition television screen aimed at defendants minutes after their arrest.

  The key to effective advertising is to reach consumers at the moment they make their purchasing decision, said Anthony N. Diina, the head of a company offering digital advertising services to Erie County government.”

  A screen will be strategically positioned outside the Holding Center booking area and another in a lobby used by friends and families waiting to visit inmates. But the best part of this story has to be the name of the new initiative ‘Captive Ads’ – genius!

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  Posted by: Martina Lacey

  Tags: targeting