FutureM Schedule: Tuesday, October 23, Part 3

Posted by Kate Jurras on Thu, Sep 27, 2012

FutureM is coming soon, and we're really excited! For the next several weeks, we'll be sharing the event schedule with you in segments. Make sure to buy your pass to get access to this whole week of amazing events! MITX members: e-mail info@futurem.org to get the discount code that gets you $100 off your FutureM pass!

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FutureM Schedule: Tuesday, October 23, Part 2

Posted by Kate Jurras on Thu, Sep 27, 2012

FutureM is coming soon, and we're really excited! For the next several weeks, we'll be sharing the event schedule with you in segments. Make sure to buy your pass to get access to this whole week of amazing events! MITX members: e-mail info@futurem.org to get the discount code that gets you $100 off your FutureM pass!

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FutureM Schedule: Tuesday, October 23, Part 1

Posted by Kate Jurras on Wed, Sep 26, 2012

FutureM is coming soon, and we're really excited! For the next several weeks, we'll be sharing the event schedule with you in segments. This is the first one! Make sure to buy your pass to get access to this whole week of amazing events! MITX members: e-mail info@futurem.org to get the discount code that gets you $100 off your FutureM pass!

8:45AM-9:30AM

FutureM/IMS Shared Keynote - Do or Die: Why CEO’s are Terrified of New Digital Technology and What to do About it
Marketing

From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done? Brand marketing didn't change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” -- people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short-- to create customers.
There aren't any experts anymore. The explosion of new media over the past five years has completely overturned the apple cart. Instead of answers, we have questions: Is social over-hyped or critically important? Is television still king or is it dying? Is mobile the next wave or will people be turned off by ads on their phones? And on and on and on.

Clark Kokich has been dealing with these questions for over a decade, first as president of Avenue A, then as CEO and now chairman of Razorfish. He’s worked with clients like Apple, Best Buy, Levi's, and Microsoft as they deal with these tricky issues. Along the way he developed innovative observations and principles which point the way to the future.

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Eager Millennial Minds Bring Fresh Ideas to FutureM 2012

Posted by Kate Jurras on Tue, Sep 25, 2012

Fifteen student leaders to design and promote original content, engaging the
community on the future of marketing and technology.

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Do Sweat the Small Stuff. Stay Top of Mind.

Posted by Kate Jurras on Fri, Sep 21, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Courtney Parkinson. Fueled by high-octane coffee, Courtney wears many hats in her efforts to keep Mad*Pow out in front of the pack and in the public eye. Described as a "digital Vanna White" she manages the production and execution of monthly webinars, events, email campaigns, and manages all of Mad*Pow's social media accounts. She was part of the Mad*Pow team responsible for bringing the HXD Conference to Boston in 2011 and 2012..

Keeping up with consumers is challenging for any marketing team. Whether it’s a team of 50 or as the Hangover character, Alan Garner put it, “a one-man wolf pack,” there are a few things I have learned during my time as a Marketing Specialist at Mad*Pow that are necessary to help us stay in the hearts of our clients, and most importantly in their minds.

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Online Video - Full of Surprises: an Infographic

Posted by Kate Jurras on Thu, Sep 20, 2012

The world of online video is constantly growing. It seems like anyone who is anyone is now a heavy hitter in the online video space. But is this really the case? Could we still be surprised by viewers' attidues and preferences? And are viewers' perceptions of their video consumption a reflection of their actual use? Here's an infographic created by Alphabird based on data from YouTube, social networking statistics and Alphabird's own social video network analysis.

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Temperature@lert Honored As Gold Stevie Award Winner in 2012 American Business Awards

Posted by Kate Jurras on Wed, Sep 19, 2012

Temperature@lert Announced as a Gold Winner in ABA’s First Tech and New Product Awards Ceremony Announced in San Francisco

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Battling for Partial Attention

Posted by Kate Jurras on Wed, Sep 19, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Matt Jacobs, Director, Channel Planning,AMP Agency. Matt will be speaking at FutureM on a session entitled, “How Will the Class of 2016 Change the World of Marketing?” that will explore how advertisers and marketers can navigate the ever changing marketing terrain of Digital Natives. The session will explore the mindsets and dorms rooms of the Class of 2016 to uncover how these students (and their evolving media consumption habits) will force marketers to adapt.

At this point, if you’re in the marketing industry, someone has likely mentioned the stat from the recent "A Biometric Day in the Life" research study conducted by Time Inc. and Innerscope Research that states that Digital Natives are jumping between media platforms 27 times per hour*. At first read, it’s a rather startling observation, but after a few minutes of consideration, minutes that included me opening and closing three web tabs, receiving a text message, scanning my Twitter feed and walking by the TV in the lobby of AMP’s offices, I quickly reminded myself - continuous partial attention** is the new norm.

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Considering the Who-What-Where-When-Why of Modern Marketing

Posted by Kate Jurras on Mon, Sep 17, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Seth Lieberman, CEO of SnapApp. Seth has more than 15 years of online marketing experience. When he is not immersed in social media marketing, you can find him at home in Brookline with his young family or indulging in one of his many hobbies, from gardening to photography to music to woodworking. You can reach Seth at @sethwlieberman or slieberman at snapapp.com. 

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Usefulness Takes the Throne: How "Content is King" is Growing Up

Posted by Kate Jurras on Mon, Sep 17, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Harvey Simmons. Harvey is Dean of Marketing Affairs atEverTrue, a TechStars and MassChallenge startup that is dedicated to providing school fundraisers better data by connecting traditional alumni CRMS to the social graph. Harvey is a proud  Boston College Alum, and is wild about running, college basketball and everything mobile. You can reach Harvey at @HOSimmons4 or at harvey at evertrue.com. 

"Content is King" is every day more cliché. The popular saying seems to take real estate in nearly every presentation on digital marketing. Just as marketers witnessed Web 1.0, 2.0 and are currently experiencing 3.0 with the advent of mobile, it is helpful for marketers to consider where the theory behind the popular saying may be evolving too.

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FutureM Twitter Chat V2 - a Super Fun Storified Slideshow

Posted by Kate Jurras on Fri, Sep 14, 2012
See what we talked about during today's FutureM Twitter Chat!
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Three Ways to Catch a Consumer

Posted by Kate Jurras on Fri, Sep 14, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Tom Anderson. Tom is a Partner at Weymouth Design, a full-service branding agency with offices in Boston and San Francisco. Follow him on Twitter at TomAndersonWD.

Well, it may be hopeless. I am thinking of Keats’s “Ode on a Grecian Urn” where one never catches up:

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Welcome to the Future of Consumer Engagement: Does Your Brand Have What it Takes to Survive?"

Posted by Kate Jurras on Wed, Sep 12, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Spencer Bramson. Spencer is a charismatic and young influence marketing leader who is passionate about connecting brands with college students. As a serial entrepreneur, Spencer left school after sophomore year to co-found Buzz University, a marketing agency that he and his business partner grew to $200k in revenue by age 21. At BuzzU, Spencer managed a team of 180 university ambassadors across New England and personally engaged with hundreds of thousands of students where he captured leads, distributed swag and steered the strategy of college marketing campaigns for ROCKSTAR Energy Drink, MilkyWay, Zumba, and Proctor & Gambel among other well-known consumer packaged goods brands. Spencer has been a presenter at the 2012 Social Media Week and the Word of Mouth Marketing Association (WOMMA), has been awarded the 2011 Future Forward Game Changer and the 2012 Most Likable Entrepreneur and holds 3 WOMMA certifications.

To reach the consumer and truly engage with them has been an age old task. So many marketers today see the connection between consumers and brands to be all about the return, but the fact is it’s about creating a genuine bond. Single campaigns are no more; instead we need to create long-term and engaging communities. At influencers@, we’re all about building brand awareness by connecting with our demographic on a very personal level. The key idea behind marketing is the creation and implementation of the culture and values that a brand wants to embody. It involves more than just producing an awesome product; it has to have a meaning behind it. When you assemble all these pieces correctly, consumers become part of a club that says it’s “cool” to love your product.

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The Naysaying of the Digital Native

Posted by Kate Jurras on Mon, Sep 10, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Andrea M. Naddaff, Partner, Corey McPherson Nash. Andrea is a Partner and Vice President of Business Development at Corey McPherson Nash, a national branding and design agency developing thoughtful solutions for clients in business, education, healthcare and consumer.


Recently a friend corresponded with an intern candidate who shared – sent from her iPhone – that she was “def interested in the job 4 the experience.” Aptly said from the mouth of a digital native. This intern of today/professional of tomorrow (her resume clearly pointed to some potential) may well be prepared for 21st century communications from a platform perspective; I’m sure she’s texting 60-70 words per minute. The problem is the platform itself is turning communication into crud.

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Temperature@lert: Warming Up Your Users

Posted by Kate Jurras on Fri, Sep 7, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Diane Deng, Advertising Acrobat (Online Marketing Coordinator). Born and raised a Bostonian, Diane graduated with a BS from Boston University in Communications with a specialty in Advertising. Aerodynamic Diane spends her spare time flying in the air through her practice of aerial yoga while pursuing her Masters in Visual Arts at Harvard. Not only is she a flying machine but a marketing machine as well. She recently launched her first national cross-promotional marketing campaign. When Diane is not gliding on yoga swings, she swiftly manages Temperature@lert's new media accounts while building client and affiliate relationships. For this airborne gal, she likes her temperature like she likes her aerial yoga, a warm 78 degrees.

Temperature@lert has tons of users (30,000 devices worldwide), but converting them from user to consumer varies across all verticals. It seems more important now than ever to know your user in order for them to become your consumer. There’s no simple wax-on, wax-off technique nowadays and it’s definitely time to consider how to warm up your users.

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Ditching Funnels, Servicing Need Points and Designing Device Agnostic Experiences

Posted by Kate Jurras on Tue, Sep 4, 2012

This post is part of the September blog series. With FutureM coming in October (do you have your pass yet?!), we're thinking a lot about marketers and consumers, and this series reflects that. We asked our writers to answer this question: "what is it going to take for marketers to catch up to consumers?" We'll be sharing several posts each week of the month. Stay tuned for diverse viewpoints and creative answers to this question. This post is by Keith LaFerriere, SVP, Director of User Experience at Arnold. From creative director to user-experience leader, Keith has taken on just about everything throughout his fifteen-year career. At Arnold, he works across all accounts and is responsible for establishing the customer experience across disciplines including information architecture, discovery, usability and business requirements.

If you’re a marketer, your primary goal is to accurately time and properly communicate to your consumer why your product or service is the right choice. But getting the right message to them at each point of the “funnel” can be tricky. What’s a marketer to do? I can think of a few things that might help.

DITCH THE FUNNEL

The excuse that the funnel is easier to plan against because it’s presented in linear fashion is bogus. Additionally, the funnel more often represents what marketers would like consumers to hear rather than what they want.

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