Episode 9: Mass To Me Marketing

February 20th, 2010 by Zach Jordan | No Comments

Episode 9: Mass To Me Marketing

How excited were you when you saw Episode 8 and learned about the different types of audience?  We know; Earth shattering.  Keep it together because this week we’re going to astound you yet again with information you haven’t already heard a million times.  All this talk of social media this and new media that is [...]


Episode 8: The Modern Audience Revealed

February 3rd, 2010 by Zach Jordan | No Comments

Episode 8: The Modern Audience Revealed

In our last episode, we learned that the power of a loyal audience today is due to quality not quantity.  This week we explain the three main types of audience and how the new, “lean forward” audience engages with content across multiple platforms.  How does one engage people when they are consuming across all platforms, [...]


Episode 6: Social Media: Hold The BS

December 16th, 2009 by Zach Jordan | 1 Comment

Episode 6: Social Media: Hold The BS

In Episode 5 we find out why it’s so important to have all the elements of the conversation in place in order to encourage audience participation and build a loyal following.  This week we take a closer look at crafting an authentic message.  You don’t always have to be good, but you do have to [...]


Episode 5: The Conversation Equation

December 9th, 2009 by Zach Jordan | 1 Comment

Episode 5: The Conversation Equation

The big scary paradigm shift in technology, entertainment and advertising (don’t worry everything else is converging too) is akin to the implosion of the music industry. We spent years building up obstacles between the music and the fans and trying to ignore the fact that they were always in control. When the dust finally settles [...]


Episode 4: Audience Engagement: Keepin’ It Real

December 1st, 2009 by Zach Jordan | 1 Comment

Episode 4: Audience Engagement: Keepin' It Real

As we saw in Episode 3, there are several ways to track audience data.  You can find out, on a very granular level, who they are, where they like to play, and other important metrics that are required to make great content and distribute it strategically across the web.  In Episode 4 we find out [...]


World’s First Justin Bieber Multicast…or how Dad was replaced by Digital

November 25th, 2009 by Peter Schankowitz | No Comments

World's First Justin Bieber Multicast...or how Dad was replaced by Digital

When Zach and I discuss clients and what the future has in store for those “living digital”, I am often the naysayer. While he sees the exponential embrace of a soon-to-be-unrecognizable digital lifestyle in the digital cloud, I often dig my heels in, play contrarian, and draw a line where the need for human interaction [...]


Transmedia 360: The New Marketing Paradigm Part I

October 5th, 2009 by Zach Jordan | 12 Comments

Transmedia 360: The New Marketing Paradigm Part I

Transmedia Storytelling Explained

The story of traditional branding and marketing, set against the backdrop of this nerve racking, yet exciting paradigm shift, makes yet another exciting plot twist. “360 storytelling”, “Multi-platform storytelling”, or Transmedia storytelling, as it was coined many years ago by the great MIT/USC professor Henry Jenkins, is moving away [...]


The Brand Police Never Sleep: GoodGuide Good for Brands…and US

September 28th, 2009 by Peter Schankowitz | No Comments

The Brand Police Never Sleep: GoodGuide Good for Brands...and US

The brand police are knocking at the door.  You can run but you can’t hide!
In today’s Ad Age, Jack Neff writes about Good Guide, a consumer brand rating site that has already put their scale of 1-10 on over 75,000 products.  While consumer watchdogs have been around a long, long time, this more recent entry [...]


Mom Marketing, Teen Targeting

September 23rd, 2009 by Peter Schankowitz | 2 Comments

Mom Marketing, Teen Targeting

Hold on to your hat!  Are you sitting down?  You know the long forgotten “old” people outside the 18-34 demo?  The ones who have always been the afterthought when it comes to brand messaging?  Guess what, they count.  As I noted in several prior posts, the notion that retailers, especially teen and youth product and [...]


The New 360 Storytelling Experience: Audience

September 7th, 2009 by Zach Jordan | Comments Off

The New 360 Storytelling Experience: Audience

Your audience has always been in control of your messaging, but now they are equipped with the digital tools to demand everything be completely on their terms.  Understanding your audience, the way they speak, the terms they use and places they like to interact with each other is as important as a solid story structure.  [...]