Mobile marketing is dead: Long live gaming marketing

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Opinion A recent study conducted and released by MobileBridge indicates that mobile marketing tools, though accepted by the marketing community, have been slow to receive updates and delayed in expanding their current mobile apps. It seems that mobile technology is way ahead of marketing applications and perhaps ahead of the understanding of this potentially beneficial technology as well.

What does that mean to me, as a supporter of integrated marketing and omni-channel marketing? If the...

By Thaddeus Kubis, 17 February 2017, 0 comments. Categories: Branding, Gamification, M-Commerce, Mobile Marketing.

Why marketing is the true ‘game of games’: Could a video game be in your future plans?

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What connects the ever-increasing rash of zombie-based, end/beginning of civilisations series, history of now, robotic lifestyles, and topic-related movies? They all seem to pose the question: does media drive culture, or culture drive media?

I ask this question in part based on this story, as well as my recent readings, which include Pendulum, by Roy H. Williams and Michael R. Drew, Prosper, by Chris Martenson and Adam Taggart, and Tribes, by...

By Thaddeus Kubis, 09 February 2017, 0 comments. Categories: Customer Experience, Gamification, Mobile Marketing.

Why the next big thing in marketing is...simplicity (part two)

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Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

Why the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Corrective marketing: The integration of message and media

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You’re late, speeding at 120 mph, your satellite radio is blaring, your smartphone map app is recalculating, the fog is thick, the road is wet, and it’s hard to tell if the car is still on the road.

Is your marketing on the right track? 

According to internal research, that’s how most CMOs feel after recent changes in markets, economy, technology, and demographics.

A road once clearly defined is now part superhighway, part country road, part off-road, and in some...

By Thaddeus Kubis, 25 October 2016, 0 comments. Categories: Social Media Marketing.

Are you in need of corrective marketing?

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Have you ever considered this question? I ask it all the time.

Successful marketers have always been marketing and selling via an omnichannel stream, and integrated marketing is mostly self-corrective.

Corrective marketing involves using a holistic program that not only determines the problem areas but also offers a solution, a correction.

The advent and need for corrective marketing

Marketing programs are like a long-range space probe; it may take years to reach its destination...

By Thaddeus Kubis, 26 September 2016, 1 comment. Categories: Best Practice.

The importance of omnichannel marketing in bridging the 'isthmus'

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The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.

It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.

Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...

By Thaddeus Kubis, 16 August 2016, 0 comments. Categories: Content Marketing, CRM.

Gaming: The next big thing in social media and digital marketing?

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In a world long ago, I designed or assisted in the design of a series of conflict simulation board games—mostly complex, very realistic war games, long before online games were common.

I was very observant, understanding the gamers’ demographics, their needs, habits, desires, the history of the game, and maintaining the needed, correct, realistic history of the event portrayed. 

In the back of my mind, I was always thinking what brand might consider advertising...

By Thaddeus Kubis, 21 July 2016, 0 comments. Categories: Gamification, Social Media Marketing.

Mary Meeker and the case of the converging digital marketer

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Each year, the world of the internet, advertising, digital, legacy marketing, and communications wait with more than baited breath for the Mary Meeker 2016 internet trends report presentation.

The anticipation is right for many people; for me, I am not so sure anymore. But this year, as much as I was impressed with the data, stats, and slides, I also divined that Mary Meeker was really supporting the argument for integrated, converged marketing.

The Mary Meeker method states:

• Know your...

By Thaddeus Kubis, 01 July 2016, 1 comment. Categories: Data-driven marketing.

Has social media really become a standalone marketing tool?

As a marketing communications integrator, I look to define and evaluate the added strength that converged, combined, and integrated media channels bring to the marketing table.

After many tests, I still find social media to be a developing communications medium and one that needs to be viewed as a media tool—a channel rather than a standalone strategy.

In my search to determine if social media is truly social or whether it has become saleable media – or both, I have found many on both sides of the...

By Thaddeus Kubis, 01 June 2016, 2 comments. Categories: Social Media Marketing.

The future of marketing tech is 'account based everything'

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According to Jon Miller, CEO of Engagio, the secret sauce and the future of marketing technology is - wait for it - account based everything (ABE). 

As the keynote speaker for the recently held MarcomCentral Marketing Tech Roadshow, Miller outlined in an exciting, determined, informative, and illustrative PowerPoint the new concept of ABE. 

Miller’s presentation headlined the MarcomCentral mini-conference, a three-hour event...

By Thaddeus Kubis, 10 May 2016, 0 comments. Categories: Best Practice.

The positive aspects of a downward marketing spiral

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We nearly always think that a downward spiral is a negative, a downturn, and a disaster. Not always. I disagree and make an exception when it comes to marketing and developing a ‘go to market’ digital cross-media or integrated strategy, selecting the media, and determining when to use that media to support your strategy.

I often explain to clients and students that a useful image to visualise when discussing the development of an integrated marketing program is a...

By Thaddeus Kubis, 05 April 2016, 1 comment. Categories: Best Practice, Search Marketing, Social Media Marketing, Wearables.

The myth of customer experience and the emergence of brand experience

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We all know what a customer experience (CX) is. To many, it is the holy grail of marketing metrics. Yet I think as important as the CX may be, of greater importance overall is the view, the big picture, of the brand experience (Bxp).

Am I splitting words? Not really. Are the terms interchangeable, or are they something very different? As with many things in life and marketing, the view, your point of view depends on your position on the hill.

Let’s start with a few online definitions.

By Thaddeus Kubis, 04 March 2016, 0 comments. Categories: Customer Experience.

Why preparing lasagne is like developing a digital marketing plan

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If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

Who goes there?, or, Your most important marketing resolution for 2016

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In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...

Why the marketing bubble may be about to collapse – and how digital fits into it

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Over the past 25 years, multiple economic and related bubbles have negatively impacted the United States and the world. These bubbles include the very famous dot.com bubble, the not-so-famous technology bubble, and the very financially damaging housing bubble and real estate bubble.

Whether you believe in the concept of bubbles or not, I believe that the marketing sector is on the verge of a bubble that is truly about to pop.

Let’s be real; not all media and not all trends last....

By Thaddeus Kubis, 05 November 2015, 2 comments. Categories: Best Practice, Mobile Marketing.

This micro moment – so different and so new for brands?

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Advocated most recently by Google, a 'micro moment' in marketing represents a moment where consumers search 'in the moment' for something top of mind using whatever device is nearest to them. It also represents a serious opportunity for brands. This piece examines what a micro moment is, where brands and companies sit and what action can be taken from here.

If Doc Pomus and Mort Shuman – and of course the Drifters – would have read this article, I would suggest they revise...

By Thaddeus Kubis, 06 October 2015, 0 comments. Categories: Branding, Mobile Marketing.

Experiential marketing: Is it the future or just another almost big thing?

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In 2002, Steven Spielberg directed the film Minority Report, based on a short story by Philip K. Dick. The PreCrime captain, played by Tom Cruise, used three psychic sources called “precogs” to predict crime prior to the event occurring and apprehend the potential criminal based on foreknown knowledge.

Advertising and marketing has been searching for a “Minority Report”-esque captain of its own for years. In the past, the discipline has attempted to use scientific...

By Thaddeus Kubis, 10 September 2015, 1 comment. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Defining the ultimate wearable technology - and what it means for marketers

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I sense a revolution on the horizon. A revolution that will slow the advance of technology, but one not stopping the advance. This revolution will redefine who and how the users, consumers, customers will use the next stage of integrated (wearable) convergence technology.

Defining wearable technology

There is, as you can imagine, a broad and somewhat vague definition available of wearable technology. One definition includes the term...

By Thaddeus Kubis, 27 May 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Wearables.

The correct use of data for marketers: Big, little, or nearly any thing in between

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As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Data Science.