Media Engineering: “Just in Time” Marketing

Is the consumer smarter and more sophisticated than your Media and Creative plans and strategies? Surgeons have become leads in using technology, mechanics are now geeks not grease monkeys, and pilots can program computers to route and land them across the globe. But what about your Creative and Media teams? Are they engineering your media, or relying on practices and models that are outdated for marketing in 2014?

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Length Does Matter…and Shorter is Better

When it comes to your media strategy, it’s not what IS happening, but rather what HAS happened and HOW fast it happens. A contemporary example is the look, feel, and format of short time video. Vine’s six-second videos debuted this January, followed by Instagram’s fifteen-second videos in June.

The rapid pace of evolution is the challenge faced by every CMO, as it is now done in months, not years or decades. 2014 is an opportunity for you and your brand to truly connect with your audience, not just gain impressions.
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Are You Tracking Media’s Pivot Points?

How is your organization dealing with the significant pivots in media consumption? Pivot points in media should be on every marketer’s radar due to the rapid pace and impact of consumers’ adoption of new technology.

Understanding and anticipating media pivot points are critical to a company’s survival, and is key to developing a plan that maximizes investments, engages consumers, and provides you with a competitive advantage. Some major brands that missed the point recently are Nokia, Borders, Dell, Circuit City, J.C Penny, and Zynga. Enough said.
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