Category: Business

The Power of Aligning Consumers With Your Brand

Advertising remains big business in the United States. According to Kantar Media, U.S. companies spent a combined $140 billion on promotion and publicity in 2013 alone.

That hefty sum buys a lot of messaging — from 60-second television spots and half-page newspaper ads to digital billboards and mobile marketing. Today’s consumers are constantly bombarded by advertisements from companies claiming their product is better than the rest. But in a marketplace still struggling to recover from the financial collapse of 2008 and the ensuing Great Recession, it takes a lot more than a catchy tagline and a slick commercial to engage consumers.

Alignment — not advertising — brings greater rewards

Multi-screen storytelling. Right screen. Right time.

A recent survey of leading ad agencies conducted by data-driven ad platform Jivox found that almost 75 percent of advertisers are running multiscreen ad campaigns, and two-thirds plan to do the same before the year is out. The data is consistent with a report from the Association of National Advertisers and Nielsen that revealed 48 percent of marketers consider multiscreen advertising “very important” to their marketing efforts. In that study, 72 percent of respondents said they expect to increase their integrated multiscreen campaign budgets between 26 and 100 percent by 2016.

 Read the full story here

Silicon Harlem is smarter than you think

As a former resident of Harlem I can tell you that the idea of making it a tech hub is brilliant.  The proximity to talented graduates, mentors and Columbia combined with low rent, low cost surrounding is ideal. However, what really does it in this case is the culture. This area has more culture than most other areas of town but has yet to see its cultural resurgence.  I hope this is it.