After twelve years as an agency, Traction recently got a taste of the client's life after partnering with the Pacific Fruit & Beverage Company to bring calamansi juice to the mainstream American market. Suddenly our CEO Adam Kleinberg was a CMO tasked with figuring out a "way to not only build a brand, but get into shopping carts."
"While real-time marketing has, as Tom Cruise would say, a need for speed, it also requires planning. "
Traction CEO Adam Kleinberg was recently interviewed by Steve Hall of Central Desktop Blog about real-time marketing collaboration. “When you are marketing in real-time, there’s a deeper need for trust and partnership...Throwing it over the wall doesn’t work in real-time. It doesn’t work when you’re managing conversations."
Go home native advertising, you're drunk. Or at least no better than the banner ads you claim to replace. In his latest article for AdAge, Why Bad Native Advertising Is Worse Than Banner Ads, Traction CEO Adam Kleinberg weighs in on the lack of accountability in the realm of native advertising.
It's a great moment for a brand when a customer opts-in for their communications. Sure your goal may be to get millions of people to raise their hands and say "yes, I want to hear from your brand." But each and every one of those relationships you create is a human being with a wallet that is doing you the honor of inviting you to come visit their inbox.
That is a gesture of trust, so it really reflects poorly on you if you violate that trust.
"The middle of the funnel is where selling happens."
Al Gore discussed The Future with Walt Mossberg from the WSJ at SXSW this weekend. His new book discusses six shifts that reshaping our planet. One shift that was of particular interest for marketers: an over-reliance on the concept of growth as the core metric for success in society.
SXSW may be known as a launch-pad for startups like Twitter and Foursquare, but like anything that grows big, it has evolved. Just this morning, a Austin newspaper ran a story on how start-ups are having a difficult time launching here.
That may be the case, but SXSW still remains one-of-a-kind and I continue to come year after year. Here are a few thoughts on why.
Traction CEO Adam Kleinberg was recently quoted in the Direct Marketing News article Microsoft's Xbox Runs 360s Around Sony's PlayStation 3. Focusing on the differing brand strategies surrounding each product; the article compares the two platforms in terms of social media, forums, websites, video/print/banner ads, and branding to conclude that:
Traction CEO Adam Kleinberg was recently quoted in the Digiday article Publishers Push into Agency Turf. Exploring the issue of publisher-driven content creation and what that means for agencies, the article was written by Jack Marshall.