Thursday, December 05, 2013
It was announced yesterday that Super Bowl XLVIII has officially sold out of ad inventory to the tune of $4M per 30-second spot.
And though Fox will continue to focus its attention on digital as well as pre and post-game buys, now seems like a good time to check in on which brands are “in” for the broadcast.
Unsurprising, there are some of the usual suspects like Anheuser Busch and Doritos. Newbies like Jaguar will be there. And Wonderful Pistachios will be back, along with speculation that Miley Cyrus could be the celebrity featured in this year’s creative. (Consider yourself forewarned.)
Check out Ad Age’s “Who’s Buying What in Super Bowl 2014” for the full list.
Thursday, November 21, 2013
Well, here we are. It’s the week before Thanksgiving and holiday advertising is in full swing. As we discussed in October, there are advertisers like Kmart who have been at it since September, and there are others like Target who “delayed” and waited until after Halloween. But, make no mistake, it’s go time for just about every retailer.
And, this year, it's anticipated that shoppers are even less likely to brave the brick and mortar crowds than years prior. Predictions for consumers doing at least a portion of their holiday shopping online are at an all-time high, suggesting that this year's most appealing storefront is digital. And these days the shopping doesn’t just happen on computers. Google’s 2013 Holiday Shopping Intentions Report indicates that consumers will shop across devices, with mobile securing a prime spot.
As such, brands are working to keep up with the demand— offering online promotions long before Cyber Monday. Walmart began offering online only deals on November 1. Google recently partnered with Costco on same-day delivery options. Black Friday arrives a week early for members of Sears’ “Shop Your Way” program. And Amazon plans to blast deals every 10 minutes on its site starting Sunday.
When the holiday dust settles, it will be interesting to see the degree to which shoppers did "show up" online and if brands' extra digital efforts paid off.
Has your brand shifted more of its ad dollars to online promotions this season? Let us know in the comments below!
Thursday, November 14, 2013
This year’s ANA conference sparked a discussion around the schism between a Chief Marketing Officer's evolving responsibilities and their arguably antiquated title. Top executives voiced that the title on their business cards doesn’t necessarily reflect their growing charges, nor does it encapsulate the varied role of a CMO from one company to the next. Some suggested that Chief Value Officer or Chief Innovation Officer might be more fitting. Others rightly pointed out that it's about defining the role first and naming it second.
Whether evolving the title of CMO is a necessary change or more of a conceptual exercise, this feels like the next progression in the conversation around where CMOs are today versus just two years ago. As AdAge reported in the spring, CMOs have doubled their tenure at companies across the country. Whereas the CMO position had been held for fewer than 24 months in recent years, now the average is 45 months. And among of the reasons cited for the extended tenures was the increased challenges and responsibilities of the role. One marketing executive offered, “It’s becoming much more of an integrated general-management role, as opposed to an afterthought.”
We agree. Marketers are much savvier these days, and the top of the food chain, the CMO, is steering more efforts than ever before. CMOs are no longer just tasked with the overall marketing strategy. Product development, data and analytics and merchandising have all become a part of a CMO’s business.
So, is the title Chief Marketing Officer an accurate description of the role? Does the CMO title need to evolve with responsibilities? Or is it just about acknowledging that "Marketing" is not the sum of a CMO's parts?
Tell us what you think in the comments below!
Wednesday, November 06, 2013
By the end of the week, Twitter will be a publicly traded company. And there hasn’t been this much anticipation about a public filing since Facebook’s (ultimately, lackluster) 2012 debut. So, what can we expect when Twitter goes public?
If Twitter wins, everyone wins. It took almost a year for Facebook to make up for its disappointing initial offering, raising some questions around the long-term value of social platforms. Twitter, however, has taken a more conservative approach to its valuation, and early reports look positive. If Twitter succeeds, it stands to reason that other social sites, like Pinterest and Snapchat, could be successful IPOs, as well.
User experience will suffer. It’s not surprising that Twitter introduced a richer feed just before going public. This key change not only helped pique interest, but also provided advertisers with a more engaging platform to display their in-feed ads. We expect marketers will increase Twitter advertisements as a byproduct of both the IPO and the update to the site. As a result, the experience of the site will certainly change, and only time will tell how much or how little it impacts its users.
Let’s get ready to rumble. You think Facebook and Twitter were competitive before? Get ready. As public companies with strong financial backing, we’ll likely see them duke it out for smaller technology and social companies. And, despite Twitter being the obvious underdog, Facebook is not the social media darling it once was, particularly among younger demographics, so it might be a closer fight than we think. What are your thoughts on Twitter going public?
Tell us in the comments below!
Thursday, October 31, 2013
Without a doubt, LinkedIn has become the primary resource for recruiters looking to find passive jobseekers. But has LinkedIn become oversaturated with InMail and requests to link? Are potential introductions and connections getting lost in the social media abyss?
In Pile and Company's Executive Search practice, we’re hearing from executive-level marketers that they are so bombarded with new opportunities on LinkedIn that they have started to ignore them. In fact, passive executive jobseekers are no more apt to respond to a LinkedIn request than they are to a job posting.
So, how do we reach sought-after talent who may not be actively looking for their next opportunity? The old-fashioned way—networking.
Find a colleague or friend who might be willing to make a direct introduction via email or handshake. It sounds simple, but warm introductions and in-person networking are still among the best ways to find passive candidates.
Likewise, attracting executives to your brand with relevant content and information via webinars, videos, forums and conferences should not be underestimated as a viable and fruitful way to find your next great hire. You provide information executives need or want, and they provide their contact information.
LinkedIn is a great tool, but it’s not the only tool. To really uncover the best senior-level talent, you need to go out and find them. And they need to be able to find you.
Christine Hickey is a Senior Consultant for Pile and Company’s Executive Search.