Topic: Advertising

Commercial real estate has long been a tricky business, with legal structures and financing schemes so complex that only investment banks, multinational companies, and the super rich able to get in on the action. But not anymore. Online videos, social media–the rise of multi-platform content marketing–is for Rodrigo Nino, the chief executive of Prodigy Network, [...]

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Tags: Crowdfunding, Prodigy Network, PSFK

This is the first in a series of posts featuring research and reporting from the Economist Intelligence Unit (EIU) about the future of marketing. Over the next few weeks, we will bring you insights from an EIU report, “Outside looking in: The CMO struggles to get in sync with the C-suite,” sponsored by SAS. Chief [...]

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Tags: C-Suite, CMO, EIU, SAS

Google recently launched “Think Insights” an interactive hub for marketing executives. Lean Back 2.0 talked to vice president of marketing to get the inside story. What sparked “Think Insights”? Our new culture is about combining data with opinion. Google has tons of research that helps understand consumer behavior. We decided to open it up to [...]

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Tags: Google, Lisa Gevelber, Think Insights

Last month, in a content marketing coup, Instagrammer Sam Horine photographed letters from the Tribeca Film Festival logo in quirky places around New York City, encouraging fans of the festival to find and share them. Along with dozens of splashy parties and movie premiers, Tribeca also screened an interactive film/video game hybrid with Ellen Page [...]

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Tags: Bombay Sapphire, Transmedia, Tribeca Film Festival

It’s been four years since McKinsey published an article titled “the consumer decision journey” arguing that the linearity of the classic marketing funnel was over and recommending a more sophisticated approach to reaching and influencing consumers–one that reflected the “circular journey” of their decision-making process. New digital “battlegrounds” required marketers to create conversations with customers [...]

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Tags: CMO, McKinsey

After a decade of painful declines in readership and ad sales during the media market’s transition to a digital-first model, magazine publishing has finally seen signs of opportunity and a potential rebirth. The sharp increase in tablet units being sold and the concurrent growth of magazine subscriptions optimized for these devices point to a potential [...]

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Tags: ads, digital editions, magazines, publishing, tablet