Once upon a time, YouTube was the only worthwhile home for video content and many brands struggled to produce any video content at all. Today, video is one of the kings of digital marketing, and the competition for delivering that video has changed the best practices for how brands should deploy and promote their video content.
Influencer marketing went through a revived heyday as platforms like Instagram and YouTube spawned a slew of new online celebrities. Now, “influencers” are everywhere, and some brands spend a significant amount of budget to promote their products and services through internet influencers. From our perspective and experience, most of these spends are ineffective because there is no actual connection between these brands and influencers in the majority of cases.
You may not know Dave Karraker by name, but you have almost certainly experienced or been touched by his work. With high-level marketing experience spanning brands like Kmart, Allied Domecq Spirits and Wine, Sony Computer Entertainment America, and his present work with the Campari Group, Dave’s marketing work has been hard to miss.
In his work with Campari alone Dave played a part in brand collaborations with the likes of Matthew McConaughey and Ryan Reynolds, orchestrating campaigns that elevated Campari brands on a range of platforms, from ambitious television commercials to bold and controversial billboards looming over city streets.
the strongest indicators of brand health and brand effectiveness. If fans love you enough to create content that promotes your products and services, you begin to create the kind of momentum and interest that an ad spend cannot replicate. One of our clients has fans that are so engaged that they got a tattoo of the brand’s logo.
Welcome to the second season of The Open Boardroom.
I have long admired JR’s ability to embrace adversity and to innovate under what many business owners might see as dire circumstances. From a chain of family-owned video stores made obsolete by consumer and technology trends to a tanning industry stunted by new rules and regulations, JR has found ways to generate profits and to remain competitive even while competitors close up shop around him.