It’s definitely an interesting play for the publication. According to Echo Media, the average reader of Bloomberg Businessweek is between the ages of 25 and 54 with an median income of roughly $90,000 – not exactly who you’d expect to be coming out of college. In addition, it rarely features stories revolving around subjects such as interviews or job hunting tips. However, according to Mashable, one of Businessweek‘s chief goals is to simply educate millennials about the business world.

It’s also possible that the brand believes the e-giftcards could become a viral sensation, as they can be sent with both paper subscriptions (cards can be purchased at greeting card store Papyrus) or virtually in the case of an iPad subscription. Either way, it is fun to see the usually serious and straight-laced magazine display its playful side. My question is just whether or not it is worth it.

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Companies talk a lot about fully integrated marketing strategies. One result may be the demise of stand-alone specialist shops, such as social media and digital agencies.

A new study from European business school Mediaschool Group, polled 2,000 marketing students across Europe and found that 80% believe that stand-alone social media and digital marketing agencies will disappear within 10 years. The study was conducted in March and April.

The study also found that 70% believe the marketing landscape will become dominated by content marketing and “PR thinking,” with a focus on creating brand trust.

But while digital continues to transform the marketing landscape, TV isn’t going away any time soon, per the survey. It found that nearly 70% disagreed that TV advertising would be “irrelevant” in 10 years, and 70% believe that in 10 years the role of advertising will be mostly to “entertain,” and not to “sell.”

Some 77% percent said that Facebook is the most important social media tool a brand can use to communicate to millennials. And only 40% agreed with a recent statement by WPP CEO Sir Martin Sorrell that Twitter was not an advertising medium.

While millennials are often considered the first generation of “digital natives,” the survey sample disagreed. Seventy percent said it’s the generation 10 years behind them that represents “true digital natives.”

“This next generation of marketing leaders clearly has a strong point of view on the future they will shape and create,” stated Anne Pflimlin, director of the Mediaschool Group. “It’s clear to them that the questions of silos and channels don’t exist.”

Maurice Levy, CEO of Publicis Groupe, stated that the study “underlines just how rapidly digital is becoming an integral part of everything we do,” and is also “indicative of how even our new talent should not be complacent when it comes to new, emerging and existing ways to connect with the consumer.”

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The six-year old Tumblr has done very little in the area of advertising, only adopting items such as sponsored content and in-stream mobile ads over the past year. Meanwhile, Yahoo is looking to bolster its image among Millennials. With the popularity of Tumblr among 18-34 year olds, the purchase would seem to be a logical step. With the new relationship, Yahoo can now use Tumblr as a platform to post “native” content for both itself and advertisers that would complement already published Tumblr stories. In addition, the search engine can use posted Tumblr content as part of its own news aggregation offerings on the Yahoo home page.

Gradually finding ways to better monetize Tumblr may prove to be a challenge, however. Younger users commonly respond negatively to marketing tactics such as banner ads and pop-ups (if they have any type of response at all). If Yahoo overplays its hand and floods Tumblr with dozens of interruptive ads per page, many may be turned off to the site. Sensing this, Yahoo CEO Marissa Mayer has made it clear that the best way to foster the move is to allow the two companies to “evolve somewhat separately.” While a total takeover of the site may seem tempting, if Yahoo is to truly get something out of its $1.1 billion investment, the best way to utilize it might simply be to hold strong for now and wait until subtle, yet effective, opportunities present themselves.

The post Yahoo’s Acquisition of Tumblr Helps Marketing for Both Brands appeared first on Conversation Agency.

Brands have put the label on everything from cocktails to popcorn to give foods a low-cal sheen for consumers that are watching their waistlines.

“Skinny is the new “baby,’ as in baby carrots [and] baby spinach,” said Kit Yarrow, a consumer-research psychologist and professor at Golden Gate University. “It personifies food and makes it more endearing.”

Skinny is also more palatable than “diet,” which Ms. Yarrow said is “a negative word” that is “overly serious and associated with sacrifice.”

Indeed, marketers are deploying “skinny” on foods normally seen as indulgent, such as Skinnygirl Cocktails and Nestle‘s Skinny Cow brand, which was one of the early adopters of the term when it launched in 1994 as ice cream. Andrew Friedman, who co-founded SkinnyPop popcorn in 2010, said he chose the term to suggest “few ingredients, better-for-you and a lifestyle.”

But from a sociological standpoint, does skinny lean a bit too much on body image? Ms. Yarrow said no. “It’s executed in a lighthearted manner,” she said. “Skinny is just the “it’ word right now.”

By: E.J. Schultz, Ad Age, May 21, 2013

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From Friday, May 17th, 2013 MediaPost: Engage: GenY – When Marketing to Millennials, the Key Is Choice

Millennials have quickly become the most coveted target demographic for brands. The reasons for this are clear. This group (generally considered to be consumers between the ages of 18 and 32) is the wave of the future. According to comScore.com, they account for about 79 million people in the United States and will make up 50% of the U.S. workforce by 2030.

However, while Millennials seem to be in abundance, some brands have found it difficult to capture their attention due to their unpredictable media consumption habits. At any given point, Millennials can be exposed to a commercial ad on television, a pop-up on their smartphone, or a PSA from online radio; the list seems infinite. With options galore, brands have to place more emphasis on the behavior of Millennials, and one of the most valued characteristics that they search for in a brand is variety.

Surprisingly, some iconic brands have struggled in the Millennial space because they failed to adopt this concept. McDonald’s, one of the most successful worldwide brands, is not even considered a “top 10” quick-service restaurant by the majority of Millennials. While this startling fact may be partially due to this generation’s tendency to eat healthier, McDonald’s didn’t discount the fact that it could have been the lack of choice their menu offered. This led to the release of the McWrap, which, with different preparation options, gives customers more customized experience.

Yet, as McDonald’s plays catch-up, other brands have been more diligent about appealing to Millennials.

Listing Menu “Suggestions”

Subway and Chipotle have made a name for themselves not only with quality food, but also the massive array of topping options they offers. While exact menu items are listed, they are better to think of as menu “suggestions” rather than actual products; playing right into the preferences of the current generation. In addition, the brands have the rare ability to appeal to both health-conscious consumers and those who are just looking for a quick meal, regardless of nutrition. Both are examples of how crafting a message around choice, no matter the medium, can prove beneficial when trying to appeal to Millennials.

The Convenience Factor: Online Reviews and Ordering

The adoption of digital and mobile is now critical when appealing to Millennials, as the group has access to a smartphone or computer at almost all times. Websites like Seamless and Yelp are perfect for grabbing their attention for two reasons: they literally lay out thousands of restaurant choices and, in Seamless’s case, provide the option of ordering online through a computer or smartphone. The service currently boasts over two million members. Larger restaurant brands such as Pizza Hut and Domino’s have also adopted online ordering to appeal to a broader audience through convenience. As mobile and digital continue to grow, providing a choice between calling, online ordering, and … gasp … actually showing up at a location becomes a larger factor.

Don’t Be Shy About Adjusting Your Brand, Even If You’ve Been Around a While

The craft beer industry has exploded over the past decade, with Millennials as chief consumers. Once again, this product category offers a wide range of options. From blondes to ales, pilsners to IPAs, consumers of craft beers are now exposed to more than the once-limited “heavy” and “light.” Anheuser-Busch InBev is a brand that was wise enough to pick up on this trend a few summers ago and has since answered with several high-profile product options, including Bud Light Lime, Bud Light Platinum, the Bud Light Lime-A-Rita, and Budweiser Black Crown, which was introduced earlier this year. In addition, the company’s strategy to acquire multiple other craft beers has driven its variety even further. As Millennials continue to associate the term “connoisseur” more with beer than with wine, AB InBev continues to make bold moves in the battle for Millennial attention. This situation can be applied to marketers across many different spectrums.

As Millennials continue to become primary purchasers in the marketplace, brands will have to keep up with the various ways in which they interact with messages – both through media and when making a purchasing decision. While many companies will go back and forth trying to figure out ideal options, the simple answer revolves around the power of choice.

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The move also comes at an ideal time for ABC as a network, with many television stations trying to woo advertisers to invest in their fall lineups. According to ABC’s VP of development and marketing, the network’s current mobile app saw a 71 percent increase in usage between February of 2012 and 2013. This follows other attempts by ABC to help advertisers better understand the value of media outside television. Earlier this year, ABC began using Nielson’s Online Campaign ratings to provide guarantees to advertisers for video programming distributed both on TV and online.

Mobile advertising is still considered the Wild West when it comes to marketing – full of possibility. While some marketers have been hesitant to fully delve into the medium, others have realized its potential and continue to experiment with new and revolutionary ways of capturing user attention. However, if this test proves to be successful, it could encourage more brands to enter the mobile space due to more accurate measurements.

According to Nielson, the company will continue to reach out to other networks about mobile measurement services.

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Camp AmeriKids, the non-profit organization dedicated to serving underprivileged children that have been affected by HIV/AIDS and sickle cell disease, will honor Frank O’Brien for his dedication to both charity and the arts later this month. The Founder and Executive Producer of culturally-focused production company Red Shirt Entertainment, as well as Founder of New York-headquartered global marketing agency Conversation, will officially be recognized with the Making A Difference award at a ceremony on May 30. The event will take place at the Museum of Arts and Design, located at Columbus Circle in New York.

“Frank O’Brien has given back to the community in a variety of different ways,” said Susan Turcotte, Director of Development at Camp AmeriKids. “The combination of his past charitable contributions and the work he is doing with Red Shirt – giving opportunity to performers of many different ethnicities and providing them the tools they need to recognize their talents – makes him a very deserving recipient of this award.”

O’Brien has made an effort to support various cause-related and non-profit entities throughout his professional career. He currently sits on the Board of Trustees for the Metro New York Better Business Bureau and is a frequent contributor to organizations such as the New York Public Library, the Museum of Modern Art, and the Central Park Conservancy. O’Brien is also an avid backer of the Lower East Side Girls Club, a charity devoted to helping young women from Manhattan’s Lower East Side. He participated in the New York Marathon on behalf of the organization in 2010.

Red Shirt Entertainment has served as another avenue to contribute to social change by producing insightful performances meant to evoke discussion and prompt positive action.

“It’s a great honor to have my work in the community recognized by Camp AmeriKids,” said O’Brien. “My hope is that Red Shirt will serve as a creative platform for the children of the organization. As they grow up, we will be there to help them further pursue their talents and achieve their dreams.”

About Red Shirt Entertainment
Red Shirt Entertainment uses Art and Performance as an instrument to strengthen community awareness while evoking discussion and social change. The company produces a diverse range of premieres and new interpretations of theater, film, music and television. Our mission is to develop and produce programs that give multicultural artists of diverse disciplines a platform to fully explore their talent, voice and activism. http://www.redshirtentertainment.com

About Camp AmeriKids
Founded in 1995, Camp AmeriKids serves inner city youth ages 8-18 who are living with HIV/AIDS and sickle cell disease. During the summer, over 200 children participate in an enriching summer camp program which includes creative, athletic and educational activities. During the year, the Leader-In-Training (LIT) program serves older teens as they learn to navigate the difficult transition into adulthood. This critical life-skills program emphasis self-esteem, exposure to new opportunities, self-care and staying on a healthy path. Many of the children served come from urban communities that lack the resources to offer youth development programs. Hundreds of families have come to depend on Camp AmeriKids, which builds self-esteem and life skills while providing comprehensive medical care in a fun, stigma-free environment. http://www.campamerikids.org

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From Thursday, May 9th, 2013 MediaPost: Engage: Teens – How Colleges Can Engage Prospective Students

As the spring 2013 semester concludes, college admissions officers must shift their focus to a new group of prospective students. Admissions departments need to recognize that this group is constantly connected to the Internet and their social media accounts. Therefore, the antiquated recruitment practices of many institutions must shift to include multi-channel, digitally inclusive tactics. In order to reach these potential applicants, they need to actively engage them through these platforms. According to a survey conducted by Zinch, about two-thirds of high school students use social media to research colleges, and more than one-third of those students use social media to help decide where to enroll. It’s a channel that provides colleges with an effective way to keep their audience of current students informed while targeting prospective teens who are embarking on one of the biggest decisions of their lives.

Make School Assets Easy to Find

With each passing year, the number of prospective applicants increases, making the collegiate landscape increasingly competitive. A way for colleges to break through the competition is to connect and have a presence via social media and on college board platforms. One notable college review website is CollegeProwler.com. It is a student community with comprehensive college profiles that allows prospective students to research colleges of interest. Some features include a filtered college search, scholarship finder, and a wide-ranging ranking system for colleges, which highlights categories ranging from healthiest dining options to the best recreational activities. Colleges have the freedom to monitor these review sites, read the feedback and take action to improve their rankings.

Master Social Media

A study published in The Journal of College Admission that explored the top 100 colleges and universities found that schools use an average of 3.7 social networks. While creating a Facebook page and uploading campus pictures is a good first step to establish an online social presence, colleges need to bolster their engagement tactics to actually make an impact on the student and push the rate of students who commit. Admissions shouldn’t stop there either. Twitter is the fastest growing social media site globally, with a 42% increase in active users since 2012. It’s the go-to platform for colleges to push out useful information in real time and share quick facts about the school’s unique offerings. Marist College, for example, implemented “Marist Monday,” which encourages students to tweet pictures on and around campus. It’s a great way to give students exposure to what college-life is like and get a sense of the community.

However, social media alone will not suffice. A holistic approach that leverages more traditional platforms for colleges to gain a competitive advantage, like print and direct mail, is essential. If colleges identify the channels where prospective students would be most receptive to advertising, they can form a targeted message that aligns with their overall communication strategy. State University of New York at Plattsburgh uses ads on Pandora radio (very popular among this demographic) to tell its story. In fall 2012, this strategy, along with SEM and display ads, helped foster approximately 27 million online impressions.

Go Beyond the Screen

While socially engaging with prospective students is an important marketing tactic for colleges, converting this into visits and in-person meetings is the critical step to ensure success. Students can only see so many pictures and read so many reviews behind a computer screen. The Common Application that many students fill out also gives the ability to apply to multiple schools that they may know little about. Once that application is submitted, it’s up to admissions to continue a dialogue and foster an environment for communication between the school and the student. Encouraging them to visit the campus, interact with current students, and meet with the admissions staff through multiple channels will help colleges increase the amount of prospective students and should not be disregarded.

As social media usage continues to become more prominent, closely observe the way in which colleges and universities strategically pursue communication. Whether it is through online review websites, the latest social media platform, or a new approach to a traditional channel, colleges can take advantage of a number of resources to help them promote their school and recruit a qualified student body.

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From Wednesday, May 8th, 2013 MediaPost: Marketing: Green – Hospitality Industry Reduces Print and Increases Mobile

Mobile spending is forecasted to increase across a range of industries as the year progresses. Retail marketers, especially, have already seen the value of mobile advertising and are using it as a platform to drive sales. However, for some areas of the hospitality industry, mobile has served a very different purpose. By infusing mobile into daily business practices, hotels and restaurants further their sustainability efforts while improving the overall experience for the consumer.

Replacing Traditional Menus with Tablets

Many restaurants offer daily specials or seasonal menus that constantly need to be updated and reprinted.Some higher-end restaurants will even include the date on the specials menus, forcing restaurants to discard them at the end of each day. Rather than reprinting dozens of menus each day and wasting paper, other restaurants are investing in mobile. A digital menu allows for flexibility, as Revolution Grille, an eclectic American restaurant based in Toledo, Ohio, saw when its tablet menu was launched last summer. The ability to change a menu provides opportunity for the restaurant to tweak dishes or even replace ones that may not be as popular among patrons. For an industry that has to worry about controlling food waste, disposing of paper properly should not have to be of concern anymore.

Instantly Redeemable Restaurant Deals

The restaurant landscape began to shift as a result of the financial crisis. Customers were dining out less frequently, putting a strain on the traffic and sales of many establishments. Soon after, daily deal sites emerged as a way to entice those customers back with price breaks. However, many of these deals still require the customer to take that extra step for printing, making the possibility of an impulse purchase less likely. In an interview with New York’s WCBS-TV News, Farnoosh Torabi, author of Pysch Yourself Rich, states that “one in five buyers on these daily deal sites like Groupon and Living Social end up completely wasting the voucher. They never redeem the deal.”

Unlike its competitors, Scoutmob, a mobile-based company that thrives off of local curated deals and events, delivers the deal right to your mobile phone, eliminating the need to print. At the end of a meal, all the patron needs to do is show the waiter the app and click “use this deal.” A pre-determined amount, usually ranging from $10 to $30, is immediately taken off the bill. As the reliance on smartphones becomes even more prevalent in the lives of consumers, traditional coupons will be replaced with mobile-accessible apps that can easily be scanned.

Digital Concierge

Resorts have started to introduce digital touch screens into hotel lobbies as a way to increase engagement with guests. These visually driven devices appeal to tech-savvy visitors who want to learn more about the hotel’s offerings once they’ve arrived. By providing these in the lobby, hotel management can move away from printing pamphlets that constantly need to be updated according to day, week or season.

This concept also allows for hotels to provide guests with better customer service. Because of the ease of swapping out information and updating it, hotel management can easily update event and activity information for guests. Fliers in rooms can now be replaced with digital boards throughout the hotel, which guests are more likely to see and take notice of while roaming the hotel grounds.

When most brands approach mobile, their strategy is usually sales-driven. However, the hospitality industry has discovered ways to create seamless experiences for consumers while also practicing green initiatives through the adoption of mobile.

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One of the issues regarding the platform is the fact that product brands are often times not prominently displayed. Therefore, the user is not exactly sure what they are getting before clicking. As a result, the act of buying a gift via Facebook is independent of the brand experience.

In addition, some brands are starting to grow tired of Facebook refusing to share credit card data from orders. It is felt that at some point the site will have to own up and supply more information. If this does not change, the combination of limited information and low sales may lead to some brands reconsidering their partnership with the site.

In other Facebook news, the new version of Facebook Home was released on Thursday. This comes as the site claims it has hit the 1 million download mark after initially seeing sluggish results following Home’s release last month. While the platform is still receiving lackluster reviews, the new version should put a stop to any bugs initially reported.

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