A Quote by John Battelle
Brand marketers don't believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.
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While it's true that women are the minority in most tech companies, I don't think that inhibits entry into the tech space. My motto has always been, 'Live What You Love,' and as such, I think it's incredibly important to do work you believe in and to work for a company that has values that align with your own, be it in tech or another industry.
I think Wall Street is very important, especially to tech companies. Wall Street will get in their rhythm and go fund tech companies, and tech companies will go create jobs and employ a lot of people, so there's that aspect of Wall Street.
Browbeating the tech industry for a problem that does not exist also draws attention away from the real problems with Google and other tech companies.
It's our job as marketers and brand professionals to nurture the brand and calm it down when it's angry and to encourage when it's trying to grow.
A chart that weighs some ad-supported streams the same as a pay stream... encourages artists to promote free tiers to have a No. 1 record. That's great for the tech companies, but not for artists.
A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.
Publishers can use realtime ad technology to build their brand on the realtime web. Realtime ad technology gets their hottest content in front of users seconds after it is published, ensuring that their content gets shared and becomes viral before their competitors.
There's also the issue of tech titans throwing their weight around in Washington and lobbying. There was just a Reuters poll that reported that more than half of Americans are concerned that tech companies are "encroaching too much on their lives." That's pretty major, considering these companies were universally loved not that long ago.
If you're Burberry or Gucci, you're not going to run a banner ad. To get brand ad dollars to move to digital, you need to create a beautiful experience.
African tech companies must be held to the same standards as companies anywhere else in the world. But we must also be given the same respect. As long as we are treated as valuable partners, we can succeed.
In all fairness to the auction companies ? most companies are not car experts, they are marketers. I caution buyers to make sure that they have done their homework before they raise their hand and not after.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.
If you talk privately to our tech companies, our pharmaceutical companies, our high-end manufacturing companies, the high end of America, where the good-paying jobs are, China is not letting them in unless China gets to steal their intellectual property in a company that`s 51 percent owned by the Chinese.
What I love about what I get to do is that I'm allowed to create the stories that I want to tell with minimal interference by some very big corporations like Microsoft and Sprint and EA and BioWare. The advantage that these tech companies have is that they understand the space organically, versus traditional media companies.
Tech companies tend to do tech best.
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