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2019-2020 Annual Report Publicity Center & CWU Hype Wildcats Belong Here
CENTRAL WASHINGTON UNIVERSITY Publicity Center & CWU Hype www.cwu.edu/publicity • www.cwuhype.com • @cwuhype executive summary at a glance The Publicity Center is a creative communications agency that employs CWU 330+ students in a learning laboratory student training environment. creative marketing projects completed Our purpose is to help cultivate a sense and Graphic Design place of belonging for students. We do this by offering creative services to promote events, 100+ programs, and services; building connections Feature & News Writing through our student-centered CWU Hype digital ads produced team; and serving as a partner in engagement Social Media and retention efforts. 324/19/13 Our student staff develop professional skills Customer Service and competencies that enhance their videos produced for confidence, portolios, and job preparedness instagram/tiktok/promo after graduation. Sales & Management Mid fall quarter, the Publicity Center and 3/60 KCWU began a more collaborative and Event Marketing synergistic relationship as part of a street team events restructuring in Student Involvement to bring hosted/attended the communications areas under the same Videography director. Some co-hosted events and projects were accomplished during the year, as well as 37 discussions about strategic sharing of creative resources as we move forward. original blog posts = 8665 views/5128 visitors @cwuhype The COVID-19 pandemic has been disruptive but has also resulted in some positives: creative approaches to optimize promotion 14,000+ of virtual events; transition to digital marketing collateral; digital spring (and following on social media 300 FFaacceebbookok (… upcoming fall) Hype publication; and 3471 3834 TTwwititeter r (17.… increased goodwill with clients through IInnssttaaggrarmam (… flexibility and more intentional 60+ 110 YYoouuTTuubbee (0… communication and planning. -
Chapter 7: MLM's Abysmal Numbers
7-1 The Case (for and) against Multi-level Marketing By Jon M. Taylor, MBA, Ph.D., Consumer Awareness Institute Chapter 7: MLM’s ABYSMAL NUMBERS Chapter summary a large enough downline to meet expenses, and therefore do not profit. Is MLM a profitable business These conclusions were confirmed in the opportunity? And if so, for whom? Just do the average earnings reports of all 30 MLMs for math – the numbers don't lie. In this and which we were able to obtain data published preceding chapters, you will find the most by the companies themselves. Such statistics rigorous and thorough analysis of MLM are invaluable for analysts to debunk the profitability ever done by an independent many misrepresentations that are told to research firm. Questions about the viability thousands of prospects every day. and profitability of MLM as a business model Failure and loss rates for MLMs are not and its many company manifestations are comparable with legitimate small answered in this and prior chapters – based businesses, which have been found to be on 15 years’ research, worldwide feedback, profitable for 39% over the lifetime of the and analysis of the compensation plans of business; whereas less than 1% of MLM over 350 of the leading MLMs, as well as participants profit. MLM makes even average earnings data, where available. The gambling look like a safe bet in comparison. answers are not pretty. MLM stocks are questionable Our studies, along with those done by investments at best. And like gambling, other independent analysts (not connected to losses from MLM participation should not be the MLM industry), clearly prove that MLM as a allowed as a tax deduction – beyond the business model – with its endless chain of amount of actual income. -
Closing the Programmatic Gap the Changing Digital Advertising
Closing the programmatic gap The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany Executive Summary 3 Programmatic in Germany on the rise? 4 Consolidation everywhere? Executive How to navigate the heterogeneous ecosystem 7 The hunt for data, analytics and real-time technology 10 Summary Play to win – Leverage audiences and scale (together?) 12 Players have to act rapidly to win in a fast-changing Glossary 14 environment The programmatic market in Germany analytics capabilities and real-time enabling End notes 15 is expected to kick off and to grow to technology stacks. Those capabilities are EUR 2.8 bn by 2019, offering a significant set to be acquired externally. Cooperation market opportunity. New players enter across Media Houses and other players in a dynamic market dominated up to now the ecosystem could be a lever against the by hot shots like Google and Facebook. In two advertising heavyweights, but the win- order to succeed, traditional Media Houses dow of opportunity is closing fast. Telcos and Telcos have to seize the current and Media Houses have to act quickly to opportunity to capitalize on the tremen- capture their value share in programmatic. dous data assets via a combination of 02 03 Closing the programmatic gap | The changing digital advertising ecosystem in Germany Closing the programmatic gap | The changing digital advertising ecosystem in Germany Programmatic in Germany on the rise? Programmatic advertising is the current hype in advertising, and a shift towards trading inventory programmatically has a tremendous impact on the advertising market. -
Don't Believe the Hype! De-Mystifying Digital Marketing
starting made simple Don’t Believe the Hype! De-Mystifying Digital Marketing A Primer on What to Know & Where to Start Mainstream media gives you the impression that we’ve entered this miraculous age in marketing; that your world will go instantly “viral;” that business outcomes will come more quickly, efficiently, and easily; that the adoption of new digital marketing practices will automatically lead to a larger bottom-line, with less effort, and less human interaction. In simple truth, most of these statements are based in fallacy. Beyond the pioneering adopters who “got in early,” thereby leveraging a brief window of novel innovation, the vast majority of businesses will find that efforts to establish a unique voice, intercept potential buyers, generate qualified leads, acquire customers, and service clients will be just as costly and complex as before this age of digital marketing - even more so. As more brands flock to better digital practices, industry competition will dilute outcomes while increasing or shifting marketing spend. Don’t Believe the Hype! - Know Thyself. Know Thy Customer. Choose Accordingly. What’s most important is to understand that there is a wealth of new digital and mobile marketing channels that allows for a natural evolution in the way you can engage your audience. So set aside all the hype. Do a bit of homework. Learn about some of the vehicles, technologies and data-metric tools that really could enhance your marketing insights. Verify where your audience now resides. Recognize where you may need to refocus your branding efforts. Then start to experiment in a gradual, measured fashion. -
Essays on Technology-Driven Marketing
ESSAYS ON TECHNOLOGY-DRIVEN MARKETING Zijun (June) Shi Submitted to the Tepper School of Business in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Dissertation Committee Kannan Srinivasan (Chair) Hui Li Xiao Liu Alan Montgomery Kaifu Zhang April, 2019 I © Coypyright by Zijun (June) Shi, 2019 All rights reserved. II Abstract: With the development of technology in business applications, new marketing problems emerge, creating challenges for both practitioners and researchers. In this dissertation, I investigate marketing issues that involve new technology or require research methodologies enabled by new technology. I take an interdisciplinary approach, combining structural modeling, analytical modeling, machine learning, and causal inference, to study problems on pricing, media hype, and branding in three essays. In the first essay, we examine the optimality of the freemium pricing strategy. Despite its immense popularity, the freemium business model remains a complex strategy to master and often a topic of heated debate. Adopting a generalized version of the screening framework à la Mussa and Rosen (1978), we ask when and why a firm should endogenously offer a zero price on its low-end product when users' product usages generate network externalities on each other. Our analysis indicates freemium can only emerge if the high- and low-end products provide asymmetric marginal network effects. In other words, the firm would set a zero price for its low- end product only if the high-end product provided larger utility gain from an expansion of the firm's user base. In contrast to conventional beliefs, a firm pursuing the freemium strategy might increase the baseline quality on its low-end product above the “efficient” level, which seemingly reduces differentiation. -
Big Book of Digital Marketing
VOLUME 1 ISSUE: 01 THE IGNITIONONE GROUP BIG BOOK OF DIGITAL MARKETING 1 | The Big Book of Digital Marketing PHILIPS INCREASES EMAIL CAMPAIGN PERFORMANCE BY 300% WITH IGNITIONONE CHALLENGE: STRATEGY: Philips sought to enhance Use IgnitionOne’s Marketing revenue and conversion Automation solution to enhance potential of its email marketing the customer profile SOLUTION: IgnitionOne was able to personalize email (subject lines and body content) with products that the customer was interested in. IgnitionOne married insights from its DMP with signals gathered from the customer on-site to build a richer profile. These insights also indicated when to send an email based on the customer’s likelihood to convert. RESULTS: lift in lift in lift in 250% CTA 340% CTR 90% open rate 3 | The Big Book of Digital Marketing ©2015 TABLE OF CONTENTS CHAPTER 1: PEOPLE AND BIG DATA • There’s No Such Thing as Bad Data 7 • How Data Ageing Could be Aff ecting Your Online Marketing Effi ciency 8 • Data Visualization Can Unlock Digital’s Advertising Confusion 9 • Why Offl ine Data is Key to Online Data Segmentation 10 • Let’s Use Data Not Just to Target Ads, but to Make Ads Better 12 PAGE 6 • Hyper-Local Data: Programmatic Game-Changer, and Not Just for Mobile 13 CHAPTER 2: UNDERSTANDING AD TECH • AdTech: Can You Explain What You Do? 15 • People Use Buzzwords as a Box They Need To Check, but Often Don’t 16 Know What They Mean • Picking A Lane in the Programmatic Marketplace 18 • Agencies & Tech: Better Out Than In? 19 PAGE 14 • What M&A Means for Programmatic Marketers -
The Year with a Bang
productmediamagazine.co.uk THE MAGAZINE FORTHE PROMOTIONALINDUSTRY JANUARY/FEBRUARY 2018 STARTTHE YEAR WITH ABANG FIND THENEWEST PRODUCTS AT MERCHANDISEWORLD P21 CREDIT WHERE COUNTDOWNTOGDPR AREYOU READYFOR THE IT’S DUE CHANGE? P37 BPMA RESEARCH INSPIRATIONALSPEAKERS SHOWSVALUE OF LINE UP FORTHE BPMA MEMBERSHIP P4 EDUCATIONDAY P31 6 21 7 39 Contents JANUARY/FEBRUARY 2018 4 Industry analysis 21 Merchandise World 34 SourcingCityawards How financiallyhealthy is the Readour previewofthe new Find outwho tops theindustrycharts merchandisesector? Januaryshow 35 Tippingpoint 6 News 2018 could be theyearwhenAR 28 Showbusiness Around-upofall thelatestinthe becomesbig productmedia sector Update on howthe BPMA is supporting end-user shows 37 GDPR countdown 7 Productofthe month Getting readyfor data regulation What’s hotfor 2018? 29 Make an offer changes Howpromotionscan supportyour 16 AskClive business 39 BPMA news What does organiccottonoffer? Allthe latest news andevents 18 Professionalattitude 31 Education Day 42 Tenfromtwo Howthe Canadian merchandise What’s in storeatthe BPMA’s Debbie Willsmer andKiron Phillips sector is advancing annual festival of learning? answer thequestions WELCOME Well anotheryear choosefrom. As partners to PSIand finalising thesuppliermystery shopper passes -how quick aco-founderofMerchandise World, resultsand we will be sharing this on wasthat? As Igo we hopeour membersdosupport 1FebruaryatMerchandise World. into 2018,Istartmy thesetwo major events.Ihaveto Thebig news storyof2017was 11th year at thehelm sayour suppliersinvest thousands thedemiseofDukes which certainly of theBPMA. In those on exhibitions to showcasenew affectedour industry considerably yearssomuchhas productsopleasedosupport them. butthe BPMA is determined to learn changed,not only in Thenextbiggestchallenge forthe from it.Our suppliers’ meetingfor the our marketplace,but in our society wholeindustryisthe General Data creditorswas very productive andwe at large. -
Hype Cycle for Retail Technologies, 2016 Published: 12 July 2016
This research note is restricted to the personal use of [email protected] G00300331 Hype Cycle for Retail Technologies, 2016 Published: 12 July 2016 Analyst(s): Robert Hetu Retail CIOs can use this Hype Cycle to advise their businesses on how to cut through market hype when prioritizing retail technology investments to support unified retail and digital business. Table of Contents Analysis..................................................................................................................................................3 What You Need to Know.................................................................................................................. 3 The Hype Cycle................................................................................................................................ 3 The Priority Matrix.............................................................................................................................6 Off The Hype Cycle...........................................................................................................................7 On the Rise...................................................................................................................................... 8 Algorithmic Retailing................................................................................................................... 8 Retail Distributed Order Management......................................................................................... 9 Digital Workplace......................................................................................................................11 -
Using Customer Insights to Fuel Innovation
Using Customer Insights to Fuel Innovation See how companies can adopt Outside-In and Inside-Out mindsets, use Customer Journey Mapping, and generate Customer Insights, to fuel the Innovation Process | E-book Customer insight HYPE Innovation 1 Table of contents Developing What is an What is an customer Inside-Out Outside-In insights: key business business steps and approach? approach? considerations 3 4 8 Customer Customer What is a good journey journey customer mapping: mapping: insight? Introduction The framework 10 13 16 Elena Start your Ozeritskaya: innovation The author program now! 20 21 | E-book Customer insight HYPE Innovation 2 Developing Customer Insights Key Steps and Considerations An innovation process should, to some degree, be taking note of external input. If used well, customer insights can be the most valuable of all external input. Through a series of techniques and practices - including customer journey mapping, and an Outside-In mindset - an innovation manager can add a rich vein of inspiration for their innovation program, that spark new hunting grounds for idea campaigns and co-creation projects. Innovation based on Customer Experience In this E-book, you will learn: • The difference between an inside-out and an outside-in strategy, and the benefits each can bring; • How to map your customer’s journey in 10 easy steps; • How to identify valuable customer insights. HYPE Innovation, together with customer insights expert Elena Ozeritskaya, have compiled a guide to help innovation managers see the potential in developing these methods for their innovation program. Tim Woods VP of Marketing at HYPE Innovation | E-book Customer insight HYPE Innovation 3 What is an Inside-Out business approach? The Inside-Out approach is guided by the belief that the inner strengths and ca- pabilities of the organisation will produce a sustainable future. -
Digital Fact Pack, Is Full of Fascinating Numbers
DIGITAL MARKETING & MEDIA FACT PACK IN ASSOCIATION WITH Published April 23, 2007 © Copyright 2007 Crain Communications Inc. Digital Marketing & Media | Advertising Age | 3 30+ billion ads per month - 200+ million unique users - 7,000+ premium web sites Your audience is on our network DIGITAL MARKETING AND MEDIA DATA ON THE DIGITAL WORLD LET’SFACEIT. It’s becoming critical to stay atop the digital media and marketing space, but the pace of technological change is making it increasingly difficult. That’s why we’ve again pulled together the important data and trends to serve as a guide to marketing in this space. This, our second annual Digital Fact Pack, is full of fascinating numbers. Some highlights: Big players continue to dominate online advertising, thanks to both their audience scale and their ability to re-aggregate smaller, disparate audiences. The top 10 online properties took in 99% of 2006 gross online ad revenue. Net online ad revenue is a slightly less stilt- ed story, but continues to illustrate that when it comes to online ad revenue, the Long Tail of the web has a big, fat head (Page 11). 48.3% of Americans will be hooked up to a broadband connection this year and $243.1 billion will be spent in U.S. online retail sales. After breaking onto the scene a few years ago, social networking is flourishing. MySpace and Facebook continue to defy gravity, growing 72.5% and 59.2% (Feb. ‘07 versus Feb. ‘06), You need a network that can keep respectively, and, depending on what surveys you use, advertisers are set to spend between up with your audience online. -
Being Public Publicity As Public Relations
CHAPTER 37 Being Public Publicity as Public Relations Kirk Hallahan ublicity involves the use of communication defined more generically as the “dissemination of to make an entity publicly known. One information and materials.” In this sense, adver- Pdictionary defines publicity as “the state tising and publicity are equivalent, and the paid or quality of being public”—and suggests that use of the former can even be viewed as a tool for publicity is an “act or device to attract public obtaining the latter. interest” and support (Merriam-Webster's The distinction between the broad and nar- Dictionary, 2009). Being public thus implies visi- row senses of publicity is important in today’s bility, attention, prominence, identification, rapidly changing communication environment understanding, and openness—and is the oppo- where practitioners use a combination of public site of being private or secretive. media and direct communication vehicles to Modern public relations (PR) originated with reach publics. Moreover, when critics refer to publicity, although the term has generally fallen questionable public relations practices, they are out of favor except in segments of the public rela- usually referring to the publicity aspects of public tions practice devoted to promotion of creative relations—not its assessment, planning, or coun- works such as movies, plays, and books. Yet seling functions. publicity—in the broad sense of an entity acting in As this chapter suggests, publicity is a metacon- public view—is a necessary condition for effective struct that can be examined from professional, public relations. Indeed, “PR = performance + historical, managerial, economic, interpersonal, recognition.” behavioral, cultural, critical, philosophical, ethical, For the past half century, publicity has been legal, and technological perspectives. -
The Publicity Hypehandbook
The Publicity Hype Handbook: A guide to sourcing FREE publicity ! Version 2: The Publicity HYPE Handbook DISCLAIMER: The information contained in this publication is intended as a guide only. This publication should not be substituted for professional advice on laws and regulations in individual cases. If readers still have doubts, they should consult the appropriate legislation or seek professional advice. In addition to the information contained in this document, event and activity organisers must exercise skill, care and sound judgment in all planning. Although the information contained in this publication has been researched, the City of Darebin Council accepts no responsibility for any errors or omissions that may have accidentally occurred within the publication. The City of Darebin does not necessarily endorse the views expressed by contributors or other organisations contained within. Information contained in this guide will be subject to change. All information was correct at the time of printing. The Publicity HYPE Handbook INDEX: Page INTRODUCTION 4 STEP ONE - RECOGNISE YOUR MESSAGE 5 STEP TWO - CREATE YOUR MATERIALS Media Release 6 Biographies 7 Images 8 Showreels 9 CD’s 9 STEP THREE - DISTRIBUTE TO MEDIA 10 Developing a Media List 11 STEP FOUR - FOLLOW UP WITH MEDIA 12 STEP FIVE - INTERVIEWS 13 STEP SIX - OTHER TOOLS Free Event Listings 14 Reviews 15 Giveaways 15 Social Networking 16 WHAT CAN DAREBIN DO TO HELP Darebin Community Portal Arts Directory 17 Darebin Arts What’s On 17 Darebin Community Event Calendar 18 Margaret Gee's Australian Media Guide 18 PUBLICITY TIMELINE 19 ACKNOWLEDGEMENTS 21 The Publicity HYPE Handbook Page 4 INTRODUCTION: "Today's brands are born with publicity, not advertising.