All Articles Tagged "advertising strategies"
While on Cellphone, a Rival’s Ad
(Wall Street Journal) — Mobile-phone companies are experimenting with a new way to steal their rivals’ customers: the mobile insult to the device in hand. Their new tactic involves mobile ads that appear when a person using a competitor’s phone or network launches an application or browses the Web on their phone. The basic message: Oh, you could do better than that thing. Nokia Corp. recently targeted ads for its Nokia Twist device at users of the Motorola Inc.’s Razr phone. Razr users who surf the Web would be dealt an ad saying, “Are you really still rockin’ a flip phone?” It then suggests upgrading to a Twist, says Gene Keenan, creative director of mobile at Isobar, a digital marketing agency owned by Aegis Group PLC that worked on the campaign on behalf of Nokia.
What Companies Get Wrong When Marketing to Minorities
(Businessweek) — Karen E. Klein: What do you see U.S. companies doing in terms of marketing to African American, Hispanic, Asian American, and Native American consumers?
Ricardo De La Blanca Brigati: You would think that aggressively targeting these changing American consumers would be priority one for business. But unfortunately many make little effort beyond replacing a Caucasian spokesperson with a minority. Another thing I see in multicultural marketing is focusing on helping poor people in sad situations. It is shocking. When I see an image of someone in a Hispanic marketing campaign, the people are not really good-looking. Why would you show an image of a person that no one wants to look like or be?
