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Razorfish Client Summit
Innovation in a Recession
On April 21-23, Razorfish hosted its ninth annual client summit in Las Vegas. The audience, made up of Fortune 1000 marketing and IT executives, gathered to hear innovative ideas, success stories, and how to deliver real results, in addition to also experiencing ways that digital has impacted all aspects of our lives.
The summit featured case studies from clients such as Intel, Levi's and Mattel, and a peek into Virgin America’s ground-breaking marketing from Porter Gale, as well as an unforgettable opening keynote by Dave Stewart of the Eurythmics and Weapons of Mass Entertainment.
Experience the highlights with our summit videos here.
Check out the action from the event: @rzcs on Twitter
WATCH PRESENTATIONS HERE
Social Influence Marketing™
Social Influence Research: A New Approach to Social Analysis Behavior
As marketers, we’re all striving to build customers who incorporate our products and brand experience stories into their social lives. But a look at the online social world shows that not all customers are equal in their social behavior. Influence can’t be measured by how many followers someone has on Twitter, or the number of friends they have on Facebook. Instead, marketers should focus on determining which relationships really matter, and how that could impact your brand. Unfortunately, the question of influence becomes more and more complex as you dig into measurement tools such as social network data, influencer rankings and conversation and sentiment monitoring.
Follow Author Andrea Harrison on Twitter
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Digital Marketing
Newspapers Must Die to Live
The notion that news must be free on the Web is a game of chicken. It is a game that requires nerves of steel, much bravado and an irrational belief that the other person will give in first. In the version we are seeing play out daily, the question is which news organization will remain? Which one can hold out the longest before caving in and swerving off the free content highway? The Rocky Mountain News didn’t make it and the Tribune’s nerves are frayed.
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Tweeting Your Brand: A Word to the Wise
If you haven’t been living under a rock lately, you’ve probably heard a lot about Twitter in the media. The free micro-blogging utility, which allows members to share short “tweet” comments with each other is the new place to communicate on the Web. Twitter has suddenly become the digital arena for people to observe and engage in pop culture. Demi Moore saves lives on her Twitter page, and Lindsay Lohan publicly breaks up with significant others on hers, for example. It’s also a place where brands can interact with consumers directly, to either reinforce strong relationships with their loyal bases or attract new followings through their own tweets.
Beyond any presence of self-branded messaging, Twitter largely remains an ad-free environment. However, it was only a matter of time before the service began to show promise from an advertising perspective.
Follow Author Steven Cisowski on Twitter
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Emerging Media
Is ‘App-vertising’ the Answer?
For nearly a decade, mobile advertising has proven to be the great white whale of digital marketing -- forever on the horizon but perpetually out of reach.
But thanks to Apple's iPhone and App Store, that's changing. The numbers to date are staggering: 1 billion applications served, 35,000 applications available and more than 30 million devices in market. Apple's meteoric success with the App Store (launched a mere nine months ago) is fueling a mobile-application market boom.
Consumers, once wary of using their phones for anything more than talking or texting, now seem to have an almost insatiable appetite for mobile applications.
Follow Author Garrick Schmitt on Twitter
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