ExactDrive News

Augmented Reality: Get Creative With Your Marketing

Posted by Eric Greener

Oct 30, 2014 9:00:00 AM

We live in a busy, cluttered world where consumers are bombarded with messages from every business under the sun. Brands interrupt our social media news feeds, our TV programs, our podcasts, videos and our browsing. You can’t walk down the street, take a train or step in a taxi without seeing some kind of marketing.

The problem with this, for businesses, is that consumers start to tune out to the different forms of communication. When this happens, how do brands get heard? The answer is: they need to get creative.

What is ‘augmented reality’?

It’s an image of a real-world environment that has been supplemented by something computer-generated, such as sound, video or special graphics.

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Topics: Marketing Strategy, Experiential Marketing, Augmented Reality, Augmented Reality Marketing

Brands Go For Gold With Experiential Marketing

Posted by Rob Wagner

Oct 29, 2014 9:00:00 AM

Major sporting events such as the World Cup, Wimbledon and the Commonwealth Games always dominate the media, and each throws up a wealth of sponsorship opportunities for brands across the world. Coca-Cola, Adidas, McDonalds and Sony are just a few of the companies that have benefited from the global exposure that the partnerships have bought.

With all the excitement over, we thought we’d take a look at how some of the key sponsors used experiential marketing activations to elevate their brands.

1. Virgin Media: Commonwealth Games

Virgin Media used its partnership with Usain Bolt to launch its interactive ‘Race Bolt’ activation at the Commonwealth Games. Participants were given the opportunity to race against the world’s fastest man over 30 meters, on a professional athletics track. Usain was on hand in virtual form, on a 40m x 3m interactive LED screen.

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Topics: Experiential Marketing, Brand Advocate, Branded Content, Brand Awareness

Three Critical Retargeting Strategies

Posted by Tim Nichols

Oct 28, 2014 9:00:00 AM

Depending on whom you ask, conversion rates on websites hover around the 2 - 3% mark. This leaves at least 97% of website visitors with unfinished business potential. While your maximum unrealized potential isn't likely to be 97%, it's not 0% either. Somewhere between these two extremes lies the size of the missed opportunity - and this is where retargeting comes in.

Retargeting is a tool designed to help companies reach that elusive 97% of users who don’t convert right away. These visitors abandon the sales funnel for many reasons; they may just be window shopping, or not have their credit card on hand; but in the highly competitive world of online advertising, it is more important than ever to maximize the value of each visitor that shows an interest in your brand.

What is retargeting?

Retargeting is an advertising strategy in which marketers attempt to 're-attract' previous website visitors by serving them with highly-targeted ad campaigns and personalized advertisements.

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Topics: Banner Ads, Dynamic Display Ads, retargeting, Search Retargeting, retargeting platforms, Engagement Retargeting, Email Retargeting

How To Win The Trust Of A Skeptical Consumer

Posted by Tim Nichols

Oct 24, 2014 9:00:00 AM

Consumers are more discerning than ever before, and in order to build a successful brand you need to work to earn their trust. Last year, in New York's Central Park, an old man was selling "Banksy paintings" for $60 apiece. His booth was next to others, selling everything from second-hand books to fruit and vegetables.

During the entire day, only three paintings were sold, but what looked like any other booth was actually a provocative stunt by the artist Banksy himself. The works of art were real and their lucky new owners had snatched a bargain worth tens of thousands of dollars.

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Topics: Marketing Strategy, Brand Awareness, Skeptical Consumer

The Rise Of The Gigabit City

Posted by Adam Parikh

Oct 23, 2014 9:00:00 AM

Send your hologram to that meeting in New York, rather than going yourself. Experience everything Australia has to offer from the comfort of your living room. Instantly 3D-print that gadget you saw on television and get it delivered by drone messenger.

The age of gigabit connectivity is dawning and these are just a few of the predictions in a report called ‘Killer Apps in the Gigabit Age’, which tries to envisage how the next generation of Internet connections will change our lives.

The report works on the premise that, just as dial-up Internet access brought email into the mainstream and broadband spurred video streaming and social networking; gigabit-speed Internet will introduce us to a new set of technologies that will allow for more meaningful brand experiences.

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Topics: Marketing Strategy, Wearable Technology, Gigabit Internet Marketing, Gigabit, Gigabit City, Brand Awareness

Give Your Brand A Voice With Podcasting

Posted by Tim Nichols

Oct 22, 2014 11:48:00 AM

The human voice can convey much more meaning through tone and inflection than the printed word will ever be able to. It’s why millions of people across the World sat, fixated, during the Golden Age of Radio – listening to everything from adventure and drama, to classical music concerts and news.

As broadcast radio gave way to television, and television to the Internet, it comes as no surprise that, spurred on by technological advancements, broadcast radio has come full circle with podcasting.

What is podcasting?

Podcasting involves the creation of one or more audio or video files that are released episodically, over the Internet. Listeners download the files, and either play them on a computer or listening device, such as an I-Pod, at a time and place which suits them.

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Topics: Branded Content, Podcasting, Brand Awareness

Highlighting Your Mission With Social Experiments

Posted by Eric Greener

Oct 16, 2014 8:30:00 AM

If you saw a rack of refreshing beverages on a street corner with a sign that said, drop $1 in the box for a drink’, would you pay? This is the sort of moral conundrum posed by ‘social experiment’ marketing, in which brands carry out experiments in a social environment to investigate how people react to certain situations.

Social experiments provide an ideal framework for guerrilla advertising, as they are cheap to stage, require little in terms of resources and have the potential to reach a huge number of consumers, by nature of being digital and shareableOften used by not-for-profit organizations to highlight a cause (Cause Related Marketing), this can be an extremely powerful way to communicate a message.

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Topics: Experiential Marketing, Guerrilla Adertising, Cause Related Marketing, Guerrilla Marketing, Ethics, Social Experiments

Agencyside's BOLO Conference 2014

Posted by Tim Nichols

Oct 14, 2014 6:58:00 PM

With less than a week to go, ExactDrive is getting excited to attend Agencyside's BOLO Conference 2014. After having an entertaining and educational time during the 2013 BOLO Conference we have decided to attend again this year. 

ExactDrive attends several conferences each year but the BOLO digital marketing conference held in Scottsdale, Arizona offers something extra special. Yes, something in addition to perfect weather, blue skies, great golf courses and challenging hikes. BOLO offers an intimate small group that is capped at just 250 attendees.

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Topics: BOLO 2013, BOLO 2014, BOLO Conference, Events, Digital Marketing, Digital Marketing Conference

Teleportation With Marriott Hotels

Posted by Tim Nichols

Oct 14, 2014 9:34:00 AM

Have you ever wanted to explore the sandy beaches of Hawaii, or see London from the top of a skyscraper, without spending a penny? The reality is closer than you think. In one of the first premium virtual reality applications outside of the gaming and entertainment industry, Marriott Hotels recently launched its innovative #GetTeleported virtual travel experience, which enables users to feel the sand between their toes on Wai'anapanapa Beach in Maui, or enjoy a panoramic view of London from the vertigo inducing Tower 42.

This is PR at its best.

The hotel chain partnered with experiential marketing agency Relevant and Oscar-winning VFX studio Framestore to create the Teleporter’, which features Oculus Rift DK2 virtual reality headsets, wireless headphones and a suite of 4-D sensory elements, to augment the brand experience and amplify the feeling of immersion.

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Topics: Digital Advertising, Experiential Marketing, PR Stunts, Millennials, Marriott Hotels, Virtual Reality, #GetTeleported

Marketing Attribution In A Digital World

Posted by Adam Parikh

Oct 9, 2014 8:30:00 AM

In the not-so-distant marketing history, brands could only reach consumers through a few marketing channels, such as product catalogs, customer service lines and in-store interactions; but with the advent of digital media ad online advertising, the number of channels for reaching consumers has increased exponentially.

Today, customer journeys are far from linear - they tend to happen across multiple platforms, devices and sessions, and make purchase decisions based on a variety of “touch points,” such as social media, mobile apps, dynamic banner ads and retargeting ads.

Pressure is building on brands to shift their advertising spend to digital, and rely more heavily on data to measure the success of their campaigns. And at the heart of this transition is attribution.

Marketing attribution is a method used by marketers to assign value to each channel that plays a role in influencing a consumer to make a purchase. For example, if a user visits your website through an organic search; returns later via a social network and then makes a purchase after clicking on a banner ad, which channel should get the credit?

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Topics: Digital Media, Online Advertising, Online Marketing, Conversions, Marketing Attribution

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