ExactDrive News

Is There Really “No Such Thing As Bad Publicity”?

Posted by Adam Parikh

Nov 26, 2014 8:30:00 AM

According to Brendan Behan, an Irish writer and playwright, there‘s no such thing as bad publicity - except for your own obituary. Is he right?

Businesses that find success through controversy might be scorned in public, but they can often attract enough consumers to suggest that the emotional response acts as form of free advertising. And in terms of their bottom line, they may not seem to suffer. Maybe they have a monopoly on the marketplace and a league of followers who love what they do enough to revel in the controversy (or ignore it)?

But courting controversy is very different to a media stunt or PR campaign turning sour. There’s nothing more powerful than a polished, engaging and emotive PR stunt. But similarly, there’s nothing more damaging for a business than PR going pear-shaped. Here are some media of the biggest disasters – do you agree with Mr Behan?

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Topics: PR Stunts, Bad Publicity

Handy Tips To Tackle Spam

Posted by Rob Wagner

Nov 25, 2014 8:39:00 AM

It has been estimated that over 95% of all email traffic is spam, and the proliferation of it has led to millions of dollars in lost productivity and additional infrastructure costs for businesses. Those that choose to maintain in-house email servers are fighting a losing battle because spammer tactics are constantly evolving. As a marketer, you need to stay one step ahead of the spammers in order to protect your brand and customers.

Here are a few tricks we have learned to help minimize the risks to your business.

Email Spam

Sometimes it seems like if there wasn’t junk email, there wouldn’t be much email at all! How can your business minimize the risk of receiving email spam and sending it on to your customers?

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Topics: Social Media Spam, Spam, CAN-SPAM

3 Critical Ways To Avoid Mobile Advertising Mistakes

Posted by Tim Nichols

Nov 24, 2014 9:08:00 AM

Mobile phones are an integral part of our culture, and while a growing number of advertisers are recognizing mobile as a powerful gateway to direct contact with a large proportion of the public, many mobile  advertising campaigns are being executed ineffectively, leading to disappointing campaign results.

While we all make mistakes here and there, a major mobile faux pas can leave quite an unfavorable impression of your brand with customers.

Here are 3 common mistakes marketers have made with their mobile advertising campaigns and how you can avoid them.

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Topics: Mobile Advertising, Mobile Marketing, Mobile App, QR Code Campaigns, QR Codes

No Budget? No Excuse! Make Some Noise With Grassroots Marketing

Posted by Eric Greener

Nov 21, 2014 9:00:00 AM

For anyone starting a new business, marketing and advertising is essential. There’s no point having a fantastic product or service if no-one knows about it. And todays obsession with social media means that simple marketing strategies have never been more effective and the number of people you can reach out to is endless.

Most big companies have their own marketing teams and often they have huge budgets to utilize, but with start-ups it’s a completely different ball game. So, what do you do when you don’t have the funds or a marketing guru to help you? Just put your creative hat on and push your message across using Grassroots Marketing techniques.

Grassroots Marketing is a cost-effective way to reach your target audience using simple techniques like word-of-mouth, door-to-door sales, competitions - with your product or service forming the prize - and even guerrilla marketing strategies.

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Topics: Guerrilla Adertising, Guerrilla Marketing, Grassroots Marketing

Engaging Consumers With Native Advertising

Posted by Tim Nichols

Nov 20, 2014 9:30:00 AM

In a world saturated with marketing messages, people hear a radio commercial and change the station. They see a commercial on TV and fast-forward their DVR. Some people even see an ad on Facebook and subconsciously ignore it (even though we all know that is a silly thing to do). So how do you get consumers to pay attention to your ad? The key is to not make it seem like an ad.

This is where native advertising comes in. As the name implies, it is advertising that feels natural. Almost appearing to be a part of the content, native ads do not scream for the user’s attention. They are part of a website’s organic environment, and provide a great opportunity for brands to curate consumer-centric messages.

The relevancy of native advertising carries across diverse channels, largely owing to the fact that there is nothing flashy about the ads – there are no large fonts, special animations, or innate flourishes. By creating advertisements in this way, marketers hope to provide a much less disruptive advertising experience. Below is a great example of native advertising.

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Topics: Advertising, Marketing Strategy, Branded Content, Purina, Native Advertising

Digital Success With Meme Marketing

Posted by Adam Parikh

Nov 19, 2014 12:05:00 PM

It doesn't matter if you're an avid tweeter, a Tumblr addict, or a Facebook junkie; there's one thing you can't avoid on the Web: memes. Memes are everywhere and just about anything or anyone can become one. Grumpy Cat, Alex from Target, Overly Attached Girlfriend, Success Kid — all of them started out as normal, everyday people (or animals), but were somehow catapulted into the online spotlight, overnight.

The actual term “meme” comes from the 1976 book The Selfish Gene by Richard Dawkins, who defined it as a unit of cultural information passed between people, but today, memes are most commonly known as those funny pictures with puns and jokes overlaid on top in bold, white lettering.

What is a meme?

A meme is quite simply a concept, behaviour, or idea that spreads virally, usually via the Internet. Memes most commonly appear as pictures or videos, but they can also take the form of a link, hashtag, a simple word, phrase, or even an entire website. Memes can also take the form of viral videos, with one of the most famous examples being the "Harlem Shake" memes that took over the Internet in early 2013.  (The original video has now received more than 75,000,000 views)

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Topics: Marketing Strategy, App, Branded Content, Meme, Meme Marketing

When Experiential Marketing Gets Dirty: The Walking Dead

Posted by Scott Bagguley

Nov 13, 2014 9:08:00 AM

When season four of the hit TV show The Walking Dead came to the Fox Channel in Portugal, the people responsible for the show’s PR used experiential marketing to come up with a fantastic way of raising awareness and making a big impression.

Before revealing any details, it’s probably worth briefly explaining what the show is about, in case you’ve never seen it. The Walking Dead is an American post-apocalyptic horror drama based on the comic book series of the same name. It’s about a sheriff who comes out of a coma to find a post-apocalyptic world dominated by flesh-eating zombies. There’s your context, there’s your setting…

The Walking Dead gang (including creative agency Torke+CC) teamed up with Portugal’s national blood bank institute IPST to create ‘The Walking Dead Blood Store’, where blood was accepted as currency. While this was clearly an effort to get people talking about the new season, the experiential marketing campaign added a nice touch – it also increased blood donations.

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Topics: Experiential Marketing, PR Stunts, The Walking Dead

Engaging Consumers With Creative QR Code Campaigns

Posted by Rob Wagner

Nov 12, 2014 9:03:00 AM

They have been around since the early 1990’s, but Quick Response or ‘QR codes are still an enigma to many marketers. It is only with the widespread adoption of smartphones that they have entered the mainstream and now they appear everywhere, from bus shelters to beer mats.

So what exactly are QR codes?

Invented in Japan, QR codes are like barcodes, except they can store much more data, including downloadable content. Users scan a QR code with a smartphone, which takes them to a particular website, promotional offer, or social media page. 

Some marketers believe QR codes to be ineffective eye-sores that are mostly ignored, or if they are scanned, offer a disappointing experience for customers. But advocates firmly believe that used correctly, QR codes can be an easy and engaging way to surprise and delight consumers.

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Topics: Mobile, Smartphones, QR Code Campaigns, QR Codes

Exciting Social Media Sites To Keep An Eye On

Posted by Adam Parikh

Nov 11, 2014 9:38:00 AM

As avid marketers, you’ll be familiar with the usual social media suspects - Facebook, Twitter, Pinterest, Instagram, and LinkedIn. You will have most likely experimented with at least one of them as part of your digital marketing strategy and seen varying degrees of success.

However, there are some exciting social media kids on the block, many of which are unfamiliar to online marketers, and yet they possess great business potential.

While you obviously can’t be on all of them, here are a few that might fit into your social media campaigns.

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Topics: Google+, Social Media Advertising, Social Media, Facebook, WhatsApp, Ello, StumbleUpon

3 Myths About Programmatic Ad Buying

Posted by Tim Nichols

Nov 10, 2014 9:02:00 AM

Some marketers are hesitant to embrace programmatic buying because of some common misconceptions about it. Here are three myths about programmatic buying and the truth behind them.

As we move into the digital age, machines are taking on a much bigger role in online ad buying. In fact, according to a new study by Magna Global, (the ad buying arm of Interpublic Group), programmatic buying, in which marketers use computerized systems to target users based on consumer data and Web browsing histories, is expected to jump 52 percent by the end of this year, to $21 billion globally.

This impressive growth is being fueled by a desire from marketers to cut transaction costs, improve efficiency, and see a stronger return on investment of ad spend.

Programmatic is a major departure from the traditional online ad buying process, in which digital ads are bought and sold by human media buyers and salespeople. Programmatic buying automates the processes that humans have historically had to deal with, like sending insertion orders to publishers and dealing with ad tags.

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Topics: Programmatic Media Buying, Online Advertising, Behavioral Targeting, Real-Time Bidding, Real-Time Media Buying, RTB, Online Media Buying, Automation

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