The Polar Vortex that devastated most of the country this week isn’t going away just yet. It’s getting worse. Sub-zero temperatures lower than 20 degrees below and dangerously cold wind chills are expected to move in across the Midwest, the Mid-Atlantic and several other states.
I’m a half-full kind of guy. As a proud alum of “Up With People,” I believe that world peace is within reach and gas at $20 a gallon is not. I think there is more right with the world than wrong and have the same perspective about my professional life. I believe the best way to fix a brand is to find what’s inherently right about it.
Irony reigns supreme on Super Bowl Sunday, as the name of the event itself doesn’t mention football: It’s also the Super Bowl of halftime shows, the Super Bowl of hype, the Super Bowl of media coverage, and, of course, the Super Bowl of Advertising.
Will 2015 be the year that we see more convergence between online and offline stores? What is the latest with mobile phones and shopping? How will the interactive shopping experience impact retail? Will consumers only do business with brands they trust?
You would think that 51 Fridays in the red and one in the black isn’t the kind of “high” a retailer could get behind. Yet sacrificing margin for volume and getting myopic about shopper frenzy, most retailers once again placed all their bets on black last week because… hey, isn’t it the busiest shopping day of the year?
For retailers, media is a full-contact sport. Fast and furious, most media agencies simply aren’t wired for it. Doesn’t retail move too fast and deal with too much direct and indirect omnichannel competitors to depend on bloated models or planning and buying by the numbers alone?
Too late. Yes, we’re talking about the social media train leaving the station. TV budgets are projected to grow 11% over the next four years. At the same time, social media budgets are projected to grow 65% (eMarketer, Business Insider). And 56% of senior-level marketers say that their investment in digital and social channels will exceed their investment in traditional media within one year (ThinkVine, April 2014).
My first computer was the TRS-80 Color Computer (or Trash-80 Coco) as we liked to call it. My next computer was the Commodore 64, and then the Tandy 1000. MS-Dos was an operating system that fit in either 12 or 28 Kbytes of memory. It was basically a file manager and a simple program loader. There was no GUI, no mouse and only one application program could run at a time.
The holiday retail season is upon us, and it is anticipated that the impact of digital will once again be positive and demonstrable on retailers’ “bottom line.” eMarketer is reporting in their Holiday Shopping Preview that digital sales will reach $72.41 billion dollars, an increase of 16.6% over 2013.