Mediaboss Marketing

UBS may have spent the last two years fine-tuning its content creation arm Unlimited with partners Vice and Vanity Fair, but it has admitted this was at the expense of good old-fashioned marketing prompting it to reallocate budgets into more direct channels.

The financial services company found itself investing "too much in content creation" and not enough into making sure people saw it, forcing it to slice 10% off the contracts with its editorial partners to pump into actually marketing the content it had spent so much to make.

Everybody believes the content they produce is going to change the world of everyone. They believe it is going to be groundbreaking, changing world initiatives," said Thierry Campet, global head of marketing communications at UBS Wealth Management, speaking at Mobile Marketing Summit yesterday (7 July).

"The truth is, we believed it as well, but if you don't push your content in the good old fashioned way - and thats not TV anymore but paid social media marketing - if you don't push it they won't see it. That was a huge learning for us - we really thought the content would sell on its own and it didn't."

Campet was brought into UBS in 2015to shake up the marketing output from simply pushing products to establishing brand affinity. He describes this job at a more than 150-year old brand as "a daily fight".

"It is difficult for a bank to stop talking about what it knows, especially when they have been doing it for 150 years. You have to tell them, they are not interested. Speak about what wakes them up in the morning, and it is not you," he said.

Enter Unlimited, the marketing boss' ploy to establish UBS as a brand with a purpose. But a key issue UBS faces is measuring the success of its marketing initiatives when it takes a minimum of two years to convert a consumer from one bank to another, ruling out immediate results.

With this in mind, Campet said he is trying to measure the success in "many ways", given he can't rely on traffic converting into customers as first planned. He confessed that Unlimited is for now acting solely as a form of brand advertising - a 30-second ad in the shape of a website - rather than something that actively drives business results.

I thought people would read Unlimited and go to UBS and sign up, he said. But Unlimited plays a little bit of a role of TV ad - I don't know how much traffic it will generate the day after, but my objective as a KPI is to make people come and then come back.

Right now my KPI is to have as much traffic as possible, then I will figure out how to get them to UBS, he adds.

Despite its mission to drive brand affinity, UBS branding in Unlimited is subtle. When Vice and Vanity Fair publish the funded content on their own platforms and social media channels, the signpost Powered By UBS is used, an admittedly discreet disclaimer because the purpose of Unlimited is to make the content of UBS known as opposed to the brand UBS, Campet said.

I believe people will engage with us through our content rather than through our name, he added. Campet hopes the more content people read, the more they associate that content with its wider purpose of the bank.

The more money you have the less interested you are in talking about money, Campet said. As a consequence we engaged too many times in conversations with potential prospects about money, where people are really interested in your purpose. Over the last few months we have realised it hugely revolved around three things: families, business, and purpose.

Unlimited was created with that in mind - how can you engage a conversation with very wealthy people without ever talking about finance, he added.

Purpose is the driver of Unlimiteds editorial agenda. It has two editorial lines; Does wealth make us rich anymore? and Is it a matter of time?. The notion of living past the age of 100 is no longer a pipe dream with the advancement of technology, but the second question asks whether there is point in having extra years if those years arent used to serve a purpose.

Can I build something that 300 years later will still be there and I will be remembered for? Campet said.

The marketing heads focus over the next two to three years lies in funneling an editorial strategy, having completely underestimated the impact of consistent editorial agenda.

We are a big bank, everyone loves to think that what is being produced is going to break the house. The truth is - no one piece will because it is coming from all over, he said. My objective is Having people from varying horizons to work together in their own way but following a thread which is common in all of them.

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UBS cuts 10% of Vice and Vanity Fair content budget to push into social marketing, admitting it got the mix wrong - The Drum

Mondelez, the manufacturer of Oreos cookies, has made marketing mistakes at times. Like when it sent out single nickel-sized mini Oreos to households as samples. Even splitting the top and bottom wouldn't make them go far.

But the company is usually savvy, particularly when it comes to social marketing. It pulled off 40 million likes on for Oreos. And when its Honey Maid graham crackers brand used a same-sex couple with child in an ad and was buffeted with hate mail, Mondelez turned the entire thing into a viral win with a brilliant YouTube video.

So forgive me if I raise an eyebrow at the reports about how avocado Oreos might be the next flavor to show up in stores. There is something going on -- Mondelez is making itself beloved by consumers while trolling the press and getting attention for a big promotion that won't be over for another week.

Mondelez has been running a promotion called the #MyOreo Creation Contest. People submit flavor ideas and someone, whose idea is chosen, will walk away with $500,000. Sweet. Literally.

People have sent in all sorts of ideas, as you might expect. Apparently Mondelez made limited batches of some for the people who made the suggestions. The flavors include:

And, in addition, galaxy, unicorn, and ... avocado. Galloping green glob, the last one sounds terrible. (And I'm hoping no unicorns were hurt, either.) That led to people getting some of these and a few media outlets running headlines like Avocado Oreos Are A Thing Now, So If You'll Excuse Me I Have To Go Leave The Planet and Oreo Is Making Avocado, Unicorn, and Carrot Cake Fan-Requested Flavors.

Some in the media are either over-reacting, having fun, or both. But, not to worry, there is no way Mondelez is going to mass produce avocado Oreos, with or without corn chip-flavored cookies and a suggestion to dip in glasses of salsa. This seems like a smart way to get positive attention from customers who post about getting their suggested flavor, manage media coverage, and extend attention for the contest. Plus, the contest doesn't end until July 14.

Not to doubt how far some people will go, including eating avocado sandwiched between two Oreo cookies, like in the video below.

Overall a smart move -- the marketing twist, not necessarily this video. However, there is one place Mondelez may have messed up on the social front -- the domain oreos.com is owned by someone else and available for anyone who wants to pay enough. But, to put everyone's minds at ease, no one has avocadooreo.com. Yet. Sometimes you have to look toward the little things in life.

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Oreos Pulls a Genius Social Media Move by Freaking People Out - Inc.com

Its been a little over a year since direct mail marketing tech firm QuantumDigital rolled out its Facebook ad automation service, TriggerMarketing Social, which integrates with MLS data.

With the use of geo-targeting, the social media add-on distributes auto-generated ads to mobile users within close proximity to the listing. Agents have the option to launch a campaign as listings enter or leave the market, and they receive the email and phone number of every consumer who clicks on an ad.

Since its debut in the summer of 2016, TriggerMarketing Social has generated for agents:

Now, the Austin, Texas-based company has added Open House marketing to the list of online automation features incorporated into its targeted direct marketing platform.

The upgrade to TriggerMarketing Social gives real estate agents the ability to disseminate a swift geo-targeted Open House Facebook ad campaign without having to log into the social media giant at all.

TriggerMarketing prompts real estate agents to circulate an Open House Facebook ad campaign with automatically generated MLS-driven ads. Agents can easily launch their campaign in seconds from their email, and ads are displayed only to those identified and qualified by advanced geo-targeting, which ensures all contacted mobile users are located near the listing.

Prospects will click on the Facebook ad, which signals TriggerMarketing Social to send the leads email and phone number in real-time to the corresponding agent. The automation tool offers three, seven and 14-day campaigns that can generate up to an average of 20 to 28 leads and 3,900 views of their open house announcements, according to the company.

Adding the automated Open House Facebook ad feature to QuantumDigitals existing suite of products was the result of requests from real estate customers seeking additional ways to simplify the marketing process and to accommodate their need for mobile-friendly tools, said the company in a press release.

Email Fabiana Gordon

Read more here:
QuantumDigital enhances TriggerMarketing Social with new Open House marketing feature - Inman.com

The Bronx, the only one of New York Citys five boroughs that is on the American mainland, once had a sociological as well as geographical distinction. In the 1930s it was called, as Daniel Patrick Moynihan noted, the city without a slum. It was the one place in the whole of the nation where commercial housing was built during the Great Depression. In the third quarter of the 20th century, however, there came, particularly in the South Bronx, social regression that Moynihan described as an Armageddonic collapse that I do not believe has its equal in the history of urbanization.

Of the several causes of descent, there and elsewhere, into the intergenerational transmission of poverty, one was paramount: family disintegration. Some causes of this remain unclear, but something now seems indisputable: Among todays young adults, the success sequence is insurance against poverty. The evidence is in The Millennial Success Sequence published by the American Enterprise Institute and the Institute for Family Studies and written by Wendy Wang of the IFS and W. Bradford Wilcox of the University of Virginia and AEI.

The success sequence, previously suggested in research by, among others, Ron Haskins and Isabel Sawhill of the Brookings Institution, is this: First get at least a high school diploma, then get a job, then get married, and only then have children. Wang and Wilcox, focusing on millennials ages 28 to 34, the oldest members of the nations largest generation, have found that only 3 percent who follow this sequence are poor.

A comparably stunning 55 percent of this age cohort have had children before marriage. Only 25 percent of the youngest baby boomers (those born between 1957 and 1964) did that. Eighty-six percent of the Wang-Wilcox millennials who put marriage before the baby carriage have family incomes in the middle or top third of incomes. Forty-seven percent who did not follow the sequence are in the bottom third.

One problem today, Wilcox says, is the soul-mate model of marriage, a self-centered approach that regards marriage primarily as an opportunity for personal growth and fulfillment rather than as a way to form a family. Another problem is that some of the intelligentsia see the success sequence as middle-class norms to be disparaged for being middle-class norms. And as AEI social scientist Charles Murray says, too many of the successful classes, who followed the success sequence, do not preach what they practice, preferring ecumenical niceness to being judgmental.

In healthy societies, basic values and social arrangements are not much thought about. They are of course matters expressing what sociologists call a societys world-taken-for-granted. They have, however, changed since President Lyndon Johnson proclaimed unconditional war on poverty. This word suggested a fallacious assumption: Poverty persisted only because of hitherto weak government resolve regarding the essence of war marshalling material resources.

But what if large causes of poverty are not matters of material distribution but are behavioral bad choices and the cultures that produce them? If so, policymakers must rethink their confidence in social salvation through economic abundance.

Reversing social regression using public policies to create a healthy culture is akin to nation-building abroad, an American undertaking not recently crowned with success. Wang and Wilcox recommend education focused on high-level occupational skills, subsidizing low-paying jobs, and public and private social marketing campaigns, from public schools to popular media, promoting marriage toward the end of the success sequence.

Success is, of course, more complex than adherence to the sequence. Much cultural capital often is unavailable to poor people. In J.D. Vances Hillbilly Elegy, his memoir of his rise from Appalachian poverty to Yale Law School, he recounts his experience in the recruiting process with prestigious law firms, during which he learned, among many other things he did not learn at home, use the fat spoon for soup and your shoes and belt should match. These may seem trivial matters; to upward mobility, they are not.

Much more important, however, is the success sequence. In Nathaniel Hawthornes day, as in ours, it was said that problems were so daunting that old principles must yield to new realities. Perhaps, however, unfortunate new realities are the result of the disregard of old principles. Hawthorne recommended consulting respectable old blockheads who had a death-grip on one or two ideas which had not come into vogue since yesterday morning. Ideas like getting an education, a job and a spouse before begetting children.

More here:
We know the cure for poverty but not how to apply it - New York Post

WASHINGTON The Bronx, the only one of New York Citys five boroughs that is on the American mainland, once had a sociological as well as geographical distinction.

In the 1930s it was called, as Daniel Patrick Moynihan noted, the city without a slum. It was the one place in the whole of the nation where commercial housing was built during the Great Depression.

In the third quarter of the 20th century, however, there came, particularly in the South Bronx, social regression that Moynihan described as an Armageddonic collapse that I do not believe has its equal in the history of urbanization.

Of the several causes of descent, there and elsewhere, into the intergenerational transmission of poverty, one was paramount: Family disintegration. Some causes of this remain unclear, but something now seems indisputable: Among todays young adults, the success sequence is insurance against poverty.

The evidence is in The Millennial Success Sequence published by the American Enterprise Institute and the Institute for Family Studies and written by Wendy Wang of the IFS and W. Bradford Wilcox of the University of Virginia and AEI.

The success sequence, previously suggested in research by, among others, Ron Haskins and Isabel Sawhill of the Brookings Institution, is this: First get at least a high school diploma, then get a job, then get married, and only then have children. Wang and Wilcox, focusing on millennials ages 28 to 34, the oldest members of the nations largest generation, have found that only 3 percent who follow this sequence are poor.

A comparably stunning 55 percent of this age cohort have had children before marriage. Only 25 percent of the youngest baby boomers (those born between 1957 and 1964) did that.

Eighty-six percent of the Wang-Wilcox millennials who put marriage before the baby carriage have family incomes in the middle or top third of incomes. Forty-seven percent who did not follow the sequence are in the bottom third.

One problem today, Wilcox says, is the soul-mate model of marriage, a self-centered approach that regards marriage primarily as an opportunity for personal growth and fulfillment rather than as a way to form a family.

Another problem is that some of the intelligentsia see the success sequence as middle-class norms to be disparaged for being middle-class norms. And as AEI social scientist Charles Murray says, too many of the successful classes, who followed the success sequence, do not preach what they practice, preferring ecumenical niceness to being judgmental.

In healthy societies, basic values and social arrangements are not much thought about. They are of course matters expressing what sociologists call a societys world-taken-for-granted.

They have, however, changed since President Lyndon Johnson proclaimed unconditional war on poverty. This word suggested a fallacious assumption: Poverty persisted only because of hitherto weak government resolve regarding the essence of war marshalling material resources.

But what if large causes of poverty are not matters of material distribution but are behavioral bad choices and the cultures that produce them? If so, policymakers must rethink their confidence in social salvation through economic abundance.

Reversing social regression using public policies to create a healthy culture is akin to nation-building abroad, an American undertaking not recently crowned with success. Wang and Wilcox recommend education focused on high-level occupational skills, subsidizing low-paying jobs and public and private social marketing campaigns, from public schools to popular media, promoting marriage toward the end of the success sequence.

Success is, of course, more complex than adherence to the sequence. Much cultural capital often is unavailable to poor people. In J.D. Vances Hillbilly Elegy, his memoir of his rise from Appalachian poverty to Yale Law School, he recounts his experience in the recruiting process with prestigious law firms, during which he learned, among many other things he did not learn at home, use the fat spoon for soup and your shoes and belt should match. These may seem trivial matters; to upward mobility, they are not.

Much more important, however, is the success sequence. In Nathaniel Hawthornes day, as in ours, it was said that problems were so daunting that old principles must yield to new realities. Perhaps, however, unfortunate new realities are the result of the disregard of old principles.

Hawthorne recommended consulting respectable old blockheads who had a death-grip on one or two ideas which had not come into vogue since yesterday morning. Ideas like getting an education, a job and a spouse before begetting children.

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The sequence to success - The Exponent Telegram (press release) (registration)