thesign'stumblrs

May 22

Captain Awesome - English - Expanding Smart Objects (Script)

May 21

“

Nike, with a record-high marketing budget of $2.4 billion in 2011, has dropped its spending on TV and print advertising in the U.S. by 40% in just three years. Instead, Nike is going where the customer is, spending nearly $800 million on nontraditional advertising in 2010 and foregoing $100 million-plus sponsorships and traditional media buys to focus on online campaigns first.

In a 2013 survey by Econsultancy, 55% of marketers globally are planning on increasing their digital marketing budgets this year, with 39% of them planning on reallocating existing budgets toward digital channels.

This is a permanent shift, not a passing trend. Products and services must deliver value while telling engaging stories through a multitude of digital devices and within a network of multiple brands, services, and platforms. As a result, companies are experiencing new challenges of how to deepen customer engagement, grow revenue, and structure creative teams.

The upshot: Marketing and product teams need to work more closely. Copywriting and story teams must collaborate with user experience teams. Likewise, interaction and interface designers, rooted in human need and usability, need to work in integrated ways with marketing and advertising creatives.

” — Fast Company