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Try the direct approach. It works. February 23, 2015

POINT: This Ad Age article discusses the top three brand threats to making native advertising work. It seems obvious that consumers would be turned off by content that appears to be one thing and is actually another. Read the article here. COUNTERPOINT: While native advertising (branded content) evolves, consider trying a direct, honest approach that works. We have incontrovertible proof that it works. The secret ingredient is found inherently in the term used to describe our audience: consumers. Group Mojo is a…

Is Nutri-Grain’s branded content “unstoppable”? February 13, 2015

This is pretty amazing. Branded content without the brand being forced into the story, while at the same time, not just a fluffy piece of self-indulgent entertainment that could care less about the brand. Will it sell Nutri-Grain? At the very least, it creates a positive emotion, which by association, impacts the brand. Read the article and see the video(s) here. Group Mojo is a digital content and direct response marketing agency with headquarters in Portland, Oregon.

From Big Data to Big Content February 9, 2015

Water in a bucket can be described as content. Effective content engages the audience and tells a story that affects them in some purposeful manner – changing perceptions, reinforcing beliefs, motivating action. So no matter how big the content is intended to be, it must be more than water under the bridge, or –  in a bucket – as it were. Read the article here.   Group Mojo is a digital content and direct response marketing agency with headquarters in Portland, Oregon.

Cracking the Code for Mobile Advertising February 2, 2015

Here’s irony: on a desktop, laptop and even a tablet to a degree, this WIRED MAGAZINE article is surrounded by advertising – but the flow of the article is intact. Not so on a smartphone. The article itself becomes an illustration of the problem. Where does the advertising go? Disruptively – into the text stream of the article. Suddenly, in the middle of reading about Google’s struggle to monetize the mobile platform, Glamour Magazine tempts readers with No-Bake Cherry Oat Balls. GQ intrudes with bikini-clad…

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