Tide Pod shout-outs onscreen. Flirtatious exchanges with companies on Twitter. Netflix may not run ads, but it has become a coveted marketing platform. Above: A scene in the Netflix series Daybreak name-checks Aquaphor, Quilted Northern, Tide and other companies, none of which paid for the mentions.
Digital marketing agency Dream Local Digital has created a leadership position for a chief revenue officer and hired Ron Belyea, formerly digital director of the Sarasota [Fla.] Herald Tribune and VP-COO of VillageSoup Media in Rockland, Maine. Dream Local Digital recently closed a round of investment funding to heavily expand its sales and marketing efforts. […]
Tegna Inc. said Thursday that it has sold ShopLocal LLC, which has been doing business as Cofactor, to Liquidus Marketing, a digital marketing solutions company. Cofactor is a digital marketing company that connects online and offline shoppers across all channels and devices. Terms were not disclosed.
Scott Stemmermann will oversee all multiplatform digital and social products for the division’s first-run syndicated programming. In addition to managing Access Hollywood, Access Hollywood Live, Steve Harvey, The Meredith Vieira Show, and all shows produced from NBCUDTD’s Stamford Media Center, Stemmermann will lead digital and social strategy for prospective shows produced by the division.
The broadcaster rolls out Tactive Digital in 18 markets to serve local and regional clients with mobile marketing, video targeting, reputation management, social media management, search engine marketing, search engine optimization, Web design and native advertising, among others.
Accenture has entered into an agreement to acquire Reactive, an independent Australian ad agency. The purchase is yet another move toward marketing by a company with IT roots. Accenture, IBM, Dell and Deloitte are now all trying to make money by helping companies use digital tools to get smarter about the way they interact with customers, and all expect marketing to influence how the money is spent.
The digital world that small businesses need to navigate becomes increasingly more complicated each year. But Court Cunningham, CEO of Yodle, says that new trends in store for 2014 will help simplify SMBs’ digital marketing efforts. “In 2014, I believe the complexities in local online marketing will continue to grow, but as local marketing automation systems emerge this complexity will become manageable and simplified for SMBs,” Cunningham says.
On the Delmarva Peninsula, WBOC Salisbury, Md., is finding success with its digital efforts. Since the arrival of Brooke Knight Warner four years ago as the CBS affiliate’s Interactive chief, digital revenue has increased 10 fold and the portfolio of new advertising, directory and digital services clients has grown to 1,200.
Local broadcasters’ $1.8 billion in local online ad revenue this year might represent only the visible portion of the Internet iceberg. A TVB survey found that 61% of the local businesses surveyed said they expected their expenditures on digital media to grow in 2011. The survey identified a large opportunity for local TV broadcasters to tap into that vein: 58% of the respondents said they considered their TV rep a good source of information for digital opportunities, while 71% expressed confidence that the rep was a good adviser on media buys.