The future of integration platforms is prescriptive rather than descriptive – @gigaom


SUMMARY: The current middleman services that link connected devices and different web platforms are just the first step in building out a context-aware internet of things.

by Seema Jethani, Enstratius

The next generation of integration platforms will be prescriptive where they will be able to observe our behavior across various facets of life and automatically build or recommend integrations for us.

Image representing Zapier as depicted in Crunc...
Image by None via CrunchBase

The popularity of APIs today has given rise to vendors such as IFTTT and Zapier that help us tie various services together very easily, without requiring us to program to the APIs ourselves. Gartner likes to call such vendors iPaaS or Integration Platform as a Service providers.

The beauty of Google NOW is that it passively delivers information to us that it predicts we will want, based on our search habits… Leer más “The future of integration platforms is prescriptive rather than descriptive – @gigaom”

4 Ways E-commerce Can Drive Conversions From Green Initiatives


Going green, online-is it worth it? The short answer is yes. Many marketers may not realize that catering specifically to this type of consumer can actually increase conversion rates, while
maintaining your image as a green-friendly organization. And when applying some personalization to the mix, can also help keep your green friends very, very loyal.

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Targeting The Consumer: Comparing Tablet to Desktop Paid Search Performance


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In my world, we think a lot about reaching affluent audiences with targeted rich media. Of course, rich media isn’t the only way to reach luxury buyers – search engine marketing is also incredibly effective and complimentary to the rich media experience. Since search is extending well beyond the desktop, brands now have to think about targeting audiences by device as well as by keyword phrase.

To talk more about this, I’ve invited my friends at Morpheus Media, who’ve just completed a study on tablet search behavior across five luxury brands, to join me here. Basheer Bergus, Paid Search
Strategist at Morpheus, shares what they’ve learned…

Couch-surfing Sites Appeal Beyond Backpackers


In a review of luxury travel trends, I cited unique experiences, exotic and previously forbidden locales, and healthy, activity-based vacations among the new year’s fads-all tied together by the
social-media savvy. Thank you, Travel + Leisure, Travel Weekly, the International Luxury Travel Market, and others, for backing me up. A new crop of travel sites connects some of these trends.

via MediaPost | Engage:Affluent http://feeds.mediapost.com/~r/engageaffluent/~3/MmhglXsWMRc/couch-surfing-sites-appeal-beyond-backpackers.html In a review of luxury travel trends, I cited unique experiences, exotic and previously forbidden locales, and healthy, activity-based vacations among the new year’s fads-all tied together by the
social-media savvy. Thank you, Travel + Leisure, Travel Weekly, the International Luxury Travel Market, and others, for backing me up. A new crop of travel sites connects some of these trends.

Top Sustainability Consultants: Where Do You Rank?


As green marketers, we spend a lot of time thinking about brands as clients. In Verdantix’s recent study Global Sustainability Leaders Survey: Brands, the tables are turned as they rank the
consultants and service providers offering counsel on sustainability. The study was based on interviews with 250 senior sustainability decision-makers at firms with annual revenues greater than $250
million, across 21 industries in 13 countries.

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New Year’s Resolutions (And The Deeper Meaning Behind Them)


I’ve always loved the start of a new year. New Year’s Eve, as holidays go, is characteristically more about fun and less about family drama, and New Year’s Day is typically a day of relaxed recovery.
I’ve even come to enjoy the promise and potential that is so carefully packaged in the “New Year, New You” promotions that now seem standard fare for every category.

via MediaPost | Engage:Affluent http://feeds.mediapost.com/~r/engageaffluent/~3/3SN3kfFhXrw/new-years-resolutions-and-the-deeper-meaning-beh.html I’ve always loved the start of a new year. New Year’s Eve, as holidays go, is characteristically more about fun and less about family drama, and New Year’s Day is typically a day of relaxed recovery.
I’ve even come to enjoy the promise and potential that is so carefully packaged in the “New Year, New You” promotions that now seem standard fare for every category.

A Resolution For A Sustainable New Year


As marketing professionals, we need to think of “green” marketing not only in terms of helping our clients create socially responsible images, but also how we can practice sustainability within our
own agency cultures. For this New Year, we can resolve to eliminate waste on the back-end for ourselves and our clients, which will in turn make the experiences we create for consumers that much more
delightful and engaging.

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A New Year For Storytelling


Sometimes following what goes on in the world of sustainability feels a bit like doing homework. Carbon emission reduction targets, true cost, carbon markets, standardized reporting, climate change
mitigation — the list goes on. While it’s critical to understand what each of those topics means for businesses and consumers, it’s not the type of language that will get mass audiences to “go
green.”

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Younger People, Social Media Shape Travel Trends for 2013


When Virgin Galactic launched in 2004, I think we all knew that the future of luxury travel would look very different than we ever could have anticipated.

via MediaPost | Engage:Affluent http://feeds.mediapost.com/~r/engageaffluent/~3/jLvEzIXLDrk/younger-people-social-media-shape-travel-trends-f.html When Virgin Galactic launched in 2004, I think we all knew that the future of luxury travel would look very different than we ever could have anticipated.

Reflections On 2012 Sustainability Milestones


2012 was a big year for sustainability with major world events such as Rio+20 and the Summer Olympics and natural disasters such as Hurricane Sandy propelling the conversation forward on a global
platform. While the debate surrounding both causes and solutions continues to swirl, what is definite is that sustainability is part of a global dialogue.

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Seeking Simplification (In Theory, At Least)


In each of the last 36 years, we have begun the analysis of our survey data with a search for trends. What’s up? What’s down? What has changed in Affluent lives, spending patterns, and media habits?

via MediaPost | Engage:Affluent http://feeds.mediapost.com/~r/engageaffluent/~3/ba3vkutoOOI/seeking-simplification-in-theory-at-least.html In each of the last 36 years, we have begun the analysis of our survey data with a search for trends. What’s up? What’s down? What has changed in Affluent lives, spending patterns, and media habits?

5 Tips Luxury Marketers Can Learn From Showtime’s ‘Homeland’


“Homeland,” Showtime’s 2012 Emmy-winning series, is a story of heroic efforts by a team of dedicated intelligence professionals to promote the interests of the United States and safeguard it against
threats in an ever-changing, turbulent world. In a larger sense, it’s very similar to the efforts of luxury marketers to gain mindshare of affluents. The storyline has a premier brand, the United
States, whose influence is being threatened. Like luxury marketers, the team has to promote the brand while also protecting it from powerful, opposing forces in the marketplace who desire to diminish
its influence.

via MediaPost | Engage:Affluent http://feeds.mediapost.com/~r/engageaffluent/~3/-9Yma2Vk4dQ/5-tips-luxury-marketers-can-learn-from-showtimes.html “Homeland,” Showtime’s 2012 Emmy-winning series, is a story of heroic efforts by a team of dedicated intelligence professionals to promote the interests of the United States and safeguard it against
threats in an ever-changing, turbulent world. In a larger sense, it’s very similar to the efforts of luxury marketers to gain mindshare of affluents. The storyline has a premier brand, the United
States, whose influence is being threatened. Like luxury marketers, the team has to promote the brand while also protecting it from powerful, opposing forces in the marketplace who desire to diminish
its influence.

They’ve Said It Before And I’ll Say It Again: The Key Is Transparency


Newsweek recently released its Green Rankings 2012 list, which highlights America’s greenest companies. Environmental impact has become one of the biggest selling points for brands when striving to
gain consumer attention. However, something I’ve noticed over the years is that the companies who are making green efforts can be placed into two different categories: those that are naturally
perceived as green (therefore having to put very little energy into pushing their green message due to the nature of the product) and those that exercise green practices, yet whose efforts go
relatively unnoticed if they are not purposely advertised.

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CSR Reporting: Think Small


Most everyone believes companies need to be “responsible for doing the right thing,” but it was interesting to read that 84% of those surveyed in a recent Cone Communications study felt companies are
also just as responsible for effectively communicating said actions. What’s more, nearly half of those surveyed claimed they’d avoid a purchase if they couldn’t find out about a brand’s CSR efforts.

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Marketing Lessons From The Obama Campaign


Regardless of your political affiliation, one can’t help but admire the Obama campaign’s relentless and successful marketing strategy. In the next few months, marketers of all stripes will be
scrutinizing what worked and what missed the mark. As marketers, we can all learn more about our craft by studying this recent election cycle. In the following, let’s examine how some of these
lessons can be applied to green marketing strategies.

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