{"id":5143,"date":"2013-05-30T05:51:04","date_gmt":"2013-05-30T11:51:04","guid":{"rendered":"http:\/\/www.zmetro.com\/?p=5143"},"modified":"2013-05-30T05:51:04","modified_gmt":"2013-05-30T11:51:04","slug":"less-guff-more-puff-thanks-to-new-digital-tools-marketing-is-no-longer-voodoo","status":"publish","type":"post","link":"http:\/\/www.zmetro.com\/?p=5143","title":{"rendered":"Less guff, more puff: Thanks to new digital tools, marketing is no longer voodoo"},"content":{"rendered":"<p><a href=\"http:\/\/www.economist.com\/news\/business\/21578063-thanks-new-digital-tools-marketing-no-longer-voodoo-less-guff-more-puff\">The Economist<\/a>: <\/p>\n<blockquote><p>WHEN a power cut interrupted this year\u2019s Super Bowl, advertisers lit up. \u201cSending some LEDs to the @MBUSA Superdome right now,\u201d tweeted Audi, swiftly plugging its own LED-accented car while taking a dig at its rival Mercedes, sponsor of the New Orleans Superdome. Tide, a detergent, came up with: \u201cWe can\u2019t get your #blackout, but we can get your stains out.\u201d But by general consent Oreo won the tweet-off with \u201cPower out? No problem. You can still dunk in the dark.\u201d The biscuit baker\u2019s reward: 16,000 retweets and 20,000 Facebook likes.<\/p>\n<p>Super Bowl TV commercials are the Broadway spectaculars of the marketing world, broadcast to millions. The blackout banter is more like improv, created on the fly for a select audience. Marketers these days must master both. It is not easy. Lightning reflexes have never been part of a marketer\u2019s toolkit. Chief marketing officers (CMOs) \u201cused to deliver big iconic brand ideas on a seasonal basis,\u201d says Luke Taylor of DigitasLBi, a digital advertising agency. Some \u201care outside of their comfort zones\u201d.<\/p><\/blockquote>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Economist: WHEN a power cut interrupted this year\u2019s Super Bowl, advertisers lit up. \u201cSending some LEDs to the @MBUSA Superdome right now,\u201d tweeted Audi, swiftly plugging its own LED-accented car while taking a dig at its rival Mercedes, sponsor of the New Orleans Superdome. Tide, a detergent, came up with: \u201cWe can\u2019t get your [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5143"}],"collection":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5143"}],"version-history":[{"count":0,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5143\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5143"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5143"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}