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Between Two Ferns: Healthcare Marketing and Millennials
Tuesday, April 22 2014

A few weeks ago, a breakthrough in healthcare marketing occurred in the least likely of places; between one president, an alternative comedian, and two ferns. In an effort to increase millennial participation in the Affordable Healthcare Act, President Obama made an appearance on Between Two Ferns, a mock-public access channel show hosted by Zach Galifinakis, from the humor site Funny or Die. While the video might have had an odd tone, the message did resonate with the intended millennial demographic—the next day activity on the Healthcare.gov website increased 40%, with a majority of that traffic generated by the 18 to 34 age bracket. Healthcare costs are just one of the many changes millennials are experiencing for the first time. When combined with new healthcare regulations, this demographic is one of the most important groups for healthcare marketers to reach. The problem is that millennials are notoriously hard to reach when it comes to healthcare messaging; it is not as simplistic as adding messaging to a viral video. For healthcare marketers to truly be successful reaching millennials there are some key concepts about the demographic that must be understood.

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Dividing the Marketing Budget: Mobile vs. Television
Tuesday, April 15 2014

Last week, the Interactive Advertising Bureau (IAB), published a report that showed surprising data on the shift in communication channels. For the first time ever, in 2013,total online advertising revenue was higher than that of broadcast television. It is important to note that the numbers are close: online advertising revenue grew to $42.8 billion while broadcast television advertising clocked in at $40.1 billion. Online ad revenue may have surpassed broadcast television ad revenue, there is a sizeable gap between total television advertising (– which sits at $66 billion) and the value of broadcast television advertising as a whole. What does this all mean? And which channels should marketers concentrate spend? To find the answers to these questions, a deeper look into the IAB report is necessary. 

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Mixing in with Native Advertising
Tuesday, April 08 2014

The average Internet, smartphone, or tablet user sees over 1,700 banner ads in one day. Although web pages are inundated with these widespread ads, they are some of the least invasive forms of advertising in an Internet/digital-based space. Social media platforms, such as Facebook, offer tools enabling marketers to create a specific user profile to make sure consumers have a more relevant digital advertising experience. However, according to HubSpot, online ads only have a 0.1% click through rate (CTR) despite efforts by marketers and media outlets. With such a low chance of success, marketers are left wondering how they can improve their campaigns. A recent announcement by news media website Upworthy might provide a glimpse into the future for digital advertisers to achieve better results. 

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A Living, Breathing Social Network: Facebook Purchases Oculus VR
Tuesday, April 01 2014

Last week, saw a lot of activity in the digital marketing space, but the most important news was the March 25th announcement by Facebook of their purchase of Oculus VR, a virtual reality gaming company. The purchase was made for $2 billion dollars, which raised many eyebrows in the tech community since Oculus was originally a crowded funded project valued at $2.4 million. While this acquisition has created noise within the gaming and tech industry, it also has implications for marketers as they look to expand their reach into new media channels—particularly, in this instance, gamification. 

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Using Big Data and Multi-channel Communications Effectively
Tuesday, March 25 2014

“Big data” is one of the most overused terms in marketing vernacular; so much so that it was recognized as such by the Oxford dictionary in 2013. However, a data-savvy marketer knows that “big data” refers to much more than what the phrase implies. Big data allows an organization to disseminate, understand, and (ultimately) benefit from increasing volumes of data. With 61% of marketers budgeting more for data and analytics in 2014, it stands to reason that the success of an organization in the future will ultimately rest on their understanding and ability to leverage their data assets.  

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Digital Display and Print Signage: the Best Combination for Marketing Success
Tuesday, March 18 2014

Signage, in general, is a key form of communication for consumer-focused brands. Whether with static print or variable digital signage, the aim is to provide a lasting impression to anyone who passes by. With the reduction in cost of digital display technology, many marketers are leveraging the benefits of digital signage displays in conjunction with traditional print advertising.

 

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Mommy Marketing: Reaching the Modern Mom Demographic
Tuesday, March 11 2014

Becoming a parent is a long-term commitment. Once you have a baby, you will be responsible for that person for a very long time. It is, therefore, advantageous for marketers to cater to moms as soon as (or preferably before) they become parents, because doing so can generate many years of loyalty. In addition, a mother will typically know other moms, and might be willing to spread the word about a brand if her experience has been positive. Let’s take a look at some of the ways that today’s marketers are reaching modern-day moms.

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Don’t Have a Missed Opportunity: Three Overlooked Marketing Methods to Consider
Tuesday, March 04 2014

Marketing requires a unique mix of analytical and creative thinking to help successfully push a product or service into the marketplace. However, no one marketer can be a data center, a creative department, and an analyst all at once. As a result, marketers tend to follow the paths of others with similar experiences as examples on how to market their own products and services. It is by following these examples that we are able to see trending marketing efforts being used over and over again. It is important to remember, even when using trending or popular methods to reaching customers, that competition is still fierce and marketers must find ways in which to be a step ahead. One way to stay ahead of other marketing competition is to take a step back, separate from the crowd, and look into methods that are being overlooked by others. Here are three commonly overlooked methods than can be used to gain more customers today.

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Subscription Based Services: Gaining Loyal Customers
Tuesday, February 25 2014

From a weekly menu filled with gourmet meals ready to go, to cosmetics customized to your specific preferences, monthly subscription services have become an e-commerce trend to watch in 2014. While subscription services are not new – some more traditional models include newspaper, cable television and even the Columbia House Music Club; according to an article in Forbes, consumers have increasing expectations for instant gratification and the escalating use of mobile technologies are driving the demand for subscription-based services. It is important that marketers know how to approach these new subscription-based models of reaching consumers because not only are products becoming subscription-based, but also software that was once available in “disk” form is now changing to these models. 

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Lessons from the Sochi Games: Evading Olympic Marketing Restrictions
Tuesday, February 18 2014

All eyes are currently trained on Sochi, Russia for the Winter Olympics. Unlike the London Olympics which we covered on Tuesdays with Tukaiz, this round of Winter Olympics has not been synonymous with major multi-channel marketing campaigns. However, specific rules governing advertising and advertising outlets over the history of the Olympics have made the event an interesting study in marketing methods. While it’s difficult to extrapolate too much useful knowledge from a quadrennial event that comes on the heels of the advertising mecca of the Super Bowl, the unique circumstances and creative ways companies are coping are worth exploring.

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