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Home arrow Tuesdays with Tukaiz
Using Digital Publishing as a Marketing Strategy
Tuesday, July 22 2014

On Tuesdays with Tukaiz, we often talk about the importance of differentiating communications across multiple digital channels. Whether it is through a mobile ad or e-mail, there are always new ways to reach consumers to build a deeper brand connection. One method of outreach has had a resurgence of interest among brands, especially those within the enterprise level space: Digital magazines and publications. With the continued development of tablet devices, brands that have traditionally had print-centric promotional marketing pieces have the opportunity to use digital publications as a way to provide that same content with a richer media experience. Furthermore, audiences are ready for this type of content; an InfoTrends study states that most consumers from the ages of 18 to 55+ have a likelihood of around 30% to download and interact with a digital magazine. 

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Social Media on Your Terms: Creating Brand Controlled Social Networks
Tuesday, July 15 2014

For many brands, social media represents an engaging way to interact with customers and get live feedback on overall sentiment of a product, brand image, or marketing campaign. However, today’s marketer is very much at the mercy of the social media sites that they use. From Facebook to Twitter, social media entities are able to control the types of experiences brands can give users on the platform. While it is understandable to protect a consumers’ privacy and data, unexpected social media policy changes can cause headaches for both marketers and their budgets when they need to compensate for shifts. There is good news for brands – no one owns the “social media experience”. While the channels to which content is pushed might be owned, the idea of creating a dynamic social experience online is not; with this reasoning, there is nothing stopping brands from moving their social experiences from social media platforms controlled by third parties back home to their owned digital channels such as a website. 

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China’s Free Trade Zone - One Year Later
Tuesday, July 08 2014

Last year on Tuesdays with Tukaiz, we explored the Shanghai Free Trade Zone (FTZ) in China and what it meant for marketers at the time. Since we first brought this story to you, it has been half a year and the FTZ has undergone some important changes. Although many expected to wait at least a few years before FTZ rules (and, therefore, benefits) were finalized, developments have been slower than expected. For a move that was described a possible “shot in the arm” for segments of the Chinese economy and foreign stakeholders alike, the FTZ has been nothing of the sort thus far. 

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Content Marketing Strategies for Fourth of July
Tuesday, July 01 2014

Symbols associated with the Fourth of July holiday season usually include fireworks, patriotism, a busy grill, and parades. However, for many brands, the holiday is a chance to extend reach to new customers in one of the few long weekends before the back-to-school and end of year holiday marketing pushes begin. Fourth of July weekend is typically a great chance for brands to test content marketing strategies that they can later employ or expand upon in the future. It is important that marketers understand that content marketing is much more than creating content to push to social media channels. It is also about developing a holistic experience around a prospective customer’s interests, while increasing engagement in a discussion that is underneath the brand. In honor of the impending holiday, here are a few brands that are reaching out to prospective customers using content marketing.

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Scoring a Marketing Goal: 2014 World Cup Marketing Strategies
Tuesday, June 24 2014

Last week, the United States’ World Cup winning game against Ghana was the talk of most of the country. While the World Cup soccer tournament has held significant importance across the globe for decades now, it is just now garnering significant interest here in America. As a result of this growing interest, almost 16 million viewers tuned to watch the game, which is remarkable feat considering ESPN and Univsion are the only two networks broadcasting the event in the United States. Such a turnout for a single match is an example of the significant opportunity that marketers have to reach a growing U.S. and possibly international audience. However, unlike American football, the World Cup does not lend itself to television-based advertising; there are no advertisements or commercial breaks during games. As a result, many marketers are getting creative on how to reach old and new soccer fans. 

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Changes in Apple’s IOS 8 Effect Location Based Marketing
Tuesday, June 17 2014

During the first week of June, Apple Inc. held their annual developers conference, which announced the release of their new operating system Yosemite and update to their mobile operating system – iOS 8. While many concentrated on the new features of both systems, one observer by the name of Frederic Jacobs caught a very important note on how the Media Access Control (MAC) address is identified when in proximity/connecting to a Wi-Fi network. Instead of iOS 8 users having their phones being picked up directly to a public network identified as them, the new operating system randomizes the address, which allows for a user’s device to remain disguised until it connects to a network. What does this mean for marketers? In essence, this means that marketers can no longer track customers as they move through a store or have the ability to send push notifications when a user is in a hot spot—effectively making in-store mobile campaigns based on tracking useless to many marketers. 

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DMA 2014 Statistical Fact Book – An Overview
Tuesday, June 10 2014

Each year, the Direct Marketing Association (DMA) issues their annual DMA Statistical Fact Book, which serves as an important source for marketers to benchmark themselves among their peers. This year’s Fact Book covers the state of direct marketing from the perspective of marketers who are now using multiple approaches for audience engagement, larger budgets for overall marketing spend, and challenges with increased regulation from legislators on how consumer data is distributed. Many of the strategies noted within the DMA 2014 Statistical Fact Book that marketers are executing are those we often cover here at Tuesdays with Tukaiz. That said, it is always important to get a full view of the entire market. It is in that vein that we offer some of the highlights of the DMA 2014 Statistical Fact Book and what these findings mean to marketers. 

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The New Marketing Model: Bringing Together Online and Offline Data
Tuesday, June 03 2014

  InfoTrends recently conducted research on how marketers are using technology to reach customers. In the soon to be published report, the results of the survey showed that while marketers use online or mobile methods to reach consumers, most marketers are almost one and a half time more likely to use some sort of offline method (e.g., print or events) to reach consumers. While the use of offline tactics can vary from each marketing department, vertical, or company size, one thing has proven to be true—the ability to measure the effectiveness of offline channels continues to be a struggle (especially when compared to digital channels, which allow for user tracking). This challenge often leads marketers to wonder how they should structure their marketing models when developing campaigns to easily track all efforts across the media mix. 

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Is Marketing on Facebook Effective?
Tuesday, May 27 2014

A recent report from the Social Media Examiner found that only 43% of marketers felt that their Facebook marketing efforts were working effectively. Considering that number increased from 37% in 2013, this should be good news. However, what does not bode well is that over half of all respondents either do not know if it is working or believe it is not working at all. Currently, Facebook is used by more marketers than any other form of social media by a fairly wide margin. Nevertheless, as more people struggle with effectiveness, it will not be long before advertising dollars are moved from Facebook to Twitter, YouTube, or blog sites.

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Beware of the Dark Side: Participating in Pseudo-Holidays
Tuesday, May 20 2014

The month of May is an important time of year for any Star Wars fan. This week, May 25th will be the 37th anniversary for the series that in many ways launched science fiction into the masses. However, earlier this month was May 4th, a day that serves as a pseudo-holiday for most Star Wars fans—also known as “May the fourth be with you” day. This cult celebration of the franchise began in 1979, when Margret Thatcher was elected as the British Prime Minister on May 4th and an ad in the London Evening News led with the title, “May the Fourth be with You, Maggie. Congratulations.” Ever since this ad, May 4th has remained the unofficial Star Wars holiday—until this year.  With the new ownership of the franchise under Disney, the unofficial holiday was officially embraced—which meant that marketers and brands also put out their best Star Wars themed ads. Applebee's, Vans, and even Southwest Airlines celebrated the holiday via Twitter. By the end of May 4th, the “force” of this cult holiday and all the marketing from brands that went with it became completely meaningless. So how do marketers cleverly participate in cult or fandom without commercializing the event or ruining the meaning of situation for the original fan base? Here are a few tips on how to handle those tricky situations without having your marketing message lost in the shuffle.

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