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Adobe Summit 2015 – The Digital Marketing Transformation
Tuesday, March 24 2015
What is digital marketing? This was the key question at the Adobe Summit 2015 held in March. Leading off the discussion was Brad Rencher, Adobe’s Senior VP and GM of Digital Marketing. He argued that digital tech is changing the basic nature of marketing.
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Move over Millennials: Marketing to Generation Z
Tuesday, March 17 2015

Have you shifted your marketing focus to Millennials (consumers in their 20s and early 30s, also known as Generation Y)? If you have, then you are behind the times because Millennials are so 2010. Generation Z is here already, but marketers are having a hard time figuring them out. Gen Z members (born from about the mid-1990s onward) make up about 26% of the U.S. population. While their Millennial forefathers may be the most researched generation in history, that may have just been practice for Generation Z, which (from a marketing perspective) could turn into the most powerful generation ever—at least until the next big thing comes along.

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The Importance of e-Mail
Tuesday, March 10 2015
For most marketers, this past year will be remembered as the one where mobile, social, and localization came to the forefront. As these channels take more time to manage, it is important not to overlook a channel that has been supporting a business for some time: e-mail. According to InfoTrends' research, 87% of marketers have invested in e-mail solutions for their business and are actively using e-mail as a way to communicate with customers about their products and services. e-Mail may not be as exciting as some of the latest and greatest marketing technologies but, due to its critical role in the marketing ecosystem, it is important that marketers are aware of the best practices for the channel.
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International Marketing – Adapting Your Brand for the Global Marketplace
Tuesday, March 03 2015
The Ford Motor Company is the quintessential American brand of the 20th century. From the Mustang to the F-150, Ford products are synonymous with the “American Dream.” But the company has also made its mark internationally. In 2014, it achieved record market share in Asia Pacific, with $589 million in pre-tax profit. Ford has come a long way from the Detroit assembly lines of the 20th century, and it represents the “American dream” for businesses much as consumers. For newer businesses trying to build their brand in international markets, there are many hurdles to success, but here are a few marketing lessons to help you succeed:
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Recap: Valentine’s Day Marketing 2015
Tuesday, February 24 2015

Love it or hate it, Valentine’s Day is a major holiday for consumer spending. A study published by the National Retail Federation in late January forecasted that total spending would reach $18.9 billion this year. That means the average person would spend $142 on various gifts this year ($190 for men compared to $96 for women). Even pets would feel the love with $703 million in consumer spending. These numbers are a marketer’s dream.

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Why Your next Big Campaign May Involve a YouTube Celebrity
Tuesday, February 17 2015

One of the biggest of areas of marketing spend is celebrity endorsement of a brand or product. From Beyoncé to LeBron James, celebrities are compensated millions of dollars to push a particular brand or product. However, if given the chance, would you spend $25,000 to have a Vine made by Jerome Jarre?  While many marketers may be asking who Jerome Jarre is, those who are social media-savvy are certainly nodding their heads “yes” because Jerome Jarre is one of the most successful Vine users ever with over 7.2 million followers. He is just one of many social media celebrities who have taken their personal social media accounts and successfully turned them into marketing vehicles. Because of this success, many companies are now looking for new product endorsements through social media.

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Super Bowl XLIX: Continuing the Conversation
Tuesday, February 10 2015

Last year, we here at Tuesday with Tukaiz said that Super Bowl XLVIII was about “Extending the Conversation.” One of the common strategies noted was the use of sentimental themes, and that strategy was utilized even more this year. At the cost of $4.5 million for 30-seconds of air time, many advertisers attempted to tug at the emotional heartstrings of a collective 114.4 million U.S. viewers. NBC received a rating of 49.7—the highest in Super Bowl history—which good news for advertisers as they spent almost$500,000 more for 30- seconds this year than they did in 2014.

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When Tech Companies Buy TV Networks
Tuesday, February 03 2015
It is no secret that video streaming services, such as Netflix, Hulu, and Amazon Prime, have forever changed how we view television. While consumers have more control than ever before on what they watch, marketers are left to wonder what will become of one of the top channels for spend and reach. The struggle with the new way consumers take in TV is that not only do they have the ability to avoid advertising through recording and fast-forwarding programs, but they are also using multiple screens—meaning that on top of watching TV on a television, they often have a smartphone or tablet also running with alternative content. Having that many screens and content can be overwhelming for a marketer; however, marketers might soon have a new ally when it comes to keeping TV advertising on cable and it includes Silicone Valley heavy weights.
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Facebook on Digital Publishing – What it means for Content Marketing
Tuesday, January 27 2015

Last year on Tuesdays with Tukaiz, we discussed the importance of using digital publishing as part of a content marketing strategy. This year will likely see most companies pick up the tool as a way to not only push content marketing, but for internal use, as well. According to InfoTrends, over 90% of enterprises (i.e., companies with 2,000+ employees) are looking to go digital for not only marketing publications, but also for internal documentation. The migration to digital publishing promises to be a swift one; however, one challenge with digital publishing is making sure that the content published can play into other marketing channels. One of the most critical channels for supplementing digital publications, especially for marketers in media, is social media. The ability for these two channels to work closely together is part of the reason social media giant Facebook has issued new tools geared towards the publisher.   

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What Mobile Payments Mean in 2015
Tuesday, January 20 2015

Every January, InfoTrends’ Digital Marketing and Media service publishes their annual Road Map, a list of the top digital marketing and media software trends that will shape the coming year. Trends are determined by InfoTrends’ primary research and their research team, and while most of them will affect marketing vendors directly, the information provided is also important for marketers to be aware of. One key topic that should be at the top of mind for marketers is the role mobile will play in payments for 2015.

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