Article of the Week: Nike’s new marketing mojo (Fortune)
Big Idea: It’s impossible these days to find a Fortune 500 company without an app or a social media strategy. But Nike has been lapping other blue-chip marketers in this domain: It spent nearly $800 million on ‘nontraditional’ advertising in 2010, according to Advertising Age estimates a greater percentage of its U.S. advertising budget than any other top 100 U.S. advertiser.
Editor’s Choice Articles:
NPR Launches An Answer To Spotify On The iPad With Streaming, Concerts, Offline Playlists (FastCompany)
Big Idea: The NPR Music app represents yet another push for the public radio station into the digital sphere. With 26 million listeners, NPR has actually seen its radio presence increase, according to NPR Music’s Anya Grundmann, but that hasn’t stopped them from recognizing where the future of radio is–on mobile devices, smartphones, and tablets.
The rise of the subscription commerce startup (GigaOm)
Big Idea: There’s an interesting phenomenon occurring in startup land, with a number of companies emerging that are all seeking to build businesses with recurring revenue streams based on serving up monthly packages of food, beauty, clothing and other products. The so-called subscription commerce market is expanding rapidly — but what’s behind the trend and why are so many consumers signing up?
Fab Blasts Through The Commerce-Media Divide With Five New Verticals (FastCompany)
Big Idea: Fab’s roaring success, like that of similar ventures like One King’s Lane, underlines how the next wave of e-commerce isn’t simply about executing well on a retail idea. Rather, with its gorgeous photos and sensuous content, Fab is leading the way in merging commerce with content–and showing that successful stores in this space will realize that they need to feed customers’ desire to browse and consume media, as much as their interest in shopping.
Rules For the Social Era(HBR Blog Network)
Big Idea: The reality is more like this: The world has changed; how we create value has changed. Organizationally we have not. It will be wholly insufficient to put the word “social” in front of existing business models and expect things to change. Instead, we need to imagine the fundamental enterprise anew for the social era. Lean, adaptive, community-driven organizations, built for speed, will thrive.
Here’s What Google (Plus Microsoft And Amazon) Will Sell At Their Stores (Fast Company)
Big Idea: Microsoft will reportedly open up two stores in the New York area this year; Amazon is said to be launching a store in Seattle; and Google revealed that it’s in the planning stages of a retail store in Dublin. What are all these digital market leaders trying to sell in the physical world? The answer isn’t primarily physical products. Yes, these companies hope to sell a lot of products, but that’s only a by-product of a more important item they want to sell: their brands.