Mashable – The Next-generation Media Company

When starting a business in digital media, many people find it more attractive to specialize in delivering services or even building up apps. Few, however, specialize in content as the main deliverable of the business. Mashable (http://mashable.com/) chose the latter path. Its business model is based on delivering content to the new generation that heavily uses social media and smartphones. (more…)
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Doritos – Integrating Social Media with Advertising Strategy

Sometimes I get to wonder what makes some products more successful than others that have very similar features and covering the same market. Marketing genius lays in just that; creating a differentiation from other similar products. Brands do that by altering the perception of target market. Better yet, if you could use feedback from the target market and content generated by your consumers to understand the motivation about your product and use it to create the perception you desire them to reach about you/your product, well, then you could conquer the market. Doritos is an example of a successful brand (Doritos is a product
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Threadless – Digital For Crowdsourcing Success

Threadless_LogoWe talk all the time about how digital technology can be used to make a true transformation in our communities. The fact is, however, most of businesses and governmental organizations use modern technology in the most traditional manner; build a brochure-type website, use social media in one communication direction only to promote your own services, or build a mobile app to be a website-copy installed in your audiences’ devices. True value is not really there. One exception is in the case of Threadless. In case you have never heard of it before, Threadless (https://www.threadless.com/) is an apparel company/online community of artists and an
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