Brands need to understand how mood-based ad-targeting impacts consumers. Read more on Entrepreneur.
![Digital Trends’ “Tech for [Change]” Campaign Took Center Stage During SXSW](https://tinamulqueen.com/wp-content/uploads/2019/11/HackerNoon-370x208.jpeg)
“We love technology, and we know that the conversation about data ethics isn’t a binary one,” says Mulqueen. “It’s not ‘should we or shouldn’t we’ use consumer information. In fact, consumers increasingly expect us to use data to make their lives easier and to save them time. The problem is, most consumers aren’t aware of how data is being used, which makes them less vigilant when it comes to bad actors,” Mulqueen continues.
The influencer engagement campaign was set up by Kindred PR, who understands that in order to attract influencers, you have to provide value.
“Invite your customers to iterate on your messaging and actually incorporate their suggestions,” Tina Mulqueen, CEO of Kindred PR, told me. “In doing so, you show your investment to your consumer and foster a group of brand ambassadors who have a stake in your success.”
While headlines continue to lament a retail apocalypse in light of recent high profile closures, it’s important to keep in mind that physical retail hasn’t lost its market dominance. E-commerce growth has slowed steadily over the past few years, while brick-and-mortar still has a $20 trillion lead over e-commerce. But that doesn’t tell the full story, either. Rather than looking at the retail climate…
As I write this, I’m on a flight back home to Portland from a taco-filled adventure during Austin’s South by Southwest, the annual film and music festival turned media and tech-haven. As memorable as the southern fried chicken tacos and Torchy’s queso were, the retail marketer in me couldn’t help but ogle the unexpected retail activations in unlikely places. From August Home’s smart lock…
At Coachella, 250,000 music lovers descended upon the California desert, bringing $704 million in economic activity throughout the week. Brands and influencers abounded, with over 4 million hashtags emanating from the world’s most Instagrammed festival. But many brands took a different approach to influencers this year. By now, 78 percent of Millennials dislike or are indifferent to celebrity influencer endorsements. As such, brands are spending 40 percent of their…