All marketers want to personalize their messaging, but not every marketer can do it, especially without the resources to dictate who gets what message and when. That was one of the issues faced by GE-owned ServiceMax before it beta tested Demandbase’s Site Optimization tool. ServiceMax develops field service software for clients as diverse as Siemens, […]
Audio is still an uncluttered medium where a brand like General Electric can stretch its creative muscles. “We look at audio like a total white space,” said Alexa Christon, GE’s head of media innovation. That’s why GE is re-upping its investment in audio with “LifeAfter,” the soon-to-be-released second season of GE Podcast Theater, a modern […]
The “one-size-fits-all marketing epitomized by the TV upfronts is out of step with the way people consume media in the market today,” said GE CMO Linda Boff at the second annual AppFronts hosted by General Electric on Thursday in New York City. The event invited 13 apps to pitch themselves to marketers. Even though people […]
If native advertising is a message designed to mimic the form and function of its environment, then there’s almost nothing out there as native as a podcast. As in the early days of radio, hosts often read and personalize an advertiser’s message so that it “feels inclusive, like part of the program,” said Matt Turck, […]
