Conversation Agent - Valeria Maltoni

Brand Innovation and Technology

I have been a fan of the event format BRITE and early, as I said at the time. A group of senior marketing professionals gathered at Columbia Business School in a discussion format around a few themes and to answer one main question: how are we going to help our companies grow? What followed qualified as marketing unplugged. There have been many great programs since then, and I am happy to say that my travel schedule allows me to participate again this year. BRITE '14 will bring together 500+ leaders from marketing, technology, and media to discuss how technology and... Read more →

Content Marketing, Content Strategy

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Prototypes, Membership, Virality

Making Sense: Prototypes You Can Explain eBay's $50 Billion Turnaround With Just This One Crazy Story. Business Insider: Back when he was running Milo, he’d had the idea that users should be able to follow retailers, brands, and product categories the way you can follow people and brands on Facebook and Twitter. He envisioned a feed where shoppers could see the latest updates from those brands and retailers — about new products or sales — just the way they can see updates from their friends in the Facebook News Feed or in the Twitter stream. Perhaps this kind of feed... Read more →

Simplicity Requires a Clear Understanding of What and Who Creates Value

“[...] we believe that the power of simplicity lies in the ability to make choices. Choices of what to pursue and what not. Making these choices would require a clear understanding of what and who creates value. In this day and age, where everyone seems to be connected with everything, that is not a simple task though.” [Wim Rampen] +++ When simple is the goal, clarity is the result. Simple represents complexity with elegance where it is a mindful and purposeful choice. Simple is not easy to do, it does require cutting through a number of options to get to... Read more →

Who Won the Super Bowl?

I once bought a billboard ad along a particular highway in California. I did not buy it because it was in a particularly advantageous place, although it was close to a good network of roads where traffic was high and speed often slow enough for people to look for things other than texting and making phone calls while driving to maximize their time. I did not buy it because we had a high concentration of customers and potential customers in that area of the country, although we had the most customers in the state of California, and the area was... Read more →

Super Bowl Edition

Making Sense: Social Attention What's Content Marketing Again? Re/Code: 1. Massive amounts of consumer attention are moving to mobile social platforms. 2. Those platforms are made up of streams of content, and will offer brands increasingly impressive parameters for targeting unique groups of consumers. 3. For brands to be successful in reaching consumers, they will need to create engaging and on-brand content. It seems relatively simple, then, that content — and therefore content marketing — sits at the center of the next phase of marketing technology, and offers a massive opportunity. Super Bowl Ads. What should win but won't. Shiv... Read more →