Cielo Lutino
Cielo Lutino is a writer and producer for Econsultancy and other organizations. Her writing has been featured in Los Angeles Review, Portland Monthly, Artcards, and the L and Brooklyn magazines, among other publications. She has literary nonfiction forthcoming from Cold Mountain Review and was recently awarded writing residencies from Mustarinda and Signal Fire. You can connect with her on LinkedIn.
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What would it take to get you to do what I want? If I looked you in the eye when asking? If it was a Tuesday? If your name sounded like mine?
According to scientists, it’s the last. We feel more warmly towards people or things we associate with ourselves, like if my name was Mary Anne and yours was Marilyn. They’re close enough in sound and visual likeness that I’d be more apt to do you a favor than one for, say, Richard or Jennifer.
These kinds of findings, argued Nancy Harhut at Integrated Marketing Week, have implications for marketers because we’re trying to get people to do things all the time: click on a link, choose our product over another, like our company on Facebook.
Knowing the instinctive, reflexive behaviors that people rely on when making decisions helps our marketing strategies and how we go about designing the prompts or triggers to get others to do what we want.
Harhut identified seven that will help you on your way to world domination.
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by Cielo Lutino
17 June 2013 16:17pm
4 comments
Culture is the “stories we tell ourselves about ourselves,” wrote Clifford Geertz in 1973. What the virtuoso anthropologist meant: stories reveal our social reality as much as they shape them.
So what yarns are we telling ourselves about today’s marketing environment, and how do they influence our marketing?
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by Cielo Lutino
11 June 2013 17:01pm
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Just when we were coming to terms with "blogger" being as legitimate a title as "journalist," we learn that some are falling into a more rarefied category: online talent.
That subset, a wider group that includes Instagrammers, Pinners, Tweeters, and YouTubers, has reps who negotiate deals resulting in anything from emceeing runway shows and styling lookbooks to signing on as a brand ambassador for a major retailer.
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by Cielo Lutino
12 June 2013 18:45pm
1 comment
Almost half (47%) of trade-show visitors go with the express plan of buying within 12 months of an event, and fully 81% of attendees can make the final call or recommend on purchases.
So why aren’t marketers more aggressive in the lead up to events?
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by Cielo Lutino
20 May 2013 16:58pm
1 comment
We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.
The swag, a brochure, your business card, your hot intern’s telephone number, which was it?
This not-knowing is weird, says Liz Miller, overseer of daily operations at the CMO Council (CMOC), a global affinity network of top brand marketers. “Since when did a marketer get shy?” she asked recently.
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by Cielo Lutino
15 May 2013 13:51pm
2 comments
The posh set may still lord their smart handbags, pricey silks, and Ibiza getaways over the masses in the offline world, but in digital it’s a different story.
Online, luxury retailers struggle to keep up with the Kmarts and J.Crews of the world. In fact, according to a recent study by L2, one in five luxury brands still lack ecommerce capability, and 30 percent of them have yet to incorporate basic site search.
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by Cielo Lutino
08 February 2013 15:20pm
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Representatives from Abercrombie & Fitch, Saks, and Maxymizer, a multivariate testing, personalization, and optimization firm, gathered last week at Econsultancy’s JUMP event in New York to discuss how retail can solve the riddles posed by today’s technological advances and changing consumer habits.
As retailers try to connect the shopping experience over multiple channels, this was a perfect discussion for all those looking to create a better retail journey for their customers.
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by Cielo Lutino
06 February 2013 15:20pm
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How quickly fortunes change. Just eight years ago Nokia was the world’s leading smartphone manufacturer. Today it’s so far behind the competition that it trails beleaguered Blackberry in shipments to retailers.
A “challenger brand” is what Tejal Patel, global head of social commerce and performance for Nokia, now calls the company.
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by Cielo Lutino
04 February 2013 16:35pm
3 comments
Son of the late and venerable historian Eric Hobsbawm, Andy Hobsbawm may make history, not write it. That’s because he, along with technologist and serial entrepreneur Niall Murphy, as well as computer scientists Dom Guinard and Vlad Trifa, are making great strides with EVRYTHNG, a software company bent on connecting objects to the Internet — making them “smart,” as it were.
Powered by the EVRYTHNG Engine, the technology makes real the “Internet of Things,” a concept first named in 1999. In that schema, objects are given virtual identities (perhaps through RFID tags, maybe through a barcode or QR code) and connected in a Web-like structure.
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by Cielo Lutino
28 January 2013 17:43pm
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As if anticipating items we'll find on coffee tables in living rooms across the country this Super Bowl Sunday, last week's Social Business Index featured climbs from sandwich, soda, and sports brands: Subway, Dr. Pepper, and the NHL.
The index, produced by The Dachis Group, offers a real-time performance ranking of 30,000+ multinationals in social. Each week we take a look at the top twenty listings and call out those that made moves worth noting.
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by Cielo Lutino
28 January 2013 16:04pm
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