Archive | August, 2015

Alphabet’s 7 Brands You Should Know

You May Know Google, but What About Calico or Sidewalk?

On Monday Google cleaved itself into a new company called Alphabet. Made up of several companies that had previously constituted Google, Alphabet is already being likened to Berkshire Hathaway, Warren Buffett’s holding company that most people may not be familiar with despite knowing its subsidiary companies which include Geico, Dairy Queen and Fruit of the Loom.

There’s Google, of course, but Alphabet houses other companies people may not be familiar with, such as Sidewalk, which seeks to improve cities, or Calico, which wants to find the fountain of youth. That appears to be a major reason for the decision to create Alphabet. These companies may have stemmed from Google, but they’re sprouting into their own organizations and need room to grow outside of Google’s shadow. And it doesn’t hurt that separating their costs from Google’s may help Wall Street investors appraise Google’s business without its profit-shrinking former side businesses.

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Best Practices: How to Improve Brand Metrics with YouTube

Four Lessons From Citrix on Using YouTube Video Ads for B-to-B

Software company Citrix, which makes GoToMeeting and other web-conferencing software, has been upping its video-ad strategy in an effort to expand its reach with its business audience and engage with users in a more entertaining way. And it’s using YouTube video ads to get results.

“As [ad] rates for TV have increased, it’s been more challenging to reach the business audience,” said Melissa Leachman, senior manager-media and campaigns for Citrix. “Even though we’re a b-to-b marketer, a lot of our audience acts like b-to-c, so we wanted to look to other spaces to broaden our reach.”

Citrix has also been trying to reach younger business decision-makers, and it thought video would be a more effective way to reach them.

“In essence, we are looking at millennial decision-makers,” Ms. Leachman said. “If we’re using video, and video reaches a younger audience, then we needed something that reaches them where they are consuming media.”

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