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Thoughts from the collective minds at SapientNitro.

It’s Time to Speed Up Baseball

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With game times up by some 30 percent since the start of the 1950s, the MLB believes it’s time to pick up the pace. But how can we improve baseball? Our Chief Marketing Officer Bill Kanarick and Boston Red Sox’s Chief Operating Officer Sam Kennedy comment in this Boston Globe article.

Photo credit: Adapted from original by Rob Colonna

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Driving Adoption with Business Partners

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This is the final post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.

Digital initiatives often impact the external partners of an organization. Most major initiatives necessitate change in business processes and technology that partners may need to adopt. For example, when an organization is adopting a new Product Information Management system, external partners may need to submit product information according to a different format, resolution, schedule and other requirements. In other cases, a digital initiative affects key processes and calls for significant integration and coordination. Digital leaders should be able to create processes and tools to reduce complexity and facilitate adoption among business partners.

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Managing Roadblocks

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This is the fourth post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.

We’ve covered business processes and organizational design considerations, and in this post, we’ll address three common roadblocks to digital initiative adoption and discuss approaches to manage these roadblocks.

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Organizational Design Considerations

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This is the third post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.

In the previous post, we talked about how to design business processes that will support the digital marketing initiative such as a new functionality or platform. These new/redesigned processes often drive the need for new roles and responsibilities, different governance structures, and other changes in the organization. Marketing leaders need to identify, accept and plan for the impact of these changes. The following steps outline the key activities that every digital champion must consider and execute upon to evaluate organizational impact and determine the right structure to support the initiative.

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Planning for Business Process Redesign

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This is the second post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.

Marketing initiatives in the digital space almost always affect business processes – often throughout the entire organization. Capturing and accounting for every modification to an existing process is an important phase for each digital initiative to drive successful adoption.

Let’s take a closer look at this concept by examining a scenario wherein the organization has decided to transition from a distributed content management governance model to a centralized one.

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4 Key Factors for Successful Adoption of Digital Initiatives

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This is the first post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.

For a digital marketing initiative to be successful, early-on adoption planning – which involves stakeholder alignment, organizational support, process design changes, and other factors – is essential. Digital initiatives, whether it’s a website redesign, e-commerce launch, or transition to a new CMS platform, at their core are entirely cross-functional and can be extremely disruptive for organizations, especially those with strong traditional marketing channels. Digital platforms undermine existing processes, relationships, and may often challenge organization structures.

The success of digital marketing initiatives thus requires a custom approach to managing and driving adoption through an organization. Adoption is defined as achieving the desired level of program, technology, or an initiative’s use in a consistent manner. In the next several posts, we’d like to discuss and explore some of the approaches that influence adoption.

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LYCRA MOVES YOU

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SapientNitro created a global consumer advertising campaign for LYCRA®, the fiber brand owned by INVISTA™. The new LYCRA® MOVES YOU™ campaign, our first work for the LYCRA® brand, features a range of TV commercials directed by award-winning Philippe André and print executions by internationally acclaimed photographer, Rankin.

The campaign, which will roll out globally across INVISTA’s markets over the coming months, emphasizes the freedom and flexibility that the LYCRA® fiber brings to clothes and how this inspires you to express yourself physically, emotionally and creatively.

Check out the TV ad and learn more about LYCRA® MOVES YOU™.

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Start Up, Leg Up

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I remember many days spent in the “start-up” phase of business. I’ve been through it more than once and I’ve helped several friends and clients find their way, too. And now, with the recent launch of Storyscaping, in some ways it feels like we just came through yet another start-up phase. This is the speed at which people, the marketplace, the industry and our entire world changes and often dictates a need to “start up” again – or at least evolve. 

The always-on consumer and proliferation of media channels created that need for us. To stay ahead of the curve, we chose to evolve our craft, approach and practice by:

  1. Deconstructing what we knew about stories, brands, ads, communication and history.
  2. Adding (rather than replacing) the new stuff that works best for storytelling in the digital era.
  3. Connecting the dots by applying Systems Thinking.
  4. Leveraging new technology to build effective Story Systems.

From this process the language and framework for Storyscaping was born. Since then, it has become our primary approach for successfully helping clients solve their marketing challenges or grasp opportunity. Below we’ve outlined a few pointers specifically geared toward helping you during the start-up phase.

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Kevin Spacey on the Intersection of Technology, Storytelling and Humanity

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Great ideas break things – boundaries, paradigms, and the status quo. Since the beginning of time, creativity in the hands of someone willing to disrupt a few things will always leave the world different than the way they found it. It’s those kinds of risks that’ll win the day. That was the passionate promise of Academy Award-winning Kevin Spacey at The SapientNitro Idea Exchange where he shared his insights on the intersection of technology and storytelling.

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