Media is no longer a force exerted against a passive audience. In a digital age, brand communication lives in an action environment and its purpose should be to amplify and shape consumer activities along the digital path to purchase.
Oct
4
Integrated marketing when everything amplifies everything else
In: advertising, digital marketing
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Sep
19
In the end, the role of research is to inform. The role of a marketer is to develop ideas. That’s why business should be “data-informed, idea-led.”
May
24
Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.
Mar
28
Following experts on a given subject via Twitter is like a masterclass. However, the velocity of tweets can be like drinking from a firehose. Here are tools and an approach for coping.