Social media is not just about earned media, it profoundly affects paid and owned media as well, changing how marketers spend their ad budgets, away from demographics and toward interests, behaviors, and self-directed seeking.
Jan
30
How Social Media is revolutionizing paid and owned media
In: advertising, social media
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Oct
4
Integrated marketing when everything amplifies everything else
In: advertising, digital marketing
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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.
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.”
Feb
18
In the world of digital, I believe that ultimately the future of measurement will center on ways of harvesting digital trails that are available as an exhaust of the process. Here is a great new search engine that is freely available from a company called MOAT. It scrapes all digital display advertising and associates it with the brand advertised, and where the ad was last seen.
Jan
17
Why advertisers do not measure digital advertising effectiveness correctly
In: advertising, digital marketing, market research
1 Comment
We are measuring the wrong thing when it comes to digital display advertising. We are still focused on a DR model of digital advertising when the total effect of digital advertising is about 10 times greater than can be accounted for by the click!