Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Jun

17

Getting real about social media

In: social media
1 Comment

Last year, social media was still a little theoretical. Now it’s real. The advertising models are starting to emerge, consumer-created beverages via Facebook and proprietary environments have gotten launched. Listening is now being used a source of shopper insights that manufacturers are sharing with retail partners.

Mar

27

Fifteen issues Marketing was not discussing 15 years ago

In: Uncategorized, research transformation
2 Comments

Marketers must use new approaches and adopt a new corporate culture to become fast-learning organizations, or they will find their opportunities in the new normal defined by a future that is not of their own making.

Feb

12

Brand Building in a Two Way World

In: branding
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Brand building in a two way world will separate marketers into two groups; those who feel a sense of gain from conversation with consumers and those who feel a sense of loss because they are no longer in control. The first group is the future of marketing.

Feb

3

Ten big marketing trends; part one–media planning

In: advertising, media
2 Comments

Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment

Jan

22

ARF President asks why is listening so scary?

In: listening
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True listening is scary, that’s what’s up. It’s a big change from our traditional way of thinking. So, the single biggest opportunity in the history of consumer marketing lays dormant.

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