Brand engagement marketing is incomplete. Marketers need to use advertising and shopper marketing to lift sales among less loyal consumers and social and owned media to build EXCLUSIVE meaning, leading to advocacy and engagement.
Jul
2
Marketing must build both halves of the sales equation
In: advertising, behavioral economics, branding, shopper marketing, social media
1 Comment
May
29
Mental models in marketing are often incredibly wrong and lead to disastrous decisions. The trick in separating sea changes from mythical sea monsters is to turn the mental model into a theory comprised of measurable hypotheses.
Apr
9
Improve digital marketing with new ROI metrics, Google tells CPG marketers
In: advertising, digital marketing, path to purchase, shopper marketing
1 Comment
Google tells CPG marketers, to improve digital performance, move away from sole reliance on marketing mix models towards measuring Key Value Tasks and their downstream impact.
Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10”. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.
Apr
3
My interview with Google: for CPG how important is digital in the path to purchase
In: advertising, digital marketing, path to purchase, retail, shopper insights, shopper marketing
4 Comments
My interview with Google revealed searches on Google.com related to recipes are up 38% in 2011 over 2010. And it’s a huge number. It’s 7.8 billion recipe-related searches on Google.com.