For an ad campaign to pay out, less than 1% of impressions need to have impact, that is, directly lead to a purchase. Accept advertising waste as part of a process that leads to brand success.
Jul
2
Marketing must build both halves of the sales equation
In: advertising, behavioral economics, branding, shopper marketing, social media
1 Comment
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.
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.