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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Jun
22
Mobile marketing: separating trend from fad
In: advertising, marketing, mobile
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the tipping point for mobile advertising will come when we move from gamification to simplification as our main marketing idea for how to use mobile. Forget the badges.
May
6
How to build relevance into your media plans
In: advertising, branding, shopper marketing, social media
3 Comments
Relevance marketing is about ACTION. People are seeking, shopping, and planning their shopping trip. Relevance marketing is tied to identifying when consumer action is occurring for which you are relevant and directing it towards your brand.
Apr
7
How do people spend time with your brand?
In: advertising, branding, social media
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How do people spend time engaging with your brand? This is critical to learn and the answer might surprise you. It is likely that owned media is first and Facebook might be at the bottom.
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!