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
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
Mar
13
Six ways marketers can get people to care about their brands again
In: advertising, branding, digital marketing, facebook, marketing
Comments Off on Six ways marketers can get people to care about their brands again
Remember when the coffee brand mojo was with CPG brands like Folgers and Maxwell House? The route to addressing commoditization is not more features, it is establishing your brand as the expert on something much larger so people digitally seek you out.
Feb
8
Is advertising relevant?
In: advertising, market research, marketing
Comments Off on Is advertising relevant?
Only 11% of TV commercials are relevant to me as both a consumer and shopper. Reduce advertising waste by increasing the relevance of ad impressions at the moment of exposure, to individuals as BOTH consumers AND shoppers.
Oct
31
How to increase marketing ROI in the digital age
In: advertising, digital marketing, marketing, media, path to purchase
3 Comments
How do we reach the “readier” to purchase consumer to increase ad effectiveness? Digital activities that are self-directed, e.g. search or visiting a brand’s website guarantee recency because the consumer controls the timing of the message not the marketer.
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.”