Because we think awareness comes first, then consideration and purchase, we move from reach to targeted advertising, from attitudes to behavior. We need to flip the media funnel.
May
27
The biggest problem with the marketing funnel is that it leads to the media funnel
In: advertising, big data, digital marketing, facebook
2 Comments
Feb
11
Attention marketers. Proof that digital IS a branding medium
In: advertising, branding, digital marketing, media, path to purchase, shopper insights
1 Comment
Digital is proven here to be a strong brand medium. Increasingly the TV commercial, without a brand having strong digital presence, will make the sound of one hand clapping
Oct
14
How research used game theory to prove computers are still the most important digital screen
In: digital marketing, market research, marketing, media
Comments Off on How research used game theory to prove computers are still the most important digital screen
I was the consultant on this project…AOL uses game theory to prove that even among three screen owners, the computer-based digital content experience is generally PREFERRED to other screens.
Oct
8
Groundbreaking research: what drives smart phone users to use certain apps or websites?
In: advertising, mobile
Comments Off on Groundbreaking research: what drives smart phone users to use certain apps or websites?
Although the emphasis by mobile marketers has been on location-based marketing to reach the on-the-go consumer, new research proves 68% of consumer mobile phone use occurs at home.