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.
Oct
31
How to increase marketing ROI in the digital age
In: advertising, digital marketing, marketing, media, path to purchase
3 Comments
Oct
4
Integrated marketing when everything amplifies everything else
In: advertising, digital marketing
Comments Off on Integrated marketing when everything amplifies everything else
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.
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
Comments Off on How do people spend time with your brand?
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.