Brand equity and brand health are not the same thing. Marketers need to know if their brand is healthy, that is positioned for growth which increasingly means monitoring digital and social signals.
Sep
25
Does your brand have a cold wet nose? (updated)
In: advertising, branding, digital marketing, facebook, listening, market research, marketing, yahoo
1 Comment
Sep
16
Six things marketers should do differently in an era of first party data
In: advertising, big data, digital marketing, facebook, market research, social media, twitter
4 Comments
First party data equals first party relationships. leveraging this is the #1 characteristic of marketing in the digital age.
Jul
10
Data driven marketing…knowing the consumer and then doing something with it
In: advertising, big data, digital marketing, facebook, market research, research transformation
3 Comments
Marketing research needs to think at scale by using big data, changing how we segment consumers, profile brands and nurture marketing effectiveness.
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
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.