More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.
Oct
21
What is wrong with marketers wanting more reach with their advertising? Plenty!
In: advertising, Marc Pritchard, marketing ROI, media, media planning, Procter and Gamble, programmatic advertising, ROAS, targeting
1 Comment
Dec
4
Top 4 marketing and analytics priorities for 2018
In: advertising, Amazon, facebook, Marc Pritchard, marketing mix modeling, MTA, Procter and Gamble, segmentation, targeting
Comments Off on Top 4 marketing and analytics priorities for 2018
Performance marketing is about targeting. Brand marketing is about message. With the right tools, balance can be achieved.
Dec
4
Marketing and research hot topics for 2016 and 6 priorities for 2017
In: advertising, behavioral economics, big data, brand equity, consumer segmentation, data driven marketing, digital marketing, DMP, market research, Mobile marketing Association, MTA, Multi Touch Attribution, path to purchase, research transformation, shopper journey
2 Comments
6 key marketing priorities for 2017 plus how marketing research can embrace digital. Based on my top 10 blogs for 2016.
Aug
30
Why you should NOT follow Procter’s latest marketing advice
In: advertising, consumer segmentation, data driven marketing, digital marketing, market research, programmatic advertising, research transformation
9 Comments
Marketing is transforming from top down to bottom up…understand it, embrace it, master it, measure it.
Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
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.