A Harvard Business Review blog post recently noted that analog marketing spending (the more traditional channels) is 3 times as high as digital spending. That can be perceived as surprising and not so surprising at the same time. Gartner recently released the U.S. Digital Spending Survey, 2013, which is a terrific summarization of high level […]
Multi-Channel Marketing.
Evolution of Multi-Channel: Is Facebook Declining in Some Segments?
One of the key features of the multi-channel marketing ecosystem that we discuss regularly is that it is not static. The proliferation of channels means that this is an ecosystem that is always changing. The hot social network of one day may not be the hot network the next day. MySpace learned that lesson all […]
Nike Case Study Highlights Themes of Distributed Marketing Management
The New York Times published an article yesterday regarding some struggles that Nike is facing in its ad campaigns. Numerous themes that I have discussed in this space in recent months were apparent while reading this. The article noted that Nike is facing a big challenge in driving brand engagement amongst large segments of their […]
The Screens Are Seemingly Unavoidable
Many of our lives are consumed by access to devices with screens. You are reading this in front of a screen. It is possible that screen is on a mobile device. Are you noticing screens popping into your life in unexpected places? If someone is running late to meet you or going to the bathroom […]
No Debate: A Need to Innovate & Differentiate
One of the themes at this year’s Life Insurance Conference is product innovation and differentiation in a low interest rate environment. In any industry, there’s a need to innovate and differentiate. Brands that fail to do this risk a loss of relevance in the marketplace; more importantly, they risk negative consequences on the income statement. […]
Springing Into Life: Does Your Brand Need to Revitalize?
In the Northern Hemisphere, the spring season is upon us. Spring is known as a time of rebirth. The brand world is not all too different from the world of living organisms. Like all living things, brands need to be cared for in order to demonstrate signs of vitality. This is the essence of the […]
Bridging The Advertising Trust Gap
A report from Forrester Research, based on survey responses from 58,000 respondents, indicates what could be perceived as a severe advertising trust gap. The data indicated that 70% of consumers trust brand recommendations from friends but only 10% trust advertising messages. At first glance, this may seem like a significant deficiency for brand advertisers and […]
Why Multi-Channel? 5 Places Where You Need To Be
Visa ads once had a famous tagline of “It’s Everywhere You Want To Be”. So where is the everywhere that brand marketers want to be? Simply everywhere, or as close to everywhere within reason. One of the key challenges of the present era in marketing is changing the mindset from single channel to multi-channel. Brand […]
The Newest Pheeding Frenzy
Have you heard of Pheed? Are you on there? The answer to both of these questions is becoming yes more frequently. So what is Pheed? Pheed is the newest, hottest social media network. It launched in October 2012. It has been growing in popularity, and has earned its way to the top of the list […]
Brand Authenticity in a Distributed Marketing Environment
A recent AdAge article highlighted the plans Miller Lite announced with a new ad campaign that will soon launch, emphasizing brand authenticity. I like the idea of brand authenticity, and I think it serves all brands well to develop an individual, authentic approach to marketing communications that will resonate with an audience. The Miller Lite […]
Distributed Marketing Management: Targeting & Reaching Baby Boomers
Earlier this week, the AARP announced a new effort in social media marketing, a YouTube series called “Movies For Grownups.” In the 50+ market, the AARP has significant brand awareness, which makes sense as the 50+ market is their specialty. If the AARP is making inroads in the social media space with senior marketing initiatives, […]
Can Distributed Marketing Management Brands Have Fun With Their Ads?
Legendary ad agency executive Jerry Della Femina once said that “advertising is the most fun that you can have with your clothes on.” While I am not sure that I fully agree with agree with his sentiment, the fact of the matter remains that advertising and marketing related work has the potential to be fun. […]