Advertising

When it comes to social media, forget the stats

Common-Sense-social-mediaEveryday it seems there is a new post like “amazing social media statistics we have seen” which focus on the number of users on a social media site.  However, marketers need to loose their love of numbers and focus on what’s really important to consumers. Continue reading »

The business of marketing has to change

Time for Change - ClockIt should come as no surprise to anyone that senior management is demanding more accountability from marketers.  Even though, for some companies, profits are at record levels other brands are struggling to get and keep fickle consumers.  Marketing, at its heart, is still about getting consumers to purchase your product.  What has changed is that consumers have too many devices and have the attention span of someone with a severe case of ADD. Continue reading »

Marketing Truisms

truism-04-beda-achermannThere are those that would have you believe that marketing has changed dramatically and for some products that may be true, but don’t believe the social media experts and agencies that would have you believe that you need their help to get it right.  Here is a list of marketing truisms based on reality, not a sales pitch…
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Advertising is NOT dead

notdeadOK, I’m a new media person and love digital marketing, but let’s make one thing clear “traditional advertising is not dead”.  While more brands are shifting dollars to digital they may be making a huge mistake as consumers just don’t have time to go to every website that strikes their interest. Continue reading »

Traditional advertising doesn’t translate to mobile devices

Worldwide mobile-ad spending will reach $6.4 billion this year and more than $23.6 billion by 2016, according to EMarketer. But most mobile ads are disruptive.  So why are so many brands, media agencies and marketers giving so little thought to how mobile ads work and how to engage users ?  According to Business WeekTraditional advertising doesn’t translate to mobile devices, and companies are still struggling to come up with effective strategies.” Continue reading »

Ads that entertain don’t sell and isn’t selling the goal of advertising ?

Funny TV ads appear to be more likable to consumers, but that does not necessarily make them more persuasive or effectiveaccording to [download page] an Ace Metrix study released. Measuring humor against likability, there is a 0.31 correlation, indicating that the more consumers perceive an ad to be funny, the more they find it likeable. There is also a positive correlation with attention (0.30) and watchability (0.15). But, consumers see funny ads as less informative (-0.22 correlation), and are less likely to change (-0.07) or desire (-0.08) brands because of a funny ad. Considering that Edelman released a study saying that consumers demand to be entertained via TV spots this is further proof that every time they try and share research it has little to do with actually driving business. Continue reading »

Brands can now reach just 6% of fans organically

large_8560618867Via Ted Dhanik; According to Ogilvy’s report, Facebook sources have hinted that organic reach will approach zero in the near future. In addition, one one analysis found that as many as 40 percent of “likes” for one life sciences company were fraudulent.  In other words, brands spent years building a fan base they either can’t reach or actually don’t want to reach.  But wait, it gets worse; advertisers are paying for less than they believe. Facebook advertisers  are detecting 20 percent to 30 percent click fraud on the site using sophisticated forensics. Rather than offshore likers, bots are decimating ad performance on Facebook.  It’s no wonder that one company has written a breakup letter to Facebook while many others are ready to unfriend the social network after paying for promoted posts with underwhelming results. Quoting Monty Python from The Holy Grail “Run Away!” Continue reading »

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