The biggest fear for marketers right now is not budgets, it’s how to implement a multichannel marketing strategy and determine which marketing channels produce the best ROI. Along with big data multichannel marketing is becoming more of a buzz word than a reality. However when ideas become complicated it’s best to simply the thesis [...]
April 10, 2013
A delicate balance between message marketing and metrics marketing
Marketers love to spend a lot of money testing messages that they believe are going to motivate their target audience to purchase their products but consumers, for the most part, have tuned out marketers messages that aren’t personally relevant to them. They will spend countless hours and dollars testing TV and print ads but they [...]
April 7, 2013
Great brands just do it
Intentions do not equal dollars. A lot of people in focus groups or via survey’s can intend to purchase your product but that does not translate into conversion. A lot of people intend to get a Mercedes or other luxury car but very few actually make the leap. More and more what you do [...]
March 30, 2013
For most brands there is no straight line to ROI
Is there one channel that can provide an ROI for marketers today? That depends on the product and brand but more and more we are finding that there is no straight line from the brand to conversion. Today it’s about a variety of consumers touch points and they all work together to provide a positive [...]
January 1, 2013
“Is done better than perfect” a new model for brands?”
Want to know why so many technology products and web platforms have issues ? Look no further than the signs posted at Facebook’s offices that sat “done is better than perfect”. While I agree that getting things done is more important than getting them perfect I’m not so sure that consumers would agree with that [...]
December 30, 2012
Why digital talent often fails to make an impact
An article in Fast Company Called “Why digital talent doesn’t work at your company” is off the mark. The article suggests that digital talent doesn’t work for companies because of company processes, office policies and cube farms and every element of their work will be pored over by multiple layers of bureaucracy. This is sadly [...]
I love the challenge of marketing today because consumers have a wealth of information at their disposal 24/7/365 via the Internet. Over the last 17 years I have worked on some great brands including Sony's Discman, Canon Video products and consumer pharma brands like Cialis. I have learned a lot and continue to apply what I have learned via new learning.
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