A Contrarian's View of Marketing, Media and Branding
According to Digiday “Gawker commenters can be pretty harsh. So it’s not everyday a big brand woos them — and makes them the stars of an ad campaign. Ford is doing just that. It is running a video-based campaign to promote the Fusion on Gawker auto site Jalopnik and tech site Gizmodo. “The Fusion Project” is [...]
According to Nielsen “Globally, respondents say the Internet is very/somewhat important when making a new product purchase decision for electronics (81%), appliances (77%), books (70%) and music (69%). More than half of respondents also consider the Internet’s influence on new product decisions for clothing (69%) and cars (68%) important. However, the Internet’s influence on consumption [...]
New products are a key source of growth and profitability for manufacturers. Unfortunately, the vast majority of new products disappear from the shelf within the first three years of their introduction. Nielsen’s evidence suggests about two out of every three products are destined to fail no matter where you operate around the globe. In fact, [...]
It never fails. Create a buzz word, big data, and everyone jumps on the bandwagon and has to get their hands on “big data”. While data can help put together a picture of your customers and their needs it can only tell you what happened not what is going to happen and why. Data [...]
Follow the crowd seems to be the directive for most brand marketers when it comes to digital marketing. They read some data about how mobile spending is increasing and without thought they say “we have to get into mobile”. The fact is that you can have all the nice looking data charts and points you [...]
According to Blair Reeves “Millennials, we’re told, have the attention span of a hyperactive squirrel. They cannot think more than 140 characters at a time because they’re addicted to multitasking. They want mad lulz, not substance. They are overconfident in themselves and need constant stimulation and affirmation. And boy, are they into this social media [...]
There are a lot of free reports available via the Internet. Some of them have great information, if they’re not a sales brochure is disguises, but who the hell has the time to read all these reports when most marketing executives just want the bottom line and “what’s in it for me” summary ?
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.
According to Compas, Inc. while pharma marketing budgets have remained steady, since 2010 the media mix has shifted toward more digital and targeted media. There are many reasons for this shift, including the decrease in sales force and increased adoption of new technology.”
Multichannel marketing can be a huge challenge for pharma marketers but there are also a wealth of opportunities. The objective is to ensure that all channels are fully integrated and working towards your brand objective. Some channels are more important than others but only through good research can we really become masters of great multichannel marketing.
dick cheney "smiling"
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