Category digital advertising
The Difference Between Brand And Performance Marketing? Time.
Say you’re a founder, CEO, or a new CMO tasked with setting the strategy for your company’s marketing. Do you invest more heavily in brand marketing or performance? Peter Fields and Les Binet define performance, or sales activation marketing as “Any activity that aims to get an immediate response: usually a piece of information, an […]
Avoiding The Career Obsolescence Trap
Four years ago, I had a conversation about career obsolescence I’ll never forget. I was catching up with a friend and former colleague who had left her job at an advertising agency around 2008 to be a stay-at-home mom. This woman is the best account director I’ve ever known. She is tough, comfortable defending her […]
This Headline Badly Distorted An Important Message To Marketers
“Facebook, Twitter and Instagram massively over-rated by marketers, says Prof Mark Ritson.” So wrote The Syndey Morning Herald last week. Aside from the fact that source material for this “news” is in fact over four months old, the headline writer managed to distill a nuanced and critical message all marketers need to hear into a […]
Why Native Advertising Will Become The Most Dominant Format In Mobile Marketing
I’m a fan of “Mike and Mike,” a morning radio program on ESPN. It stars veteran sports journalist Mike Greenberg and former NFL star Mike Golic. The two form a knowledgeable and laugh-out-loud-funny odd couple, pairing Greenberg’s fastidiousness with Golic’s rough-edged masculinity, the kind you’ll find in the men who turn up in Budweiser and Miller beer commercials. […]
Mobile App User Acquisition Costs On The Decline
A story emerged yesterday that reports that the average per mobile app user acquisition cost is declining. While that may be good news for advertising buyers, it may not be such good news for the overall health of the mobile economy. That’s because the transition from desktop and laptop-based digital marketing to mobile form factors […]
Twitter: Reasons For Advertisers To Believe
Twitter has announced its intentions to go public, and in its wake a wave of negative press about Twitter’s problems has emerged. Given Facebook’s turbulent IPO and the wildly varying outcomes achieved from other recent social media and technology public offerings, I understand the skepticism. In fact, I go so far as to agree that […]
Five Foundational Steps To Achieving Mobile Marketing Success
Many times over the last couple of months, I’ve found myself in the company of old friends and new acquaintances who have asked me a version of the following question: “How would you go about using mobile marketing to advertise my product or service?” I tell them that the marketing world, while more complex than […]
Valuable Insights On How Agencies Can Stay Relevant
http://adage.com/article/digitalnext/great-advertising-blip-corner/243830/ Thanks to the BoSacks blog, and picking up on the entry I wrote earlier in the week about how agencies remain relevant, here is a smart overview of the ways in which agencies still can deliver value to their clients. The way forward, according to the author, requires a full embrace of new technologies, […]
Matt Collins' Blog 