What kind of extensive, expensive publicity campaign did I wage this fall to land me on seven TV talk shows? I came up with a wacky (but provocative) idea and wrote three blog posts about it. Oh, and I did a tweet.
Facebook is in trouble. Investors know it. Brands know it. And Mark Zuckerberg knows it.
Why are many chief marketing officers still struggling with proving value? The same characteristics that make some CMOs so successful may unintentionally make the task at hand harder. Here are the three most common types.
There's no greater risk for a brand than vagueness, and there's no harder thing to determine than when it actually happens.
Without the distraction of social media, I almost enjoyed the debate.
In 2010, Ad Age said Pepsi Refresh Project would be a case for marketing textbooks -- regardless of whether it succeeded or failed. Here, marketing and business professors weigh in on the lasting impact of the program.
Making consumer electronics, from TVs and mobile phones to gaming devices and washing machines, is no longer just about hardware.
Instead of relying on the temporary high of price-centric promotions, brands ought to adopt a customer-centric approach that solves for the greatest customer value, present and future.
These are critical queries that are designed to elicit the answers we all will need to make marketing more effective and efficient.
The following commandments do not come from a mountaintop. They come from many years of experience in categories from caskets to computers and everything in between.
The passion that drives a super fan today is very similar to that of the Snapple-lovers of the early '90s, but the modes of engaging, promoting and interacting with brands has changed dramatically.
According to the Centers for Disease Control and Prevention, there have been more than 10 million smoking-related deaths since 1988. I often wonder whether that figure would be lower if it weren't for the rigidity of the anti-smoking lobby.
Though job-jumping can be riddled with pitfalls and unknowns, those courageous enough to embrace their fears will quickly outpace their peers.
With its broad range of neuromarketing technologies and its multiple levels of review by objective experts in the relevant disciplines, the NeuroStandards Collaboration was designed to help the industry learn how best to apply the capabilities of neuromarketing to real marketing issues and decisions.
Social-media marketing is getting boring -- at least by itself. It still largely sits in a silo and therefore fails to realize its full potential.
The eventual loser will not be Netflix, or its new owner. The loser will be the distribution channels which do not greedily charge $16 per month, but which greedily charge, on average, $80 a month and don't recommend anything but pricier tiers of service.
Humor can be extraordinarily powerful. There are few things more important to the human experience than laughter. But, it's not the most powerful tool for advertising.
Here's one way to commit to measurement while honoring your spirit, your customers, and the big idea: Measure what your customers say about you when they're talking to each other.
On the internet your competition is always a click away. This has long been a reality in the news business. But now it's worse.
It seems like only yesterday we were easing out of the recession with one big wish for 2010: That our economy, and industry, recover. Twelve months later, we've witnessed 2,600 ad agency jobs and 7,500 media jobs added and encouraging consumer spending, especially during the holidays. Economic challenges persist, but we're focusing our 2011 wishlist on other pressing issues. Here's what we'd like to see.
