• Omni-Channel, Multi-Channel, And The One Magic Missing Ingredient
    Lately, I have been reading a lot of omni-channel and multi-channel research papers. I shared some findings from Nielsen's "Screen Wars" study last week, but apart from the Nielsen study, I also read a Google/DoubleClick study called "Reaching audiences across screens," while IBM offered "Digital Reinvention," and Digital Doughnut shared their "2015 Multi-Channel Digital Marketing Report."
  • Digital Democracy? More Like Digital Dictatorship
    Great news! Internet ad revenues surged yet again in 2014, reaching nearly $50 billion dollars in the United States. This, according to a new report from IAB, represents a 16% increase over the previous year; compared to 20 years ago it's an increase of... well, infinity.
  • Why 'Star Wars: The Force Awakens' Needs Zero Marketing
    Last week was a special one in the history of being a geek. In fact it was like Christmas came early. The Internet loves some comic book and fantasy content -- that's for sure! For those of you who may have been buried under a rock the last week or so, the Internet saw the premieres of "Daredevil" on Netflix, the "Game Of Thrones"' season opener and trailers for "Batman vs. Superman," "Fantastic Four," "Ant-Man" and the most amazing, awe-inspiring trailer of them all: "Star Wars: The Force Awakens."
  • Mindless Media Is The New Fast Food
    In the age of social media, the editor is fast replaced by the algorithm; curation and distribution comes from our friends, not newsstands; and our opinions are further reinforced and entrenched by selection bias. With major elections underway in the U.K. and U.S., with massive changes in journalism and news brands considering Faustian pacts with Facebook, now seems like a good time to discuss this issue.
  • The Secret of Successful Marketing Lies In Split Seconds
    The other day, I was having lunch in a deli. I was also watching the front door, which you had to push to get in. Almost everyone who came to the door pulled, even though there was a fairly big sign over the handle which said "Push." The problem? The door had the wrong kind of handle. It was a pull handle, not a push. The door had been mounted backwards. In usability terms, the door handle presented a misleading affordance. I suspect most marketing falls in the same category as that sign. It's an attempt to fight the intuitive ...
  • Nielsen's Screen Wars Research: Reasons Why Every Screen Matters
    Nielsen recently published a fascinating study called "Screen Wars, The Battle For Eye Space In A TV-Everywhere World." The title indicates how we as an industry are struggling to redefine the screen world we now live in.
  • Nielsen's 'Screen Wars' Research Provides Reasons Why Every Screen Matters
    Nielsen has recently published a study called "Screen Wars: The Battle For Eye Space In A TV-Everywhere World," and it is fascinating. First of all, the title indicates how we as an industry are struggling to redefine the multiscreen world we now live in. When TV came, it was (technically) the second screen after cinema. But it quickly overtook cinema and became the first screen.
  • Hey, Advertisers, You're Asking The Wrong Question
    "I can't tell you how many times a corporate client will say to me, 'Tell our customers how great we are.' I always reply that their customers aren't interested. 'Tell them anyway,' they say. 'TELL THEM.'" Speaking at The Project conference in Auckland, New Zealand, James Hurman, innovation consultant and author of "The Case for Creativity," was on a mission: to help us understand that client-agency interactions like that never work because they're based on the wrong question.
  • Can Awareness and Attribution Live Together?
    For years, many folks in media have questioned whether brand advertising and ROI can live together well. Awareness, a key metric of brand advertising, has for many been seen as mutually exclusive from a metric like sales attribution, a key measurement long associated with direct response.
  • How To Avoid The Pitfalls Of B2B Brand Positioning
    Positioning a B2B brand in today's age of cluttered technology start-ups can be a maddening endeavor. There are endless companies out there trying to garner the attention of the same target audience, so you tend to come to a positioning already owned by someone else. To be unique, you have to understand two things. First: What doesn't work? Second, what's the right process to use to develop effective positioning?
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