• CMOs Just Aren't That Social -- And Who Cares?
    I wanted to react to Catharine Taylor's recent column about the lack of social media activity by CMOs. She refers to Infegy's list of the Top 50 most social CMOs in 2014, as measured by number of retweets, interactions, shares and so on. Catherine is not impressed by the fact that only nine of the Top 50 CMOs are from Fortune 50 companies. In other words, CMOs from big, well-known companies are absent in social media. But I say: Who cares?
  • Everything Is Now Your Responsibility
    For the past three years, I've been attending an annual unconference here in New Zealand: an event with no pre-set agenda, no keynote speakers, no topics declared in advance. It is entirely designed by its attendees. On arrival, the walls are covered with gridded sheets of paper indicating available rooms and session times; when we're given the cue by the organizer, we run a kind of organic, self-determining scrum, putting Post-its on the wall to co-create the schedule.
  • Attention: Nothing Else Matters
    There is a limited amount of human attention in the world. Every day the same amount of attention is created (number of people multiplied by number of conscious hours). Everything meaningful in life requires attention. Laughing, crying, learning. Everything. And we humans consider our attention precious, because we know we have a finite amount of it. Yet somehow the advertising industry developed the notion that it either A) does not need people's attention, or B) can simply create more attention. Both assumptions are obviously ridiculous, but in order to keep passing money around, the industry seems to have just taken ...
  • Journey From The Unknown To The Known
    Marketers are not scientists or magicians, but they are quickly spearheading the journey from the unknown into the known. Let me explain.
  • Making Mistakes... On Purpose
    I was keynoting at a Satmetrix (the Net Promoter People) customer experience conference last week in London -- and over fish 'n chips during lunch, I ended up chatting with one of my fellow keynoters, Ian Williams (@CustExpMan), about making mistakes. Ian had a rather controversial point of view that organizations should go out of their way to make mistakes ON PURPOSE.
  • A Comprehensive Overview Of Excuses For When Your Plan Does Not Deliver As Intended
    I have been reading an industry book that I found by accident, at a library book fair event. One of its chapters is devoted to measurement. Let me share some of its observations on this very topical subject:
  • Maybe This Whole Online Advertising Thing Just Isn't Working Out
    We've known each other for a while now, you and I -- since 2007, by my reckoning. So I think it's time to start being, you know, a bit more real with each other. Maybe tell each other some things about ourselves we're not so proud of. I'll start.
  • Measurement Is The Medium
    In the 1960s, Marshall McLuhan famously coined the phrase "the medium is the message" to suggest that the medium in which a message or communication is delivered many times influences or overshadows the message itself. Thus, the fact that a politician's speech is broadcast on television has a bigger impact on how an audience receives it than the message of the speech itself. I think that if McLuhan were to look at the digitizing and transforming advertising media business today, he would say that the measurement is the medium.
  • Once Again, Digital Is Not A Department -- And Marketing Should Be Everywhere
    I recently wrote about how silly it is to embed a team of digitally focused folks in your marketing department, call it a team and expect results. The response was overwhelming to that article, which shocked me because I thought that idea was taken for granted. Well, if that topic resonated, let's take the thinking a few steps further. I could also argue that in today's customer-centric marketing environment, marketing can no longer be a stand-alone department, but needs to be integrated into every facet of the organization based on three lynchpins: audience, data and revenue.
  • This NFL Season, Tackle Contextual Advertising Or Get Sacked
    No matter what audience you are trying to reach next Sunday, the Sunday after, and every Sunday between now and Christmas, those people ARE on social and they ARE cheering for their favorite team. Bottom line: If you're serving mobile targeted social ads on game day that don't take the context of the game day experience into account, or if you're not targeting ads on social at all, your competition will be eating your lunch this season.
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