• Maybe TV Networks Are Smarter Than We Think
    Apart from New Year's predictions, this is also the time of the year that agency networks share their updated projections on (global) ad spend. The good news is that marketing and advertising spend continues to rise. The bad news is that if your job is in any form of printed media, you're not selling a whole lot, and you will sell even less by the end of the year. According to Zenith Optimedia, television's share of global ad spend also continues to decline, albeit at a much slower rate. Zenith predicts that the 2014 share of 39.6% will decline to ...
  • What Social Media Marketers Can Learn From Patagonia
    In 2004, Patagonia published an essay titled, "Don't Buy This Shirt Unless You Need It." The following year, the company launched the Common Threads initiative, to make every piece of clothing it manufactures recyclable. In 2011, Patagonia took out a full-page ad in the New York Times with the headline, "Don't buy this jacket," alongside an image of the company's R2 coat. Strange, no, for a manufacturer/retailer to encourage us away from buying its products? But Patagonia's reasoning was simple and compelling: We have too much stuff already, and when we buy stuff we don't need, we waste money, destroy ...
  • Six Things You Won't Believe Happened At CES. #5 Is EVERYTHING!
    Okay, great -- you clicked or opened the article. You can leave now. The ad impression was counted. You staying and reading the rest of this post doesn't earn its publisher any more ad revenue. In fact, it would be better if you left and clicked on something else, so you could generate another impression. Seriously, what are you still doing here? Joking aside, if you are actually still reading, the above is the problem we face when we set the lowest possible standards for "impressions" of both display and video.
  • Opportunities, Plans & A New Year
    I'm at CES this week. Digital used to be in the shadows at CES, along with SXSW, Cannes, and a number of other large-scale, mainstream conferences, but now digital runs the discussion. Data is at the core, along with automation, enterprise-scale solutions, and "the cloud." Analytics have come a long way and this year will venture even further.
  • The Stack
    On vacation in Cape Town, my family and I would often place all our phones on a pile in the middle of the table when we visited a restaurant. I dubbed this "The Stack."
  • Year-End Performance Review: I'm Confused
    It is customary in most companies to perform a year-end evaluation of the people that work for them, as well as for the people they work with (like agencies and other marketing partners). In this age of big data -- and because I have been writing here for a full year -- I have decided to use the data that Mediapost shares for each post as my performance evaluation as delivered by you. And I am sharing them in full disclosure, as you do with a 360 performance review.
  • 2015 Resolutions For Social Media Marketers
    Remember my last post, when I refused to write a year-in-review listicle in favor of actionable recommendations? Blame it on the cyclical nature of the holidays, but the coming new year has me thinking about self-improvement and resolutions, not just personally but also professionally. As such, I'm going to attempt to shoehorn my personal resolutions into social media marketing recommendations for 2014. Wish me luck.
  • Annual Predictions Are Easy -- I'll Prove It With This Post
    When it comes to marketing and advertising, I recently realized that predicting is actually not very hard at all. And I am going to prove this to you with this post. So let's start with the five topics I predict will grab headlines in 2015: 1. Agency fees and payment structures. 2. Digital advertising. 3. Sponsorship and event marketing. 4. Consumer insights. 5. Consolidation. Those are my five predicted hot topics for 2015. And how do I know with a large degree of certainty that they will be hot topics? Because I predicted those same five topics in 1995 for ...
  • All I Want For Christmas Is A Zero Inbox
    On whatever day of Christmas we're currently on, my inbox gave to me 47 emails. 47 people reaching out. 47 collections of words waiting on my response. 47 miniature jobs to do. Some of the 47 are new. Some are old. Some have been there so long that surely they're no longer relevant.
  • Shifting Media Business From Outputs To Outcomes Will Break A Lot Of Eggs
    I've written before about why I believe the media industry's future with most brand advertisers will be all about delivering specific business outcomes (leads, sales, etc.), in a predictable, provable and scalable way, not just about delivering a promised basket of media outputs (impressions, GRPs, etc.). The more folks in the business I talk to about this issue, the more certain I am that it will happen.
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