Greg Ippolito

Articles by Greg All articles by Greg

• The Junk Mail & The Damage Done in Marketing Insider on 09/15/2021
  

  Why lazy, me-first, long-odds sales outreach is bad for everyone -- even the salesperson who argues "It's a game of percentages."

• Diversity in Advertising: Avoid The Obvious in Marketing Insider on 08/06/2021
  

  How do you create that "best reflection" of your customers, when the individuals in your target audience are all so different?

• Diversity in Advertising: Avoid The Obvious in Marketing Insider on 05/06/2021
  

  How do you create that "best reflection" of your customers, when the individuals in your target audience are all so different?

• I Want My Content Marketing! in Marketing Daily on 03/15/2016
  

  How MTV unintentionally helped pioneer modern content marketing.

• Momentum Marketing in Marketing Daily on 08/08/2013
  

  If you want to move people, you have to become a part of their journey. As we move forward as marketers, our first thought should no longer be about disruption. Instead, we should consider ways that we can leverage the existing momentum of target consumers to organically guide them where we want them to go -- with minimum waste and maximum efficiency.

• Engagement Marketing 101 (Redux) in Marketing Daily on 04/18/2012
  

  Engagement Marketing is based on the premise that if marketing is to succeed, it must be client- and audience-centric. Done well, it means connecting with audiences who want to hear from you, in relevant, meaningful, interesting ways. If you can pull that off, everything changes.

• Here's A Big Idea: Forget The Big Idea  in Marketing Daily on 03/16/2011
  

  The ill-conceived brain drops that fall in the brainstorm room rarely, if ever, turn up awe-inspiring blossoms.

Comments by Greg All comments by Greg

• How Can You Mend A Broken Heart? by Bob Garfield (Garfield at Large on 08/27/2012)
  

  The irony here — that you obscured the real point of your op-ed (to dump on Obama) with your Flo/Progressive abstraction, the same way the Twittersphere “blamed” Flo (in the abstract) as a passive-aggressive means of criticizing Progressive The Company — is lost on no one. People aren’t that dumb, Bob.

• Ad Dollars Shift As Boomers Age by Wayne Friedman (MediaDailyNews on 07/05/2012)
  

  "As long as the ad agencies persist in backing sitcoms with dysfunctional families and men behaving badly because focus groups tell them 18-49s want to watch it, we'll never see thoughtful, gentle comedy again on TV." Two comments here: First, ad agencies don't really "back" anything. If research indicates that a certain audience segment is watching a certain show, and a client wants to reach that segment, we buy media in order to reach said segment. If a client of mine wanted to reach a segment that was drawn to an Andy Griffith-like show, the likelihood of our spending ad dollars there would be relatively high. Second, is modern TV enjoying less "thoughtful" programming than it did in the 1960s? (Note: "thoughtful" and "gentle" don't necessarily belong together.) I would strongly argue, No. To provide just one example: Louie C.K.'s show is much, MUCH more thoughtful/cerebral than anything Sheriff Taylor and the gang ever threw up on screen. Andy laid an important groundwork, but we've evolved. Yes, Andy Griffith will be missed, but let's not get crazy here. Just because something has nostalgic value doesn't mean it has actual value. G.

• Thompson: A Cautionary Tale About 'The Brand Called You' by Thom Forbes (Marketing Daily - Top of the News on 05/14/2012)
  

  The great Bill Bernbach wrote that you can't invent a product advantage that doesn't exist -- and that all gimmicks eventually fall apart. Forget the moral aspect of it; lying doesn't work in branding. Quite the opposite. In a modern mediasphere where people expect to be manipulated (EXPECT IT!!!), the authentic, credible voice is the one that gets heard. Moreover, lying is lazy. You are what you are. Sell yourself with passion. If you feel the need to lie to make yourself seem interesting, then…hey, maybe you're just not.

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