Tony Quin

Articles by Tony All articles by Tony

• Is Your Brand Ready For Market? in Marketing Insider on 09/06/2018
  

  In today's unforgiving marketplace, companies cannot afford to do battle without the protections of a strong brand.

• Messaging Frameworks: Learn To Speak Their Language in Marketing Insider on 08/30/2018
  

  Messaging frameworks help you deliver content that communicates exactly the right message for a particular consumer at that moment.

• How CMOs Can Keep Their Jobs in Marketing Insider on 08/22/2018
  

  The average tenure of a Chief Marketing Officer is 44 months, and the number of first-time CMOs jumped 31% in the past year. What's the deal?

• Innovation and Data - The Marketer's Dilemma in Marketing Daily on 07/16/2013
  

  Innovation is tough enough without tying our hands to the past. We need to send a clear message that winning requires risk, and that as much as we love data it cannot drive innovation. That takes vision, intuition and some special people.

• You've Got A Video Problem in Marketing Daily on 04/11/2013
  

  How does a brand make videos that are good enough to stand out? The ideal is to have digital content strategy, plus creative, plus production under one roof. A company that can do all of that -- and that is set up to produce a lot of video content over time, cost-effectively -- has found the perfect solution.

• Like It Or Not, You're In The Content Business in Marketing Daily on 03/12/2012
  

  Compelling content is the currency that buys your customer's attention and affection long before they reach the stage of comparing features and benefits.

• Who's Talking To Your Clients? in Marketing Daily on 01/25/2012
  

  With 2011 in the rear view mirror, it's time to take stock and look ahead. You need a social media strategy -- your customers, your sales force and even you investors demand it.

• Customer Experience Marketing (CEM) - The New, New Thing in Online Media Daily on 02/22/2011
  

  Demanding consumers expect mobile sites and apps that are designed for the specific device they are viewing it on -- and just getting the technology right is not enough. That's the challenge that brands and their agencies face.

• Logging In: Another Type of Climate Change in OMMA Magazine on 05/21/2008
  

  In case you haven't noticed, the economic climate has been getting a good deal chillier lately. Inevitably, this is making for a much more cautious marketing community, with brands contemplating an uncertain future and beginning to plan on reducing advertising and marketing costs. If you are in traditional media, this does not bode well, but conventional wisdom holds that if you are in digital media, you will be somewhat recession-resistant. Of course, some traditional channels will do okay and some digital channels will have problems. But we are already seeing a general belt-tightening accelerate the shift of budgets from traditional media to digital. The recent GM decision to move half its marketing dollars to digital and direct is just the beginning.

• Logging In: The Proverbial Pachyderm Problem in OMMA Magazine on 04/02/2008
  

  Forget the elephant in the room, there is a rather large one sitting in the middle of Madison Avenue. Interactive, the Internet, broadband, mobile - call it what you will, the digital behemoth is in the process of wreaking havoc on the traditional agency models we have known for 50 years or more. The facts are simple. The Internet, in many and ever-evolving forms, has already profoundly changed the way people discover, understand, select and interact.

Comments by Tony All comments by Tony

• Simplicity Eats Complexity For Lunch by Mark McLaughlin (MAD on 06/01/2014)
  

  Great post and right on the money. This is a case of the pendulum swinging. The temptation of the bean counters to reduce the work of agencies, digital or otherwise, to mechanistic measurables has been too tempting. Marketing is now treated as a science and while many hide behind the complexity, a great deal of creativity and inspiration is sidelined in the process. In my firm we work hard to reduce the complexity to the client and more importantly to the consumer. But the pendulum swings anyway, while we wait impatiently for its inevitable return. Tony Quin - Board chair Society of Digital Agencies & CEO IQ

• Marketers Struggle With Tracking Customers Cross-Platform by Gavin O'Malley (Online Media Daily on 09/06/2013)
  

  This is the heart of the issue. All these channels are not tied together at the individual level. Marketing automation and dashboards help but are still incomplete. Noboby's licked this yet although there are pieces of it and we still have to wire it together with gum to get a hazy picture. At it's core this needs a CRM system that has sales and interaction history into which we could feed all this other data from across the lifecycle.

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