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Adam Broitman

Member since February 2004Contact Adam

Associate partner, marketing and sales, McKinsey & Company

Articles by Adam All articles by Adam

  • Federated Identity: An Innovative Approach To Privacy-Centered Growth in MediaDailyNews on 07/12/2022

    Marketers can bolster their sustainable marketing strategy through traditional walled gardens, commerce media and synthetic identity.

  • Driving Privacy-Centered Growth in MediaDailyNews on 05/10/2022

    As marketers prepare for the reality of a privacy-centered world, there are three core strategic pathways for success -- anonymous, direct first-party, and federated identity. While these approaches are not mutually exclusive, they do diverge in various ways.

  • How Marketers Can Drive Privacy-Centered Growth in MediaDailyNews on 04/05/2022

    Marketing and growth leaders should adopt strategy that builds customer trust, creates a mutual value exchange, and drives growth.

  • The Hypocrisy Of Brands That Don't Reward Consumers in MediaDailyNews on 09/06/2018

    The same marketers that espouse the virtues of customer experience are regularly hijacking their customers' time without providing any value exchange.

  • Facebook Proves (Again) That Great User Experiences, Not Flashy AdTech Stacks, Are Advertising's Future in Social Media & Marketing Daily on 06/20/2016

    Without ever leaving the Facebook app, a user can now achieve their goal without disruption. The fact that there is an advertising technology stack and multiple partnerships playing a role in quantifying the retail transaction doesn't slow down the experience for the user nor divert the user from their intended action.

  • Social-Media Marketing Is Dead, Long Live Conversational Marketing in MediaDailyNews on 04/06/2016

    Whereas brands once held public forums on social networks, today's marketing conversation must follow the undeniable consumer trend to the various messaging platforms that have usurped a large percent of our attention.

  • Social TV in Media Magazine on 04/13/2012

    The year is 1964. There are three channels on television. The average household has one or two telephones, none of which are push button. The "mini computer" won't be invented for another year and will sell for $18,000 with no practical consumer use. On a particular Sunday night in February that year, 73 million Americans tuned in to The Ed Sullivan Show to see The Beatles perform. Families and friends gathered around their televisions to take in the controversial performance and share their reactions. The experience reverberated beyond the living room, spilling out into everyday life, mostly through analog and in-person means, greatly constrained by geography.

  • Post-PC Creativity: A Manifesto in Online Media Daily on 02/08/2012

    At the cross section of art, copy, technology and the human body and brain lies the dawn of a new era-a new age in which storytellers of every order are armed with the ability to make magic: the post-PC creative era.

  • Which Came First: The Fan Page Or the Fan? in Online Media Daily on 01/19/2010

    We have arrived at a new era in marketing; an era in which it is nearly as universal for a brand to employ the Facebook fan page in its digital marketing arsenal as it is a search engine. The social capital market has grown-up.

  • Want Better Marketing? Make A Better Product in Online Media Daily on 12/03/2009

    If you listen closely to the partially unwelcome but incredibly prescient voice of the brave, forward-thinking marketer, you might hear the increasingly popular exhortation, "want better marketing; make a better product."

Comments by Adam All comments by Adam

  • The End Of Advertising, As We Know It by Gary Milner (MediaDailyNews on 07/23/2016)

    Kodak is not gone

  • Users Not Eating Up Foursquare's Dual App Strategy by Mark Walsh (MoBlog on 07/29/2014)

    While I am not sold on whether or not Foursquare/Swarm will win, I think your argument based on ratings and a tweet by someone I don't know is ill conceived. You say "In short, people don’t like having to switch between the two apps." I think this statement is wholly misguided and founded in no substantive data. Look at Facebook's messenger strategy; are they getting it wrong too? Your piece is fine, but before making bold statements about what people want and don't want, I would do a bit more research.

  • Which Came First: The Fan Page Or the Fan? by Adam Broitman (Online Media Daily on 01/19/2010)

    Mr. Wax It is amazing that no one (including me; a self proclaimed excel geek) picked up on that--I should have done this formula in excel I suppose--thanks for that--let's see if i can get it changed :)

  • Just An Online Minute... Augmented Reality: The Heidi Montag Of New Media? by Kelly Samardak (Just An Online Minute on 01/21/2010)

    you are amazing!

  • Which Came First: The Fan Page Or the Fan? by Adam Broitman (Online Media Daily on 01/19/2010)

    Thanks for the kind words, Vicki and Kristin. I am glad I am not alone in my thinking. I had a hunch I wasn't, which is why I wrote this article; to help surface like minded individuals.

  • Want Better Marketing? Make A Better Product by Adam Broitman (Online Media Daily on 12/03/2009)

    Gabriela Great point. No one said it was easy :) Like most marketers, we start by defining the audience and creating persona's. Getting inside the mind of those personas and asking, "what is it that would make my life better" is a good place to start. Then, we devise a value matrix ranking the potential motivations. Building upon the core values. Perhaps you then take it to Twitter and see what people think? Maybe, if you have the lead time, start a blog outlining a particular area of value in order to see what gets people going. All the tools exist; that is what I love about marketing. The beauty is in the strategy.

  • I'm Setting a Cookie While You Read This by George Simpson (Online Media Daily on 10/01/2009)

    I, of course meant "sensible fuel" to an otherwise asinine fire. That is what I get for commenting before coffee and trusting spell check :)

  • I'm Setting a Cookie While You Read This by George Simpson (Online Media Daily on 10/01/2009)

    "I strongly suspect that 99 percent of the internet users out there - of any age - can't explain the difference between tracking cookies, malware, viruses, worms, botnets, or phishing." I strongly suspect you are correct. Nice work--thanks for adding this fuel to an increasingly assassin fire!

  • Do Age And Gender Matter? by Rachel Glickman (Marketing Daily on 09/17/2009)

    Tim I don't think that Rachel is saying that demographic and psychographic elements lack value. Rather, she seems to be saying that, for too long, we have only looked at these factors--and it is just not enough. We need to move beyond these factors, but in an additive manner. They don't lack value; there is simply more value out there. Also, I am not sure what you meant with this statement, "As analytic solutions hit the marketplace over the course of the next two years, the bloom will be off the rose that self-selected interest targeting by themselves, which is how media is being sold right now, doesn't truly grow business." I seem to be missing your point with this, but feel it is the crux of your hypothesis. Would you mind clarifying?

  • Why Skittles Killed Its Web Site by David Berkowitz (Inside Performance on 03/03/2009)

    Great post David. I appreciate you playing Devil's advocate, as most of the press surrounding this launch has been positive. In all honesty, I can see both sides of the argument, but one thing that is hard to dispute; this was a great attempt at disruptive interactive marketing on the part of Skittles. Many of us often laugh at the "skip intro/flash" sites that still make up the status quo online. While Skittles may have overshot the mark, they have definitely opened the eyes of many marketers. I am curious to see how well this went over with Skittles target demo. My hope for the future of this approach is that it is treated as an experiment, and that the presentation layer is fine tuned fairly rapidly until some middle ground is found (which we have already seen in the switch from Twitter to Facebook as the landing page). Ultimately I don't think this is the correct approach, but I do think that the fundamental thinking behind it is headed in the right direction.

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