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Michael Baer

Member since September 2005Contact Michael

Michael is a uniquely fluent, omni-channel marketer with a diverse set of career experiences and expertise driven by roles at nearly every seat at the Marketing table. He has led teams and marketing organizations large and small, at global agencies, a global research and insights company, at a mar-tech start up. Most recently, Michael was CMO at the largest privately held health care media company in the US brought in to transform marketing at the fast-growing company. He is also the developer of the concept of “Stratecution” – a new way to think about marketing in the digitally-led “new normal.”

Articles by Michael All articles by Michael

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  • Affluent Outlook: Finding Clouds In A Silver Lining by Michael Baer (Marketing Insider on 02/24/2020)

    Thanks, Ron. This is the exact point I made about Boomers and Seniors - their higher positivity is aligned with/correlates with their higher net worth (and our data corroborates that HNW households are also more positive). We have focused our research (for over 40 years) on the top 20% HH's in America - which aligns with a HHI $125k+. Naturally, this is more "mass affluent" than a "truly affluent" group, as you say. However the sample size is large enough for us to provide relevant brands and marketers statistical cuts of HNW and beyond.

  • How Authentic Influence Is Earned by Michael Baer (Marketing Insider on 03/05/2019)

    Ford-Not sure if you read the article but it IS specifically about influence - and what we found drives a consumer to actually be influential across their networks. Influence isn't just a paid marketing vehicle leveraging those who have large social followings - real influence happens when regular consumers are looking for advice. And they end up seeking advice and recommendations from the folks that have earned their influence by becoming experts, having a good deal of in-market experience and spending more in the category. The point is that brands would be well served to understand these people because they are the ones who, once engaged, can legitimately influence the shopping behaviors of their network.

  • The Affluent Outlook 2018: Affluents In The Age Of Polarity by Michael Baer (Marketing Insider on 02/12/2018)

    What was a bit surprising is the dichotomy between people's enthusiasm to how 2017 treated them personally and how they viewed it's affect on the country at large. And that, while the economic news has been a bit of a salve to some, it's moved the needle less than we might have imagined.  

  • Happy 'View' Year by Michael Baer (Marketing Daily on 01/04/2017)

    Thanks, Nigel. I agree with you somewhat - except for the unmitigated growth of display ad spending budgets and the unabated rise of programmatic media buying, which generally are placed in basic "display" modes. In any event, I agree that better consumer-based strategy (planning), better creativity across the mix, and smart use of technology and analytics all help deliver us from this red herring of viewability.

  • Is Annoyance A Media Strategy? by Michael Baer (Marketing Daily on 11/21/2016)

    Thanks, PJ. I'll check out your blog piece.

  • Is Annoyance A Media Strategy? by Michael Baer (Marketing Daily on 11/21/2016)

    Agreed, Ed. There's no single person at fault. And, at the end of the day, it is the Client's money. I also agree that media dis-integration plays a role - when media and creative are sitting in separate silos it can be hard to find common ground.

  • The Sad State Of Mobile Advertising (I'm Crying On The Inside) by Cory Treffiletti (Online Spin on 09/22/2015)

    So very true. It's not only very very bad advertising, but it goes against the entire intent-based behavior on the hand-held device. 

  • Let's Not Allow Fragmented To Mean Fractured by Anupam Tewari (Marketing Insider: Cross-Channel on 08/31/2015)

    I agree, Anupam. Which is why I believe that, with the rise of vertical expertise and specialism, the importance of generalism and horizontality has never been more important (https://stratecutionstories.wordpress.com/2014/02/20/expertise-in-generalism-6-reasons-generalists-are-more-important-than-specialists/). Hail the great integrationists!

  • Disintegrating 'Integration' by Michael Baer (Marketing Daily on 06/08/2015)

    Thanks, Adam. I like that concept - each individual piece must pass the "sniff test"!

  • The Impression Is Dead. Long Live The Impression! by Roger Wu (Native Insider on 04/29/2015)

    Hi Roger-The problem with the CPM is that you are paying for lots of impressions that have "an opportunity to be seen". But as I discussed in my earlier MediaPost article about impressions (http://www.mediapost.com/publications/article/247367/an-impression-is-anything-but.html), we know empirically that most of these ARE NOT SEEN. Between fraud, bots, and unviewability alone, we're way below half of all quoted impressions. And then there's the fact that consumers have been trained to ignore (read: not even see) display ads. So that low CPM you're getting isn't so low after all. So, is it worth paying 500X a CPM if you're getting actual engagement? It's hard to say - but it's definitely not an apples-to-apples comparison.

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