Derek Harding

Articles by Derek All articles by Derek

• Ad Blocking Is A Symptom, Not The Disease  in MediaDailyNews on 03/02/2016
  

  Advertising to the uninterested is wasted. Unfortunately, in the digital world, even though wasting advertisers' money is a concern, wasting the time of the audience is damaging the medium itself.

• Traditional Media Advertisers Need To Evolve in MediaDailyNews on 09/02/2015
  

  Advertisers and the media agencies that support them have not made the shift from broadcast to direct. There are two areas in particular where traditional media advertisers need to evolve. The first is the switch from interrupt to permission marketing.

Comments by Derek All comments by Derek

• DMARC Adoption Is Critical For Email Deliverability by Jess Nelson (Email Marketing Daily on 03/25/2016)
  

  You say "Gmail will reject any email message that doesn’t pass DMARC authentication checks." This statement does not appear to be accurate.DMARC defines what action should be taken if a message fails authentication. This policy is set by the owner of the sending domain not the receiving domain. In addition I find it very hard to believe gmail is going to reject all email from domains without a DMARC policy. So what does the statement mean?

• Ad Blocking Is A Symptom, Not The Disease by Derek Harding (MediaDailyNews on 03/02/2016)
  

  Thanks for the comments Ed and Paula.   I agree that irrelevance and intrusion are not the same but I dispute that intrusion is the only and root cause of ad blocking. I do accept that in many (most?) cases it is the proximate cause of ad block installation and certainly needs to be addressed. However the intrusion is exacerbated by the irrelevance. People's acceptance of intrusion is far higher when content is relevant and far lower when it's not. Also irrelevance teaches people to ignore ads which undermines the value of ads entirely.

• Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)
  

  This is why I've argued that the future belongs to direct marketers. I think it's still possible for the adtech to win out but martech could take it all.

• Traditional Media Advertisers Need To Evolve by Derek Harding (MediaDailyNews on 09/02/2015)
  

  Thanks Ed. Please don't think I'm underestimating the importance of brand or brand advertising. Far from it. At the same time let's not forget that much direct marketing has had a substantial brand component to it.What I'm driving at is that the traditional distinctions between brand and direct response are going away. Similarly broadcast is giving way to targeted and the coalesced model relies much more heavily on skills that have been honed by direct marketers. I completely agree with you on the complementarity though. In this integrated world there is much for direct marketers to learn from the media side of the house as well as vice versa.

• Finding Value In Email Benchmark Studies by Loren McDonald (Email Insider on 07/23/2015)
  

  I also enjoy reading these studies but find all too often the numbers become targets. While that might seem like a "well duh" the reality is that the averages (means or medians) are a combination of messages with many different purposes.If you have a program with any degree of complexity there will be messages that drive high response rates and ones that have lower. That doesn't mean the lower ones are necessrily of less value or that they're underperforming. Applying vertical industry averages to such programs can be counterproductive IMHO.

• Why Mobile Payments Will Change Email Forever by David Baker (Email Insider on 10/06/2014)
  

  Cool stuff, and agree there will be impact. Color me slow but I'm trying to understand what the impact will be? How will this alter email as a marketing medium?

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