With a 16% growth rate that outpaces display advertising and digital marketing spend category growth rates, performance marketing—in which an advertiser pays based on actions derived from an ad, such as generating click-throughs or sales leads—is one of the fastest-growing online marketing channels. Forrester Research estimated that the channel would grow…
Now that the day-after (and week-after) quarterbacking on the Super Bowl and its advertisers has died down (one would hope), let’s reflect on where we go from here. Without a doubt, this year a number of brands decided to turn away from crass commercialism in favor of empathy. Yes, there…
Agency/client tensions are not a new phenomenon. They have existed as long as there have been agencies and marketers. And now, with CMO tenures still at abysmal lows and loyalty to agencies still in flux, it’s difficult to determine who is responsible for addressing industry issues: the agency or the…
Some of the biggest brands in America did some great advertising during the Super Bowl Sunday night. Clearly, they’re not just buying a 30-second spot in the big game. They’re buying the social media and PR potential that comes with a well-executed plan. If I had their budgets, I may have…
It’s a well-known fact in marketing and advertising that even the most brilliant and well-planned marketing campaigns can result in legal problems if they contain any claims that could be construed as false or misleading. However, many of the updates and nuances to advertising law these days are less well…
Is traditional branding dying? Is the “big brand idea” a relic of our traditional past? Conventional broadcast advertising (radio, print and television) is useful for verbally and visually communicating brand and product benefits, but in an era of consumer empowerment, top-down messaging—or the passive embrace of manufacturers’ wisdom—is no longer…
Wrapping up my series of posts on the “secrets” that I attribute to my success in marketing, here’s the third installment: 3. It’s All Math. “Social currency” is a relatively common concept in marketing and business these days, but I think about the concept in mathematical terms. Social currency refers…