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Hold all of your marketing investments accountable. You made an investment because you expect to obtain a valuable outcome. To ensure you obtain the expected value from your investment, you need some form of objective evaluation. This report, along with other marketing accountability-focused blogs, has concluded that analytics is the next competitive edge. Several cases … Continue reading
Technological advancement starting with the PC/internet combination has decoupled media from physical devices, yet the term “mobile” still seems to reinforce this increasingly diminished linkage. It may be time to accept media as experience, review the name “mobile”, build core expertise on the platform, and expand thoughts harnessing its true potential. Does your marketing organization … Continue reading
Another important addition to any serious digital advertiser or marketer’s library. Generally, I do not think much of books touting an “x” number of solutions, and less so those claiming access to secrets or arcane knowledge. But my quick flip to the introduction on page 4 grabbed my curiosity and I read it all. No … Continue reading
Insights and learning in the context of business and marketing analysis are highly desired but often misunderstood concepts. This results in missed opportunities and frequent frustrations for both analysts and clients. This discussion explores clarifications and helpful tips on identifying, generating, and ensuring actionable insights and learnings. The quest for insights, for learning, and for … Continue reading
Without a strong digital strategist on your account, you are most likely running an incoherent collection of digital executions and underutilizing digital within your overall marketing mix. It’s no longer news that you have a digital budget, or have a digital campaign, or a digital agency on your roster. Websites, banners, emails, eCRM, mobile, social … Continue reading
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