Using multiple platforms to convey a message was one of the earliest lessons I learned in advertising. We knew people consumed media differently. By using several platforms, we broadened reach and increased frequency. As digital media grew, adding it to marketing plans was natural. But each platform was its own entity. Today, the convergence of […]
The post The Convergence
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The Referral Ceiling
Referrals are a great way to build a business. And many successful businesses have been started through referrals. But what happens when referrals stop increasing? Where does the next stage of growth come from? Each of us wants to be the most effective networker possible. But every individual and every company hits the referral ceiling. […]
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Efficiency vs. Effectiveness in Advertising
There is a billboard in Times Square celebrating the 120th anniversary of Tsingtao Beer. It is arguably my best media buy ever. It is certainly the most efficient. But it begs the question: What is a good media buy? Low cost-per-thousand impressions, or CPMs, are certainly important. However, achieving our client’s objectives is the ultimate […]
The post Efficiency vs.
How to Allocate Your Marketing Budget
Every advertising dollar matters. Your company worked hard to earn that money and when it comes to advertising, you want to invest it smartly. Many advertising campaigns fail not because they spend too little, but because they spend in the wrong places. We have more advertising channels today than ever. To win at advertising, you […]
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Build a Media Mix That Matches the Customer Journey
Today marketing is more complicated than ever. Consumers have countless ways to discover brands and research products and services. They also move between devices and media channels throughout the day. As a result, great creative alone is not enough. Marketers must build a Media Mix that matches the customer journey. Many campaigns fail because the […]
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More Advertising Doesn’t Always Create More Leads
If you are not getting enough leads its easy to assume that spending more money will fix the problem. More advertising will create more impressions and increase leads, right? Certainly, your media vendors think so. However, if you have a problem with your strategy, funnel, or creative, you will just waste more money. More advertising […]
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SEO As A Long-Term Lead Engine
In the early days of SEO there were some tried and true strategies that would increase organic rankings relatively quickly. Today those are “black-hat” tactics, a sure-fire way to have Google penalize your site. We have a very different approach to SEO these days. Now we think of SEO as a Long-Term Lead Engine in […]
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Continuous Media Optimization
As a young newlywed I clearly remember the Set It and Forget It commercials for the rotisserie oven. My wife and I were not experienced cooks and always on the go. We bought one. And as we learned, you still needed to pay attention when you cooked. The same is true of advertising. No matter […]
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Attribution and ROI
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That statement by John Wanamker is probably the most famous quote in advertising. It summarizes the concerns of many experienced marketers. And it gives pause to potential marketers. The reason we spend so much time attribution and ROI […]
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Outdoor Advertising That Performs
I received a postcard in the mail from a men’s clothier showing the model in what looked like a leisure suit. It made me laugh because as a child my parents bought me a leisure suit. And now, it appears, they are coming back. That is very similar to Outdoor advertising. It was popular for […]
The post Outdoor Advertising…