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Category Archives: The Marketing Industry
Reports Of The Death Of The Campaign Have Been Greatly Exaggerated
We hear the proclamation of the death of the campaign regularly these days. The charge is primarily led by the hoards of self-proclaimed social media gurus, but underscores a similar mantra — from a larger swath of the marketing community … Continue reading
Posted in Social Media, Strategy, The Marketing Industry
Tagged Ad Campaign, Campaigns
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Refining Processes For The Changing Digital World
Digital marketing is becoming more complex by the day. Most marketers and agencies alike get mediocre grades when it comes to creating an efficient and effective workflow to manage this complexity. Everybody acknowledges process. It’s an unsexy topic, but vital … Continue reading
In The Beginning, There Were GRPs
Once upon a time, the media landscape was a simpler place. Large-brand marketers had the ability to predict the impact of a specific level of media weight and develop campaigns around this process as common practice. Actually, this is still … Continue reading
Posted in Audience, Brands, Metrics & measurement, Modeling, Standards, The Marketing Industry
Tagged comScore, GRP, Media Planning, Nielsen, TRP
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Man vs. Machine: The Human Element
Let’s face it — technology is sexy, exciting and alluring. However, the most essential gears that keep the digital marketing machine running are not the ad technologies, algorithms or data. Your number-one asset and the driving force that makes digital … Continue reading
Proxy Metric Ghettos
The digital marketing industry has insidiously trained itself to believe in marketing stories painted through the lens of proxy metrics. To a degree this is no different than any other medium. On the other hand, our digital world is rife … Continue reading
Being Busy Versus Being Productive
The world is not short on ideas. However, walking the talk and playing your role in facilitating the execution of ideas and helping to move a project or a business from point A to point B is harder to do. … Continue reading
Posted in Agencies, Brands, Client/Agency Therapy, Society & Culture, Success, The Marketing Industry
Tagged busy, busyness, priorities, process, success
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Here An Algorithm, There An Algorithm
Unless you have been living under a rock, you are well aware of the growing skew towards math and science in the digital media industry. We are operating in the age of the algorithm. So let’s put digital marketing technology … Continue reading
