2024: The Year Digital Becomes “Traditional”
Digital marketing is too old for excuses like “the algorithm changed,” and “it’s still new technology.”
MYTH: Everyone goes to Google first
Empty your bank account and give it all to Google. The click still goes to the known brand 8 out of 10 times.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
(Anti)Predictions in Marketing for 2024
We love stories of the next big thing. But the “thing” is rarely next…or big. So what will be true next year?
The Myth of Marketing Specialists
Following the same path “your industry” follows guarantees you’ll blend into the competition. You need to break a rule or three.
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Why I Got Fired
In a little over 18 months, top of mind awareness jumped 550%. And I was fired. And I deserved it.
The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
The Fundamentals that Remain
The fundamentals in marketing are explained brilliantly by Professor Mark Ritson who breaks it down into 3 logical parts.
Marketing Predictions for 2023 (?)
Before I question my Ogilvy & Mather Tarot Cards and tell you exactly what will happen, let’s see if past predictions have held up.
Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Tips for Businesses to Deal with Inflation
Inflation has spiked, supply chain issues persist… and your customers are likely being protective with their dollars.
The Thing is Never the Thing
I would never criticize something I have no experience with… so I went ahead and bought an automated iHeart radio ad to advertise this article.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.