Folgen
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Digital advertising is fantastic, until it isn't. Unrealistic promises, mistakes, inconsistent reporting, and outright fraud plague this industry. A THIRTY YEAR OLD industry. Sort your life out, digital... you gots problems.
Inside the Black Box, by Bob Hoffman:
https://dl.bookfunnel.com/6kwmi0qlsq
Sources for current click through rates:
https://broadstreetads.com/successful-click-through-rate/
https://www.wordstream.com/blog/ws/2010/11/22/what-is-a-good-click-through-rate-for
https://www.linkedin.com/pulse/evolution-banner-ads-from-44-click-through-rates-todays-umer-masood/
ISBA article on missing ad dollars: https://www.isba.org.uk/article/time-change-and-transparency-programmatic-advertising
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Sounds right...but you're wrong. Your brain is doing stuff when you don't even realize it's doing stuff.
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Fehlende Folgen?
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Remember when you predicted 5G would change all of humanity?
You were wrong.
Maybe we should get out of the "predicting" business.
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Always remember: Marketing ≠ Advertising.
There are certainly those who specialize in graphic design, video, or digital.
But we're talking Marketing. The strategy before the tactics.
If you're just thinking "advertising," you're in trouble.
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A little bit of fertilizer is ok.
Doing some sales promotions is ok.
Too much fertilizer and you'll fry your lawn.
Too many promotions, and you'll fry your brand.
Les Binet's comments on price promotions
https://www.marketingweek.com/les-binet-price-promotions-recession/
Consumer behavior information from Michelle Klotz
https://insidebe.com/articles/the-dangers-of-discounting/
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Sometimes success isn't what it seems.
Read the Nielsen article on the importance of awareness:
https://www.nielsen.com/insights/2021/when-it-comes-to-brand-building-awareness-is-critical/
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I have a funny feeling Google Bots and spam filters are diverting articles about a certain Marine Corps base in North Carolina. Hence "Kamp Lah June" is written as Camp LeJ---e. Thanks.
Sign up to attend The One Year Marketing Plan here: https://wizardacademy.org/product/2023-september-the-one-year-marketing-plan/
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Source material from:
Marketing Week | Mark Ritson on What Does and Doesn't Matter in Marketing
Mark Ritson | On The Contrary | APG Strategy Conference 2018
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If somebody tells you "everything" will change this year... they're probably wrong.
Wait... they're most certainly wrong
Links
Forbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91
Research on generational groups from BBH Labs
https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth
Gen X has way more money than Z
https://www.ncr.com/blogs/generational-marketing-to-four-consumer-generations
NBCNews prediction for 2018
https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91
Smart Speakers aren't making money
https://www.popsci.com/technology/amazon-alexa-lose-money/
US Census data on retail purchases:
https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
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A list of facts about your business is a dull documentary
Learn why fables are your secret weapon
Referenced in this podcast, Jonathon Gotchall's article:
https://www.fastcompany.com/1680581/why-storytelling-is-the-ultimate-weapon
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Most people don't need what you are selling right now. So, why are you ignoring them?
LinkedIn research can be found here: https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow
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Resources from this episode:
Read Prof. Koenigsberg's article at HBR: https://hbr.org/2022/01/3-strategic-o...
Meet Jamie Adamchuck from UE Coaching: https://uecoaching.com/
And frankly, they don't build 'em any better than Steve Rae: https://wizardofads.org/partner/steve...
SHOW LESS
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...it's the thing IN the thing that makes it work.
The media does not make the message work. The message makes the media work.
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Research from Les Binet and Peter Field:
https://ipa.co.uk/knowledge/ipa-blog/the-greatest-hits-of-binet-field/
Their book, The Long and the Short of it:
https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/
Mark Ritson article on price promotions:
https://www.marketingweek.com/ritson-era-price-promotions-over/
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See the full article at:
molsonpartners.com
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tl/dl: Probably never
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Strategy must come before tactics, but people rarely do that. Why is it such a controversial idea?
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Generations, defined as like-minded groups that share a birth range, don't exist.
This important information has been uncovered by research from BBH-Labs:
https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth
If you believe "Millennials" act as a predictable group with the same values and habits, you'll be surprised to learn your belief may be flawed.
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You have numerous things you want people to "know" about your business. But what matters is what's remembered.
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Andy Warhol predicted that everybody would have a "Marketing Funnel" one day.
It's today.
www.molsonpartners.colm
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