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Why Mobile Display Advertising Doesn’t Work
It seems that the fate of the major advertising-driven consumer Internet companies will be determined by the success of mobile advertising. As people spend more time on smartphones and less time on...
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Facebook Email Targeting & CRM Retargeting: Important New Tools for Marketers
Email marketing is a delicate art. In today’s world, fewer than 1/5 of recipients will open a commercial email message. For every 10 people who click on an email link, one person permanently opts out....
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How Tropicana Misled You: The Story of a Bad Brand
I hope I’m not the first person to tell you that Tropicana orange juice would be flavorless without the help of a New Jersey perfume company. It probably all made sense 40 or 50 years ago when food and...
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Brand Strategy for a Product Company: the Story of Indeed’s First Global...
This week we’re rolling out the first global brand campaign for Indeed. It’s a big step for Indeed because we’ve traditionally eschewed these types of investments. We’re not a flashy company. We’re...
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The Hierarchy of Startup Marketing Needs
For emerging businesses, it’s often difficult to know where to start with marketing. With finite resources, entrepreneurs need to focus on the things that will have the biggest impact at each stage of...
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The three core values of successful marketing teams
I recently read that the average tenure of a Chief Marketing Officer is 24 months, up from 18 months not very long ago. While that’s good progress, it’s still much shorter than other c-level...
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How to Measure TV advertising ROI (and the surprising distribution of...
If you want to build a great global brand, you’ll likely need to buy TV advertising. For most marketing organizations this means big budgets, a dependence on agencies, opaque pricing, and imprecise...
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Science, creativity, and contradiction: the making of a modern TV ad
In this age of ubiquitous technology, it should be quick and easy to create a 30-second TV advertisement. How complex can it be? The answer: shockingly hard if you do it right. To get TV advertising...
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Brex: A reminder about digital vs traditional acquisition
Brex is a billion-dollar valued startup that makes charge cards for startups. One of their most profitable acquisition channels is . . . . . billboards: BILLBOARDS!!!! While this is going to be...
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Research: Pain triggers memory in the same way as great advertising
Today, NPR reported on the link between pain and emotion in a segment titled “How The Brain Shapes Pain And Links Ouch With Emotion.” The heart of the story is new research that explains the...
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