Advertising Age Special Report: Marketing 50
Nov 19, 2008
Advertising Age honors the top brands of the year -- and the brains behind them.
Tag: marketers
Davis Thinking
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At Issue } essential reading
The 10 Greatest Marketers of all Times
Jun 11, 2010
When we think about marketing, who do we vote in? I could have taken the question to Twitter -- it's filled with marketers! To make things more interesting I asked it on LinkedIn instead, inviting many of my peers in marketing to give their take. This time I invited 50 of them from my network, and two responded in addition to many from groups.
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Marketing And Happiness
Apr 20, 2010
Happiness is a hot topic these days. Scholars have recently noted some non-intuitive dynamics as to what makes people happy, and, of course, Americans are always in the pursuit of happiness. Marketers rarely, if ever, talk about happiness directly, but in designing digital offerings that promise an "experience," or when focused on building customer relationships, the covert subtext of most advertising should be the creation of the feeling of happiness.
What The Long Tail Of Search Actually Looks Like
Apr 8, 2010
Much has been written about how savvy search marketers can exploit the long tail in both organic SEO and for paid search campaigns. The formal definition of the long tail refers to the statistical property that a larger share of population rests within the “tail” of a probability distribution than the “head.”
As Shops Transform, Marketers Must Adapt Too
Mar 3, 2010
Some big marketers have begun shifting to value-based compensation instead of paying agencies a fee for labor hours. Value-based compensation aligns remuneration more closely with results, such as sales, share of market or brand awareness. This seems like a more reasonable way to compensate agencies, because there is no relationship between labor hours and results. It also aligns clients' and agencies' interests more closely, as both are measured by the same performance metric; however, it also compels agencies to have "skin in the game" by agreeing to forgo some upfront income for a chance at greater profits later.
Ad Results, Understanding Clients Called Key To Ad Sales
Jan 21, 2010
Some advice for media companies trying to sell ads: Promising your senior staff's full attention might not charm potential advertisers as much as you think. Ad results, understanding a marketer's business, aggressive deals on price and customer service are the real top priorities, according to a new Advertiser Perceptions survey of more than 1,500 digital, TV and print media decision-makers at both clients and agencies. Each of those four criteria were rated "very important" by at least 75% of respondents.
Confusion Over Marketers' Haiti Relief Donations Goes Viral
Jan 15, 2010
As marketers scrambled to assemble donations and matching programs for relief in Haiti, Twitter users began scrambling their announcements. By this morning, the airwaves were so flooded with news about who was making a donation, and how to participate, that consumers became understandably confused -- and it spread.
The Amateur Scientist (That's Us)
Nov 20, 2009
The problem with being an amateur scientist is precisely the reason that marketers relish the opportunity to sell to us, the amateurs: we make stupid decisions, easily manipulated by those who might choose to do the manipulation (on their behalf or on ours). The news here is not that people are irrational, giving too much credence to the dramatic and the local and the short-term (that's not news), but that people have added a veneer of scientific rationality to their irrational decisions. Armed with Zagats or internet data or some rumor off Snopes, we act as though now we're supremely rational choicemakers.
Industry Mobilizes to Create Measurement System Across All Screens
Aug 17, 2009
In the latest and clearest sign that TV audiences have begun to turn to other venues to enjoy their favorite programs, a large group of advertisers, media conglomerates and ad-buying firms have joined together to create a system to measure viewers across TV, the web and mobile screens. In doing so, the group could end up competing with what is currently the main purveyor of TV-audience data, Nielsen.
What Next for the CMO?
Aug 10, 2009
In the U.S., the average tenure for a CMO is roughly 23 months. In the U.K., it is even shorter. Al Ries states over at AdAge that of all the firms in the Fortune 1000, only 7% of the most highly paid executives have marketing in their job title, and only 15% of those same firms even have a senior level marketing position, such as CMO.
Marketing, Memory and the Mind
Jul 16, 2009
Marketing people, and the minds of the people they are trying to influence, are often in conflict. Unfortunately, these arguments are being presented to minds that really aren’t up to dealing with all that glorious information. Our perceptions are selective. And our memory is highly selective. We are cursed with the physiological limitation of not being able to process an infinite amount of stimuli. This means that in a crowded category, your difference might not be enough unless it is a dramatic difference.
Don't Waste A Good Crisis
Jul 2, 2009
It's almost impossible to escape the constant reminder that we are in a recession. While it's easy to criticize the media for playing up the downturn, marketers in general--and technology marketers specifically--feel obligated to lead with the message, "In these tough economic times..." Enough already!
Where to Find the Marketer Opportunities in the New iPhone
Jun 9, 2009
Apple executives didn't throw any curve balls at the Apple Worldwide Developers Conference today in San Francisco. But the iterative changes hidden within a new, faster iPhone -- and the previously announced software upgrade -- could change not just consumer but also advertiser behavior. Here's a run-down of what's new and what it means to marketers.
Is the Future of Marketing About Marketing to Marketers?
Mar 11, 2009
Is the future of marketing about marketing to marketers? Sounds a bit preposterous, but the answer is yes. Put another way, I've discovered the ultimate marketing channel to the consumer, and it is "we." Indeed, we're witnessing the rise of a 6th Estate of power and influence -- the marketing community -- and I'm not talking about what we create, copy-test, place and target, but what we actually say and express. Cultivate us if you can. Avoid us at your peril.
Sorry, You Can't Be Our Customer
Feb 18, 2009
There are interactions marketers have with prospects where the prospect wants something and the marketer or organization just isn't interested in delivering it. These interactions almost always end badly.
Moms Do Homework Before Holiday Shopping
Dec 17, 2008
When it comes to holiday shopping, moms rely more on research than do women without kids, according to the most recent Mindshare Online Research study.
