Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building. while Adidas thought only performance drove ecommerce sales, in fact it was brand activity driving 65% of sales across wholesale, retail and ecommerce, while performance also drove […]

Five Revolutionary Changes in Marketing 1. PR is more important than advertising. 2. The category is more important than the brand. 3. The name is more important than the strategy. 4. The visual is more important than the verbal. 5. Multiple brands are more important than single brands. Read more on AdAge.com

Because the broadcast television industry is data poor (it only offers metrics about itself), this model has never been a complete solution for brand or lifestyle advertisers. In practice, an advertiser needs to translate ratings and demographic information from Nielsen into knowledge and insights it can link to its key performance indicators (KPIs). There are […]

According to ComScore, digital publishers now see only 1.7 pageviews on average and just 3.8 minutes on-site per session. Several leading publishers have identified visual, interactive storytelling as the right strategy to engage modern readers, who no longer wish to engage with longform text. Rich media content sees much higher click-through and engagement rates than […]

The answer of effective targeting lies in a productive middle ground between mass reach and segmentation targeting, where more productive audience models can be built based on Behaviors, Emotions and Moments. Behaviors: Have consumers demonstrated (or exhibited proxy behavior) that indicates interest in a specific or related product area? Have they actively sought out or […]