Shake Shack: How They Are Growing Through Innovation and Strategic Precision
The AI revolution isn’t just coming – it’s already here, fundamentally reshaping how we approach marketing and business operations.
Advertising | Branding | Business | Ecommerce | Marketing
8 Marketing Missions for Q2 2021 and Beyond
What does your marketing plan for Q2 2021 and beyond look like? Here are some top tactics, strategies and considerations you should consider.
Advertising | Branding | Business | Customer Experience | Ecommerce | Marketing | Omnichannel | Technology
The Digital Marketing Flywheel of Success
When I tackle any marketing initiative, I base my strategy on the the 3 cornerstones represented in the graphic above. This is how I engage what I call The Flywheel of Digital Marketing Success. It applies to all marketing initiatives, big and small, B2C & B2B.
It’s Time to Rethink Paid Advertising and Lean into Content Marketing and SEO
Breaking News: Paid advertising is about to take a hit in effectiveness. Consumer data privacy measures by the tech giants and ever-tightening privacy regulations – GDPR, CCPA, phasing out of third-party cookies, Apple iOS 14/IDFA changes – means paid advertising is going to be less trackable and less effective going into 2021 and 2022. Multi-channel attribution is going to be harder and more probabilistic than deterministic.
Advertising | Branding | Business | Marketing
The 4 Ps of Marketing 2.0
If you’re a marketing executive in 2019 (titles abound these days – Chief Marketing Officer, VP Marketing, Chief Growth Officer, Chief Data Officer, Chief Digital Officer, Customer Experience Officer), you’re responsible for driving growth in your company.
Today, you’re faced with a myriad of issues such as digital transformation, privacy, ad fraud, ad blockers, multi-device behavior, high-demand, always-on customers… On top of that, the sheer volume of digital noise that people are exposed to by millions of brands makes the challenge much more complex. The traditional 4 Ps ain’t going to cut it anymore. A new way of thinking is in order. We need a new set of 4 Ps.
This week’s most engaging TV commercial – Maxwell the Pig
iSpot.tv states that this week’s most engaging TV commercial (by digital Share of Voice) was [drum roll, please] Geico’s Maxwell the Pig. Interestingly, coming in at second place was another Geico commercial – “Squirrels”. And #8 and #9 in the top 10 were also Geico commercials! So why and how is Geico dominating the TV ad leaderboard?
Gillette commercial has people worked up into a lather
You may have already seen the latest Gillette commercial. It has provoked quite a reaction. I’m sure you have your own opinion of it. Reading through the hundreds of comments left on various posts, it seems to me that a lot of the feedback is negative. People don’t like it.
Advertising | Branding | Business | Marketing
How to market a product that everybody needs
In a previous article, I talked about how we could approach marketing a luxury good-type product that falls in the lower left quadrant. Let’s revisit the Need/Frequency Matrix and look at the opposite side. The top right quadrant.
Advertising | Branding | Business | Marketing
How to market a product that nobody needs but almost everybody wants
A Need/Frequency matrix can be super-useful when planning our marketing strategy. By plotting products and services on the matrix, we can identify the nuances of our marketing funnel and tweak the plan accordingly.
Can advertising alone make an iconic brand?
Advertising isn’t simply about calling a product or service to people’s attention anymore. It can’t be. With all the noise out there in the digital marketplace, advertising needs to be something much bigger. It needs to be inextricably tied with branding and marketing.