Just as it defies credibility that good Captain Renault was completely unaware of the rampant gambling at Rick's Café in "Casablanca," so too is it impossible to believe that digital marketers don't understand the risk of buying arbitrary media space via often blind auctions and machines. The atomization of content via digitalization presents an unparalleled opportunity to achieve the Holy Grail of advertising: consistently delivering just the right message in just the right place (and, by extension, to the right person at the right time.) Marketers have long known that context matters and have acted on this knowledge to the extent that the available media allowed - for example, with beer and pizza ads during sporting events and clothing ads in fashion magazines. In becoming "digital," these same marketers oddly seem to have forgotten this proven precept. The rapid growth of programmatic advertising in recent years has driven an almost cultlike adherence to audience-centric … [Read more...] about 4 reasons why digital context matters
Why does leadership matter
The B2B world is wrestling with how to effectively harness “word of blog” marketing—let alone the glittery new world of social media marketing. How can we use social media sites to create that viral buzz that sends awareness and sales soaring? We see what occasionally happens in the consumer market, and we want some of that. Let’s be real, though. While that’s a great objective, the B2B world is still struggling with basic blogging, let alone creating something that goes viral on some social media site. Last year, Forrester Research found that only 29 of the Fortune 500 firms sponsored business-oriented blogs. B2B blogging brings up a bunch of questions. Who’s going to write for the blog? Do we have enough content to support it? Will we continue to support the blog after a couple months? How do we control the brand in that environment? Will we publish negative blog comments? Who’s responsible for the blog? Public relations? Marketing? These are … [Read more...] about Using Thought Leadership To Drive Positioning & Sales
In the mid 1990’s, New York city Mayor Rudolph Giuliani introduced a technology-based crime measurement system called CompStat. The system enabled Police leadership, for the first time, to discern crime trends and respond to crime fluctuations on a neighborhood-by-neighborhood basis rather than the limited incident-by-incident view they previously had. The system is credited with a 60% drop in major crime and has subsequently been adopted by major cities including Washington DC, Los Angeles, Baltimore, and Philadelphia. Interestingly, all that really sparked the change was the acquisition of information—trend insights into neighborhood crime patterns over time. In the 1999 interview, “Betting on Intelligence,” CompStat creator Jack Maple outlines the fundamental principles behind CompStat: Accurate, timely intelligence clearly communicated to all. A rapid deployment that is concentrated, synchronized and focused. Effective tactics and strategies. Relentless … [Read more...] about How Big Data Changed Crime Fighting & Is Changing The Practice Of SEO
Long ago and far away, there was a world where there was no Web. Back in those early years (such as the 1960’s through the mid-1990s), there were certain basic concepts that guided the world of marketing. One of the facts of life during those times was that each market space tended to support somewhere between three and five major brands, and no more. The major brands were the ones competing for general merchandise or services on a national or global scale. Regardless of where you went, they were there. There were other companies in these market spaces, too, but they operated in a niche fashion. They constrained their efforts to a local market, or a specific subset of the products in a given market space. They also could do quite well, but they were inherently smaller, and they were not in a position to cover the broad market the same way the big brands did. The Great Disruption Then came the Web. Suddenly, leadership was defined by understanding the universe of terms that a user … [Read more...] about The Concept Of Sameness & Why It Should Matter
A former colleague at Forrester Research recently published a study that described his view of the future of online marketing. The study is available to Forrester clients only, but the crux of the argument is laid out in a blog post: Why Google – Not Facebook – Will Build The Database Of Affinity. The author, Nate Elliot, describes large media companies building a “database of affinity,” which he described thusly: Recently we described an idea called the database of affinity: A catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter. Why are we so excited about this idea? Because if Facebook or Twitter or some other company can effectively harness the data from all the likes and shares and votes and reviews they record, they could bring untold rigor, discipline, and success to brand advertising. Nate’s argument as to why the database of affinity represents the future of online … [Read more...] about If Online Ad Targeting Works, Does More Targeting Work Better?