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In 1898, Elias St.Elmo Lewis developed a model that mapped the consumers’ journey. Today, we call his framework the sales funnel. Some Marcom philosophers posit that the sales funnel is dead on arrival today. But Beth, an Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communication says not so fast. What has changed is both how and how fast consumers move through …
Continue Reading about Awareness – Interest – Desire – Action →
What exactly does “digital transformation” mean and why should we care? It means that people are discovering and interacting with brands in new ways, putting an onus on agencies and clients to evolve. Specifically, the data-driven digital world is challenging marketers to find more effective engagement strategies throughout the marketing funnel. It demands new skill sets and expertise and is challenging traditional …
Continue Reading about Lead Prospects To The Funnel of Love →
A decade ago many “digital agencies” were primarily production shops sub-contracting out to the big agencies in big cities. It was a profitable business for several years, but many clients were not fully satisfied. Something was missing. According to Joe Olsen, CEO of Rova, that something was the strategy that would wed digital production to their business goals. This unmet need introduced consultants into the …
Are you a mansplainer? Prepare to be disrupted. https://youtu.be/vz8LgR8dRzQ In honor of International Women's Day, BETC São Paulo has launched the Woman Interupted App to combat gender inequality. In 2014, a study by researchers at George Washington University pointed out that women are significantly more interrupted than men. Last summer, during the first "debate" between Don Trump and Hillary Clinton, …
Continue Reading about Ladies, Start Tracking The Rudeness All Around You →
Content marketing has been around since John Deere started a magazine for farmers in the late 19th century. For the past 10 to 12 years, the discipline has come back with a fury, as digital reawakened the opportunity in long-form brand and multi-platform storytelling. The changes have been disruptive, and many clients and agencies continue to grapple with HOW to provide brand-building content in a 24-hours news …
Continue Reading about Content Studios Increasingly Borne of the Agency’s Rib →
Trump and his administration are a brand in crisis. Witness the desperation and lame wish to control the message in this bizarre attempt at a presser by Sean Spicer, the new White House Press Secretary: https://youtu.be/yfcKvAWJbL0 I'm not interested in the political calculations here. I want to focus on the marketing communications problems, which are significant. The White House Press corps is an elite …
Continue Reading about BREAKING NEWS: It’s Amateur Hour on Pennsylvania Avenue →
Are you up on GIPHY, the free app that allows you to create GIFs from anything? Okay, okay, you love GIPHY too. I understand. You work in advertising, and it's your job to explore the depths of what is possible with all advances in communications technology. A GIF IS WORTH 1000 FEELS https://youtu.be/hEjd1QxggQc The talkshow meets infomercial meets viral video above was directed by Dark …
The Interactive Advertising Bureau (IAB) today announced that U.S. internet ad revenues have set a new first quarter high at $15.9 billion in Q1 2016, outpacing last year’s Q1 record-setting $13.2 billion. T he 21 percent year-over-year jump represents the sharpest spike in four years when compared to other first quarter earnings. “These landmark revenues confirm the growing importance of interactive for brand …
Continue Reading about Client Dollars Are Flowing To Digital In A Big Way →
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