Monthly Archives: January 2017

Oracles Mark Ritson & Bob Hoffman

Posted on Tuesday, 31 January 2017 12:50 pm by markpilip

The solution is not to buy more adtech or add more to your tech stack. It’s getting back to basics. The answer is practicing proper marketing science. It’s not that hard and you’ll notice that none of it starts with “audiences”: Continue reading →

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Just reviewing a marketing services (adtech) company’s financials and found myself laughing over the non-GAAP section of the investor presentation. It started my day off with a smile. Takeaway: Put your hand firmly in your pocket when the IR team … Continue reading →

Posted on Friday, 27 January 2017 8:01 am by markpilip | Comments Off on “Non GAAP” = We Just Made This Up

2017 Snapchat Buys: Cui bono?

Posted on Thursday, 26 January 2017 8:41 am by markpilip

The digital tsunami continues. Word today is that Snapchat is asking for commitments from the big agency holdcos for commitments to spend as much as $200 million on buys in 2017. That’s advertiser money, by the way. Why is Snap … Continue reading →

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Publish The Denominator, Google.

Posted on Wednesday, 25 January 2017 1:37 pm by markpilip

You might have seen Google patting itself on the back today for taking down 1.7 billion ads–2X last year’s total!–that violated the company’s policies. The problem, like most digital media hype and nonsense, is that they didn’t bother to publish … Continue reading →

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Remove the adjectives in the marketing presentations you hear. It’s a no-fail B.S. detector. Continue reading →

Posted on Friday, 13 January 2017 2:32 pm by markpilip | Comments Off on Remove Adjectives To Confirm B.S.

As a proper marketer, before you begin segmentation and targeting to create your strategy, look first to the first P of marketing. Your product. Why? If your product doesn’t work, the most brilliant targeting strategy can’t work. You’ll have no monthly recurring … Continue reading →

Posted on Thursday, 12 January 2017 8:25 am by markpilip | Comments Off on The First Step In Targeting: Product. Huh?

Alexa = This Year’s Pokemon Go

Posted on Wednesday, 11 January 2017 10:04 am by markpilip

This year, I predict you’ll be forced to participate in many pointless meetings because some company will use voice recognition to make some money. The campaign will be breathlessly promoted as the next big thing in marketing. As a result, and because … Continue reading →

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