Monthly Archives: April 2017

Mayan Marketing

Posted on Friday, 21 April 2017 7:15 am by

“All you have to know is what it is.” Said Richard Feynman, in his introduction to his famous Sir Douglas Robb Lectures on quantum electrodynamics at Auckland University in 1979. Feynman’s brilliance in those lectures and his book on the … Continue reading →

Posted in Marketing, Media, Philosophy | Tagged , , , , | Leave a comment

Competitors? Meh.

Posted on Thursday, 20 April 2017 10:29 am by

I saw a post on LinkedIn today about the importance of doing combat with your competitors. That’s misguided and wrong. When you devote resources to something, you are by definition taking them away from something else. Every bit of time … Continue reading →

Posted in Customer Care, Leadership, Organization, Philosophy, Product Development, Sales | Tagged , , , | Leave a comment

AdTech Beware: The Rise of the Sophisticated Buyer

Posted on Tuesday, 18 April 2017 7:30 am by

The sophisticated advertising buyer will be the death of ad tech. Using ad tech by itself doesn’t make you a sophisticated buyer. Continue reading →

Posted in Direct Response, Marketing, Media, Predictions | Tagged , , , , | Leave a comment

100% Of The Money

In digital advertising comes from the advertisers. That means advertisers ultimately call all the shots: where they buy, how they buy, and what technologies they use.

Aside | Posted on Wednesday, 12 April 2017 11:07 am by | Leave a comment

Monday Morning Quarterbacking: The 8 am Meeting

No Monday morning quarterback ever threw an interception or missed a receiver. No Monday morning quarterback ever wore a Super Bowl ring either. Continue reading →

Aside | Posted on Monday, 10 April 2017 11:25 am by | Tagged , , | Leave a comment

Ad Fraud Crash Course

Posted on Thursday, 6 April 2017 12:33 pm by

It’s relatively easy to educate yourself on advertising fraud. There’s a bunch of good videos from security expertis and, yes ad fraud prevention vendors, about how it works and what you–as an advertiser or agency–might be able to do about it. Continue reading →

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Ignore “Three Rights” At Your Campaign’s Peril

Posted on Tuesday, 4 April 2017 8:58 am by

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading →

Posted in Communications, Direct Response, Marketing, Philosophy, planning, Tactics | Tagged , , , , , , , | Leave a comment