Author Archives: markpilip

Who Pulled the Names?

Every time I get a wacky, mis-targeted email, in-stream ad, or direct mail, one thought goes through my mind… Continue reading

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Creating a Narrative…

…to explain your numbers is a fool’s game. The story will usually suffer from logical holes that you’ll have to gloss over. (How many times have you heard “we’ll get to that later” to question about a story you’re being … Continue reading

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What are Your Principles?

One of my proudest moments as chair of the Board of Trustees of Utica College was when the entire community adopted our Statement of Principles. We acknowledged that, as a member of the community, you’ll be exposed to ideas that … Continue reading

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Know and Value Your Customer: A Forgotten Rule

One of the hardest things to teach marketers is that our customers are everything and that our brands are–in the minds and lives of our customers–tiny, inconsequential things. That level of humility can be hard to achieve, but it’s necessary … Continue reading

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Chumbox Your Users While Taboolaing Your Brand Equity

Avinash Kaushik created a (new to me) term the other day. In his email on Friday, he coined the term Taboolaing to refer to the use of the chumboxes offered by dreadful companies like Taboola to destroy one’s brand equity. … Continue reading

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You’re Probably Laundering Oligarch Bucks

It seems the ad fraud perpetrated by the adtech industry on advertisers (by design) might help some other folks out. Like Russian oligarchs with their stolen loot. It is way easier to setup advertising networks to launder one’s stolen dollars … Continue reading

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Killing the Paywall

Tom Goodwin’s recent article, “Why making content on the internet free was our biggest mistake… and how to fix it” is required reading for all marketers in publishing. I’ve felt this way for a long time. Mr. Goodwin only wrote … Continue reading

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D-Day

It’s pitch black, 00:16 hours and you’ve just crash-landed near Caen. You’re in hostile territory, lost, and some of your comrades are already dead and wounded. You’re just 20 years old and have never been in combat. So began D-Day … Continue reading

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USPS 3685 and the State of Marketing

Sometimes reading the USPS-required Statement of Ownership, Management, and Circulation (form 3685) can reveal a lot about the state of one’s industry. As a direct marketing and postal junkie, I find USPS forms fascinating. (I don’t get out much.) I … Continue reading

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First Mile Problems

I was recently interviewed by Tim Furey, CEO of MarketBridge, on The Last Mile Podcast. Among our discussion of SAC, CAC, LTV, ROI, other three-letter acronyms, we also spent time on “first mile” marketing problems. As a practicing performance/direct response … Continue reading

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