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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Author Archives: markpilip
Segment the universe first, determine your target audiences, and craft offers that appeal to those people. If you’re mostly worried about audience reach or how many devices are in your graph (whatever that is), you’re not marketing. Sorry.
Tuesday, 21 March 2017 10:26 am
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Advertising Needs More History Majors
In the United States in 2014, only 1.7% of the undergraduate degrees awarded were history degrees. In the period since 1971, the share of history and social sciences degrees has declined from 18% to 9%. 1 Why study history? According to … Continue reading
Posted in Leadership, Marketing, Philosophy, Strategy
Tagged AI, history, liberal arts, machine learning, neural networks, strategy
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Fairy Tale: “Ads We Want to See”
One of the biggest fantasies shared by digital marketers and advertising technology providers is that people want to see ads. The problem isn’t them, it’s us. If only we installed more technology (and chipped away at privacy a little more), we’d … Continue reading
Posted in Branding, Communications, Marketing, Media, Strategy
Tagged adtech, consumer, creative, delusion, digital marketing, identity management, technology
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Answering critics
Originally posted on Marketing Science:
Our critics have been few, and rather kind (nothing of substance has been raised). Now and then a marketing guru issues a thinly disguised advertisement for their consulting services that tries to have a go…
Posted in Uncategorized
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67% of everything is mediocre (+/- one standard deviation from the mean) and 84% of everything is mediocre or worse. Seems like 84% of the comments I see on social media start with “amazing” or “remarkable” or similar. Heuristic: When you … Continue reading
Monday, 27 February 2017 5:36 pm
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Twitter’s NYC Targeting Tribulations: Dunkin’ Donuts Edition
If you don’t know exactly what you are buying in social media, don’t run the impression. Never, ever, trust the algorithm Continue reading
Posted in Marketing, Media, Social Media Marketing, Tactics
Tagged Dunkin' Donuts, segmentation, social media, targeting, Twitter
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I ran a quick article on native advertising yesterday. Lo and behold, my article was picked up by a Twitter handle that tweets out positive news about native advertising. Looks like the bot never read the article. Get some machine learning … Continue reading
Wednesday, 15 February 2017 12:10 pm
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Three Things I Learned From PewDiePie
If you have been conned into running influencer marketing campaigns, do you know how every one of those influencers is representing your brand? Have you–not your agency–read every word they’ve posted and every second of video they’ve uploaded? Continue reading
Posted in Branding, Communications, Marketing, Media, Predictions, Tactics
Tagged brand equity, Disney, Felix Kjellberg, influencer marketing, influencers, Maker Studios, PewDiePie, YouTube
1 Comment
Rise of the Bot: Organic Traffic is “Over”
You now have to treat every digital impression under the assumption that it’s not human and is fraud. Fraudulent impression are not the exception; they are the rule. Be skeptical. Continue reading
Posted in Marketing, Uncategorized
Tagged AdExchanger, bots, fraud, IVT, NHT, Topix
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