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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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Category Archives: Communications
You still have to build something worth talking about for people to talk about it. Continue reading
Wednesday, 3 May 2017 7:41 am
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Ignore “Three Rights” At Your Campaign’s Peril
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 afterburner, analysis, debrief, digital marketing, digital media, direct response, performance marketing, rules of thumb
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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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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
Publish The Denominator, Google.
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
Posted in Communications, Data, Media, Rants
Tagged digital marketing, fraud, Google, malvertising
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Alexa = This Year’s Pokemon Go
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
Posted in Communications, Data, Marketing, Media, Predictions
Tagged Alexa, Amazon, B.S., machine learning, Mark Ritson, Pokémon Go, powerpoint, UI/UX
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Buying Audiences, Getting Worked
I thought the modern age of non-intrusive advertising was supposed to give me only the relevant ads I wanted to see, lovingly presented to me by some perfect algorithm hand-crafted in a loft in SoHO? Ta-da–you’ve just seen what happens when you get stuffed into an “audience.” Continue reading
Posted in Communications, Strategy, Travel
Tagged adtech, digital media, marketing, segmentation, tactics, targeting, technology, Twitter
2 Comments
Still Trust in Big Data?
We had an election yesterday where hundreds of millions of dollars of models, data collection and analytics predicted one outcome. We got the other. Still think you can predict how a particular ad impression will impact a purchase decision for the … Continue reading
Posted in Analysis, Communications, Data, Marketing, Media
Tagged adtech, algorithms, big data, Bob Hoffman, Mark Ritson, online advertising, programmatic
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Where’s the Digital Tear Sheet?
Digital advertising is a mess. Your ads aren’t likely to be seen because: Ad fraud is out of control and getting worse Most of our ads are shown to bots Only 35% of ads actually shown to humans are viewed … Continue reading
Posted in Communications, Direct Response, Marketing, Media
Tagged advertising, business insider, digital marketing, digital media, fraud, magpie
2 Comments
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