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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
Pokémon Go: This Year’s Ice Bucket Challenge
Starting roughly, oh, today, marketers and ad agencies will be asked to “do the same thing as Pokémon Go.” Continue reading
Posted in Communications, Marketing, Media, Product Development, Rants, Tactics
Tagged nintento, pet rock, Pokémon Go, social media, viral
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(Occam’s) Razor-Sharp Targeting
A straight razor–used properly and with care–can do the job as well (or better) and far more cheaply than one of the newfangled five blade gizmos being sold by the big consumer products companies. Likewise, sometimes the best targeting and … Continue reading
Posted in Communications, Direct Response, Marketing, Media
Tagged advertising, occam's razor, Occam's Targeting
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When Nobody Cares About Your Brand…
…marketing gets easier. Wait, how can that be? As Bob Hoffman reminded us today and as I’ve been saying for years, nobody cares about the vast majority of the products or categories in which they buy. When you dismiss the … Continue reading
Posted in Branding, Communications, Marketing, Philosophy, Sales
Tagged Bob Hoffman, brand, branding, social media
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Trident Gum: Paying Peanuts and Getting Monkeys?
Think your advertising copy is lousy? It could be worse. You could work for Mondelez. I was standing in line at Walmart–hoping that nobody I knew would notice me there–when I looked up and saw this POP display right over … Continue reading
Posted in Branding, Communications, Marketing, Rants
Tagged copywriting, Mondelez, Project Sprout, Trident
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OODA Loops for Incident Response, Marketing, and Communication…
Succeeding in cybersecurity means getting inside the other guy’s OODA loop. Good essay by Bruce Schneier. I’ve used the OODA loop (mostly) accidentally and intentionally for years. Here’s how you can apply it to multichannel marketing. Why not “get inside … Continue reading
Posted in Communications, Security
Tagged Bruce Schneier, cybersecurity, OODA loop
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K.I.S.S. Your Copy
You have less than one second to convey your USP and offer. Only give them: One price One simple USP If you can’t, you’ll never have them ask “what else can I buy from you?” and you’ll never have the chance … Continue reading
Three Simple Reasons Your Marketing Will Fail
You’ve labored mightily at your marketing efforts. Hours of careful thought about marketing objectives, followed by careful analysis of past test results. Then, even more analysis of lists and target audiences, followed by agonized copywriting and creative development. Lastly, double- and … Continue reading
Posted in Communications, Direct Response, Marketing, Philosophy
Tagged Behavior, direct marketing, psychology, rules of thumb
2 Comments
Creating Interest Through Jargon
If you look at some websites you’d come to the conclusion that some companies believe this theory. I was doing a quick analysis for a client this morning and bumped into a company that clearly subscribes to the theory. As … Continue reading
Posted in Branding, Communications, Marketing
Tagged clarity, communications, corporate jargon, jargon, messaging
2 Comments
Improve Your Content Marketing With One Simple Trick
How do you know if your content marketing is any good? Well, if you’re using the term “content marketing” to describe what you’re publishing, it’s a good sign it probably stinks. If the generic “content” is the best you can … Continue reading
Your Customers Are Not Consumers
Kudos to Unilever’s CMO Keith Weed for starting to banish the word “consumer” from the marketing vocabulary. Molds, fungi, and bacteria are consumers. People buy your products and services. In a talk at Cannes today, he discussed Unilever’s marketing transition from … Continue reading
Posted in Branding, Communications, Marketing
Tagged branding, corporate communications, customers, marketing strategy, people
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