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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: Marketing
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.
Wednesday, 12 April 2017 11:07 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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Are You Running These Ads? Why?
Go to your digital marketing team and your advertising agency and see how many of those people are using ad blockers so they can get their work done. You might be surprised and you should be embarrassed. Continue reading
Posted in Leadership, Marketing
Tagged advertising, leadership, quality
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One word that seems to have been banished from business is “vendor.” It has been replaced by the kinder, everybody-gets-a-medal term “partner.” I hear this all the time in pitches to my clients. “We want to partner with you to … Continue reading
Friday, 24 March 2017 8:50 am
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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
Comments Off on Marketing: It’s About People
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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