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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: Strategy
Your Target Audience Just Got Bigger
So you’re increasing your advertising investment this year, right? Right? In many companies the bean counters are pushing back on marketing investment decisions, seeing it as wasteful spend by characters who struggle with basic arithmetic. While that’s sadly far too … Continue reading
Sometimes
Sometimes we manage to get a little work done. Continue reading
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
Posted in Leadership, Philosophy, Strategy
Tagged communication, corporate communications, leadership, strategy
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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
Posted in Marketing, Strategy
Tagged LTV, social media, strategy
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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
Posted in Branding, Leadership, Marketing, Strategy
Tagged email, LTV, media, publishers, revenue, strategy
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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
Posted in digital marketing, Leadership, Marketing, Media, Strategy, Tactics
Tagged business model, media, New York Times, paywall, publishing
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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
Posted in Data, Education, Marketing, Strategy
Tagged Byron Sharp, Net Promoter, NPS, research
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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
Posted in Direct Response, Marketing, Media, Philosophy, Rants, Strategy, Tactics
Tagged Market-Bridge, marketing strategy, Podcast, tactics
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Algorithms: Recipes for Disaster
When we purchase digital advertising, we place our faith in the algorithms–a fancy word for “recipes”–used to determine things like the final price of the inventory, which creative is shown, and the frequency at which those impressions are shown. There’s … Continue reading
Posted in Data, digital marketing, Education, Leadership, Media, Strategy
Tagged algorithms, education, magpie, Mark Ritson, trust
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Media Whitewash
The ever thought-provoking Don Marti wrote something in “This is why we can’t have nice brands” on February 17th that reminded me of a standard direct mail practice: “Twitter has a solution that keeps its ads saleable: just don’t show … Continue reading
Posted in Branding, digital marketing, Direct Response, fraud, Media, Social Media Marketing, Strategy
Tagged digital advertising, Don Marti, Twitter
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