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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
I love the holidays, but as a buyer, I hate this time of year. Media sales people and vendors are calling constantly looking for that use it or lose it “dump money.” If you have dump money, only two things … Continue reading
Friday, 1 December 2017 9:16 am
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Your Holiday Season Mission: Customer Acquisition
We’re in peak marketing season, with under 30 days to go. Digital CPMs are rising, clearing spots at acceptable CPA is getting harder, email in-boxes are more cluttered than ever, and sales promotion is off the hook. Nothing we haven’t … Continue reading
Posted in Analysis, Marketing, Media, planning, Sales, Strategy, Tactics
Tagged acquisition, allowable, Byron Sharp, Ehrenberg-Bass, growth, holiday, marketing strategy, Q4
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When somebody claims they’re a data-driven marketer, generally that means their actions are driven by cursory analysis of biased data sets, and that they lack a coherent strategy.
Tuesday, 28 November 2017 7:54 am
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Continuity Marketing: Profit or Scale?
I had an interesting discussion on continuity acquisition strategy yesterday, which boiled down to two questions: Do we spend profitability, at break-even, or to penetrate (i.e. at a loss) at the margin? By profit, do we mean gross margin, marketing … Continue reading
Posted in Direct Response, Marketing, Philosophy, Strategy, Tactics
Tagged churn, continuity, modeling, profitability, Retention, subscription
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Yes to “No”
We marketers are easily distracted by the next shiny thing. If the thing is truly innovative, and truly shiny, it will be there tomorrow or next week or next month. Take care of the here and now. Continue reading
Posted in Leadership, Philosophy, Strategy
Tagged magpie, marketing strategy, tail risk, Warren Buffett
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Re-Seal the Deal: Category Repurchase
Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading
Posted in Direct Response, Marketing, Strategy, Tactics
Tagged category, direct mail, repurchase, segmentation, targeting
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Marketing Navigators: Do You Have a Sextant?
How can you be sure that your marketing navigation system is picking up the true signal, which can be very weak in these days of bots, fake traffic and across billions of rows of impression data? Continue reading
Posted in Marketing, Media, planning, Strategy, Tactics
Tagged analysis, GPS, Naval Academy, sextant, technology, whiffletree
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Buy Digital Directly. No, I’m Not Crazy!
Dr. Augustine Fou just published an interesting presentation, “You’re Not Getting What You Paid For,” which I encourage all marketers to read. The presentation lays out a number of the ways you–yes you–are being screwed in the digital ecosystem. In … Continue reading
Posted in Data, digital marketing, Direct Response, fraud, Media, Strategy
Tagged Augustine Fou, digital fraud, digital marketing, P&G, Unilever
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