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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: Tactics
Robert De Niro, talking ad weirdness
“Whenever there is any doubt, there is no doubt.” Continue reading
Posted in Analysis, digital marketing, Marketing, Media, Tactics
Tagged advertising, digital media, marketing, performance marketing, Robert De Niro, Ronin
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Fools rush in with AI: Brand safety edition
You’re a damn fool if you rely on the AI in Integral Ad Science or DoubleVerify to protect your ads from running on websites featuring racism, sexism, and far, far worse. See the recent Adalytics report linked below. Caution: There … Continue reading
Posted in AI, digital marketing, Marketing, Media, Strategy, Tactics
Tagged AI, brand safety, digital media, media, publishing
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Building Marketing Tech Stacks? Forget Fast and Good; Look at Reliability and Schedule
The old engineering adage, “Good, Cheap, Fast. Pick any two,” is a familiar challenge. In reality, bosses often want all three, with “Cheap” meaning “Almost Free” and “Fast” meaning “Tomorrow.” Understanding the Cost/Reliability/Schedule model and its implications early on can help navigate trade-offs in building marketing technology systems. Continue reading
Posted in Philosophy, planning, Strategy, Tactics
Tagged engineering, planning, product development
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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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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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Ads on blogs
I just had a chance to check my blog. Here’s the type of quality ad that gets served on blogs like mine. Do you know if the creative is automatically generated by some brilliant AI? Or have you ever really … Continue reading
Posted in digital marketing, Direct Response, Marketing, Media, Tactics
Tagged adtech, advertising, digital marketing, digital media, martech, programmatic, social media, targeting
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The Forgotten Boolean NOT
I spent last week in Glasgow and London, with a UK SIM card temporarily in my phone. As part of my daily routine of checking Twitter, I learned that many social media advertisers and agencies have forgotten how to use … Continue reading
Posted in Data, digital marketing, Direct Response, Media, Social Media Marketing, Tactics
Tagged audiences, Boolean, BT Sport, logic, merge/purge, Nescafe, reach, Santander
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The Root of Digital Advertising B.S.
For years, Bob Hoffman has been writing about the delusion held by advertisers that people want to interact with us or our ads. I was an early adopter of that now-disproven fantasy. I bought in back in ’89-’90 when I … Continue reading
Posted in Analysis, Data, digital marketing, fraud, Marketing, Tactics
Tagged analysis, attribution, MTA, multi-touch attribution
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