Category Archives: Tactics

Source Level Triage

Let’s assume you’ve built your marketing whiffletree and have a banding model at the source level that you can analyze every Monday. Of course, you’ll sort your sources from most effective to least and do more of the things that … Continue reading

Posted in Marketing, Media, Philosophy, Tactics | Tagged , , , | Leave a comment

Handling Marketing “Helmet Fire”

Helmet fire, also known as task saturation, is a silent killer among pilots. As more things happen at once, you start to fail. You might get fixated on one thing–like the 20 cent light that killed 101 aboard Eastern Air … Continue reading

Posted in digital marketing, Marketing, Tactics | Tagged , , | Leave a comment

Videri Quam Esse: P&G and Digital Advertising

P&G cut between $100 and $140 million in digital advertising last quarter and sales went up. I don’t mean they were flat or that margins went up through a short-sided strategy of cutting marketing investment. This wasn’t just advertising that sort … Continue reading

Posted in digital marketing, fraud, Marketing, Media, Strategy, Tactics | Tagged , , , , , , , | Leave a comment

Before You Worry About Match Rates…

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading

Posted in digital marketing, Direct Response, Marketing, Media, Strategy, Tactics | Tagged , , , , , , | Leave a comment

Worst Ad Ever?

Who writes an ad without a headline? David Ogilvy said that when you have written your headline, you have spent 75% of your money. Continue reading

Posted in Direct Response, Marketing, Tactics | Tagged , , , , | Leave a comment

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 , , , , , , , | Leave a comment

Twitter’s NYC Targeting Tribulations: Dunkin’ Donuts Edition

If you don’t know exactly what you are buying in social media, don’t run the impression. Never, ever, trust the algorithm Continue reading

Posted in Marketing, Media, Social Media Marketing, Tactics | Tagged , , , , | Leave a comment

Three Things I Learned From PewDiePie

If you have been conned into running influencer marketing campaigns, do you know how every one of those influencers is representing your brand? Have you–not your agency–read every word they’ve posted and every second of video they’ve uploaded? Continue reading

Posted in Branding, Communications, Marketing, Media, Predictions, Tactics | Tagged , , , , , , , | Leave a comment

Gaming AdTech: Easier Than Go Fish

How easy is it to game the AdTech ecosystem and steal–yes, steal–money from advertisers? Incredibly easy. The sad thing is that very few players in the industry care enough to do anything about it. Continue reading

Posted in Data, Marketing, Media, Tactics, Uncategorized | Tagged , , , , | Leave a comment

Digital Flim-Flam: Mode Media Edition

How does the 10th most trafficked group of websites, per comScore, go out of business overnight? That’s what you should be asking yourself as you read the news about Mode Media’s abrupt shut-down last week, especially if you’re one of … Continue reading

Posted in Media, Tactics | Tagged , , , | Leave a comment