Tag Archives: media

Chumbox Your Users While Taboolaing Your Brand Equity

Posted on Monday, 1 June 2020 11:59 am by markpilip

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 , , , , , | Comments Off on Chumbox Your Users While Taboolaing Your Brand Equity

Killing the Paywall

Posted on Monday, 12 August 2019 7:56 am by markpilip

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 , , , , | Comments Off on Killing the Paywall

Programmatic: Buying or Media?

Posted on Monday, 5 March 2018 8:46 am by markpilip

I’ve been asked a couple of times if I’m pro- or anti-programmatic. My answer, sometimes to the asker’s frustration, is “it depends.” Whether or not a medium works for you depends on many things. The first, and most fundamental question … Continue reading →

Posted in digital marketing, Media, Travel | Tagged , , , | Comments Off on Programmatic: Buying or Media?

As long as we’re going to malls ourselves and not sending non-human traffic–like drones or social media strategists–there to get our stuff, programmatic OOH makes sense. See, I’m not totally against buying media programmatically!

Posted on Wednesday, 27 December 2017 8:42 am by markpilip | Comments Off on Humans Still Go To Malls

Zipf: A Counter to Programmatic Nonsense

Posted on Tuesday, 26 December 2017 9:07 am by markpilip

One of the arguments in favor of using programmatic buying is “variety.” As in, there’s so many websites available that there’s no efficient way to purchase on that number of sites. Because you can’t do that many direct deals, you … Continue reading →

Posted in digital marketing, Media, Strategy | Tagged , , , , | Comments Off on Zipf: A Counter to Programmatic Nonsense

Ads.txt: Cui bono?

Posted on Thursday, 5 October 2017 8:27 am by markpilip

Ads.txt is not the answer to solving the widespread problem of fraud in the digital marketing ecosystem, but it’s a small step in the right direction. I was glad to hear that MediaMath announced that it will begin rapidly rolling out … Continue reading →

Posted in Data, digital marketing, fraud, Media | Tagged , , , , , , | Comments Off on Ads.txt: Cui bono?

Source Level Triage

Posted on Tuesday, 22 August 2017 9:08 am by markpilip

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 , , , | 2 Comments

“Audiences” Mostly Aren’t

Posted on Thursday, 9 February 2017 7:28 am by markpilip

Unlike theatrical audiences, who pay money and make a conscious decision to invest their time in something, the online audience is very different. Mostly, it’s people (well, actually bots) that have kind of stumbled on your site/app/whatever and are desperately … Continue reading →

Posted in Branding, Marketing, Media | Tagged , , , , | Comments Off on “Audiences” Mostly Aren’t

Innovate Creatively or Die, New York Times

Posted on Thursday, 22 May 2014 1:44 pm by markpilip

I love the New York Times. I learned how to read newspapers in school, with the Times as the teaching vehicle. What I recall learning: It contains “All the News That’s Fit to Print” The Times always gets the facts … Continue reading →

Posted in Analysis, Branding, Marketing, Media, Organization, Strategy | Tagged , , , , , , | 4 Comments

Reacting to Mainstream Media Articles

Posted on Monday, 19 March 2012 8:33 am by markpilip

The recent retraction by This American Life of the episode about Foxconn’s iPad factory working conditions demonstrates why my immediate reaction to stories published by the mainstream media is appropriate. Wait. Apple’s slow/no response to the original story turned out … Continue reading →

Posted in Communications | Tagged , , , | Comments Off on Reacting to Mainstream Media Articles