Every marketing campaign needs multiple ways in. The consumer decision journey gives us a framework for identifying the channels a group of people (i.e., a consumer segment) may be likely Continue reading
Randall Cunningham should be in the NFL hall of fame. He was among the first African-American NFL quarterbacks to be given the starting role on a major market team — Continue reading
Advertising is the distribution of persuasive content assets (aka “social objects”) into the conversation cloud along the Consumer Decision Journey in order to influence brand affiliations and purchase decisions.
In the conversation cloud it costs too much and is so unwelcoming to push consumers toward brand destinations. The effort isn’t with the expense both in monetary terms and the Continue reading
Why is Redbox successful? It’s easy. No, I mean that literally. It is easy to use by offering the path of least resistance. I want a movie; I go to the Continue reading
Now that we all agree advertising is “in the content business,” let’s look at content. How do we know that some forms of content will perform better than others? This Continue reading
“Increasingly, online experiences with companies and products have reinforced the loyalty loop in the consumer decision cycle. In addition, with today’s online existence, these customers can be a strong extension Continue reading
Social media expert and blogger Rohit Bhargava’s updated article on Social Media Optimization (SMO) inspires Miguel Gonzalez to discuss SMO’s importance for achieving Depth On Demand™ for brands.
What San Francisco-based agency Odopod calls utility marketing, I call branding applications. To me, there are only two forms of persuasive content — branded (narrative) content and branding (utiltiy) applications.
How Consumers Interact with Brands on Social Networks – eMarketer. People do what is easy and effective. I’ve called it “enlightened self interest.” Pushed too far, self interest becomes selfishness. Continue reading