Entry Points and Gamification: Chaos in the Conversation Cloud™
Every marketing campaign needs multiple ways in. The consumer decision journey gives us a framework for identifying the channels a Continue reading
Depth On Demand™
How to engage consumers in the Internet marketing era.
The Randall Cunningham Effect and Content Strategy … Wha?!
Randall Cunningham should be in the NFL hall of fame. He was among the first African-American NFL quarterbacks to be Continue reading
What is advertising? In one sentence.
Advertising is the distribution of persuasive content assets (aka “social objects”) into the conversation cloud along the Consumer Decision Journey Continue reading
Drivers vs. Invitations
In the conversation cloud it costs too much and is so unwelcoming to push consumers toward brand destinations. The effort Continue reading
Depth On Demand Meets the Path of Least Resistance and Most Return
Why is Redbox successful? It’s easy. No, I mean that literally. It is easy to use by offering the path of Continue reading
Predictive Content Planning for Depth On Demand™
Now that we all agree advertising is “in the content business,” let’s look at content. How do we know that Continue reading
An Appreciation of The Consumer Decision Journey with Data Points! (Bonus!!)
“Increasingly, online experiences with companies and products have reinforced the loyalty loop in the consumer decision cycle. In addition, with Continue reading
Depth On Demand Needs “The 5 NEW Rules Of Social Media Optimization (SMO)” or FAIL!
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.
Odopod – Utility Marketing: Usefulness Creates Connections … for Depth On Demand™
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.
The Consumer Decision Journey Begins With Search
How Consumers Interact with Brands on Social Networks – eMarketer. People do what is easy and effective. I’ve called it Continue reading
