Depth On Demand™

How to engage consumers in the Internet marketing era.

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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 group of people (i.e., a consumer segment) may be likely Continue reading →

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 given the starting role on a major market team — Continue reading →

49 percent of respondents to online display ads perform a related search

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 in order to influence brand affiliations and purchase decisions.  

Drivers vs. Invitations

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 →

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 least resistance. I want a movie; I go to the 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 some forms of content will perform better than others? This 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 today’s online existence, these customers can be a strong extension 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 “enlightened self interest.” Pushed too far, self interest becomes selfishness. Continue reading →

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