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 to tap to evaluate a brand or its offers. Likewise, research methods like monitoring, surveys and analytics on the quantitative side, plus in-depth interviews, focus… [Read more…]
March 23, 2011
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 — the Philadelphia Eagles. At the time, the Eagles sucked. They’d lost a Superbowl, badly, and rebounded into the cellar. Along came Cunningham. He passed with… [Read more…]
March 23, 2011
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.
March 23, 2011
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 erosion of good will. But advertisers persist in planning and executing campaigns in terms of drivers. Instead we need to think, plan and act in… [Read more…]
February 7, 2011
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 kiosk. Plus it offers me, personally, the most return for my effort. I get the movie; I take it home. I watch it. Then I… [Read more…]
September 1, 2010
Now that we can all agree advertising is “in the content business” now, let’s look at content. How do we know that some form or forms of content will perform better than others? This is especially difficult for content that supports brands. We need planning tools and methods for creating content – brand stories, article… [Read more…]
August 17, 2010
“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 of your marketing/sales efforts by recommending your products/services to others and defending you when issues/problems arise.” “According to ORC (Opinion Research Corporation), companies are welcome… [Read more…]
August 11, 2010
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.
June 16, 2010
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.
June 8, 2010
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. But when we’re looking for a product to solve a problem or salve a discomfort, we just want something good. How we go about finding… [Read more…]
June 10, 2011
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