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…]
May 12, 2010
As long as clients buy agency services based on specialized disciplines, agencies need to lead the convergence by "shaping the white space" between those disciplines as they inevitably converge.
April 11, 2010
Pull consumers toward the brand through the Consumer Decision Journey. Pushing messages from the brand can't work now that consumers experience the world through the digital media cloud.
April 6, 2010
Agencies advise brand management executives to find the one, simple, memorable brand-building idea and stick with it. They use a spider chart to demonstrate how to distribute the message across media channels and marketing disciplines. But it’s a media-centered, channel-specific approach. And for some categories it still works; by which I mean it moves the… [Read more…]
February 28, 2010
“We believe that there is a Jimi Hendrix fan out there at 99 cents and at $9 and at $20 — all the way across the spectrum,” Mr. Block said. “We want to make each fan an appropriate offering. Is the complete Jimi Hendrix on vinyl something every music fan would want? Absolutely not. Would… [Read more…]
February 11, 2010
http://www.emarketer.com/mobile/article_m.aspx?R=1007486 The premise that underscores Depth On Demand is consumers craze engagement. We want more information. We want to be entertained. We want to be wooed. But we are not willing to jump through your hoops to get what we want. The empowerment that consumers now enjoy does not diminish our desire to make purchases… [Read more…]
February 10, 2010
Social media simply lends more focus and immediacy to the need for Depth On Demand™ because it reveals the influence in the marketplace itself.
February 1, 2010
At the recent NATPE conference in Las Vegas, I appeared on a panel hosted by John Heinsen of Bunnygraph Entertainment. Here’s part of what I said: “Mobile is the enabling device constantly in the possesstion of every consumer,” he said. “Instead of counting clicks, look at engagement metrics to measure how you’re doing in the… [Read more…]
January 20, 2010
The recent Motorola report noted by eMarketer shows that shoppers are using mobile devices in stores. This is another indication that Depth On Demand™ is taking shape rapidly as consumers across the three generational segments - Boomer, X and Y - adopt digital devices and media.
January 19, 2010
Technology usage is not immune to the lifestyle changes motherhood brings. Moms put the focus on simplicity, convenience and multiuse technologies as they look to keep their families closely linked… via Digital Tools Help Moms Take Charge – eMarketer. Who wants to go deep? Increasingly it’s a generational thing. Millennials believe in technology as an… [Read more…]
June 10, 2011
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