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.
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.
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…]
December 9, 2009
Let’s start by defining Depth on Demand™. It refers to a basic, simple human behavioral observation: We want what we want when we want it. This is as true of marketing programs and campaigns as it is of, say, marriage and child-rearing. For marketing campaigns and programs, it means that we are obliged to provide… [Read more…]
March 23, 2011
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