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Archive for the ‘Advertising Strategy’ Category

Facebook provides a unique opportunity to connect with your customers. Get up to speed on insights designed to help you make the most of your Facebook advertising efforts.

Facebook overtook Google last year as the most trafficked site on the internet. Social media has gone beyond connecting with friends and has graduated into a full-blown, connected personal and business mode of communication. As much as pundits attempt to pit Google and Facebook against each other, it is not an either-or equation for advertisers. Rather, it’s a “yes, and…”equation. Each of the sites serves advertisers in a distinctive way. The most notable difference is that Facebook advertising can more uniquely serve all parts Read the rest of this entry »

Love. What does it mean to brands? Often people give presentations about “brand love” and cite brands like Apple, or Starbucks, or Virgin. Guess what? No other brand is Apple, or Starbucks, or Virgin. and you cannot just go out and copy those brands. If I stood in front of you and presented a case study about Apple it would demonstrate the “concept of brand Love” What it would not do however is help you. Many in the audience would silently mutter to themselves about all the failings of their brand. “OUR brand is not Apple,” you’d think to yourself “and never will be.” And I am here to tell you that you are 100% correct. Showing you case studies of brands that people Love is a waste of your time. For “Love” is only half the story.

What people don’t tend to talk about is Devotion. Devotion, not Love is Read the rest of this entry »

And yet they still cannot seem to get the performance out them they expect. That is because they do not understand what they are buying. They are missing what is the value. They think it is a new technology, and it is NOT the technology.

Yahoo buys InterClick for $280 Million

MAGY (AOL, Yahoo, Microsoft and Google) keep buying Ad-Networks, and then the ad-network doesn’t pan out. And then they buy another one, and another. All of these ad-networks have some unique technology . And they keep scratching their heads how this ad-network that was making so much money, and so profitable just doesn’t seem to perform as well after they buy it. And they actually blame themselves; they didn’t “integrate” it properly.

And they all seem to miss what they are buying. And they continue to scratch their heads, and repeat this over and over.

Why? Because they are technology companies thinking that they are buying technology… and they are not.

They are buying a sales force, one that can sell. And then that sales force leaves because they just made “bank” and do not want to work for a bunch of also-rans in company X that bought them, under sales people who do not know how to sell, which is the reason they had to buy them in the first place.

And the star sales people leave, migrate to a new Ad Network which is “suddenly” the next great technology.

Quit thinking you are buying technology at ad networks, and do an end around and scoop up top sales staff instead. Give them a sick commission with golden handcuffs. It is a hell of a lot cheaper.

But alas, they are technology companies and seem to miss the obvious. It’s the people stupid.

ranty rant signing off…

The structure of the agency-client relationship is not designed to produce the best or the most work. It is designed to avoid mistakes. Over time, that is how agencies have structured themselves to serve clients. It makes sense. They do not get fired for inefficiency. They get fired for screwing up. Worse, Read the rest of this entry »

Such a strong word

It is a company that is loved, and yet surprisingly hated — if not despised — by some. It is the friend whose little strange habits and quirks we once cherished. But now they annoy and grate on our nerves. It is a company that we have held up as a shining beacon of hope — the giant killer. The company that could stand against Microsoft and the great evil empire.

But alas, the company is but the latest victim of the same pedestal on which we elevated Microsoft years before. Beware that pedestal, for it provides a perch that only looks downward. Sometimes when companies ascend to it, they start to believe they are separate, better versions of humans.

They start to believe their own hype; in that moment, they become lost.

There is a fine line between confidence and arrogance, between self-assuredness and hubris, and unfortunately Google is straddling that line. Why the perceptive shift in attitudes toward Google? What has the company done other than bring us fantastic tools? Tools, like Android, that have changed entire industries. Tools, like search, that have provided insight into the most remote corners of the world. Why is the simmering of discontent Read the rest of this entry »

Chrysler ran an ad on the Superbowl in 2011 for the Chrystler 200, that embodied their brand, repositioned it, and grittily carved out a niche. “Imported from Detroit.” It was quite possibly one of the most brilliant stances taken by a car company, for reasons I will explain below. In disservice to that ad USA Today rated the Ads in the Superbowl based on a panel of viewers via second-by-second responses to ads during the game. The ranking for Chrysler 200? 44. Huh? It has be gnawing at me for weeks, so I finally decided to rant about it.

Let me explain…

Imported from Detroit

Chrysler 200: Imported from Detroit

WARNING: If you are easily offended please do not read. And if you plan on chiding me for my rant after reading, I gave fair warning. So don’t blame me, blame your lack of being able to take direction. Read the rest of this entry »

There are hundreds of brands that continue to be stuck in the “old way” of thinking, pre-Web 2.0. Some survive because they didn’t jump on the next fad, and some perished because they did. Many brands are starting to get it, but for many it may be too late and Web 2.0 has passed them by. It’s time to take a look in the mirror and figure out why your company Read the rest of this entry »

So you just got the call from the potential client, or worse, the loser-merchant handling the pitch for them. Your agency didn’t win, “but thank you for participating.” As if this was a ring toss at a carnival. Throughout the process you fried your staff, lived in 5-Hour Energy increments, ticked off your spouse… yet again, spent more money than you should have and destroyed internal relationships; just face it, you’re a loser.

Well seriously, you didn’t win, so what else would I call you? Read the rest of this entry »

We have been struggling in online advertising for more than a decade, and although this new medium provided unfettered access to information, the desire was to continue the tradition established by traditional media – essentially making access to information remain relatively free.

Unfortunately, while the prospect of more individualized metrics enabled by the internet did come to fruition, it didn’t translate into better advertising. Instead it reduced it to the “quantitative” in such a droll fashion that the majority of online advertising became reduced to “pinch the monkey,” “squeeze the baby,” “click here,” “learn more,” and “please click this fracking banner so I can justify my existence!”

For years, I have railed against banner ads online, I have illuminated the barriers to digital as an impactful medium for advertising, and I have chided our entire industry for being the uncreative lepers of advertising, slinging drivel at consumers. We are a medium that is neither immersive, experiential, nor adored by consumers.

The internet is not a medium – devices that connect to it are the medium. The medium had always Read the rest of this entry »

I have been a vocal critic of the way most agencies are structured. However, many of the structural problems agencies face are a direct result of clients. Agencies have struggled for years to change the agency/client dynamic. They have actively experimented with ways to bring the client what they need, while still producing work that serves a higher purpose.

Chiat/Day and Crispin Porter + Bogusky have been changing the agency landscape structure for years by innovating, experimenting, tinkering, and attempting to produce the best work in a flawed environment. Unfortunately, most agencies are not that bold, and many of those ideas and structural changes have failed. This failure isn’t because they weren’t innovative, but like the nimbleness of an oil tanker, the clients’ inability to change — or the glacial pace at which they do change — has forced many agencies to survive in a structure that produces neither the best work nor the most profit.

Such is the issue with service-based industries; they are only as good as Read the rest of this entry »

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  • The Nexus 7 Tablet Will Fail July 2, 2012
    I have asked myself why, with the greatest collective brain trust at a single company, Google continues to fail to develop anything new that drives revenue? And why do they have to give away products for free (Gmail), deeply discount them (Nexus 7), or fund them at a loss (YouTube) to buy goodwill. Fail?! How could I say that? Google is by far one of the mos […]
  • Social Media Is to Social Discovery, Like Porn Is to... June 7, 2012
    ...Well, good porn, I guess. The Glimpse Social Discovery Conference in San Francisco brought together an all day fest of experts in the Social Discovery space. Social Discovery is the new black, I guess, and that black is a better, one-more, one-louder version of social media; for it takes into account the core emotional benefit of Social, and that is […]
  • The Mobile Signature: 'Please excsue typoo's' May 9, 2012
    NOTE This is an iPhone email. The iPhone keyboard is, to say the least, persnickety. Since I have neither the thumbs of a newborn, nor the texting prowess of a 13-year-old, please excuse the occasional spelling mistake. And so reads my iPhone signature line. Why should this offend anyone? And what harm is it alerting someone of this possibility? Ah, therein […]

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  • Why Bitcoin is failing March 20, 2014
    Bitcoin arguably has the potential to transform every aspect of the internet and marketing as we know it. But for that to happen, we have to understand how it works. Here's a closer look.
  • 5 brands that will be dead in 5 years September 11, 2013
    The health of some major companies is in serious decline. Say your last goodbyes because these brands are on their way out.
  • 6 steps to rebound from an ugly firing August 28, 2013
    Concerned that a past employer or professional experience will haunt you the rest of your days? Fear not. These steps will get your career -- and life -- back on track.
  • Awesome ads that saved lame products March 26, 2013
    We all know that the "sheeple" of the world are easily conned by slick marketing. Here are the insanely brilliant ad campaigns that drove sales for lackluster products.
  • Why employers are laughing at your resume November 8, 2012
    You send out your resume again and again, but no one responds. It's almost like potential employers are silently mocking you. Here's why they won't give you the time of day.

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  • 5 Companies to Watch from ad:tech SF 2013
    There are those other companies that have a unique something that has so much promise for reaching consumers in unique and new ways that are breakthrough, I am salivating at the prospect of using them.
  • Did you see Tim Armstrong's Keynote at ad:tech San Francisco?
    #adtechsf Imagine that like the Post Office closing on Saturdays, that the Internet shut down for 15% of its ad targeting opportunities a week? Offline competition for advertising is going down, and it will continue to do so.

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