You don’t. All the research in the world will not tell you if its good or not. As soon as a good idea is given to the public to see it can quickly become a bad idea. The Apple 1984 commercial aired in 1984 during the super bowl and subsequently won many awards and became […]
How To Measure Relevance In Online Marketing
Every message has an intended audience and advertising only works when the ones who see the ad are the one who were intended to. Most advertising is very irrelevant and that’s why people hate it, because it has nothing to do with them. Nobody complains about seeing relevant ads because they are helpful and add […]
What Gets Measured Gets Held To A Higher Standard
As soon as a certain marketing tactic becomes more measurable it gets held to a higher standard. Most big advertisers don’t think twice when they spend millions of dollars on a TV ad because they have only fuzzy metrics to measure it against. Rarely is someone allowed to spend millions on Paid Search and not […]
The Definition Of Brand Is Purpose
A company’s ability to sustain long term growth and customer loyalty is usually attributed to the strength of a company’s brand. But defining what a brand is can be difficult. I think defining your brand as your company’s purpose helps pin point exactly what it is, and gives you a way to improve it. A […]
Paying For Marketing
#1 is when you talk directly to people who want to hear you. #2 is taking #1 to scale by paying someone to carry your message for you, like advertising. Expensive, not always effective, but easy to scale. #3 is when magazines and news outlets pick up your story because they think it matters. This […]
The Product Is The Purpose eBook
Purpose is the most influential element in business success. I believe that the formula for business success can be found faster in injecting a business with purpose than any other way. In this eBook I explain how focusing on purpose will improve business effectiveness, employee retention, employee engagement, customer loyalty and increased sales. Download PDF […]
Good Businesses Have A Sense Of Purpose
I’m reading Evil Plans by Hugh MacLeod and he has a great quote in it from Director David Mackenzie, where he says, “A film is only as good as the reasons for making it.” Hugh explains, “What is true in Hollywood is also true for products and businesses. It’s not what you make, it’s what […]
Good Marketing Will Cause An Identity Crisis And Then Identity Theft
When I was 19, before I left for college I worked at the Jolly Rancher factory in Wheat Ridge, Colorado (before it was closed down and shipped off to Canada) to save money for school. Like most recent high school graduates I wasn’t too motivated to do much and thought the $11.95 an hour sounded […]
The Growing Problem With Advertising Agencies
There are many people who blame doctor’s fee-for-service compensation models as one of the reasons of increasing health care costs; costs which are pushing the country towards bankruptcy. The problem is that doctors are incentivized to do more than is actually needed, since the more care they provide, the more money they get. In addition, […]
Web Analytics Framework Example
Inspired by Avinash’s last post on ensuring a clear line of site with web metrics, I took a stab at creating a web analytics framework for a medium sized eCommerce site. This theoretical site is using the following marketing channels: paid search (brand and non-brand keywords), comparison shopping engines, affiliates, email, display advertising and social media […]