Jerry Daykin started a Twitter thread: «ROI is a terribly misunderstood thing in media/advertising. Chasing high ROIs can mean running your business into the ground/minimising growth, and in fact a high ROI is often a sign you are underinvesting in a channel. ROIs aren’t static, they shift as your budgets do. »
Continue reading “Chasing high ROIs can mean running your business into the ground”
Balance, nuance, and contradictions in physics and marketing
Shann Biglione wrote an article for the Drum titled The science of marketing: taking inspiration from quantum physics. Continue reading “Balance, nuance, and contradictions in physics and marketing”
Marketers have to talk to Finance
By Samuel Brealey wrote an article titled Marketers, it’s time to grow up and talk to Finance. Continue reading “Marketers have to talk to Finance”
What Attributes Can Brands Really Own?
Ethan Decker started a Twitter thread: « Brands trying to ‘own’ category attributes are pushing water uphill, esp in mature categories, esp without unique & protected IP. » Continue reading “What Attributes Can Brands Really Own?”
The Marketing Proof Gap
Kimberly A. Whitler interviewed Mark Stouse for an article in Forbes titled The Marketing Proof Gap: What It Is And Why Marketers Should Care (May 4, 2019). Stouse is CEO of Proof Analytics, and a former leader of global marketing and communications in large enterprise B2B businesses including HP, BMC Software, and Honeywell Aerospace. Continue reading “The Marketing Proof Gap”
AQ—Adaptability Quotient
Natalie Fratto gave a TedTalk on AQ—Adaptability Quotient.
Share of Search as a proxy for Market Share
James Hankins wrote a blog post titled The most important metric you’ve never heard of. Continue reading “Share of Search as a proxy for Market Share”
The importance of generating hype alongside meaningful innovation
Rory Sutherland wrote a column for The Spectator titled Why our greatest inventors are supreme hucksters. Continue reading “The importance of generating hype alongside meaningful innovation”
Finely tuned systems are not built for resilience
Rita Gunther McGrath wrote an article for Duke Corporate Education titled Everything you assumed was wrong. Continue reading “Finely tuned systems are not built for resilience”
11 tips for online job interviews
Randy Clark wrote a blog post titled 11 Steps to Owning a Virtual Interview. Continue reading “11 tips for online job interviews”
Articles of Interest 