Institute of Practitioners in Advertising (IPA) hosted a webinar titled A New Way to Track Consumer Demand on November 18, 2020. Continue reading “webinar notes – Share of Search: A New Way to Track Consumer Demand”
Ritson: 3 approaches to the marketing funnel
Mark Ritson wrote an article for Marketing Week titled ‘Funnel juggling’ is the answer to marketing effectiveness (Sept 18, 2020). Continue reading “Ritson: 3 approaches to the marketing funnel”
Ritson: Share of Search – a simple and elegant alternative to Share of Voice
Mark Ritson wrote an article for Marketing Week titled It’s time for ‘share of search’ to replace ‘share of voice’ (Sept 24, 2020).
« Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative. » Continue reading “Ritson: Share of Search – a simple and elegant alternative to Share of Voice”
Chasing high ROIs can mean running your business into the ground
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”
Emotional advertising tends to produce much bigger effects in the long term
Les Binet posted a YouTube video titled Winning Hearts, Winning Business.
Summary: Sales activation works, but the effect is short-lived. To grow, you need both activation and long-term brand building. Key to building brand is memorability. Key to memorability is emotion.
Continue reading “Emotional advertising tends to produce much bigger effects in the long term”
The Objectivity Trap in B2B
Rory Sutherland presented an online talk titled The Objectivity Trap, sponsored by the B2B Institute on July 31, 2020. Rory Sutherland is Vice Chairman of Ogilvy UK. Continue reading “The Objectivity Trap in B2B”
The Wrong and the Real of the Long and the Short
Dr. Grace Kite wrote a blog post on Gracious Economics titled The wrong and the real of it. Continue reading “The Wrong and the Real of the Long and the Short”
The Media Snack interview with Bob Hoffman, The Ad Contrarian
The Media Snack Live 175 guest was Bob Hoffman, The Ad Contrarian. The interview on YouTube was hosted by Tom Denford, US CEO of IDComms. Continue reading “The Media Snack interview with Bob Hoffman, The Ad Contrarian”
Market growth vs market share growth
Dave Trott wrote a blog post titled Burger Off. Continue reading “Market growth vs market share growth”
Articles of Interest 