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”
The role of marketing
Doug Garnett wrote a blog titled Marketing Roles. Continue reading “The role of marketing”
Helen Edwards on Market Segmentation
Helen Edwards wrote an article for Campaign titled How to avoid segmentation silliness. Continue reading “Helen Edwards on Market Segmentation”
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”
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”
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”
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”
