A Twitter thread started by Byron Sharp. Mental availability and physical availability are topics explained in his book How Brands Grow. Continue reading “Search is physical availability, not mental availability”
growth vs. profit
A Twitter thread about the need for marketing and finance to work together led to an interesting comment from business school professor Bruce Clark about profitability. Continue reading “growth vs. profit”
webinar notes – Share of Search: A New Way to Track Consumer Demand
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”
Can’t Buy Me Brand Love
Northeastern University marketing professor Bruce Clark wrote a blog post titled Brand Love is Oversold. Continue reading “Can’t Buy Me Brand Love”
The categorical problem with categories
Mark Ritson wrote an article for MarketingWeek titled To win the biggest legal battle in marketing, Google must show who its competition really is. In dissecting the timely issue of the Google antitrust suit, Ritson explains a more timeless topic: “the categorical problem with categories.” Continue reading “The categorical problem with categories”
ROI measures efficiency not effectiveness
Andrew Willshire tweeted:
“ROI is often used as the metric of choice as though you should seek to maximise it, whereas that would result in under-investment and misallocation of budget. Much better to optimise on incremental revenue, but that’s often overlooked.” Continue reading “ROI measures efficiency not effectiveness”
34 Sources of Client Value
Everard Hunder posted a chart with 34 Sources of Client Value. Continue reading “34 Sources of Client Value”
Marketing Bothism
Mark Ritson wrote an article for Marketing Week titled “Bothism” is the cure for marketers’ fascination with pointless conflict. He also gave the 2020 Ogilvy Lecture for the Marketing Society, Marketing Bothism — see YouTube video below. Continue reading “Marketing Bothism”
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”
Articles of Interest 