advertising

Why No One Is Reading Your Marketing Content

Marketing used to be pretty simple. To promote your brand, you used mass media to reach large audiences and create widespread awareness about your product or service. If you crafted a powerful message, the approach could work wonders. Most of the great brands of the 20th century were built that way.

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Don’t Let Your Marketing Ruin Your Content

Content, in theory, should be a boon to marketers. The Content Marketing Institute says that “consumers have shut off the traditional world of marketing“ and touts content as a “strategic marketing approach that can attract and retain audiences” and “drive profitable customer action.”

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Millennials Are the Most Trusting (Gullible?) When It Comes to Advertising

This analysis from Nielsen is amusing.

The global survey found that trust levels in advertising have remained consistent across earned, owned and paid formats over the past two years.

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Let's Hope AARP's Influent50 Has More Success than Focalyst

One of the advantages of being in the age business for so long is that you have seen most business models and joint-ventures come and go.

So it is with AARP's new venture in advertising. This is what it says about itself:

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You Need To Captivate, Not Capture, Your Audience

(NOTE: I originally wrote this article in 2005 and was reminded of it this morning while surfing the net and dealing with autoplay videos. One more way that we try to capture, not captivate, the audience. And worse, they usually make them very hard to stop or turn off the sound. That little 'x' is so hard to tap, that you end up opening the brand website and I'll put money on the fact that their agency calls it a win. 

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Eight Most Common Marketing Mistakes That You Should Avoid Making

Everyone is an expert in marketing these days. And with social media, everyone is an ad critic. Not entirely a bad thing, but as marketers you need to know how to filter the noise. People need to understand the difference between STRATEGIC MARKETING, MARKETING COMMUNICATIONS and CHANNEL MARKETING

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Do Your Customers Talk About Your Products or Your Ads?

Are you delivering a great customer experience - or are you just relying on advertising to create awareness and sell your products? 

On the eve (sorta) of the biggest day of the year for the advertising industry (OK, for commercials... we love to watch the Super Bowl commercials), I thought I'd share some thoughts on the common disconnect between advertising and the customer experience.

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How To Stop Failing at Content Marketing

When asked about what makes a great ad, advertising legend Leo Burnett advised, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” He wanted his work to cut through, because as he also said, “If you don’t get noticed, you don’t have anything.”

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It’s Time to Forget the Fold

If you work with digital ads, you are no doubt familiar with the “fold” – the place where the user’s screen cuts off the content, and scrolling is required to view more. (It’s an anachronistic term from the newspaper days, when stories above the fold in the middle of the page were more prominent than those below.) Many advertising contracts specify “above the fold” placement on web pages, although exactly where that fold occurs depends on a variety of factors like screen resolution, browser window dimensions, etc.

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Shock, Horror! Social Media Advertising Is Useless (or Is It?)

Time for another study showing social media has “little sway” on purchases. This one was carried out by Gallup in the US, which showed the following:

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