New media has found one more shiny new bauble – this time it’s online video. And we’re bombarded with exaggerated promises of a new marketing utopia. In truth, online video can bring tremendous power – but only if you approach it with your eyes open. 
. . . → Read More: Setting Reasonable Expectations for Online Video Power
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With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television“. This book takes an unusual look at DRTV – focusing on it’s biggest potential power: building brands while driving immediate sales (at retail as well as direct). This book is the result of the past decade when [...] Have you heard the “Jobs Excuse”? When someone introduces a bad idea with “well Steve Jobs says” or “…just like Apple…”. It’s an old name dropping game that hopes to make even horrid ideas sound good. In the world of market research, we hear it most often through one popular quote from Mr. Jobs: “It’s [...] A recent AdAge article quotes Bernbach as saying “The more you research, the more you play it safe, and the more you waste money. Research inevitably leads to conformity.” (Link here.) It’s sad that the creative community all too often comes to this conclusion – only to use the idea of non-conformity to justify all [...] I once sat in a meeting discussing a highly successful TV campaign. Underlying the discussion there’s this funny unspoken question from the brand side of the house: “How can it be good branding if it sold so well?” The truth is that product is your best way to build brand. But this has been lost [...] A few weeks ago I ran across this article titled “Four Reasons Why We Choose to Watch Ads”. Seemed like a smart read because I always love to see simple lists about advertising. So I click the link and jump to the four reasons. The first thing the author claims is that we watch ads [...] For some time, marketing has been dominated by the theory that the way to success is getting your most loyal consumers to buy more. As a result, it’s become popular for marketing “guru”s to declare the end of mass marketing. There’s just one problem: it’s not true. The best discussion of this reality that I’ve [...] There was a post on Retail Wire this morning that pondered whether retailers will need traditional research once mobile tracking is “in place”. The question is interesting because it reveals a very common flaw in how people think about research. Developing conclusions from mobile data is the equivalent of scientists reading the fossil record. When [...] |
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Copyright © 2010 Doug Garnett - All Rights Reserved |
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