Remember the set menu of print, radio and television, delivered at specific times, for the masses and only in the ways the creators defined? With the arrival of the Internet, digital TV, mobile phones, iPods, weblogs etc.—the media landscape has changed from the linear, to one of many layers, consum...
Seth Godin has a great post on this:
1. Don’t run out of money. It always takes longer and costs more than you expect to spread your idea. You can budget for it or you can fail.
2. You won’t get it right the first time. Your campaign will need to be reinvented, adjusted or scrapped. Count on it.
3. Con...
Marketers at Procter & Gamble are testing a revolutionary marketing tool that, through the power of computer-generation, is saving them years of traditional research.
The reactions, behaviour and experiences of consumers are being played out for them to see thanks to the Cave – a walk-in three di...
HBS Working Knowledge has an interesting article on this topic. Read on:
You as a marketer want people who are living in poverty to take better care of their health. So, given your profession, what do you do? You can persuade them—through public service announcements, colorful leaflets, and on-the-gr...
I had written a couple of days back about P&G's AG Lafley's speech at the ANA Convention. NY Times has an article on the same. Here's what Wal-Mart's Stephen F. Quinn Sr.VP had to say:
Stephen F. Quinn, senior vice president for marketing at Wal-Mart Stores, the nation’s largest retailer, e...
What makes a brand successful now-a-days with constantly evolving consumer expectations and changing mindsets. Consumers are continously looking for new experiences, new innovations and new benefits. How does one create an appeal that is enduring and indelible in their minds? There's a thing t...
Scott Karp writes:
As advertising dollars continue their inexorable march from offline to online, the battle for control of those dollars will be fought over the fuzzy middle ground between branding and direct response. I can’t count how many times at the OMMA conference I heard someone say it “depen...
Jim Stengel, P&G global CMO and past chair of ANA, suggests that marketers need to stop thinking of their customers as segments and start thinking of them as people. To do this, we need to engage with people by talking to them, listening to their needs, then acting on their needs. But act in a w...
AG began his speech with a reminder that the fundamental principles of his message from his address to the ANA in 2000 remain the same today.
Jeff Jarvis writes:
All the old definitions of TV are in shambles. Television need not be broadcast. It needn’t be produced by studios and networks. It no longer depends on big numbers and blockbusters. It doesn’t have to fit 30- and 60-minute moulds. It isn’t scheduled. It isn’t mass. The limits of ...
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