June 27, 2017

How far can TV programs go with sponsored content?

Ad-wary TV viewers could get relief from an unlikely source – the advertisers they dislike. Recent moves by networks and advertisers signal what may become the next evolution in TV commercials: sponsored content. It’s an evolution that could also be a relief to brand marketers who have seen a steady decline in advertising effectiveness. Not […]

Brand awareness is earned

The secret to building brand awareness is to start with customer awareness. Companies today are much more likely to invest in advertising to customers rather than understanding what matters to them. On average, they spend $14 on advertising for every dollar spent on gaining customer insights. But in a world of ad blockers and fractured […]

A suspect is not a prospect

Prospects are people who are able, ready and willing to buy. Suspects are merely eligible to do so. – Lester Wunderman Far too much time and money is wasted on marketing to suspects. Misusing data and technology enables marketers to waste time and money at scale. Prospecting with email is one example. Recently I got an […]

Don’t interrupt, add value

Time is not money. It has a far greater value than money. We can spend our money or lose our money, but we can always get more. Not so with our time. Once we spend a moment of time it is gone forever. That’s why interruptions are such an offense. An interruption says “Give me […]