Inspired by the 2019 State of Digital Marketing report by Luma Partners, I’ve decided to combine what they have shared with some of the data points I’ve been collecting over the past few months and come up with my 4 predictions for the TV and video industry in 2020 and related trends over the next two or three years. Based on these predictions, we can also speculate what advertisers and companies should do to keep their competitive edge.
Continue readingCategory: Advertising
Adapt or Become Extinct: The Marketing Status Quo Will Soon Be Irrelevant
For the past ten years working in digital marketing, the world has been divided into Branding and Performance Marketing. Branding is full of large budgets and not much accountability for their results. Performance Marketing (or Direct Response) has ugly creatives but gets beautiful, carefully documented returns.
Advertising has not always been lik…
Delivering Better Brand Experiences: Why It’s So Hard and What to Do About It
Great marketing is about making consumers enjoy the experience they have with your brand. Every consumer touchpoint should be a delightful brand experience, even when carrying a commercial message. This is how you positively impact everyday customer behavior and purchasing decisions. If we want people to change how they behave, we have to change their experiences. In spite of this knowledge, brand marketing is often tied to vanity metrics that don’t drive any real behavior change, and performance marketing is not much better than the cheesy infomercial you see on late-night TV.
But marketers want to do better: no one sets out to do a mediocre job. The industry is continuously innovating to deliver better brand experiences and drive impact, but the results are often inconsistent, making it difficult to know what new practices to adopt.
This post explores some of the current efforts made to provide a better brand experience. Through this careful exploration, we’ll discuss why it’s so hard to raise the bar and look to the future to see how to break out of stale marketing cycles.
Why you shouldn’t use CLTV/CAC
Long-Term Business Sustainability Depends on the Right Measures
A metric commonly used to measure the performance of high-growth businesses is Customer Lifetime Value over Customer Acquisition Cost, or more simply CLTV/CAC. It is a much better metric to provide an objective to marketing teams than many others we have seen in the past, but it has also some tremendous flaws associated with it, and if not used correctly and in the right context, it can jeopardize the business using it.
How to Plan a Marketing Campaign: from Strategy to Tactics – Part 2
Once you have a clear sense of your business objective and your target audience (topics we discussed in Part 1 of this series), it’s time to take those actionable steps you identified and put them to work for ongoing results. Making a strong plan for your marketing strategy allows you to build on your knowledge, providing ongoing results with sma…