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Author Archive

Branding and Social Media

Aligning Brand Strategy And Influencer Marketing

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Aligning Brand Strategy And Influencer Marketing

In 2001, Emanuel Rosen published The Anatomy of Buzz, one of the first books dedicated to “Word of Mouth” marketing.

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Brand Insights

How Brands Win With Mindset Based Targeting

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How Brands Win With Mindset Based Targeting

In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.

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Big Data

How Brands Can Best Leverage Data

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How Brands Can Best Leverage Data

2.5 Exabytes of data are produced everyday by internet users. That’s equivalent to 250,000 Libraries of Congress. With so many posts, pictures, reviews and videos at our disposal, we tend to think we already know everything we need to about our customers.

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Customer Experience

Brands Must Retire The AIDA Model

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The AIDA framework Attention, Interest, Decision, Action

The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).

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Advertising

3 Keys To Increasing Return On Ad Spend

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3 Keys To Increasing Return On Ad Spend

We’re all too familiar with the old Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. It no longer has to be that way.

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