Marketing Musings Video Essays

DARK MARKETING is all around us. These are the forces you can't see, but impact your business just the same. In a time when you get thousands of data points and dashboards, remember to look at the big picture.
Marketing Has a Physics Problem
If "OK" is "OK" with you, then AI is OK. But, I think you can do better.
AI is OK
A collection of interviews done this year with marketers from two continents. Each have shown how entertainment and emotion aren't just nice to have...it's something you must have in order for your ads to work harder. With commentary from: Roy H. Williams/Wizard of Ads Orlando Wood/System 1 Group Harry Beckwith/Author Matt Owens/System 1 Group Zach Atherton/Harmon Brothers
Emotion in Advertising Equals Dollars in Business
Digital advertising is fantastic, until it isn't. Unrealistic promises, mistakes, inconsistent reporting, and outright fraud plague this industry. A THIRTY YEAR OLD industry. Sort your life out, digital... you gots problems. Inside the Black Box, by Bob Hoffman: https://dl.bookfunnel.com/6kwmi0qlsq Sources for current click through rates: https://broadstreetads.com/successful-click-through-rate/ https://www.wordstream.com/blog/ws/2010/11/22/what-is-a-good-click-through-rate-for https://www.linkedin.com/pulse/evolution-banner-ads-from-44-click-through-rates-todays-umer-masood/ ISBA article on missing ad dollars: https://www.isba.org.uk/article/time-change-and-transparency-programmatic-advertising
2024: The Year Digital Becomes "Traditional"
Even though it seems like you are going to Google first, your brain has already decided for you. Here comes the science...
MYTH: Everybod Goes to Google First
The (infernal) tug-of-war between the zealots of "WE MUST SELL STUFF NOW" and the stoics who calmly say "we must brand for tomorrow" continues to intrigue me. The landmark research of Les Binet & Peter Field, groundbreaking work from Orlando Wood, and Prof Mark Ritson's "bothism" inspired this 4-minute production. Maybe it will help. Or not. Stay in your silo.
Sales Now or Salience Tomorrow? Yes.
Did you fall for it when everybody said 5G was going to upend every single thing ever? We're not good at predicting. Maybe we should stop trying.
(Anti)Marketing Predictions for 2024
Always remember: Marketing ≠ Advertising. There are certainly those who specialize in graphic design, video, or digital. But we're talking Marketing. The strategy before the tactics. If you're just thinking "advertising," you're in trouble.
The Myth of Marketing Specialists
A little bit of fertilizer is ok. Doing some sales promotions is ok. Too much fertilizer and you'll fry your lawn. Too many promotions, and you'll fry your brand. Les Binet's comments on price promotions https://www.marketingweek.com/les-binet-price-promotions-recession/ Consumer behavior information from Michelle Klotz https://insidebe.com/articles/the-dangers-of-discounting/
Sales Promotions are Like Fertilizer (Helpful and Dangerous)
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