Wanna get free consulting answers? Today I responded to this excellent question on http://www.marketingprofs.com/ea/qst_question.asp?qstid=42980#ixzz31rUT6GfL “I’ve been grappling with this question for a while. We exhibit at many tradeshows, some are significant national or international shows, and many are regional table-top type events. We exhibit because certain people in the organization (usually sales folks) think we…
What if I told you we could save your company millions of dollars? Together we identify which marketing actions are delivering revenues and which ones are not. Among the revenue drivers, we calculate the return on investment, and find ways to make less efficient campaigns better. In your new marketing plan, you scale up the…
Celebrating getting the book through Turkish customs, the absurdity of waiting and paying for your own work reminded me of cultural differences. In 1966, Cateora and Hess wrote “Marketing principles are universally applicable, and the marketer’s task is the same whether applied in Dimebox, Texas or Katmandu, Nepal.” Today we know better: even with global technologies…
This week saw the latest article entitled ‘Why TV is dead’, this time in Forbes: (http://www.forbes.com/sites/stevenrosenbaum/2014/01/28/why-television-is-dead/). Ironically, the death of TV as an ad medium has seen as much press as the zombie apocalypse this decade. Yet the undead TV is still walking. If TV advertising is really dead, why do dozens of companies pay…
Do you sell or buy insights on the attribution of business performance to different (online) advertising forms? Then you must have heard about Google’s Randall Lewis and Microsoft’s Justin Rao “On the Near Impossibility of Measuring the Returns to Advertising”. Lewis and Rao analyze 25 experiments with hundreds of thousands of randomly exposed internet users,…
Smarter Marketing gets Better Results 