Scott Donaton’s latest article over at AdAge touches on something I wrote a while back, after the Agency.com fiasco. He astutely writes (emphasis is added): As with ads in any medium, those that work are those that start with an insight, show an understanding of their target audience, and have an authentic, relevant connection to […]
“How do you use search to introduce the right buyers to the right sellers when it’s not a frequent transaction of a commodity?” The responsibility is the sellers! . We invented Persuasion Architecture to present the answers the buyer seeks. Chapters 19-21 of “Waiting For Your Cat to Bark” tell you how… Planning Persuasion Scenarios […]
Today was a busy day in the office, and one in which meetings were back to back, to back. I started talking with my CFO, took a detour to meet with a potential partner, and ended the day spending time with some new (and potential) clients. Very different audiences, yet one common discussion kept popping […]
Chief Marketer has an eye-opening for some, sad for others, (but hardly surprising from this corner) article on many CMOs utter lack of ability to measure what they must- marketing ROI, specifically that of the online variety. We’re getting tired of speaking over the dull roar of today’s online successes, regaling tales of traffic cost […]
