The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s……
Category: Strategy
Can online media build a brand?
I decided to report here, for my and your records, slices of the thread that has followed my post on LinkedIn about online media being overrated as a brand building……
Marketing in a time of a crisis – getting ready for the rebound.
Among the many changes driven by Coronavirus, the pandemic is forcing us to re-evaluate our marketing strategies; it looks increasingly certain that it could bring a recession in 2020-2021 after……
Strategic Narrative & The Covid-19 Crisis
Love this short LinkedIn post from Andy Raskin, which I entirely report here below. The crisis is helping me understand what “strategic narrative” is. I guess because I write about……
How Content Experience Will Evolve After Coronavirus
Coronavirus will increase the need for digital content experiences ; but marketers should act responsibly and go long-term. One year ago, it was early spring 2019, I was invited to……
How To Measure Brand Effectiveness
Reporting from Linkedin – interesting conversation about measuring brand effectiveness, initiated by Peter Weinberg of LinkedIn’s B2B Institute. How do you measure brand effectiveness? My best attempt at an answer:……
Considerations on ESOV Efficiency and Brand’s sectors
We know about ESOV (Excess Share of Voice): brands that set their SOV (Share of Voice) above their SOM (Share of Market) tend to grow, and those that set SOV……