You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many ways, this expression is true, but in this post I’d like to argue that placing too much focus on the digital detail can mean marketers and their agencies miss … Read More
Year: 2023
What are the 4Ps of the Marketing Mix
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised by the distinguished US marketing and research academic, E Jerome McCarthy. Before we look at the 4Ps in detail let’s summarise the difference between strategy and tactics: Strategy: Sets … Read More
Why we must learn to build brands in digital media
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic ‘long and short duopoly’ and use digital media to build brand fame as well as driving performance. The time is right to challenge and develop the original works of … Read More
Towards Attention Metrics by Media Channel
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give to different advertising media channels. This is important if we accept that higher attention is likely to lead to higher cognition and memory retention. The value of attention isn’t … Read More