Tom Fishburne: Marketoonist

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big data analytics

Marketers have never had more data at their disposal. The opportunity to glean insights by crunching all of these new sources of data is pretty intoxicating. Yet having access to the data is only one part of the equation. Making sense of the data is the harder part. Marketers sometimes forget the Statistics 101 maxim that correlation doesn’t imply causation. [...]

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mobile app

Marketers increasingly see mobile as an integral part of the marketing mix and have invested significantly in mobile apps. 92 of the world’s top 100 brands have at least one app on Apple’s app store. Yet most apps are completely lost in the clutter. There are over a million active apps for both iPhone and Android and 90% of people [...]

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the meeting after the meeting

The meeting after the meeting sometimes has more impact that the meeting itself. In many organizations, that’s where people share their real opinions and where the real decisions are made. A team might agree around the conference table, but then express doubts in the “safer” environment of the hallway or coffee shop. It’s a passive aggressive way to squash ideas, [...]

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ad retargeting

Ad retargeting is on the rise — those ads that stalk you across the internet after you’ve even briefly visited a company’s site. Google is even testing cross-platform ad retargeting, so a site that you visit from your desktop can lead to ads served on your mobile devices. The potential of retargeting is huge for marketers — highly relevant advertising. [...]

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growth hackers

There’s a growing movement in Silicon Valley to replace “Marketers” with a new position called “Growth Hackers”. Some are claiming that startups should eliminate their marketing teams altogether. I agree that marketers in general need to become more data-oriented and tech-savvy. I also respect many of the techniques that are getting categorized as “growth hacks”. But I seriously question that [...]

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master brand

It’s an irresistible temptation for marketers to see how far their brands can stretch. In the endless search of brand growth, extending into new categories as a master brand can seem like a slam dunk. As the brand consultancy Prophet put it: “Most companies can simultaneously manage budgets and invest in their growth by strategically extending their master brands into [...]

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multi-screen marketing

Arguably the biggest shift in consumer behavior in the last few years has been the explosion of devices and the number of screens in a consumer’s life. That has a major impact on media consumption and how marketers reach consumers. As Google reported, 90% of people juggle different devices when working toward a goal. As they move between devices, they [...]

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pop-up advertising

Few marketing tactics are as hated as the pop-ad ad. A Harris Interactive poll last year showed that Americans find irrelevant pop-up ads even more annoying than ads for male or female enhancement. Yet marketers continue to use them, aggressively (MacKeeper is a personal pet peeve). Pop-up ads are 49% more noticeable than other online ads types. I’ve heard marketers [...]

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real-time marketing

Superbowl is always a showcase of the state of marketing. This year’s Superbowl was dominated by social media war rooms all trying to replicate last year’s Oreo moment. During the Superbowl power outage in 2013, Oreo tweeted “Power out? No problem” with an image that simply said “You can still dunk in the dark”. Oreo was signaled out as a [...]

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inside the mind of the consumer

It’s common for marketers to exaggerate the importance of their brands in consumers’ lives. Brand positioning statements are often written as if consumers constantly think and obsess about the brand. Social media from brands can make it sound like every consumer is a cult follower. In reality, even “brand loyalists” have complex lives completely separate from our brands. Brands can [...]

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