Tom Fishburne: Marketoonist

We create content marketing campaigns with cartoons.

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marketing funnel

Many marketers have funnel-vision. We learn to see our customers in a linear path. Our job is to systematically move customers from step to step. The rise of data-driven marketing has made it easier to measure and improve the performance of each stage. In theory, this model keeps marketers focused on activities that lead to results. In practice, the funnel […]

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social media stars

YouTube has been increasingly promoting its homegrown talent to advertisers. YouTube vlogger Michelle Phan partnered with Lancome, Bethany Mota partnered with Aeropostale, and the Fine Brothers partnered with Friskies. Brands have been partnering with social media influencers for years. It can be an effective way for a brand to combine content creation with audience reach. But it’s tempting for brands […]

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targeted holiday advertising

’Tis the season of targeted holiday advertising. According to the AA/Warc Expenditure Report (UK), brands spend 35% of their annual ad budget in the Christmas period, more than any other time of the year. Christmas advertising spend in 2014 is setting records (up 24% in the UK over the last 5 years), with much of that moving online and to […]

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marketing data pitfalls

Marketers are increasingly driven by data. But as I parodied a couple weeks ago, we have to be careful with what data we choose to listen to. Data is malleable. We can cherry pick data to support just about any argument we care to make. That’s one of the skills we learn in business school. But as Kraft’s Julie Fleischer […]

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innovation catch-22

Organizations often give mixed signals with innovation. There is a constant drumbeat to come up with the new ideas that will take a business forward. Yet, there is also resistance to change and pressure to maintain the status quo. It’s an innovation catch-22. A few years ago, I attended an innovation brainstorm that rented out a room full of beanbag […]

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personalization

Marketing is getting increasingly personalized. Mobile technology in particular is making it easier than ever for marketers to personalize their message to consumers. But “personalization” doesn’t necessarily mean “personal.” Personalization is a blunt instrument. It’s often inaccurate. And when marketing tries to personalize, but misses the mark, the effect can be more annoying that not personalizing at all. Awkward personalization […]

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data-driven marketing

Marketing is increasingly “data-driven”. But that doesn’t have to mean “data-blinded”. It feels like there’s a polarizing schism between the art and the science of marketing — the Mad Men and the Math Men (and women). Mad Men resent the Math Men for taking over the creative process with analytics and Math Men resent the Mad Men for making marketing […]

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programmatic advertising

Programmatic technology is fundamentally changing advertising. Programmatic is an auction-based system where ads are bought and served across the web to a specific audience in real time. Currently 20% of online ad buying occurs with programmatic technologies, but the number is growing quickly. GE sent out a brief earlier this year that they’d like to become 100% programmatic some day. […]

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consumer attention span

In 2000, the attention span of the modern consumer was 12 seconds. It’s now 8 seconds. The average attention span of a goldfish is 9 seconds. Marketers are in the business of trying to catch (and hold) people’s attentions. That has always been a challenge. But it’s only getting harder. Thus the the trend toward “snackable content”, a marketing buzzword […]

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retargeting ads

Retargeting has taken the advertising world by storm. No longer do advertisers have to hope that an audience they want will be found at a particular publisher. They can chase audiences everywhere based on some signal of intent, independent of publishers. Not even Waldo can hide. The problem of course is that ad stalking can be creepy. It’s creepy not […]

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