While Google’s changes to organic search tracking have shaken up the SEO industry, it’s not a death knell for keyword-level call tracking as some would suggest.
How can you evoke emotion from someone in just three seconds? It needs to be personal...
After having my eyes opened to the fact that the average billboard receives only three seconds of viewing time, it got me thinking, how can you evoke emotion from someone with only three seconds?
Naturally, this came to mind while in my car where the most likely interactions to spur emotion arrive from other drivers. It was simple to find three second experiences that sparked my brain. Being cut off, those too close to the bumper of my car, those incapable of using a turn signal. All simple, little aggravations had the ability to tip the emotional scale in my head and imprint my surroundings into my mind. If I were to retell these experiences, I would most likely state where I was located when the occurrence happened.
After I had wracked up a solid list of a thousand things that could anger me within three seconds, I set off on attempting to create a list of experiences that would bring about positive feelings just as easily. Let’s cut to the chase - this is not simple.
In that case, how do you plan for a positive impression in... Read more
When the Don Drapers of the world launched a client campaign, there was only one performance indicator – sales figures. If sales went up, the campaign was a success. So now that we are able to measure each aspect of a campaign, why do some folks still look at the components in a silo?
Back in the good old days of advertising, when the Don Drapers of the world launched a campaign for a client, there was only one performance indicator – sales figures. If sales went up, the campaign was considered a success, even though no one really had any idea what truly caused the lift. Then, along came online advertising, which brought with it a whole new, more granular way of looking at campaign performance.
When you run an online campaign you have the ability to track your campaign from day one, in almost real-time. This accessibility and abundance of data is both a blessing and a curse. While it gives us the power to finely tune campaigns to maximize ROI and minimize spend, the online portion of the buy becomes highly scrutinized, while the inherent value of “traditional” tactics such as billboards often go unquestioned.
The danger of simply looking... Read more
Have you ever been told, 'there are no shortcuts to success,' 'there is no easy road,' or 'practice makes perfect'? We’ve all heard something to that effect. In fact, it may be safe to assume we have all personally dolled out that same sage advice a time or two.
Yet, when it comes to practice, many of us look for the quick fix, the easy way or expect it to just simply happen. We’re all susceptible to this way of thinking. I’ll admit it has failed me a time or two, as well. In fact, I’m still trying to decide how to drop the twenty pounds of sympathy weight I achieved from the births of my two children the last four years. I know the real answer - I just want it to be easier.
Let’s say you are a corporate CMO or VP of Brand Management or an advertising agency SVP of Accounts or Creative Director; you possess great responsibilities to move a company forward, create sales, help the brand achieve a voice and a litany of other objectives. Yet, when it comes to actually doing that, you frequently fail. Yes, that’s right - you (the one reading this), in all... Read more