Posts Tagged ‘strategy’

Monday, April 16th, 2012

Why Media Planning Evolved into Connections Planning

Monday, April 16th, 2012

Remember when media was media? Three television networks allowed you to reach 80 percent of the population. The Internet was still a government tool to help fight wars. Media planning was an afterthought. First came strategy, then came creative, and then we said, ‘did media come up with a plan yet?’ Tell them we have [...]

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Thursday, September 8th, 2011

Technology Should Serve the Idea

Thursday, September 8th, 2011

As a profession, we sometimes have a tendency to chase the new at the expense of the proven. This is not to say that the ideas shouldn’t always be fresh, just that new ideas always should be presented in the way that’s most useful to the audience and the brand, not what the technologists want to try next. By layering on new techniques and new tactics we often find that tried-and-true don’t have to be abandoned. They can be improved and evolved.

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Wednesday, August 10th, 2011

Your Fair Share: Embracing the New Call to Action

Wednesday, August 10th, 2011

Building a value for your share strategy starts with an understanding of influence and the influencers that surround your target audience. Knowing how, around what and why your target audiences engage others can go a long way toward identifying your share strategy and the measurable value it can bring to your marketing mission.

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Monday, June 29th, 2009

B-to-B Comes Of Age

Monday, June 29th, 2009

I always start any piece like this intending not to talk about the state of the economy as I am a great believer in self fulfilling prophecies, but it’s difficult not to talk about the ‘elephant in the room’. On the cusp of publishing our our third annual B-to-B Marketing Insight research project into the current trends in UK B-to-B marketing, I think the fact that the analysis of the reasons why our respondent base are so upbeat about the future paints a positive picture.

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