November 8, 2011 John Avery
Marketing used to be so tidy. Buy some media, print some brochures, maybe follow up with an email, and then make the sale. Advertisers just had to follow the principles of the purchase funnel, and they herded consumers through it for decades. For years, we’ve known that things were changing, and marketing consultants like Forrester
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October 18, 2011 John Avery
A couple years ago, Budweiser ran a spot where guys were hiding inside a rack of clothes watching sports (and drinking Bud Light) while their girlfriends shopped. Being a dad with two daughters and a wife who loves to shop, the spot struck a chord with me. I mean, how great would it be to
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September 26, 2011 Kris Kolve
Marketers generally spend the bulk of their time thinking about strategy, creative, goals, and the next campaign. Unfortunately, marketers often devote much less time to the critical question of how to measure success. But the way we measure actually affects the answers we get. And while selecting the right measures can be challenging, it can
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September 12, 2011 Ian Baer
So many brands today seem addicted to the now-ubiquitous Facebook “Like” feature. Many marketers have skipped right past the real brass ring—genuine consumer engagement—because it seems so simple and measurable to say, “Two million people ‘like’ my brand on Facebook. That must be good.” However, as direct marketers, we know that when the premise upon
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August 17, 2011 Ian Baer
Sure you’re listening, but is it profitable? Through effective online listening, your brand can create a complete picture of its online presence, favorability and reputation. It seems as if listening is quite an actively used word in social media and marketing these days. Yet most social media monitoring and listening done by brands seem to
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July 26, 2011 John Avery
Verizon is rolling out its high-speed mobile broadband network, 4G LTE. It’s 10 times faster than AT&T’s network, and runs circles around T-Mobile and Sprint’s 4G networks. That’s great, but the problem is most people don’t understand what it all means. That’s the challenge Verizon came to Rauxa with. The solution we developed had nothing
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June 30, 2011 Jesse Roberts
From those of us who use Facebook, iPhones, PlayStations or dentists (did I leave anyone out?) to database marketers like me—consumer privacy issues affect us all. And more so every day, as identity theft and the misuse/loss of sensitive consumer data escalate and fuel a fascinating and contentious debate… with very high stakes. This month
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May 18, 2011 John Avery
Marketing is a fickle, flavor-of-the-month business. In an effort to appear forward- thinking and fashionable to clients and their peers, many agencies embrace the marketing tool de jour with a gusto that in hindsight is often embarrassing. I remember when no client presentation was complete without a flash mob idea. And then we had wild
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March 9, 2011 Richard Bumgarner
Multicultural marketing is no longer niche-marketing. For brand success, the new emerging ethnic reality requires that marketers no longer look at ethnic segments as minorities, or anything minor at all. In fact, the entirety of minority groups in the United States will soon become the majority—a “minority-majority.” To further illustrate the changing nature of this
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February 28, 2011 admin
From BlackBerrys and smartphones to laptops and tablets, we’re accessing more and more information everywhere we go. But what’s really changing is how we view information, how brands communicate with us and, ultimately, the way we manage our personal, professional and financial lives. It’s no surprise that financial transactions rank third in the top 20
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