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
READ MORE
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
READ MORE
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
READ MORE
July 15, 2011 Will Holburn
Creativity is more important than ever in the constantly changing world of marketing. Rauxa’s Chief Creative Officer, Richard Bumgarner, is the agency’s creative leader. As his work makes clear, Richard’s approach is strategic, with insights that are anchored in clients’ business issues, consumer trends and the evolution of digital media. We asked him a few
READ MORE
June 24, 2011 John Avery
Dear Brands, I was scrolling through Twitter on Memorial Day and noticed several of you were acknowledging the occasion: Happy Memorial Day to all our veterans! Happy Memorial Day everyone! Honoring Memorial Day, we salute all those who’ve served our country. Happy Memorial Day! Honoring all the U.S. service men and women that have proudly
READ MORE
June 10, 2011 Ian Baer
From all accounts, the next wave of social network expansion is coming in the form of media-centric communities. So, following the explosion of The Social Network (Facebook), microblogging (Facebook and Twitter), location-based networks (Foursquare and its many imitators), and social shopping (Groupon, Living Social, and the soon-to-launch Google Offers), it’s time to handicap the race
READ MORE
May 31, 2011 Jesse Roberts
The 2010 census story will be extremely compelling, and already pre-releases showcase the wealth and extremes of diversity emerging across the United States. The full dataset publication is slated for early-to-mid 2012, but one thing is already clear: The marketplace is quickly becoming a “Majority of Minorities.” Most database marketers leverage variables such as “ethnicity” and
READ MORE
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
READ MORE
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
READ MORE
February 24, 2011 admin
The best ways to understand what someone values are to look at where they spend their time and money and listen to the things they talk about. And when it comes to consumers who use technology and social media, they generally invest their time and money in groups that focus on religion, sports, consumer interests,
READ MORE
