How Google Analytics ruined marketing

Creativity is what builds brands and sells products. And activities, not channels, generate ROI. But after Google Analytics defined “social media” and other channels as buckets, and therefore as marketing strategies, people have confused strategies and channels ever since. So remember the strategy, message and marketing collateral matter more than...

Don’t forget the ladder…

Remember your basic marketing training, and specifically the concept of positioning and the benefit ladder. The idea of the benefit ladder is deceptively simple. You start with whatever product feature you believe your product offers that is superior or different from the competition – a micro-camera fitted to a toaster...

Think about this - every minute (yes, every 60 sec) of every day 1 million pieces of content are shared on Facebook, 500,000 tweets are posted on Twitter and 100 hours of video are uploaded to YouTube. If you've found your content is being overlooked, remember people can only consume so much. Go back to your strategy and see what other tools your can use.

Stop! We’ve had enough.

22 per cent of marketers feel that they don’t communicate with their customers enough, but 36 per cent of consumers feel overwhelmed by the volume of communications they receive from a brand across all channels.* In a Columbia Business School experiment, pots of jam were set out on supermarket tables...

Metrics, measures and madness

Social media can be a real challenge – with its massive numbers, but low click through rates means it’s not always a great channel for many advertisers. Have a look at some of these facts: The average click through rate of display ads is 0.1% The Human attention span shortened...

David Jones launches new premium branded content platform with print magazine and app

The print magazine and app of David Jones’ new premium branded content platform, Jones launches today. Department store David Jones has launched the first issue of its premium branded content platform, Jones magazine. Published by Medium Rare Content Agency and edited by Deborah Bibby, Jones features highly-respected fashion director, Thelma...