RECENT INSIGHTS
Say hello to the 800 lb primate Leaders at DMOs have a TripAdvisor problem. Namely, What To Do About TripAdvisor. Strong annual growth and $1.25+ billion in revenue commands our attention, as does TripAdvisor’s 455 million average monthly unique visitors and its $620+ million annual ad spend. But perhaps the most telling stat about the […]
Generation Z doesn’t like you Generation Z – loosely defined as people born between 1995 and 2010 – isn’t interested in your marketing program. Nor are they interested in your “Values” or your Facebook page, which to them is dead as disco. If they want to learn about you, they’ll look at YouTube. Once they’re […]
Utility marketing: 50 shades of gray Electric utilities, natural gas providers, and other legacy power industry companies have never been known for branding, often because those in charge did not see a return on the investment. But today, those companies are gray – and getting grayer. According to a US Department of Energy report, 25% […]
Looking at Academic Medical Centers (AMCs). Behold the Academic Medical Center, which we sometimes refer to as TAFKATH: The Artist Formerly Known as “Teaching Hospital.” It’s no secret any longer that AMCs are among the best hospitals in the business. US News & World Report reported that in 2017-2018, 6 of the 10 best hospitals […]
Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]
Academic brands: Stuck in Sloganville Academic brand messages usually take one of a few approaches. One is a recitation of institutional values – “Courage. Honor. Confidence. Conviction. Integrity.” Sometimes they’re accompanied by a motto that’s marinated in Latin. Snore. The other method is to concoct a single slogan, either rooted in research, or cooked up by an […]
If you’re a marketer in the boating industry the thought may have occurred to you that, for all its emphasis on product advancement, the sector as a whole is still stuck in the mud on some very important marketing issues. Here’s our 2 cents and nickel of advice. 1. Viewing the product as an end […]
Note to marketers who have been investing in Facebook: Fasten your safety belts.
It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?” And then, Facebook looked deeply into its […]
When Google says something is the next big thing, we tend to listen. And Progressive Web Apps (or PWAs) are, in a word, it. If you missed this news and were absent the day they had the PWA meeting at work, here’s what you should know. The nutshell version. PWAs can be summed up as […]