Marketing Musings | Johnny Molson

Digital advertising is fantastic, until it isn't. Unrealistic promises, mistakes, inconsistent reporting, and outright fraud plague this industry. A THIRTY YEAR OLD industry. Sort your life out, digital... you gots problems.

Inside the Black Box, by Bob Hoffman:

https://dl.bookfunnel.com/6kwmi0qlsq

Sources for current click through rates:

https://broadstreetads.com/successful-click-through-rate/

https://www.wordstream.com/blog/ws/2010/11/22/what-is-a-good-click-through-rate-for

https://www.linkedin.com/pulse/evolution-banner-ads-from-44-click-through-rates-todays-umer-masood/

ISBA article on missing ad dollars: https://www.isba.org.uk/article/time-change-and-transparency-programmatic-advertising

Sounds right...but you're wrong. Your brain is doing stuff when you don't even realize it's doing stuff.

Remember when you predicted 5G would change all of humanity?

You were wrong.

Maybe we should get out of the "predicting" business.

Always remember: Marketing ≠ Advertising.

There are certainly those who specialize in graphic design, video, or digital.

But we're talking Marketing. The strategy before the tactics.

If you're just thinking "advertising," you're in trouble.

A little bit of fertilizer is ok.

Doing some sales promotions is ok.

Too much fertilizer and you'll fry your lawn.

Too many promotions, and you'll fry your brand.

Les Binet's comments on price promotions

https://www.marketingweek.com/les-binet-price-promotions-recession/

Consumer behavior information from Michelle Klotz

https://insidebe.com/articles/the-dangers-of-discounting/

Sometimes success isn't what it seems.

Read the Nielsen article on the importance of awareness:

https://www.nielsen.com/insights/2021/when-it-comes-to-brand-building-awareness-is-critical/

I have a funny feeling Google Bots and spam filters are diverting articles about a certain Marine Corps base in North Carolina. Hence "Kamp Lah June" is written as Camp LeJ---e. Thanks.

Sign up to attend The One Year Marketing Plan here: https://wizardacademy.org/product/2023-september-the-one-year-marketing-plan/

Source material from:

Marketing Week | Mark Ritson on What Does and Doesn't Matter in Marketing

Mark Ritson | On The Contrary | APG Strategy Conference 2018

If somebody tells you "everything" will change this year... they're probably wrong.

Wait... they're most certainly wrong

Links

Forbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Research on generational groups from BBH Labs

https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth

Gen X has way more money than Z

https://www.ncr.com/blogs/generational-marketing-to-four-consumer-generations

NBCNews prediction for 2018

https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Smart Speakers aren't making money

https://www.popsci.com/technology/amazon-alexa-lose-money/

US Census data on retail purchases:

https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf

A list of facts about your business is a dull documentary

Learn why fables are your secret weapon

Referenced in this podcast, Jonathon Gotchall's article:

https://www.fastcompany.com/1680581/why-storytelling-is-the-ultimate-weapon