All Posts

Adapt or Become Extinct: The Marketing Status Quo Will Soon Be Irrelevant

For the past ten years working in digital marketing, the world has been divided into Branding and Performance Marketing. Branding ...
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Delivering Better Brand Experiences: Why It’s So Hard and What to Do About It

Great marketing is about making consumers enjoy the experience they have with your brand. Every consumer touchpoint should be a ...
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The Hidden Threat for CPG Companies

Last week I was invited to a roundtable with other CPG industry experts, and we were asked if we thought ...
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Why you shouldn’t use CLTV/CAC

Long-Term Business Sustainability Depends on the Right Measures A metric commonly used to measure the performance of high-growth businesses is ...
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How to Plan a Marketing Campaign: from Strategy to Tactics – Part 2

Once you have a clear sense of your business objective and your target audience (topics we discussed in Part 1 ...
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How to Plan a Marketing Campaign: from Strategy to Tactics – Part 1

Developing a marketing campaign requires a unique combination of creative, big-picture thinking and focused, detail-oriented implementation. It can be challenging ...
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alignment

Thinking About Onboarding a Customer Data Platform? Make This Hire First

You already know that you need to break down organizational silos to change the way teams work together. Knowing this, ...
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Choose the tech

Flashier Isn’t Better: Choosing The Marketing Tech You’ll Actually Use

Let’s say you’ve got a loose stair that’s been driving you crazy because it springs up every time you step ...
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How to Manage Your Creative Agency for Great Digital Campaigns

Thanks to my job and my employees' deep pockets, I've had the privilege of working with some of the best creative shops ...
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We should treat marketers like doctors

In spite of what your boss wants you to believe - keeping you in the office at 8 pm on ...
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Late-stage startups should part ways with their growth hacker

Before I even get into the details of what I want to write about, let me set the record straight: ...
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The Advertising value-exchange

When talking about the advertising value-exchange, people often think about the commercial relationship between the advertisers, publishers, vendors, and the ...
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Surviving Innovation

Throughout my professional career, innovation has always been the focus of the environment around me. Although it can often be ...
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The Wall - Zulu Alpha Kilo

How to plan effective digital marketing campaigns

With the constant proliferation of new media channels and technologies, content consumption patterns have radically changed. Each channel offers a different interaction ...
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Don’t call it Performance Marketing

"Performance marketing" vs. "Brand marketing" There is this weird distinction in the advertising industry between "performance marketing" and "brand marketing", ...
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Industry Preview 2016

Some thoughts on the ‘hot topics’ in digital advertising – January 2016

I just came back from the AdExchanger Industry Preview conference here in New York City, and while many of the ...
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Direct Response Marketing shows what is needed for Programmatic Brand Advertising

Over the past eight years, working in Digital Marketing, I saw the industry obsessing over many different metrics when talking ...
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The SEM branding problem (that current technology can’t solve)

Search Engine Market (SEM) has a branding problem, actually two, and big ones I may add. The first one is ...
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What You Need to Know for a Successful SEM Campaign

What I'll discuss in this post should be hard-coded in every SEM-expert's DNA, but since I found that a lot ...
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What would you like to see here?

When I created this blog I immediately created the About section, but I always struggled to fill it in. I'm ...
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Planning an Online Advertising Campaign: if the Theory is so Simple, Why No One Executes Properly?

This week I’ve been in London to present to a group of Product Marketing Managers how to use online advertising ...
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Mobile First: What to Consider for Your Business of Tomorrow

"Mobile first" is a slogan often used to stress the importance of having a solid mobile strategy for today's business, ...
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Facebook fan page: the true value of the social interaction

Nowadays two very common ways of social affiliation with a brand are the Facebook fan page and the Twitter followers ...
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Viral campaigns don’t exist: there’s only a “viral factor”!

When online advertising experts are asked what is the biggest shortcome of viral campaigns, no one will struggle to identify ...
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Web Analytics it’s Just a Tool (a.k.a. The ability to take informed decisions based on data)

Nowadays web analytics is a “mouthful” that everyone is tossing around just to have the feeling that they know what ...
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Global Economic Crisis: Just another ParetoEfficiency

As often happens when you want to get out of an undesired situation, you have to struggle for it. As ...
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Shaun White’s Private Halfpipe Could Make me a Philanthropist

The corporate world of big companies, with big money and big budgets, has allowed the pros in any sport to ...
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Website Back Online After Web Host Disruption

Hello world, the site is back online after being torn down by the host disruption that has caused the loss ...
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