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 delightful brand experience, even when carrying a commercial message. This is how you positively impact everyday customer behavior and purchasing decisions. If we want people to change how they behave, we have to change their experiences. In spite of this knowledge, brand marketing is often tied to vanity metrics that don’t drive any real behavior change, and performance marketing is not much better than the cheesy infomercial you see on late-night TV.

But marketers want to do better: no one sets out to do a mediocre job. The industry is continuously innovating to deliver better brand experiences and drive impact, but the results are often inconsistent, making it difficult to know what new practices to adopt.

This post explores some of the current efforts made to provide a better brand experience. Through this careful exploration, we’ll discuss why it’s so hard to raise the bar and look to the future to see how to break out of stale marketing cycles.

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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 of this series), it’s time to take those actionable steps you identified and put them to work for ongoing results. Making a strong plan for your marketing strategy allows you to build on your knowledge, providing ongoing results with sma…

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 to figure out how to piece all the different elements together, but breaking down the process into tangible steps can help ensure that your vision will translate into effective tactics to reach your business objective through powerful creativity and seamless execution.

I have worked with numerous startups, medium businesses, and in large multinational companies, and when it comes to campaign planning and execution, there are common mistakes that can be avoided through careful planning and methodical execution. Whether if you are the person in charge of marketing in a 2-person startup or a brand director supported by 5 different agencies, you should find this two-part series useful.

Generally speaking, smaller companies have limited time and resources, and they tend to skip important steps in the process given their natural bias to action or simple lack of bandwidth. Larger companies often lack the synergic coordination between teams required to make the most of the resources available or fail to properly execute their plan due to the lack of attention towards smaller, technical, yet critical details.

For this reason, I’ve decided to learn from my mistakes and the mistakes made around me and document the process required to plan and launch a successful marketing campaign. In this first part of a two-part series, we’ll be exploring how to put your business objective and target audience to work, creating actionable steps that take you from data analysis to an idea that serves as a solid foundation for your campaign. Continue reading

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 many players in the marketing and media space. But what often gets overlooked in this equation is the most critical player of all: the consumer.

The most significant exchange in the advertising world happens between the advertiser that promotes an ad and the user that consumes that content.The most significant exchange in the advertising world happens between the advertiser that promotes an ad and the user that consumes that content. I’ve already written about ways to get the right message, in front of the right consumers, at the right time, but in this post, I want to discuss the reason why the consumer should pay attention to the message in the first place.

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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 model with the users, and as a result, we live in a (media) world where a given metric takes a different meaning depending on the publisher. Let’s take for example video views: Facebook counts a view when at least one pixel is visible for 3 seconds (without sound), YouTube after 30 seconds of play time, Snapchat 1 second, and many publishers still could count a view when a video is playing below the fold. Continue reading