Fundamentals first: Why getting your house in order should come before innovation


This post is by Jeff Adelson-Yan from Latest News - AdAge


Click here to view on the original site: Original Post




The advertising and media industry create amazing work every day for brands. Yet, it’s a little like your friend who goes to Las Vegas a few times a year: You only hear about the wins and celebrations. Our industry has plenty of awards for these great “Vegas nights.” But we often don’t see the struggle and dedication behind the closed doors that create "amazing." Many times, these successes are never recognized publicly. That is because there aren’t many (if any) meaningful awards for scopes of work that are focused on the core fundamentals; many are only focused on the creative output. By "fundamentals," I am speaking of the in-the-trenches work — the market research, analytics tagging, insights reporting and tracking standards that define performance. These core fundamentals (and there are many more) allow the "amazing" to have a chance to happen. For example, let’s focus on something as Continue reading "Fundamentals first: Why getting your house in order should come before innovation"

The new and improved 3 P’s of marketing


This post is by Jeff Adelson-Yan from Latest News - AdAge


Click here to view on the original site: Original Post




Microsoft found that “people now generally lose concentration after eight seconds.” What's more, venture capitalist Mary Meeker reported that even TV is not enough to keep our attention, as roughly 88 percent of Americans use a second device, such as a phone or tablet, while watching TV.  The proliferation of technology, boosted by better connectivity and faster speeds, has conditioned us to live life in a constant “channel surf” between devices, content formats and real-world and virtual dialogues. Our focus has deteriorated at such a torrid pace that even Ten-Second Tom would feel out of place. As a marketer, this means you must rethink and reframe everything through the lenses of the new three P’s: pithy, precious and prudent. The four P’s (product, place, price, promotion) that you grew up with are dead. Here is how to keep up with the consumers of today and tomorrow: Pithy Everything Continue reading "The new and improved 3 P’s of marketing"