A number of years ago, a famous public service spot announced the time just before the late night local news and asked parents the question, “Do you know where your children are?” If marketers were asked this question today about their customers, how many could confidently answer “yes”?

Of course, understanding your existing customers is [...]

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Ask any Out Of Home (OOH) media planner how to calculate the target impressions of an outdoor campaign and you’ll get a squinty smirk.  That’s because every planner has different ways of discounting the Traffic Audit Bureau’s (TAB’s) circulation numbers.  OOH planners have been making adjustments to Daily Estimated Circulations (DECs) for decades.  We look [...]

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Just as early adopters were lining up to get their hands on the first iPads earlier this month, publishers and advertisers were also lining up to get in on the excitement by launching first issues on the new device.  Even though it’s going to be a long road of adoption with this 1.5 lb wonder, [...]

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Finding Your Social Voice

On April 26, 2010

With all of the sharing, friending, commenting, checking in, retweeting, etc., the level of participation that social media platforms have ushered into the business world have delivered opportunity, as well as some new dilemmas.

Consider the average marketing planning cycle. Many marketers organize around an annual plan with campaign strategies that have specific [...]

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Does online advertising drive offline sales? Is there a way to determine my digital media’s true return on investment, not just from ecommerce applications but through traditional distribution channels?

The short answer to these questions is that unless a retailer can track online website visitation to in-store sales, there is no way to directly [...]

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