Tag: media

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Fake metrics for fake followers

Recent controversy has raised the lid, yet again, on fake metrics for online viewership of everything.

Take something as seemingly simple as how we measure web traffic. Metrics should be the most real thing on the internet: They are countable, trackable, and verifiable, and their existence undergirds the advertising business that drives our biggest social and search platforms. Yet not even Facebook, the world’s greatest data–gathering organization, seems able to produce genuine figures.… Read more

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Is traditional media failing?

I’ve been preparing for a session at Singapore Management University’s Future Ready Forum, by researching about the digital impact on business.

One critical element of this is the view that with digital media gaining huge traction, it’s fashionable to talk about those bumbling, fumbling traditional media owners. Slow and stupid, so the thinking goes, they are sure to get run over by nimbler, smarter digital upstarts.… Read more

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How memorable is your brand?

I’ll continue thinking about brands, businesses and growth, by now considering measurement.

We know that to successfully grow brands you need to win the battle for mental availability in your consumers mind by creating a compelling expectation and the battle for physical availability on retail shelves y delivering a distinctive experience.

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So how can we measure mental availability, the quality and quantity of the consumers expectation?… Read more

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Why I still believe in Mass media

… and why “new media” is just old media on a computer.

My last post looked at describing what makes small brands small and big brands big- as a means of helping new General Managers understand how to grow their businesses. We also discussed what factors need to be considered in growing a brand.

Here we’ll take a closer look at another myth smashed by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting using what type of media.… Read more

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Online media habits are changing, diverging

To start 2015 I’ll focus on online media for a while to enable both managers and Boards to better understand how-mid-decade- advertising is changing.

This change is led by technology- both hardware and software- and both brand owners and agencies are struggling to keep up. And while there are a few brands and agencies surfing the wave of new media habits, the vast majority of us languish in traditional-media unaware of how fast things are changing.… Read more