The experiences accumulated over my last 40 years in advertising have given me a bird’s eye view of the contrasts between direct and general advertising. These contrasts continue to assert themselves in the digital world where direct marketing plays such a pivotal role.
Read MoreThe digital revolution requires omnichannel marketing for marketing success. There is one strategy that often gets overlooked, and that is direct marketing.
Read MoreI see this in the job descriptions that specify channel expertise. Which one do I see the most often? Digital marketing. Think about the implications
Read MoreWe've heard the hackneyed phrases like: "He can't see the forest for the trees?" Or "Why can't he see the vision?"
In my life's experiences hiring, managing and working with many types of individuals I've concluded that strategic vision is the ability to step back and look at the many possible futures coming out of key decisions.
In other words, vision requires seeing the outcome without the benefit of all of the information. Strategists create outcomes based on what dominoes to push to make things happen the way they want they to.
The key point -- strategic vision must make decisions before the facts occur. This naturally requires imagination, visualizing key activities and selecting those activities that lead to the desired outcome.
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A disturbing resistance to evaluating marketing spend based on sales results seems to be infecting social media and other channels related to new media.
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Skillfully merging your direct mail (a traditional medium) with digital can mean the difference between failure and success.
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