Posts Tagged With: DOOH

MEDIUM IS INCREASINGLY THE MESSAGE

Marshall McLuhan, who was born 100 years ago today (July 21, 1911), authored “the medium is the message” in 1964. He explained that the nature of media influences how messages are received without receivers realizing it. For example, motion pictures require less interpretation by viewers than radio.

Digital marketing validates the same point in a completely new way. Current day technologies spawned by the internet allow messages to be fleeting, even expendable, as media platforms test and refine them.

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Categories: Analytics, In-store, Online | Tags: , , | 2 Comments

WHERE IS RELEVANCE? EXACTLY.

Relevance marketing is one of those terms that is hard to disagree with. Joel Rubinson recently made a great case for it.

The words themselves sound unassailable. Who would argue that marketing shouldn’t be relevant? Of course it makes sense to tailor marketing  to be more appropriate, and now we have better tools than ever before to do it. But there are more effective and less effective ways to be relevant in shopper marketing. Let’s look at Who, What and Where.

Who

Media buying often focuses attention on relevant individuals.  Marketing  lingo is replete with “audiences,” “segments,” “target markets” and the like. Continue reading

Categories: Analytics, In-store, Pre-store | Tags: , , , , , | 1 Comment

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