How NOT to create an advertisement that will appear in a screen publication
During the early days of the web, it wasn’t unusual for a company to develop a website that worked only if someone used a specific browser. Land on that site using the wrong browser and you’d be...
View ArticleNeverWet – Best 2013 Example of Marketing that’s Invisible
(NOTE: This is not a post about viral or social marketing. Or, even content marketing. It’s a post about the messaging and focus of marketing. It’s about what marketing should be, but rarely is. The...
View ArticleWhat is advertising retargeting?
Recently, two people who live rather geek-free lives asked me the same question: What is advertising retargeting? I wasn’t pleased with my answer either time. I think I used the word “stalking.”...
View ArticleAfter advertising, what? Levi’s bike commuter collection “Go to Work” media
Levi’s commuter collection uses digital and video media to celebrate a niche passion, and to help grow its potential customer-base. (Note: Take up the “no-helmets” issue with them, not me.) The 12...
View ArticleHow Could One Not Buy a GoPro Camera After Watching This?
If the product you’re selling is a camera that adventurous people strap on to themselves to record what they see while doing adventurous adventures, don’t waste time talking about how great the camera...
View ArticleAdvice to web advertisers: Dial back the retargeting
TweetA few months ago, I posted an explanation of what advertising retargeting is. In it, I wrote: Say, you have an interest in bicycling and you spend a few minutes on a Saturday morning visiting some...
View ArticleHow Apple Advertises New Products: The Prestige
TweetLast September 4, I wrote a Hammock Idea Email called, “Learn the Secret to Apple’s Product Launch Magic.” It referred to the movie, The Prestige, and broke down how Apple would be introducing...
View ArticleWhy People Block Ads
Tweet People don’t hate good advertising that helps them discover new things, become better at things, provides them with insight and awareness, fuels their passion. What they hate is intrusive,...
View ArticleWhy Customers Are Willing to Pay Not to See Your Ads
Tweet The current Hammock Idea Email explains how and why ad-blocking isn’t just a browser plug-in hack. Blocking ads is also a multi-billion dollar business. It’s based on the notion that advertising...
View ArticleIn-House Content vs. Out-House Content
TweetWhenever you start reading analysis by an expert consultant who thinks a company like Pepsi is smart to create an in-house content (or other creative execution) agency for whatever reason, get...
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