All Posts By digimon

BUT POSSIBLY NOT FAST ENOUGH – 3 OBSERVATIONS Around the world and in Australia in particular, advertising agencies are struggling to maintain profitability. Agencies of all shapes and sizes, even those with long traditions, are closing down. There is little doubt that the heady days of advertising agencies making people of questionable ability very wealthy, are ...

TRADITIONAL BEHAVIOUR IN COMMUNICATION WILL BURN CASH Traditions are good in many facets of life but rarely in business and, even more rarely, in marketing. Indeed, few things have stood in the path towards more cost effective marketing and, in particular, cost effective communication than the adherence to traditions – or said less charitably – habits. I ...

SIX PRINCIPLES OF PERSUASIVE MARKETING ARE OPEN TO ALL – 3 OBSERVATIONS Many marketers rely heavily on their strategies of repetition – with the principle being, if the consumer sees an advertisement often enough, they will internalise the message and behave accordingly. Such a strategy is in the best interests of advertising and media agencies – ...

SIX PRINCIPLES OF PERSUASIVE MARKETING ARE OPEN TO ALL – 3 OBSERVATIONS Telling your target market that you exist – building awareness – is important, but it is very often not enough. People rarely buy just because they are aware of a product. Branding can, of course, help to encourage purchase by enhancing perceived value in ...

MARKETERS CAN ALSO LEARN FROM BENJAMIN DISRAELI – 3 OBSERVATIONS Plato left us with many great lessons, perhaps the greatest of which was – ‘know thyself’. Building on this theme centuries later, British Prime Minister Benjamin Disraeli noted ‘know thine enemy’. I said many centuries after this – ‘know thy audience’. Curiously, these quotes, while not said ...