Mark Howe on digital, search and display - All Comments

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Wed, 26 Aug 2009 13:22:38 GMT

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re: What we’ve learned from Matthew Robson

JAMES SMYTHE — Mon, 20 Jul 2009 10:48:20 GMT

One thing we learned from Matthew Robson is that people in our business are afraid to challenge perceived wisdom. While this normally applies to "traditional" media, for Matthew online media are traditional. How many market research projects with similar insights will have been shelved because they go against the marketing director's sexy plans? It reminds me of "the average age of the new car buyer is 40 something" - true but not fun enough, so ignored by many advertisers.

re: What we’ve learned from Matthew Robson

nita morphy — Thu, 16 Jul 2009 00:11:22 GMT

nicetempo.com

re: The rainforest and the advertising industry

Greg Grimmer — Wed, 27 May 2009 16:28:44 GMT

See the Zeitgeist film that Mark is referring to at www. rainforestsos.org or www.hmdg.co/news

re: …And access for all

Mel Carson — Fri, 01 May 2009 10:26:01 GMT

Ha! Broadband or scurvy? Great opportunity for toothpaste brands to get involved in digital and promote healthy gums!

re: Customer service and brand reputation. Ah-haa!

ANDREW WEIR — Thu, 12 Mar 2009 12:41:05 GMT

Delighting customers with magical brand experience should be the priority of every brand. This could have been a great opportunity to turn you into an advocate.

re: Search: The Snow Day Barometer

Simon Jary — Tue, 17 Feb 2009 10:50:19 GMT

Something of the Dennis Wise about your snowman

Data's Dull Unless You Tell a Compelling Story!

DigiTales Blog - Mel Carson — Mon, 16 Feb 2009 15:16:04 GMT

I hope you’re reading Mark Howe’s blog on Media Week! It’s great that Google have allowed someone so

Data's Dull Unless You Tell a Compelling Story!

DigiTales Blog - Mel Carson — Mon, 16 Feb 2009 15:16:01 GMT

I hope you’re reading Mark Howe’s blog on Media Week! It’s great that Google have allowed someone so

re: Money left on the table

JAMES SMYTHE — Wed, 11 Feb 2009 12:19:13 GMT

Isn't it worth balancing insight from analytics and testing, with some research asking customers why?

2/3 may be lost at checkout because no emotional commitment to purchase has been established - it's so easy to get there after all. Much of the commitment process is beyond the website's reach - e.g. brand impressions, personal experience.

1/3 might be a brilliant conversion rate - we can't know unless we understand the wider context.

re: Money left on the table

ANDREW WEIR — Thu, 05 Feb 2009 23:58:28 GMT

I've referred to this piece in my blog. It's criminal that clients and agencies aren't getting to grips with it. I'm surprised this issue hasn't generated more comment.

re: Data is the new black

JAMES SMYTHE — Mon, 19 Jan 2009 15:51:55 GMT

Hi Mark.

Good article. I think Google's approach of reaching out to brand marketers with intelligent research & use of data is helping.

I think what brand marketers fear is a simple data = proof approach. After all, plenty of FMCG advertisers are unable to prove the effect of TV advertising with quality techniques like econometric modelling, but we still understand that TV works. We just can't always measure it well enough!

Trad media don't have the right measures in place - most trading currencies are useless for evaluation. A consumer-oriented rather than media-oriented approach would help, and Google may be the only media owner in a position to make that happen.

re: Data is the new black

Nick Manning — Fri, 16 Jan 2009 14:52:26 GMT

Mark, this is completely right.

Data-backed evidence of ROI is now pretty much mandatory these days but the industry has been very slow to provide it.

Perhaps the only good thing to come out of the recession will be the acceleration of the role of data as central to the planning process.