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On 86 Million Americans Use a Smartphone to Shop

Quite a stretch to say that because someone accessed retailer related content the shopped. More like window shopped.

September 27, 2012    View Comment    

On Why You Can’t Sell with Social Media (And What to Do Instead)

The difference here is that television's impact for example is immediate versus print and social whose impact takes longer to build. When planning media strategies for Leo Burnett, Omnicom, Publicis or WPP Group clients I always do me print and social spends three months in advance of television so that when television hits the impact of both buys peak together.

September 25, 2012    View Comment    

On Social Marketing: "The Lighter Fluid on the Marketing Bonfire," says Ric Dragon

My media people track social, mobile and traditional eyeballs and adjust/distribute budgets accordingly. Mobile marketing association asked everyone to increase mobile spend to 7% - up from 1%. But mobile impressions still don't account for 7% of overall views so this is more a wish than a substantiated recommendation.

As far as BS and AS (before social and after social): Marketers have had plenty of time to benefit from social's full potential. To date, leveraging social in all of its manifestations has not enabled anyone in the US $2.4 trillion consumer package good industry to more successfully launch a new product than they were able to accomplish in pre-social times.

Yes, consumer habits and practices are changing as eyeballs leave traditional for new media. However, the vehicle, the messenger does not determine if the product is purchased. Like media of all time, if your product does not leverage the correct product-based reason-for-being the CMO is going to sit there saying, (as marketers and advertising executives have always said) "I know at least half of my media budget works. I just don't know which half."

Media is just a messenger. It is not the message. That is the distinction I wanted to establish. :)

September 24, 2012    View Comment    

On Social Marketing: "The Lighter Fluid on the Marketing Bonfire," says Ric Dragon

But new product launches in the US $2.4 trillion consumer package goods industry are neither more nor less successful than they were before the advent of social media. Students should realize that social's importance is in the fact that eyeballs are just as likely to be found here as in traditional media.

September 24, 2012    View Comment    

On Mobile Marketing Strategies: Are Consumers Way Ahead of Businesses?

For me the issue is not so much how consumers make the purchase (walk into a brick & mortar vs. buy online vs. mobile purchase). For me, the issue is - which product people select in a given category. For example (not that anyone would do this) far more people always purchase Hellmann's/Best Mayonaisse over Kraft Mayo every time. The choice is not based on whether I am in a brick and mortar store, online via mac or pc, or on my iphone or blackberry. The choce is made based on consumers' perceptions regarding the product's reason-for-being. Yes, product profile (how the product performs/why it is preferred) counts. More people prefer Hellmann's/Best flavor profile to Kraft's. But I have worked on so many products like this, in so many categories, having rescued them from being delisted, that statistically, the reason no one buys the product relates to a poor, parity or passe reason-for-being 9.9 out of 10 times rather than a lack of channels to execute the purchase. True the two are connected. If no one buys the product distribution decreases and the product is harder to find. Yet when this happened to Wheaties (caused by it nebulous 'whole grain' positioning) returning the product to a "whole wheat" position increased distribution 24% attaining Advertising Age Magazine's Award as The Year's Best Repositioned Brand. The same kind of thinking can cause more people to choose Android over iPhone or iPhone over Android; or one make of tablet over another. Most often the purchase decision has little to do with competing product's technologies and more to do with the way people perceive those products and technologies. The losers were never properly spun or positioned to consumers.

March 2, 2012    View Comment