"In our communications courses we talk about “think complex, speak simple”. It is hard work to prepare well enough to be able to speak simple."
"All of this ultimately comes down to the ease of use of a medium in an organisation. The medium of television advertising is organisationally convenient: a small number of people can make a small number of decisions to spend a lot of money in a small amount of time to reach a large number of people."
"Here’s a gross oversimplification: in communications, you can be creative in a predefined medium that comes with attention (display advertising, like television or banners), or you can be creative in an undefined medium that doesn’t come with attention, but you hope to earn it through being interesting"
"remains focused on mechanics: a defined cadence for publishing, a set of keywords, a hash tag to punctuate the content — doing social ‘well’ is viewed as a matter of execution, and developing a strategy is largely a matter of assembling a customized collection of best practices."
"Your success metric, or success metrics, should align with your campaign’s objective. Many times, buyers will mistakenly choose CPA as the key success metric for an ROI program. While it is a good indication of performance, how efficiently a sale is converted gives little indication of the ultimate value of that conversion."
And in France, AT Kearney recently quoted a Havas study which showed an equally powerful statistic:
Television advertising generates a barely-believeable 53% of all ‘earned’ media:"
"40% of all tweets are related to Television content during prime time Television."
"holding groups should have been all over Quantium – or at least knocking on its door. But Quantium director Tony Davis told AdNews aside from Woolworths, it was mainly the management consultants that had expressed interest in the company"
"Repeat customers very often cost less than acquiring new customers, so when you’re working out your margins and what discount you can afford to give, cost is definitely something you will want to consider."
My Googling skills have let me down, because I’m sure the below concept has a name, but I can’t seem to find what it is. Do you know?
What I’m describing: when the last result in a sequence of results has undue emphasis - or responsibility - placed on it, simply because it happens to be last. An example: when there’s a vote of ‘yes’ or ‘no’ held up 5 people, with the first 4 votes resulting in a tied score. The phrase ‘it all comes down to this last vote’ is often used, when in fact, if any if this 5th vote had been revealed earlier in the sequence, it would not come down to that particular vote at all.
Does anyone know what that concept is called?
"Take coaching, for example. It’s often quicker for senior leaders to solve people’s problems for them. You’ve amassed years of experience solving the issues being brought to you. But doing so provides short-term relief at a longer time cost. As the organization gets larger, so too will the frequency of those issues, yet there remains only one of you. Unless you can coach others to address challenges directly, you will quickly find yourself in a position where that’s all you’re doing (adding even more meetings to your day). That’s no way to run a team or a company."
"There was a piece of advice, given to him by John Maeda (who was quoting from Larry Bacow) which I particularly liked: ‘Manage by your outbox, not by your inbox”. Meaning that focusing on pro-active communication with stakeholders and members of the campaign team reduced the time spent on reactive communications."
"The willful refusal to learn the rudiments of the [advertising] craft is all too common. I cannot think of any profession which gets by on such a small corpus of knowledge."
"Marketing has a bell curve–most companies create average marketing and achieve average results. Your typical brand isn’t a part of the marketing elite. Why do we expect a brand’s approach to social media to be any different?"