Generally I take a pretty long view at things and my public talks reflect that. I speak about things that are happening now, but will take 2-5 years to fully realize themselves. This means people often ask me for examples of great work happening now. Things people are doing that can inspire change in todays [...]
Here is a talk I gave a few months ago explaining why Facebook is a new type of canvas for creative marketing. Let me know what you think!
I missed one thing in my last post – there is a role for heavyweight interaction in the future of advertising but it is very specific. Think back to how relationships form: through many, lightweight interactions over time. However, once that relationship has formed, and people are deeply committed on an emotional level, heavyweight interaction [...]
Technology is driving some dramatic shifts that will change the face of business, and change the fundamentals of marketing and advertising in particular. I’m constantly thinking about better ways to explain this to people, and about a month ago, I thought of something that resonates with almost everyone I talk to about it. So I [...]
We’ve been conditioned to think about destinations for our marketing activity. Our physical store, our website, our micro-site, our e-commerce site. Many ad dollars are spent on driving traffic to specific destinations, where we’re confronted with a very controlled experience designed to elicit specific reactions and build specific perceptions and associations. This has been especially [...]
Many people ask me for tips on being successful on the Facebook platform. There are many answers to this question, but for the most part, people don’t need tactical tips, they need to change their whole approach. Over the past 50 years, the advertising industry has taught us to think about campaigns. One off efforts [...]