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Blog

Latest Posts

The 4 Ps of Marketing

Many years ago, as a marketing professor teaching Introductory Marketing to the open minds of first and second-year business and commerce students, my task at hand was fairly straightforward.

The End of Primetime

All signs indicate that 2015 upfronts will turn even softer than the previous year’s. The overall share of TV in budgets is decreasing as advertisers keep shifting that money toward online video, search, mobile, and display.

Test Marketing Cost Control in the Digital Age

I remember the promise years ago in which the prevailing buzzword was "one-to-one marketing." The dirty little secret everyone in the room knew back then was that the term itself was a lie. Marketing could never be one-to-one at that time because technology did not support it.

Five Themes from the AdWords Livestream

While none of the individual announcements were earth-shattering or will impact all advertisers dramatically in the way that Enhanced Campaigns did, there were several announcements that may be big for some specific segments, and the bigger takeaway from these largely incremental changes may be what they said about where Google sees the industry heading and where they want to take it.