Make data your friend.

In the old days of traditional marketing, a lot of companies liked to refer to themselves as “data driven”. Decisions were based on numbers and the process was ongoing. The world of Advertising 2.0 takes the concept of “data driven” to a whole different...

Move from integration to unification.

Just like man has evolved over time, so has advertising. Here is a rough chronology. In the beginning there was Advertising. There were one or two media available and the objective was to let people know that you product existed and to Brand it. As more media became...

Move from Benefits to Passions

How would you like to spend a couple of hours on the internet delving into the moisturizing properties of hand cream?  Would you then spend another couple of hours researching the alkalinity of soap and how it is proven to take moisture from the skin? How about this?...

Move from Targets to Participants.

After the Second World War, a lot of the people who worked in Marketing and Advertising were veterans. And they were used to thinking in military terms. There were “campaigns” and “flankers” and consumers came to be called “targets”. Targets were identified and...

Pin It on Pinterest