We list the 40 most trafficked stories on MarkLives in 2013.
Tag archives: advertising
Mike Abel: The Big Idea is simply no longer BIG enough
by Mike Abel. Our traditional view of the Big Idea itself can no longer be the standalone silver bullet to communication success.
The Ad Contrarian: Adland — salespeople or sociologists?
by Bob Hoffman (@adcontrarian) Somewhere along the line, the ad industry decided that advertising should be about consumers, not products. This unnoticed and unremarked-upon mutation has had a profound impact on the nature and effectiveness of what we do.
Pendoring Awards promises ever-greater diversity
by Herman Manson (@marklives) This year the Pendoring Awards will yet again be sidelined by the Creative Circle, even as it shares the Creative Week stage with the Loeries. The Loeries remains the only local creative award that counts to the Creative Circle points system, except for their own Ad of the Month of course.
The Switch: At a coffee shop, drinking tea
by Alistair Mokoena. The raison-d’etre of a coffee shop is not to sell coffee but to provide an experience that is created around conversations. This is based on a very simple but powerful insight.
The Ad Contrarian: Four reasons for advertising’s radical remake
by Bob Hoffman (@adcontrarian) Marketers’ immoderate obsession with dubious metrics is having a profound influence on the nature of advertising. More than any other trend, this may be the one that has the longest, largest and most detrimental effect on the ad business.
Attrition, Talent, & Transformation in the Digital Industry Part II
Having pointed out the elephant in the industry yesterday, Prakash Patel now explains why he doesn’t just see it as a problem but also an opportunity for the industry to motivate staff, and give them a purpose in their jobs.
Attrition, Talent & Transformation in the Digital Industry: The Elephant in the Room
Prakash Patel, CEO of Prezence, looks at attrition, talent and transformation — the “elephant in the room” — in the marketing industry in this first of a two-part series.
Beware Of Marketers With Ideologies
In 1996, Seth Godin had this to say to Fast Company…
“I guarantee you that by the year 2000, Internet banner ads will be gone.”
Oops.
Let’s be fair to Seth. He’s a very smart guy and he has been right about a lot of things. But the problem with the above statement, like so many aspects of marketing these days, is that it is rooted in ideology.
Seth’s ideology was “permission marketing.” He believed that the “interruption model” of traditional advertising was on the way out, and that in order to communicate effectively with consumers, marketers would need their “permission.”
Like much of new age marketing philosophy, it sounds lovely. The problem is that the world is impossibly complicated. Having operating principles is fine, but being ideologically committed to a “big idea” often ends in a train wreck.
Time for Sorrell to go
by Bob Hoffman. There is a small group of men who have ruined the advertising industry.