For years, we’ve watched traditional mass-media television gradually lose its effectiveness as the proliferation of cable and satellite systems fractured the market into a wide variety of niche programming options. This niche, demographic specific programming model has always been the strength of radio, but marketing budgets rarely, if ever allow the luxury of hitting [...]
When the economy turns south, consumer spending takes the first hit. It starts with discretionary spending. That new plasma TV that looked so good last month just isn’t the draw it was only a few days ago. The number of trips to the store are curtailed. Then finally brand preference itself [...]
There is no doubt that search is the darling of digital marketing. But, getting people to the website is only half the battle. First, a significant portion of the search terms are partial or full company and product names, which really shouldn’t be credited to paid search. But then, once you kick [...]
Branding is psychological and sociological in that it combines both tangible and intangible attributes of a company and its products. A brand embodies the perception of the brand in context.
The perceived value of the brand is as individual as the audience it is targeted at. It can be positive if someone or [...]