Your brand has unrealistic expectations

This entry is part 8 of 13 in the series Digital Marketing Mistakes

Unrealistic expectations come from blind ignorance: assuming you know something when you don’t. In fact, you’re likely missing too many pieces to actually be able to set expectations.

6 Modern digital marketing myths

Today we still have to contend with myths. Let’s put a few of these new modern digital marketing myths to light now.


6 persistent digital advertising myths (10 years later)

I used to do a presentation back in 2004-06 titled “10 Digital Advertising Myths” and wondered how much had really changed.

Top 5 digital marketing trends for 2015

Having analyzed those predictions from many tens of such experts in digital marketing alone, each with their own very own specialization, I can with confidence present to you what I believe will be the top 5 digital marketing trends to watch in 2015.

Online GRP, here now? How?

Whenever I’m teaching a group on digital media and start exploring pricing models or measurement and get to the CPP or online GRPs, I always get asked, “what’s a point?” or “what’s a online GRP?”

What are advanced media pricing models?

This post will address these more advanced media pricing models.

Digital media pricing models explained

Digital media pricing models mimic offline pricing models to a large extent

You don’t have the right objective

In digital, that objective will be a variant of one of these three objective types: 1- branding-awareness (association, appreciation), 2- branding-persuasion (engagement , interactive, intent to buy, consumer attitudes and brand attributes) or 3- direct response (sales, conversions, leads, sign ups, downloads…).