All The VIth Sense Blogs

VIth Sense: There's a Marketing Firm on Every Corner. Literally

My friend P.M. likes to remind people that nothing happens until someone makes a sale. True enough. That sets a lot of things in motion for the operations of a companyno matter what was sold. 

Posted Aug 31, 2016

VIth Sense: Offline vs. Online Marketing - Which One Do Consumers Respond More To?

Every day the marketing world throws important statistics at us. We pay the most attention to that data that deals with consumer trends.

Posted Jul 21, 2016

VIth Sense: Secret Marketing Lessons From Victoria

In May, Victoria’s Secret announced that they are not going to produce their catalogs any longer.  The retailer printed 300 million copies annually! Environmentalists hated them (I sort of liked them). 

Posted Jun 21, 2016

VIth Sense: Some Insight on... Insight

The term ‘insight’ has become a common phrase in modern marketing.  Generally, we want to know behaviors beyond media habits and shopping habits that influence purchases. 

Posted Jun 1, 2016

VIth Sense: Claiming Brand Positions – A Home Improvement Truth

A few months ago, Lowe's Home Improvement announced a new brand direction. Lowe's said that they wanted to communicate their passion for home improvement.  

Posted Apr 28, 2016

VIth Sense: Content Marketing is a Real Burger

Content Marketing is an effective tool for the majority of marketers today. While the industry has developed ‘thought leadership’ strategies for decades, consumers' digital habits have pushed the practice forward and grown it exponentially- so it needed a new name as well. 

Posted Mar 31, 2016

VIth Sense: Can You Trump This Brand?

Disclaimer #1: There are no implied political messages or opinions in this article. I am using current events to give you some advice on branding. Remember, your mind is like a parachute. It only works when it’s open.

Posted Feb 29, 2016

VIth Sense: Marketing Can't Save You

Whoooooaaaaaa… Slow down for a minute, Mr./Ms. Marketer. Take a breath. Open your eyes and ears and see what’s going on. It’s bad. Really, really bad. And marketing can’t fix it.

 


Posted Jan 20, 2016

VIth Sense: Lessons on Branding from the Dot Com Bubble

In 1999 money was pouring into e-commerce sites that didn’t yet exist. The ‘burn rate’ of the investment in programming and marketing was how the market was judging these almost-startups.

Posted Nov 30, 2015

VIth Sense: Social is Climbing in the Marketing World

Four years ago, my company hired our first social media practitioner. We had used social media for a few recent campaigns and had an inkling that it would become an important tactic that we could use for more clients going forward. Boy were we wrong!

 

Today, social media isn’t just an important tactic, it’s a necessary one. A must do if you want to communicate with clients and prospects! Yes, social media should be a part of every marketing and communications plan. Every one of them.

But, if you still view social media as posting interesting stuff and commenting on your friend’s activities, it’s time to catch up. Social media has targeting capabilities that no other medium has. So, yes you need to spend money to take advantage of it. You’ve got a paid media budget anyway, so you just need to shift some dollars to social. And, you’ve got a creative production budget too- you just need to repurpose some of those ads through social channels. And, stop producing so many ads and start producing content that your target is looking for.

This version of the VIth Sense can’t be long enough to fully explain the benefits of a good social media effort, so I’ll just point out a few and you’ll have to believe me (or hire me), for the dozens more on the list. Know this: social media as a practice is a legitimate communications channel that has become a marketer’s dream.

Posted Oct 30, 2015

The VIth Sense - The Digital Marketing Age is Very Human

If you’re a modern marketer, you likely understand the benefits of digital tools. You can target prospects far better today than ever before. You can adjust marketing activities based on the online behavior of your prospects. You can see, in real-time, what tactics are driving conversions and put more resources towards them. And much of this can be done automatically. Marketing automation we call it.

 
Posted Sep 22, 2015

Brand Competition as a Marketing Strategy

Just how dominant can a brand be? Google’s share of paid search peaked at 80% in 2010. Apple’s smart-phone share peaked at 47.7% earlier this year. And, as with all dominant brands, their market share slide has begun.

Posted Aug 26, 2015