Apple & Application Software…iOS6 Maps Debacle Looks like Final Cut Fiasco

I wrote my letter today to Tim Cook (CEO, Apple) informing him that, as a result of the Final Cut Pro/FCP-X debacle, starting 11/1 my company will create no new FCP projects.

As I wrote, it hit me – the iOS6 Maps fiasco and the Final Cut Pro debacle have eerie similarities… Read more of this post

New Confirmation that Offline Advertising Drives Online Success

Just about 2 years ago I wrote a post looking at how online success required offline advertising. (Link here.) But there is a lot of hype about the rate of online change – so that opinion must be stale, right? After all, among the “cyber hipsters” (as I saw them described today) everything off-line dimishes and fades. But cyber hipsterism doesn’t often reflect reality.

A new study about TV shows nothing has changed and that “TV Ads Lift Online Sales Conversion” (Link here.) The study clearly showed an increase in both traffic and conversion that resulted from TV advertising. This is no surprise for those of us who work in TV. But it is confirming to find that there’s hard data to back up what we all experience.

Unfortunately, many online companies struggle to leverage TV. Read more of this post

Lets Hold the Panic About Retail Showrooming – It’s Driven by Research Errors

I discovered an excellent blog post (link here) this week about marketers being mis-led by major research mistakes. One of his main examples? How “showrooming” fears have been blown out of proportion..

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Research Shows that Smart Phones HELP Retail

The tech theorizers have suckered us into a mythology – the one where the Four Virtual Horsemen of the Tech Apocalypse destroy whatever they touch.

So, as soon as someone saw the first retail store shopper pull their smart phone out, tech titans started taking credit for the destruction of retail. But, new Deloitte research (link here) suggests we might want to keep our retail outlets open after all.
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Future TV Skepticism: Why I Don’t Think Apple will Conquer TV

It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction of TV. They report this, of course, with tremendous glee – after all it’s good for your career to predict the demise of TV.

On the other hand, we’ve been fortunate to read responses from savvy TV watchers who observe TV with more clarity and better awareness of history. In particular, check out this post by Wayne Friedman of Media Post. (Link Here.) And I highly suggest you read this one about why internet HBO would cost far more than cable HBO cable – far more than anyone would pay. (Link Here.)
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The Tyranny of Creative Correctness in Advertising

Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection that turns advertising from a powerful advantage into failure.

Creative correctness is a disease. And it’s one the ad business needs to fight. Because forcing advertising to live up to any one group’s specific flavor of art takes advertising away from truly human communication.

To be clear, being concerned about creative correctness in no way lets up on the drive for advertising excellence – it enhances it. Creative correctness is dysfunctional – focused on a specific and one-dimensional vision of artistic purity rather than a rich understanding of moving humans to action through communication.

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Award Show Skepticism: An “Effie” for Old Spice?

I wasn’t entirely shocked to see that the Old Spice social media video campaign had won an Effie – a lot of people in the ad business seem to have decided this campaign was the grand epiphany of social media effectiveness. Except, I’d done some reading about the effectiveness of the campaign and found its results entirely unclear. Read more of this post

There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.

Far too many “smart” (aka self-conciously cool) agencies these days proudly seek talent from anywhere EXCEPT business backgrounds. They believe, they say, that these fundamental skills for understanding arcane concepts like “profit” get in the way of true creativity. (More on this mis-direction in a future post about an ad biz culture I call “creative correctness”.)

But this outright avoidance of business skills in the agency business has led us to the endless (and frankly silly) discussion about deciding between “ROI” and “brand”.

Bunkum. There’s no contradiction between these two – not when you think like a business. The needs of your business must be met – and that means creating advertising which brands AND delivers ROI. Read more of this post

New Book: “Building Brand with Direct Response Television”

With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television“. This book takes an unusual look at DRTV – focusing on it’s biggest potential power: building brands while driving immediate sales (at retail as well as direct).

This book is the result of the past decade when I’ve written extensively about direct response television (DRTV) and it pulls together a comprehensive view of how DRTV can build brand, drive retail, and, in the process, dramatically change the marketing game. Read more of this post

GoogleTV: “More Returns than Sales” (Logitech)

I was skeptical of GoogleTV. It seemed Google fell prey to corporate hubris – believing they could build anything and make the marketplace think it’s valuable.

And from the start Google revealed they had no coherent strategy to deliver value to consumers. Instead, announcements made it clear they were in a desperate ploy to steal ad revenue away from traditional TV. Read more of this post