Author Archives: Bryce Marshall

Five Trends to Watch in 2012: Part 5

January 13, 2012 – 1:04 pm

In the past several days, I’ve outlined my personal shortlist of trends I’m watching in 2012. So far they are: #4 — Consumer data, privacy and preferences #3 – Multi-/cross-channel attribution #2 – Understanding multi-screen profiles #1 – Mobile and social own the conversation Finally, the fifth trend to watch in 2012 is concept that [...]

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Five Trends to Watch in 2012: Part 4

January 11, 2012 – 12:54 pm

Consumer privacy is hardly a new trend. When I wrote on consumer privacy at the beginning of 2011, the focus was on consumer backlash against brands and marketers who take liberties with consumer data (or at least the consumer backlash against the perception of impropriety by digital marketers). 2011 was the year of the educated [...]

Posted in Direct Digital Marketing, Trend Spotting | Comments (1)

Five Trends to Watch in 2012: Part 3

January 9, 2012 – 1:52 pm

In the previous installment of this series I discussed the imperative for digital marketers to better understand multi-screen profiles, and engage with these profiles in more meaningful ways. In today’s post, I want to present the third trend: #3 – Multi-/cross-channel attribution The digital consumer is leveraging more connected devices to engage with brands. From [...]

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Five Trends to Watch in 2012: Part 2

January 6, 2012 – 12:49 pm

On Wednesday I began what has now become a yearly tradition of sharing some of the direct digital marketing trends I think will make a big impact this year. I started off with trend one of five: Mobile and Social Own the Conversation. 2011 was a year where marketers understood the importance and value of [...]

Posted in Direct Digital Marketing, marketing | Comments (3)

Five Trends to Watch in 2012: Part 1

January 4, 2012 – 12:59 pm

Last year at this time, I itemized trends for 2011. As before, my disclaimer remains the same: I am directly tapping my professional experiences of the last year, including discussions with customers, prospects, partners, peers and colleagues. I am referencing my own research and analysis, and I may have also consulted the Internet for its [...]

Posted in Direct Digital Marketing, marketing | Comments (3)

Analysis of Print Ads with Mobile: Part 4

June 6, 2011 – 11:23 am

Over the last few weeks I’ve been sharing my analysis of various print ads that use mobile calls to action to engage readers. Found in the May issue of Wired, I took a look at how Volkswagen, Kohler, and Buick, implemented mobile calls to action in their ads. Here’s my analysis of the final ad [...]

Posted in Best Practices Insight, Mobile Marketing | Comments (1)

Analysis of Print Ads with Mobile: Part 3

June 3, 2011 – 11:06 am

More and more print ads are using mobile calls to action to engage readers. Within the May issue of Wired, I’m taking time out here in the Lunch Pail to dig deeper into the experience provided by four major brands that used mobile calls to action in their ads. (Check out my previous analysis of [...]

Posted in Best Practices Insight, Mobile Marketing | Comments (1)

Analysis of Print Ads with Mobile: Part 2

June 1, 2011 – 11:18 am

When I picked up an issue of Wired magazine last month, it inspired me. Within the first few pages, there were 4 full-page ads (one was a two-page spread) for major consumer brands, each featuring different mobile response methods to entice readers to engage further on their smartphones. My first analysis of these four print [...]

Posted in Best Practices Insight, Mobile Marketing | Comments (1)

Analysis of Print Ads with Mobile: Part 1

May 23, 2011 – 11:08 am

The May issue of Wired magazine (the printed version) was of special interest to me. Within the few pages at the front of the magazine, there were 4 full-page ads (one was a two-page spread) for major consumer brands, each featuring different mobile response methods to entice readers to engage further on their smartphones. I [...]

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The Evolution of Direct Digital Marketing

March 23, 2011 – 11:22 am

Direct digital marketing is specifically about addressability. It’s what makes it “direct.” Two years ago, this was identified as the email address, the mobile phone number, and the web browser cookie. While that description still holds true today, the context around those addressable forms of marketing has changed dramatically, as has the importance of addressability [...]

Posted in Direct Digital Marketing | Comments (8)
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