The Importance of Experimentation in Optimizing your Campaigns

Think with Google just published a Sprint case history showing the sales bump from the “digital halo.” That’s a marketing term that loosely translates to “everything that happens because of digital engagement doesn’t necessarily happen in the digital world.”  In Sprint’s case, digital sales from an increase in digital spend went up 22%. That’s great. Even better was the “halo”
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Should you advertise with Amazon? Social Media partner with programmatic platforms to power new ways to target advertising

Ad platforms aren’t just for advertising networks anymore.. The social media giants have awoken to the power of their own databases are are partnering with Demand Side Platforms (DSPs) to deliver custom networks to advertisers. Amazon has launched the Amazon Advertising Platform, Facebook Audience Network is booming, and Quora is jumping in. Here’s what you need to know. Back up
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The new second opinion: How digital engagement is changing healthcare

Evolving digital capabilities allow healthcare providers to develop better, more personalized care for patients. While the fascinating technological advances are fun to talk about (care to implant a microchip of your medical history?), the more pressing side of technology is how it changes human behavior: how technology reframes the process of finding and using healthcare as patients find new ways to
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Two sides of the same coin: valuing LinkedIn

We had one of those Rashamon conversations with a prospective client yesterday. We manage digital ad campaigns for a number of clients, so for B2B clients, sooner or later the conversation gets around to LinkedIn. As it happens, we’ve had some very strong results: finding new prospects, raising the quality of applicants, and filling the seats for our educational clients
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The intersection of PR and digital

A conversation with Ralph Katz, Owner, and Anne Green, President, of CooperKatz & Company and Angela Cason, Chief Strategy Officer, TEMPO Strategic. Overview: In March 2017, TEMPO Strategic moved into the offices of CooperKatz and began working with them to augment their PR efforts for clients. The following is a discussion of the challenges across our respective fields.   Earned,
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The next four years – what Trump policies may mean for higher education

What do the next four years mean for four-year institutions? What President Trump has said and what will happen are anyone’s guess. College Educated Voted for Trump First, let’s put aside the commonly repeated myth that he was elected by the uneducated. Voters with only a high school education actually made up only 18% of the electorate. The majority of
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Porter’s Five Forces: Focus on Higher Education Marketing

Higher Educators have more varied challenges than perhaps any other field. You have enormous client service issues, administrative challenges, budget challenges, etc. Day to day crisis management gives you little time to think about the big picture – and when you do, focusing the conversation on workable solutions usually entails negotiations across departments and lines of authority. Here’s a tool
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Changing Strategy With Michael Porter’s Five Competitive Forces

If you are a strategic thinker or economist by nature, take a look at The Lords of Strategy: The Secret History of the New Corporate World, by Walter Kiechell III, (Amazon: http://amzn.to/ohqbLp).  Walter is a clear-eyed, thorough, and erudite journalist who honed his craft at Fortune, and Harvard Business Publications. What’s shocking to realize is that 50 years ago, strategy didn’t
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Five Rules of US Consumer Engagement for Imported Foods

Imported brands have challenges that ‘native’ American brands can’t imagine. To begin with, your branding is likely to be dictated by a global home office with little insight into the American market. And for many brands, although the U.S. looks like an enormous pot of opportunity, with, at last count, 682 different grocery chains, the splintered distribution system is simply
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Insights in Education Marketing – Is Summer the new college year?

Once upon a time summer school was viewed as remediation.  Now summer is becoming the hottest option in college education — in more ways than one.   According to a long-term tracking study by the US Department of Education, 63% of all undergraduates attended school during summer terms.1  Beyond the two-semester tradition Colleges increasingly see summer as an opportunity for
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