Host of the Beancast podcast and adjunct professor, Bob Knorpp, joins the podcast to discuss digital marketing. We discuss:
- Bob’s career to date and the Beancast podcast
- The catalyst for Bob writing his recent blog post “The fallacy of digital marketing”
- The three things marketers have always done – branding, direct marketing or public relations – the rest is a media choice
- Why creating a discrete silo’d function of digital marketing was a mistake
- Why brands now jump to tactics ahead of developing a marketing strategy and why this is flawed
- Why ad blocking has emerged as such as material issue
- The flawed way programmatic has driven reach and frequency to ‘nuclear’ levels without considering the impact on the consumer
- Why direct mail is frowned upon as unfashionable yet actually remains effective
- The marketing sector’s obsession with the new and shiny object – may not necessarily be wrong but needs a results based objective
- Why people misunderstand omni channel and how the consumer views different channels
- The interaction of branding, selling and customer engagement
- Why the customer journey should guide the brand choices around medium
- The low click through rates on banner ads
- Why we focused on call to action and direct response in digital versus longer term branding
- The supply and demand challenge presented by infinite real estate in digital media
- P&G cutting digital spend as the brand safety issues raised during the YouTube advertiser ban re-emerge
- Why programmatic is here to stay despite its recent challenges
- Ad blocking and how the sector should respond
Some great strategic insights from a leading academic and marketing consultant in the market.
You can reach out to Bob via the Beancast website.
My summary of Bob’s recent blog post “The fallacy of digital marketing”.
JP Morgan Chase moving from 400,000 websites to 5,000 sites for digital ads.