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Casting! We Need a Marketing Executive!
3 Reasons Job Interviews Are Just Like Hollywood Auditions There are few things in life as disheartening as getting to the final round of a job interview, only to learn that – once again – the other candidate was selected. Having seen several colleagues go through this recently, I know there’s a cumulative effect that can…
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How Digital is Transforming Experiential Marketing
by Alex Hultgren When I was running digital media at Ford, I used to get in spirited debates with my traditional media colleagues about the future of marketing. I predicted that all marketing would soon be digital – without exception. Now, most of this banter was just to drive the TV team crazy, but I…
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“The Funnel Is Dead” Must Die
3 Reasons This Assertion Is Downright Silly I just read my 34,897th article espousing that the funnel is dead, never to return again. Although many of these pieces are simply a eulogy for a non-digital world, several offer their own graphical representation of the new path from brand obscurity to rabid fan base. So we…
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Death By Data Dump
This article originally appeared on Capsule’s Guest Blog December 2018. When I first started managing digital media at Ford over 10 years ago (which a recruiter told me is similar to dog years, so let’s call it 70 years ago), I was amazed at the level of detail we could track about our customers’ behaviors.…
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Executing a Successful Sponsorship Without Wasting Time and Money
A version this article originally appeared 11/19/18 in Adweek. Managing a holistic marketing budget is all about making trade-offs across channels. Of all the marketing tools in your arsenal, are sponsorships the right way to spend your limited budget? Maybe. Brands spent over $62 billion globally on sponsorships in 2017, a number that is projected…