After years of increases, social media spending declined in 2019. The CMO Survey saw a drop in social media spending to 11% of marketing budgets from a high of 14% in 2018. Why? The authors suggest, “… despite massive financial investments, social media is rated as contributing only moderate value to company performance (3.3 on […]
I remember the days when we called digital media “new media.” My undergrad studies and half of my career were focused on traditional mass media. Our ad campaigns for marketing clients consisted of TV, print, radio, out-of-home, and traditional PR. New media was websites and banner ads. Then more interactive social media came along and […]
Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape. Inspired by the latest research, professional practice, and ancient wisdom. The book draws from Aristotle and Shakespeare to neuroscience and our own research and professional experience to reveal a formula for crafting powerful brand stories. A practical five-act story structure is presented to apply to all IMC media […]
Multichannel social media strategy: Social media is no longer a small experimental part of marketing. Social media spending represents 15% of marketing budgets and is expected to increase to nearly 25% in five years. Social media is also seen as an essential part of digital marketing which has surpassed traditional with digital ad spending reaching […]