digital

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Brand Early, Brand Often, Brand Informative

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Brand Early, Brand Often, Brand Informative

That is, in short, the key insight from The ARF Re:Think 2016 conference!

Numerous research by multiple parties has shown that digital ads, particularly, video ads are drastically sub-optimized for digital and many brands are still creating to the standards of TV and delivering across other channels. For effective ad engagement, this needs to change.

This article outlines 5 action items for creating impactful brand messaging on digital platforms.

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Allocating Marketing Spend in Early Stage Startups

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Allocating Marketing Spend in Early Stage Startups

In this post, I outline 5 ways of effectively allocating budget to paid marketing channels to build awareness and nudge consumers along the purchase journey. Understanding your customer segment's decision journey is critical to the success of your product at any stage. The underlying idea in my approach is to -

  • Micro-target the most relevant AND resonant target audience.
  • Rank individual probability of conversion by understanding behavior towards decision making
  • Optimizing delivery of messaging and paid media to closely approximated in-market audience

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