No planet for old businesses Exhibit 1: On 16 June 2017, Amazon.com Inc. announced that it is acquiring Whole Foods Market Inc., for $13.7 billion in an all-cash transaction. By the end of that day, Walmart, Kroger, Target & Costco had lost their market caps by 5.8%, 7.1%, 9.1% and 15.7% respectively. On the eighth […]Read More Advertising industry’s new ‘Pivot’
Traditional advertising was famously opaque. As the old adage went – “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” So when digital advertising came about, the initial siren songs were about the promise of precise targeting and reducing the ‘wastage’. That siren song has not lost […]Read More Targeting: the holy grail of 201x’s ad-tech creeps
The incentive is structured against comprehensiveness Effie awards are fairly important awards in Advertising. They are about ‘effectiveness’ – They recognize campaigns that have been effective in achieving their stated goals. So far so good. We have won it, a lot of planners I know have won it. It is an essential career milestone for […]Read More Effie Awards propagating wilful ignorance?
I am taking a marketing refresher course these days. In that course, marketing is defined as an exchange of values. Seller gives products/ services/ experience in exchange of buyer’s money/ attention/ time/ trust. The thing that struck me is that that in real life this exchange is not equal at all. The professor’s talk made […]Read More Right to a marketing free life