lewis gersh

  • The 7 rules of respectful marketing

    Consumers are in open rebellion about how they’re disrespectfully treated by your marketing. Millions now use ad blockers to escape the relentless barrage of online ads, resulting in 32 percent of global page views being impacted by ad blocking. And the rest don’t need an ad blocker because they’re conditioned to ignore the ad.

    Marketing Landin Display- 24 readers -
  • Are you grateful for digital? Part 2: Q&A

    In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers. Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (m ...

    Marketing Landin Display- 33 readers -
  • Are you grateful for digital?

    The internet is both the best and worst thing that’s ever happened to us. (And I say that as someone who’s invested in a vast portfolio of digital advertising technology companies.) It’s the best because we can do so much and do it anywhere and any time it suits us; we can work with global partners without ever leaving our desks; we can stream music and movies, curating works ...

    Marketing Landin Display- 17 readers -
  • What if Super Bowl commercials were like digital ads?

    Picture this. It’s Super Bowl Sunday. Last play. Patriots trail by four. Tom Brady fires a pass to Julian Edelman at the back of the end zone. Touchdown. But wait. Was Edelman inbound or not? Hard to say. A replay review will determine if the call stands and the Patriots win — or if the call is reversed and the Falcons win. The suspense builds.

    Marketing Landin Display- 35 readers -
  • Data privacy: Picking the lock on Pandora’s box

    “This complaint concerns toys that spy.” That’s the stark opening sentence of a Federal Trade Commission complaint that a collection of consumer watchdog groups has filed against Genesis Toys and speech-recognition technology provider Nuance Communications. The complaint alleges that Genesis and Nuance “unfairly and deceptively collect, use and disclose audio files of childr ...

    Marketing Land- 23 readers -
  • For online retailers, second time’s the charm

    Q4 is the equivalent of childbirth for online retailers. It’s a painful, stressful experience with a nine-month gestation that, in most cases, yields a brief period of euphoria followed by depression and anxiety. Much of this is due to a defective model. Some retailers make up to 30 percent of their annual sales during the frantic month between Black Friday and Christmas Day.

    Marketing Land- 14 readers -
  • A six-pack of predictions for martech

    In 1908, Hamptons Magazine made a bold prediction: “When the expectations of wireless experts are realized, everyone will have his own pocket telephone and may be called wherever he happens to be … When that invention is perfected, we shall have a new series of daily miracles.” Wow. Predicting the advent of mobile a century in advance — that’s setting the prognostications bar pretty high.

    Marketing Land- 10 readers -
  • The evolution of the programmatic superchannel

    Semantics has always been a key marketing component. That’s how “used cars” became “pre-owned vehicles.” And lately, we’ve seen digital marketers get bogged down in semantic table tennis in the discussion of the terms “multichannel” and “omnichannel.” Six of one, half a dozen of the other? If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed.

    Marketing Landin Display- 12 readers -
  • ’Tis the season to be savvy with your digital marketing

    Everyone dreads that ol’ holiday creep. And I don’t mean the unctuous uncle you see only at Thanksgiving. I’m talking about the relentless drive to push the start of the holiday shopping season earlier each year. (Remember when Christmas in July promotions were supposed to be ironic?) That creates a cycle in which every marketer feels the need to keep up — even if they don’t ...

    Marketing Land- 8 readers -
  • 5 ways digital marketers can make healthier impressions

    Imagine this, digital marketers: Instead of distributing virtual ads anonymously in cyberspace, you have to pass out flyers to people you meet face-to-face. You spot someone reading a tablet over lunch at a sidewalk café. Would you walk up, wordlessly place your flyer right over the screen on their tablet and walk away? Of course you wouldn’t.

    Marketing Landin Display- 13 readers -
  • Why mix-and-match marketing is the way forward

    Remember “You’ve Got Mail”? Before it was a rom-com starring Tom Hanks and Meg Ryan, it was an amiable AOL greeting accompanied by a cartoon mailbox. It was a brilliant marketing opportunity. But it also created unintended consequences that continue to reverberate across the digital industry today. We’ve seen this movie The beauty of the “You’ve Got Mail” catchphrase was its simplicity.

    Marketing Land- 12 readers -
  • Bubble, bubble, toil and trouble: Tough times ahead in digital

    If there’s one certainty about bubbles, it’s that eventually, they burst. We’ve seen it happen time and again across various marketing channels. Marketers find an approach that delivers a great initial return on investment, but then they abuse it to the point that it becomes disrespectful to the consumer, who then ignores that medium as a matter of course.

    Marketing Landin Display- 18 readers -
  • What marketers need to know about the rate of technology obsolescence

    The ability to spot an opening to transform an industry and innovate ahead of the pack is a technology entrepreneur’s best asset. But technological advances pay a heavy toll in the form of disruption. The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the “velocity of obsolescence.

    Marketing Land- 16 readers -
  • Calling all channels: The multi-channel race for the presidency in 2016

    The 2016 presidential election is the first time since the explosion of social media that there is a two-party race for president. This, in turn, has led to enormous investment in data-driven digital and social media marketing. Republican presidential candidate Donald Trump, a strong contender, as we all know, is a big proponent of this new form of outreach.

    Marketing Landin EMail- 9 readers -