"We're Going Digital" cartoon | Marketoonist | Tom Fishburne
Should campaigns be media-driven or idea-driven? Lately, it feels like the media tail is wagging the campaign dog. Many campaigns are built around a media platform, as if the media platform alone was the big idea. Most of the Foursquare campaigns I see feel like that. Sometimes marketers forget that media platforms are enablers to big ideas. They aren't the big ideas themselves. The media channels developing today are
"Branded Content" cartoon | Marketoonist | Tom Fishburne
One of the takeaways from Advertising Week in New York last week is the rise of "branded content". Brands are embracing the potential of their roles as publishers and the potential of branded content to blur the lines between advertising and entertainment. It seems like every week, I hear the expression, "Content is King".
The Marketing Toolkit cartoon | Marketoonist | Tom Fishburne
Andrew Maslow said in 1966, "I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail." This concept of "Maslow's hammer" means to overly rely on a familiar tool.
"Native Advertising" cartoon | Marketoonist | Tom Fishburne
The best marketing doesn't feel like marketing. Native advertising is one of the more significant marketing trends of 2013. As consumers get progressively better at ignoring banner ads (or any other ad for that matter), marketers are experimenting with new ways to deliver advertising as content.