Influencer Fatigue cartoon | Marketoonist | Tom Fishburne
Gartner L2 recently reported that 70% of brands across industries worked with influencers on Instagram in 2017. Influencer marketing is projected to become a $5 to $10 billion market in the next 5
Innovation Risk | Marketoonist | Tom Fishburne
New ideas inherently carry risk. And there's often friction between the risk profiles of our ideas and the risk tolerances of our organization. How we navigate and manage that friction impacts what,
5 Stages of Data Privacy Grief cartoon | Marketoonist | Tom Fishburne
"Hey Ms. Consumer, you get email, search, maps, friendship interaction and voice-activated homes for free! How good is that? Just don't look at the pipe at the back of your house pumping ter
Personal Data and Terms of Service cartoon | Marketoonist | Tom Fishburne
A few years ago, a security expert named Mikko Hyppönen set up free WiFi hotspots in the center of London. As part of the "terms of service," Mikko put in a "Herod clause". In exchange for WiFi, "the
Mapping the Customer Journey cartoon | Marketoonist | Tom Fishburne
"Our customers are loyal to us right up until the second somebody offers them a better service." Jeff Bezos said in a Fast Company interview about Amazon last year.
7 Deadly Sins of Innovation cartoon | Marketoonist | Tom Fishburne
One of the easiest ways to gauge the culture of innovative in an organization is to see how that organization deals with failure. If unchecked, failure carries a stigma that can paralyze companies
The Problem with Focus Groups cartoon | Marketoonist | Tom Fishburne
"The correlation between stated intent and actual behavior is usually low and negative," HBS Professor Gerald Zaltman wrote in his classic textbook, How Customers Think.
Marketing Procurement cartoon | Marketoonist | Tom Fishburne
In my marketing career, I've worked on both sides of the client-agency relationship. I've experienced genuine strategic partnerships where the resulting work was greater than the sum of its parts and
Digital Advertising and Media Transparency cartoon | Marketoonist | Tom Fishburne
This cartoon was inspired from the talk P&G CMO Marc Pritchard gave on the state of digital advertising at the IAB's Annual Leadership Meeting a few weeks ago. His talk is worth reading or seeing in
Health-washing cartoon | Marketoonist | Tom Fishburne
It's a tricky time to be a food marketer. Consumers are scrutinizing more than ever to what goes into the foods they buy. And what constitutes "healthy" to consumers is in flux.
Upselling and Customer Experience cartoon | Marketoonist | Tom Fishburne
United recently announced that it's joining Delta and American in creating a new Basic Economy fare class, one tier below Standard Economy. This no-frills tier cuts a few of the remaining "frills" of
Full-service Agencies cartoon | Marketoonist | Tom Fishburne
It's an age-old decision point in marketing — work with a range of specialized agencies, or find a full-service agency that can handle everything. In the last couple years, we've seen an ever
The Customer Journey cartoon | Marketoonist | Tom Fishburne
Marketers have more data at their disposal than ever. But it still feel's like a giant game of "Where's Waldo" in determining where customers are in the customer journey. And deciding what messages to
"Brand Newsletters" cartoon | Marketoonist | Tom Fishburne
Most brands have some form of newsletter to connect with customers. But for many brands, more emphasis is placed on getting people to sign up than on giving them a reason to sign up.