This story was written for The Canadian Marketing Association. You can read the original article here.

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Here’s how.

Research reveals a gap between CMO and CFO measures of ROI

I know what you’re thinking … ‘Not another marketing piece that tells me how times are uncertain!’

We marketers all know about the uncertainty. Sitting in our home offices, barely hanging on to our careers, losing our minds. Hey, we already lost our pants, back in July.

So, let’s cut to the chase. 2020 was terrible for most marketers.

Budgets were slashed in an overnight blood fest. None of us could explain any…


This article was written for DM magazine. You can read the original article here.

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It’s that time of the year again. The trees are turning, cozy sweaters are back and pumpkin spice is in everything we eat.

To the marketer that means only one thing: budget season. But this year isn’t quite the same as the years before. This year is weird. Budgets were first cut and then they came back, maybe. And no one knows what’s going to happen next month or next year.

At the same time, marketers are all very nervous about our jobs since those depend…


This story was written for The Message. You can read the original article here.

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Photo: Gaspar Uhas on Unsplash

I picked up my girlfriend at her clinic. Her cheeks were wet but her eyes glowing. “My patient Annie and I just had a good cry together,” she told me. “I’m so happy she’s getting better.”

And it hit me hard. I was exhausted from a 60-hour workweek where I had healed — wait for it — zero people. My career seemed so inconsequential!

That moment was many years ago. But as I write this, we’re quarantined with our two children in pandemic-land, and I find…


This story was written for Media In Canada. Read the original article here.

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Photo by Loic Leray on Unsplash

Over a pint or two

Last Friday I was enjoying a post-work pint with a friend of mine, telling him about our successful home reno. About how happy I was that our contractor gave us a great discount on some of our materials. On the edge of bragging about the deal I’d got.

My friend, a contractor himself, was less impressed: “Well … you don’t actually know that. Sometimes the discount the warehouse gives them is much higher than what they give you. …


This story was written for The Message. You can read the original article here.

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Photo by Paweł Czerwiński on Unsplash

I’ll start with a hard truth. People. Do. Not. Like. Ads.

If you’re like me and have built a career in advertising, you may be in denial about this. That’s normal. If so, please read Mark Ritson’s research-backed analysis, or reference Deloitte TMT predictions 2018.

People avoid ads whenever and wherever they can. As a marketer, you’ll find coming to terms with this quite freeing. …


This story was written for the Canadian Marketing Association. You can read the original article here.

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Photo by Campaign Creators on Unsplash

Remember the industry in 2018? You know, last year?

Facebook was facing Congress — privacy issues were front and centre. Amazon’s ad growth was making Google look over its shoulder. And we were just one unexpected ad away from unplugging Alexa.

And yet! We marketers continued to drone on about the promised and predictable land of data-driven, AI-supported marketing.

ROI-positive from hour one! Zero-waste — real-time — hyper-efficient!

Substitute ‘2018’ above with any of the past ten years and you’ll see the unhappy pattern…


Or Why Netflix is the biggest threat to Facebook, Google and Digital Advertising

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No this is not a piece about the rise and fall of communism, political ideology, or propaganda. It’s about the current state of digital advertising.

“The Red Menace is real!” — read posters from the cold war.

Why?

Because politicians throughout history know this truth: if there’s one thing that can bring down a large, established system — say a nation — it’s an idea. An idea spread widely, believed deeply, and acted upon can be the iceberg to a Titanic.

What does that have to do with the digital advertising landscape? Here’s my thesis: I submit to you that…


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Here’s a true story that happened to someone I know.

Ruth gets a windfall

Meet Ruth — we’ll call her that. Ruth is a widow with a daughter and a new grandson. She works a full-time job on a fixed salary. She recently inherited a nice lump sum — say $100,000 — and wants to invest it well. To go towards, retirement, but also with the occasional splurge.

Of course, Ruth goes to a bank.

Ruth asks for the highest interest investment at the highest risk level that she qualifies for. She puts her money down in a tax-free investment vehicle and off she…


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Photo by Piotr Cichosz on Unsplash

E-marketer recently reported that Amazon, is the number 3 Digital Ad platform in the US. Right after Google (37.1%) and Facebook (20.6%). With its 4.1% market share, Amazon has now passed mighty Oath, and Microsoft.

There are many reasons for this, one of which is an accounting change at Amazon. Nonetheless, here’s the reality that should get your attention — Amazon is sitting on a massive amount of data that they will be looking to monetize through advertising.

As a strategist, they should be on your radar if they weren’t already. …


A winning campaign strategy

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Photo by Jungwoo Hong on Unsplash

Many different strategies can stand behind an excellent advertising campaign. Today, I’m going to talk about one that I’ve found to be particularly effective in the online world.

Before I dive in, allow me to state two basic assumptions.

Assumption #1: Always on

Your advertising campaign is always-on. You are always, or almost always, spending money to promote your message. Even if it’s just a minimal investment behind paid search advertising, or promoted social media posts.

Why? Because this gives you the chance to leverage ongoing learning and data to optimize your campaign. If you’re looking to boost your KPIs in a crowded media…

Mo Dezyanian

Marketer. Climber. Dada. President of Empathy Inc. www.empathyinc.ca

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