Thinking

RECENT INSIGHTS

Knock, knock. blog image

Knock, knock.

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Who’s there? Someone entering your website. Someone entering my website who? Someone entering your website doesn’t use the home page. It’s no joke. While many marketers still think of their home page as the front door to their site (and, perhaps, the foyer), in reality visitors are getting more and more accustomed to entering sites […]

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Eyeflow: How do people scan your site? blog image

Eyeflow: How do people scan your site?

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It takes 1/5 of a second for someone to form an impression of your site. In another 2.6 seconds, they will have located the content that interests them. In that time span of 2.8 seconds the user has scanned the page, made some judgments, and is ready to move deeper into your site. Or move […]

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Revisiting the role of audio in branding blog image

Revisiting the role of audio in branding

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Did you hear about the Zoe Kravitz Super Bowl ad for Michelob Ultra? The spot uses the sounds of near-silence – whispers, tapping finger nails, carbonated fizzing – to draw viewers into the ad by their ears as much as their eyes. The auditory phenomenon Michelob was leveraging is called ASRM, or Autonomous Sensory Meridian […]

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Waste in Marketing blog image

Waste in Marketing

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Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]

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Facebook agrees: Quality > Quantity blog image

Facebook agrees: Quality > Quantity

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It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?” And then, Facebook looked deeply into its […]

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