Harvard Business

FEBRUARY 19, 2021

Too often, ads end up targeting people who would buy the product anyway.

Advertising 172

Advertising Productivity Research Sales 172

Harvard Business

JUNE 27, 2023

The general rule of enterprise finance is that marketing budgets drop like a stone at the first sign of trouble and rise like a feather once the environment is more settled. It’s tough to see a significant increase in marketing budgets in the near term.

Marketing 194

Marketing Enterprise Finance Survey 194

Harvard Business

JUNE 17, 2024

Major retailers are today, most notably Amazon, are creating and operating their own advertising platforms — and they’re making millions doing it. McKinsey estimates that by 2026, retail media will add $1.3 trillion to enterprise values in the U.S. alone, with profit margins between 50% and 70%.

Retail 249

Retail Advertising McKinsey Enterprise 249

Consulting Success

SEPTEMBER 3, 2018

Maybe it’s time to reconsider your marketing approach, particularly in your path to becoming a 7-figure consultant. He is a master of not only building and nurturing, but strengthening relationships.

Consulting 250

Consulting Advertising Marketing How To 250

Harvard Business

APRIL 26, 2021

A survival guide for the new, privacy-centric iOS 14.5.

Advertising 172

Advertising Sales Marketing Strategy 172

Harvard Business

OCTOBER 1, 2018

Blockchain has important implications for marketing and advertising. But according to The CMO Survey , only 8% of firms rate the use of blockchain in marketing as moderately or very important. This combination creates a natural barrier to entry and has likely caused marketers to take a “wait and see” approach.

Marketing 131

Marketing Advertising Media Video 131

Successful Independent Consulting

JANUARY 28, 2025

strategy development, market research, transformation initiatives). Here's how to tap into this market: Find the Right Firms Start with internet searches that combine your area of expertise and location (e.g., boutique firms digital marketing Atlanta"). Look for firms that complement your skillset and industry experience.

Cash Flow 195

Cash Flow Consulting Intellectual Property Resumes 195

Harvard Business

MAY 30, 2018

The most recent results from The CMO Survey conducted by Duke University’s Fuqua School of Business and sponsored by Deloitte LLP and the American Marketing Association reports that the percentage of marketing budgets companies plan to allocate to analytics over the next three years will increase from 5.8% Data-Driven Marketing.

Marketing 133

Marketing Data Advertising Talent 133

Harvard Business

JULY 23, 2024

A conversation with ad executive Leslie Zane on branding today.

Marketing 218

Marketing Advertising Strategy Strategy& 218

Buzzsprout

MARCH 28, 2024

And this new wave of advertising isn't going anywhere; podcast ads are set to climb exceeding $4 billion in revenue by 2025. In this blog, we'll break down everything you need to know about podcast advertising and show you how to leverage different types of podcast ads for optimal results. Why is podcast advertising effective?

Advertising 87

Advertising Tools ROI Productivity 87

Successful Independent Consulting

FEBRUARY 28, 2025

Additional deductions for things like office equipment, supplies, postage, advertising, professional fees, and dues for organizations (like the Professional Independent Consultants of America ) will add up to more savings. The IRS carefully scrutinizes this expense, so be sure you can justify the business deduction.

Insurance 195

Insurance Insurance Consulting How To 195

Jerry Fletcher

AUGUST 28, 2021

He is a personal hero of mine, one of the great advertising pioneers. Hopkins wrote Scientific Advertising which has sold 8 million copies (It is now available free on-line). His basic premise was that testing all components of marketing a product was essential to overcome the risks inherent in advertising. Steven Covey.

Marketing 98

Marketing Consulting Advertising Productivity 98

Tom Spencer

AUGUST 15, 2020

It’s a great challenge to accurately measure the effects of advertising, packaging, distribution channels, media expenditures, social media Likes and Tweets, and sales organizational structure on brand share or sales revenue. Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table?

Marketing 88

Marketing Advertising Sales Media 88

Harvard Business

MAY 20, 2019

Especially at smaller companies.

Advertising 132

Advertising Company Finance Research 132

Tom Spencer

AUGUST 22, 2020

What is essential for successful marketing mix modeling? Is the market for the product or service growing? The goal is to accurately measure sales to ultimate users (the people the marketing efforts are focused upon). Advertising measures: Money spent on media advertising is seldom useful by itself.

Marketing 88

Marketing Advertising Retail Sales 88

Successful Independent Consulting

FEBRUARY 22, 2017

It’s how you promote yourself and “go to market.” This concept is borrowed from advertising. It’s not about creating a fancy logo or website; it’s about being known for something and consistently emphasizing your expertise. It’s about your reputation. It’s about your image, how you’re perceived in the workplace and online.

Consulting 296

Consulting Advertising Survey Examples 296

Harvard Business

DECEMBER 21, 2022

The story of how a product was discovered can change the level of consumers’ interest.

Research 172

Research Marketing Productivity Advertising 172

Tom Spencer

AUGUST 29, 2020

MMM assists marketers in optimizing future spends and maximizing effectiveness (i.e. We can construct a regression equation that considers the proportion of investments in different marketing channels and develop an algorithm to maximize revenues. Reading Time: 4 minutes. it establishes which mediums are working better than others).

Marketing 97

Marketing ROI Sales Advertising 97

Tom Spencer

APRIL 4, 2021

While most consultancies are establishing programs to reduce work hours and improve work-life balance, my personal experience revealed that this is little more than a marketing effort. Consulting firms often advertise the high level of responsibility that you will have in an entry-level position, but this is deceiving. Responsibility.

Advertising 88

Advertising Consulting Hotels Travel 88

Consulting Success

JUNE 26, 2017

Many years ago, Tropicana took orange juice to a new level with its branding, marketing message, and advertisements. If you are stuck with the belief that just because others in your market are charging $200/hour or $2,000/day that you should be doing so as well, you’re leaving a lot of money on the table. Raising the Bar.

Retail 268

Retail ROI Hotels Productivity 268

Tom Spencer

NOVEMBER 12, 2021

Digital marketing consultants provide marketing advice and optimize the online presence of organizations so that they can be easily found by their target audience. Businesses, non-profits, and governments are all interested in increasing their online visibility, and digital marketing consultants have the ability to make this happen.

Marketing 88

Marketing Consulting Media Engineering 88

Successful Independent Consulting

OCTOBER 10, 2019

As an independent consultant running your own business, good marketing is critical. Most vendor compliance processes require evidence of advertising to prove that you are a bona fide business, and a LinkedIn page is much easier and less expensive than a website.) Clearly, a professional image is vital.

Advertising 231

Advertising Small Business Company Course 231

Consulting Success

JANUARY 21, 2019

Chris Kneeland’s work aims to understand how to get somebody to pay more and be more loyal while spending less on advertising and discounts. They have a higher than normal word of mouth or advocacy, and thus tend to spend lower than their competitive set on traditional media.

Consulting 178

Consulting Advertising Metrics Media 178

The Fearless Marketer

FEBRUARY 8, 2021

When I was intensively studying marketing in the “early days” of Action Plan Marketing, I read Scientific Advertising by Claude Hopkins. Perhaps the best marketing book ever written, published in 1923. These, and many other companies he wrote advertising copy for, are still in business 100 years later.

How To 117

How To Advertising Training Training 117

Consulting Success

NOVEMBER 6, 2017

That commitment required a side hustle of some sort, which is when Nicholas turned to the internet marketing world. When he started using Facebook as a major advertising platform for his work, he quickly became one of the most recognized agencies/consulting businesses in the market. But that was just the beginning.

Advertising 189

Advertising Consulting ROI Marketing 189

Harvard Business

SEPTEMBER 12, 2024

Influencer marketing is a billion-dollar industry, and its recent meteoric rise has sparked curiosity about which factors makes some influencer posts more popular than others.

Research 243

Research Industry Examples Marketing 243

Successful Independent Consulting

SEPTEMBER 16, 2017

Also, the larger the firm, the more overhead the billing rate needs to cover such as partner salaries and bonuses, real estate, advertising, and training. Figure out your market rate. This is your market rate. So if the agency paid you $125 per hour, the client probably paid $155 to $175. Don’t discount.

Consulting 236

Consulting Real Estate Policies Operations 236

Tom Spencer

AUGUST 18, 2023

Marketing consultants advise companies on marketing strategies and campaigns. Marketing consultants may work as freelancers, or as part of a digital agency (such as Slalom ), marketing agency (such as Ogilvy ), or larger firm that has digital and marketing capabilities (such as McKinsey Digital or BCG X ).

Marketing 78

Marketing Consulting Case Interview Interviews 78

Consulting Matters

APRIL 24, 2020

Sometimes the marketing message has fallen off. So, sometimes it’s a disconnect just on that marketing plan. You have a small, local marketing plan that really resonates with a particular geographical community, or some other psychographic community. Well, sneakers is a bigger market. Why isn’t it getting out?

Interviews 156

Interviews Company Marketing Operations 156

Harvard Business

DECEMBER 19, 2018

Youngme Moon, Felix Oberholzer-Gee, and Mihir Desai discuss Verizon’s write-down on Oath (Yahoo, AOL) and the challenges with building a digital advertising business. They also debate the notion of Radical Transparency, before sharing their After Hours picks for the week. Download this podcast. 21c Museum Hotels.

Advertising 131

Advertising Hotels Video Data 131

Harvard Business

NOVEMBER 15, 2023

Whether you call it propaganda or greenwashing, companies have long used marketing to tout the good they do for the environment while obfuscating any negative externalities of their businesses.

Company 250

Company Media Data Industry 250

Harvard Business

AUGUST 6, 2019

Much of the advertising purchased during the Super Bowl is about selling corporate brands rather than products. Harvard Business School professor Shelle Santana discusses her case, “Super Bowl Storytelling,” (co-author: Jill Avery), regarding the art of storytelling on the world’s biggest television stage.

Productivity 132

Productivity Advertising Sales Marketing 132

Harvard Business

MARCH 27, 2018

” By that I mean companies that control a key platform which, like a coral reef, attracts to its ecosystem users, sellers, advertisers, software developers, apps, and accessory makers. The velocity in acquiring and exploiting this personal data can help these companies obtain significant market power. In the U.S., and Europe.

Data 132

Data Company Advertising Engineering 132

Tom Spencer

OCTOBER 25, 2024

Customer relationship management – Companies are expected to maintain positive customer relationship by investing in things like product safety, user experience, brand values, honest advertising, and data protection. Securities and Exchange Commission (SEC) is also considering enhanced ESG disclosure requirements for public companies.

Metrics 78

Metrics Ethics Government Financial 78

Harvard Business

MAY 30, 2017

After discussing Jacobi’s sales woes, Shani, suggested he try out Albert, Adgorithm’s AI-driven marketing platform. It works across digital channels, like Facebook and Google, to measure, and then autonomously optimize, the outcomes of marketing campaigns. Jacobi decided he’d give Albert a one-weekend audition.

Sales 134

Sales Tools ROI Advertising 134

Successful Independent Consulting

SEPTEMBER 13, 2018

Magazine and they think they’re digital marketing experts. What is the market segment or industry of your ideal client? For example, start-ups, mid-market, or global companies? You can add bells and whistles later as your business grows (a nice logo, search engine optimization, an elaborate content marketing strategy, etc.).

Consulting 236

Consulting Case Interview Engineering Industry 236

Consulting Success

NOVEMBER 20, 2017

Description: David Baker is a consultant who has been working with marketing firms and advertising agencies since the late 1980s. David focuses on finances, benchmarking, performance, and positioning of firms, as well as PR, advertising, and more. Avoid These Common Mistakes to Find Greater Success.

Consulting 176

Consulting Cash Flow Advertising Enterprise 176