Adobe Systems launched a three-month campaign, “Metrics Not Myths,” to support its move into the digital marketing space. The effort, rolled out last month, offers the Adobe audience a peek behind the curtain as the company combats the notion that marketing remains a soft science. Adobe introduced print and online ads disputing the claim that “marketing is BS.” An executive in one video spot slaps a marketing consultant uncertain that social media performance can be measured. Another marketer receives an electrical pulse each time he uses jargon rather than the kind of crisp facts...
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Adobe's Ad Baloney
October 30, 2012
From Today @ Target Marketing
"Marketing is not BS," said Emma Chalwin, brand marketing director of Adobe in her explanation of the ad, and it is "time to dispel this myth." Adobe spent $529,885 to reach a combined circulation of 2.3 million readers of The New York Times
and the Wall Street Journal
. They spend many of billions of dollars a year on marketing to acquire customers, clients or donors. To them, this ad is a total non sequitur. When advertising, you must first ask yourself: Who are you talking to? What are you saying? And why?
Attribution and the 'Mail Moment' in the Multichannel Mix
October 1, 2012
From Chet Dalzell
At its Sept. 13 meeting, the Direct Marketing Club of New York hosted an engaging panel discussion regarding the use of direct mail in a multichannel world, and the panelists included representatives from Citigroup, Gerber Life and The Agency Inside Harte-Hanks. ... Hearing from two financial service brands, and an agency that services brands in several markets, packed the house. I'm not sure if it was the topic or the brands who spoke, or both, that was the draw—but the information imparted prompted lots of audience interest and questions.