• Marketing,  Research

    Two must-ask questions when critiquing creative

    I didn’t expect to learn a lesson in art appreciation while attending the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), and I don’t think Michael Kappitt realized he gave one. But he did. During his presentation, the President of Carrabba’s Italian Grill and FIU alum stated there are two things you should ask yourself when looking at creative:

  • Beauty,  Consumer behavior,  Marketing Communication

    The end is near(er): a sign of the times for marketers

    As marketers, we know we should begin every campaign with the end in mind. You want to have an end goal established so you know whether or not your marketing efforts were successful. At the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), Britney Muller challenged me to think about a different end in mind – how people consume your content. For instance, if your product is a new line of cosmetics, there’s a good chance your target audience will want to see a tutorial on how to use them. In that case, you wouldn’t recommend the company utilize a LinkedIn article to introduce their product line when watching YouTube videos…

  • Advertising,  Beauty,  Marketing Communication

    Mastering the art of the nudge

    As marketers, it’s our job to influence purchase decisions. Connecting with consumers with a relevant, customized message at the right time on the road to conversion is crucial. However, when we nudge them towards a purchase, we don’t want to rub them the wrong way. There’s a fine line between influencing and an invading someone’s privacy.


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