Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
  • Design Thinking and the Theater of Innovation (2021/05/09 18:48)

    The design thinking methodology, pioneered and evangelized by fabled design firm IDEO, has spread from products to services to just about anything in business. “Design Thinking” has joined the corporate lexicon in a similar fashion as “Agile”.  It means different things to different people and, too often, is used as shorthand for a magic potion approach to innovation and creative…

    The post Design Thinking and the Theater of Innovation first appeared on Marketoonist | Tom Fishburne.

  • the creative brief gap (2021/05/02 18:55)

    In 2015, the ANA surveyed advertisers and agencies to identify problems in the often dysfunctional client/agency relationship.  One issue rose to the top — the creative brief. The ANA found that 58% of clients believe they do a good job with creative briefs.  Yet only 27% of agencies agree (and 0% “strongly agree”).  This gap in perception between those giving…

    The post the creative brief gap first appeared on Marketoonist | Tom Fishburne.

  • the state of digital advertising (2021/04/25 19:01)

    Last year PwC investigated where the money goes in digital advertising, at the behest of the Incorporated Society of British Advertisers (ISBA).  This wasn’t an easy task, as a single programmatic ad placement can involve 20 different players, each taking a cut. PwC found that a whopping half (49%) of digital ad spending is syphoned off before it reaches publishers. …

    The post the state of digital advertising first appeared on Marketoonist | Tom Fishburne.

  • customer experience friction (2021/04/18 20:26)

    Market research firm Statista reported that the global shopping cart abandonment rate for online retailers in 2020 was 88%.   This is driven by a number of factors, but friction in customer experience plays a big role.  One study pegged that a quarter of people abandoned shopping carts because the checkout process was too complicated. That friction happens sometimes by…

    The post customer experience friction first appeared on Marketoonist | Tom Fishburne.

  • advertising without cookies (2021/04/11 19:17)

    Adland is counting down to the end of third-party cookies by 2022, which has major implications for marketers. Some of the digital ad industry is working on alternative techniques to track people.  A few of these techniques could be even more invasive than cookies, like tying people to email addresses (permanent) instead of advertising IDs (temporary).   As Gartner analyst…

    The post advertising without cookies first appeared on Marketoonist | Tom Fishburne.

  • metrics metrics everywhere (2021/03/28 19:04)

    I’m struck by an observation this week from Alison Hanrahan, Head of Marketing Performance at HSBC: “As marketers we have to be careful not to settle for campaign metrics … we have to push for business outcomes.” As marketing has grown more siloed and specialized over the years, marketing activities are too often decoupled from business impact.  There’s no shortage…

    The post metrics metrics everywhere first appeared on Marketoonist | Tom Fishburne.

  • reinventing the marketing 4Ps (2021/03/21 17:52)

    There’s a constant tendency in the marketing community to throw out long-established marketing concepts in favor of something new.   The classic “4Ps” (Product, Price, Promotion, Place) is often in the crosshairs, sometimes with new Ps like “Purpose”, “People”, “Process”, “Performance”, or “Personalization” thrown haphazardly into the marketing mix. Mark Ritson recently mocked this behavior by launching a “Four P…

    The post reinventing the marketing 4Ps first appeared on Marketoonist | Tom Fishburne.

  • brands on social media (2021/03/14 18:36)

    “Because it’s so new and fresh, brands seemingly have no idea what to look for when it comes to Clubhouse, they just know it’s a significant avenue that they should capitalize on.” With all the recent hype on Clubhouse, I think this observation from Jin Yu, an investor and Clubhouse influencer, captures the moment for brands.  There is both urgency…

    The post brands on social media first appeared on Marketoonist | Tom Fishburne.

  • brand safety whack-a-mole (2021/03/07 19:25)

    Rob Rakowitz, former head of media at Mars, once described brand safety as “a constant game of whack-a-mole.”   The game has only gotten more urgent and intense in the last year.  A Sizmek study found 64% of marketers struggle to implement an effective brand safety strategy. Rob now leads a task force at the World Federation of Advertising (WFA)…

    The post brand safety whack-a-mole first appeared on Marketoonist | Tom Fishburne.

  • sustainability marketing (2021/02/28 19:31)

    EcoVeritas CEO David Harding-Brown recently observed: “Sustainability as an umbrella term is becoming meaningless; a series of macro statements that consumers can no longer relate to or engage with.” A consumer protection group called ICPEN recently found that 42% of sustainability claims made by brands online were “exaggerated, false, or deceptive.” In 1983, an undergrad named Jay Westerveld coined the…

    The post sustainability marketing first appeared on Marketoonist | Tom Fishburne.

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