Marketoonist

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
  • facebook ad boycott and 10+ years of facebook cartoons (2020/07/05 21:10)
    “The way you allocate your media spend, where you put your ads, talks about your company.  We moved from brand safety to, I think, societal safety.” This is the perspective of Stephan Loerke, CEO of the World Federation of Advertisers (WFA), in response to the growing Facebook ad boycott by big brands. WFA members represent 90% of global marketing communication…
  • strategic options in a recession (2020/06/21 18:36)
    “Everyone has a plan until they get punched in the mouth.”   This was Mike Tyson’s famous response when asked by a reporter if he was worried about Evander Holyfield’s boxing fight plan. I think it also applies to the best laid 2020 strategic marketing plans. Mark Ritson shared in an insightful MarketingWeek webinar that brands now find themselves in…
  • zoom fatigue (2020/06/15 01:35)
    “Zoom fatigue has me wanting a landline and a rotary phone,” Tammy Sun, Founder and CEO of Carrot, shared recently. Tammy spends 9 out of every 10 conversations on Zoom, 6 days a week. All meetings have started to default to video conferencing.  As have family reunions, happy hours, workouts, webinars, and just about every other social interaction. Zoom has…
  • Brands, Hashtag Activism, and a Time for Real Reflection (2020/06/07 22:22)
    ”Now is not the time to be silent, neither is it the time to jump on a bandwagon. It’s a time for real reflection and care with regards to how a brand and its leaders stand by the black community at this time and move forward with real steps to end racism and injustice globally and not only on the…
  • brands on TikTok (2020/05/31 21:36)
    As more marketers jump on the TikTok bandwagon, Melissa Eshaghbeigi, strategist at design agency Jam3, observed: “It’s possible for you to create that brand moment you’re looking for, but it’s also possible that you’ll cause a cringe reaction from everyone watching.” TikTok is catnip for marketing plans right now: record app downloads, access to Generation Z, high engagement, and people…
  • the new normal (2020/05/24 19:15)
    A cafe in northeast Germany implemented a quirky new policy to encourage physical distancing as they re-open.  Cafe & Konditorei Rothe is asking customers to put on colorful hats made out of swimming pool noodles that stick out several feet in all directions. I think the image of customers wearing swimming pool noodle hats is emblematic of “business as unusual.”…
  • communicating in a crisis (2020/05/17 18:55)
    Brené Brown once gave a talk that explained the difference between empathy and sympathy: “Empathy fuels connection. Sympathy drives disconnection … Empathy is I’m feeling with you. Sympathy, I’m feeling for you.” I see that empathy/sympathy divide in how organizations are choosing to communicate right now.  A time of crisis is when it’s most important to show empathy and fuel…
  • resilience and change (2020/05/11 00:16)
    I’ve been thinking lately about Scott Brinker’s observation back in 2013 that “technology changes exponentially, organizations change logarithmically.”   Scott was referring specifically to marketing technology (and dubbed this conundrum as “Martec’s Law”) but I think this observation also rings true for the time that we’re working now more generally. As Scott later said: “In my opinion, Martec’s Law encapsulates…
  • generic advertising “in these uncertain times” (2020/05/03 18:48)
    Someone named Microsoft Sam recently compiled a selection of current advertisements into one three-minute montage titled: “Every Covid-19 Commercial is Exactly the Same.”  The video highlights eerily similar copy, music, and visuals across all the ads, spanning automotive to tech to retail. As Microsoft Sam observed in the video liner notes: “Since they can’t film a new ad because of…
  • our brand promise (2020/04/26 19:57)
    Supply chain software firm BlueYonder recently found that 87% of consumers faced out-of-stocks at their grocery store.  A related survey from eMeals reported that shoppers are unable to find 40% of grocery items on their shopping lists. A supply-constrained climate like this challenges how brands are perceived, evaluated and valued. Shopkick found 85% of consumers say brand names do not…

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