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Today marketing is more complicated than ever. Consumers have countless ways to discover brands and research products and services. They also move between devices and media channels throughout the day. As a result, great creative alone is not enough. Marketers must build a Media Mix that matches the customer journey. Many campaigns fail because the media strategy does not match how customers actually buy. It is common for marketers to expect every channel to generate immediate leads. However, each channel serves a different purpose. Some create awareness. Others build trust. Still others capture demand and generate conversions. An effective advertising [...]

There is an old adage that says the whole is greater than the sum of its parts. You see this in cooking where two good ingredients combine to make a great new flavor. (I’m thinking peanut butter and chocolate😊)  The same idea holds true in Advertising. Mixing digital and traditional Advertising together makes for a better Lead Generation engine. We call this converging digital and traditional media. Ingredients in a recipe are not just randomly combined. Similarly, an omnichannel Advertising campaign should not use media tactics indiscriminately. Processes improve results. You would not put a cake in a cold oven [...]

In December or January every year I write a blog on the marketing trends for the coming year. This year I forgot. I enjoyed seeing what my colleagues in the field predicted for the near future. But it is not too late for the exercise and may actually prove more informative. The following are the most common marketing themes written about 2026. The question is, now that we are one quarter into the new year which of the advertising trends in 2026 seem likely to happen? And how are they impacting Lead Generation? Some of the predicted trends for this [...]