I want to play a little game today. I will be a devils advocate around the topic of the probably most used buzz-word in the last couple of years in marketing - two-way communication. This marketing jargon was enhanced even further with the development of digital technology.
Many of you who read this blog know that I believe that marketing is a science and an art, but if I had to choose which one will be more important in the future, I would pick science every time. Here is why...
Advertising adstock theory was first introduced by Simon Broadbent in the Journal of Market Research Society in 1979. Back then he wanted to explain how TV advertising works in real life and now I want to share some of the conclusions of AAT and marketing implications for brands in the 21. century.
There always comes a period in a year when every brave marketing professional gypsy makes their own predictions what will the provailing marketing trends for the future year be. They look into their miracle ball and start their gypsy magic. Some of the trends are interesting and worth mentioning but I will argue that some are just distractions.