themakegood

themakegood has written 75 posts for The Makegood

The Silo Emergency In Digital Marketing

A little while ago, I made an appointment for an eye exam online. The day of the appointment, I showed up and talked to the receptionist. She said the doctor had already left for the day. If you’re wondering what “silos” look like on the other end of the funnel, this is a great example.… Continue reading »

Nobody Cares About Your DSP

A couple years ago while on vacation, we got rained out at the beach.  Bummer. Not wanting to waste the day staring at our kids playing Minecraft on their iPads, we ventured into town, where we met up with a friend and ended up at one of those paint-your-own-pottery places.  The kids had a fun… Continue reading »

Make Ads LEAN? How About We FLATTEN Them?

“We messed up.” – The Interactive Advertising Bureau. “We know.” – Everybody Else. There’s probably a really good book to be written about how the digital ad industry got to this point, where it cluttered up digital media so badly that the industry requires a “Hoarders”-style intervention. Don’t.  Say.  We.  Didn’t.  Warn.  You. It’s a… Continue reading »

Engaging the Digital Goldfish: Are You Contextually Relevant?

A recent PBS NewsHour story on chronic illness plaguing adults was a photo essay. No statistical data, no mention of medical journals, no expert doctor commentary. Only pictures of people with their illness written on their arms and hands covering their mouth.  Yet, it was engaging and impactful. Why only visual images in a medical… Continue reading »

Is Your Media Plan Overlooking the Opportunity in Radio?

I’ve come to accept the fact that digital advertising in all its forms is the medium of choice for many marketers these days. Digital has been the recipient of innovations such as animated banners, video integration, smart watches, Social Media, and in App Ads that have taken the medium beyond its creative, targeting and tracking… Continue reading »

Join the Tinfoil Hat Brigade. We Have Cookies.

While I hate to make it seem as if I’m throwing in with the Tinfoil Hat Brigade, I did want to mention two rather disturbing trends the digital ad industry ought to take note of, pronto. The first is a decidedly weird black box-ness regarding tracking methodology.  Prior to the rise of mobile, ad sellers… Continue reading »

Viewability Affects Digital Brand Advertising More Than DR

With fraud and viewability making splashes in the digital advertising trade press, I find it curious that nobody seems to be talking about how different types of digital campaigns are affected by them in different ways. If you’re running a direct response campaign, you might not even care about fraud or viewability, particularly if you’re… Continue reading »

Does Your Agency Have an RFP Checklist?

Several weeks ago, I posted “Why prospective clients sometimes don’t get what they ask for with RFPs” which outlined top items I think a prospective client should include in an RFP. Then it occurred to me that agencies should also have a must-do list that they should follow when responding to RFPs.  So, below is… Continue reading »

Is The Home Page Really Dead?

As soon as you hit a content page, the begging starts.  “Join our e-mail list.”  “Like us on Facebook.”  “Share with your friends.”  The begging usually starts with a page overlay, although an ad might be shown at the same time.  Some sites even throw up a paywall or subscription request. What would make publishers need… Continue reading »

So, You’re Still Not a Gemini?

Back in May I wrote a preview outlining some of what we could expect from the revised partnership agreement between Yahoo! and Bing while advising clients and agencies to not to let the opportunity to jump in ahead of other advertisers slip away. Unfortunately, between the large percentage of advertisers still unwilling to embrace Bing… Continue reading »

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