Q. I realize TV played a big role. What if you are predominantly investing in digital assets (display, search, email, social, website).
Submitted by Douwe Bergsma on Mon, 10/19/2020 - 10:59
Q. Was the message/content focused on Activation aka short-term sales or Brand Building, aka Long-term effects? Does this difference actually matter?
Submitted by Douwe Bergsma on Mon, 10/19/2020 - 10:57
Q. Selfishly, do you think this holds up for Healthcare networks/providers (primary care physicians and hospitals)?
Submitted by Douwe Bergsma on Mon, 10/19/2020 - 10:57
Q. Sharp, Binet, Field etc. would suggest that you target for Activation efforts (short-term sales) and leverage reach/broad audiences when focused on Brand Building. What is your guidance now?
Submitted by Douwe Bergsma on Mon, 10/19/2020 - 10:57
Q. What about the role of content? Did that differ in any of the plans? Did/does content impact the ROAS?
Submitted by Douwe Bergsma on Mon, 10/19/2020 - 10:57
Q. You still need high quality messaging, right? You can't just run anything and get the same response, can you?
Submitted by Doug Keith on Mon, 10/19/2020 - 10:54
Q. Why was ROAS selected as the main KPI for success when many brands are shifting to LTV as a stronger metric for media performance?
Submitted by Dan Wittmers on Mon, 10/19/2020 - 10:53
JB
Q. What data sources do you need to be able to target the 'movable middle' for a particular brand?
Q. People who are predicted to be more responsive to a brand’s advertising are more likely to be heavy buyers (more aware, higher recency). We know from ‘How Brands Grow’ that light and non-buyers are the key to brand growth.
Submitted by Jason Chebib on Mon, 10/19/2020 - 10:26
Q. How is Joel Rubinson's thinking different from Peter Fader's thinking? Seems similar.
Submitted by Visitor (not verified) on Mon, 10/19/2020 - 10:13
