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The Selfish Consumer: Everyone Wins?
May 22nd, 2015 by Dwayne W. Waite Jr.
America is made up of a large amount of consumers who operate on an age-old economic theory — the notion that the business world (and therefore, society) can thrive when we all pursue our own self-interest. Yes; that the best thing we can do for each other is to satisfy our own needs and wants as best as we can. For the most part, we've been okay with that sentiment. But there is more to that theory.

Yes, the Way We Research Matters
May 21st, 2015 by Dwayne W. Waite Jr.
As marketers, we must gather quality information from consumers in order to make business decisions. We need to mine opinions from all types of people in order to paint the right picture. But which method is best to gather information? And how do we determine that the information is in fact, quality? The Pew Research Center had a similar question.
The Rebate Debate: Really a Big Deal?
May 20th, 2015 by Dwayne W. Waite Jr.
How could we have a conversation about the Advertiser/Agency relationship without mentioning transparency? Alas, we cannot. Yes, we all know that the client/agency relationship is flawed. Woefully flawed. There is a serious need to patch up the relationship in order for both sectors of AdLand to progress...
Customer Lifetime Value and Its Marketing Impact
May 19th, 2015 by Dwayne W. Waite Jr.
In business, the best customer is the one that keeps coming back — the recurring customer — which makes sense. What makes the adage even better is that the best customer is the one that keeps coming back and spends more when doing so. There's the jackpot. There's a term for that — a term (and equation, if interested) for determining the present value of a customer in comparison to cash flows. It is called the Customer Lifetime Value model (CLV or CLTV).
The AOR Model Won't Die; Deal With It
May 18th, 2015 by Dwayne W. Waite Jr.
Managing a brand without an agency of record, though a possibility, will never reap the same results in consistency, consumer recall and recognition, and overall campaign effectiveness.
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