Randall Beard's Blog

“Paid, Owned and Earned Media” Interview Part 2 with Market Edge’s Glenn Engler

beardrs — Tue, 08 May 2012 09:00:37 +0000

The following post first appeared as “Paid, Owned and Earned Media with Randall Beard” on Market Edge on Webmaster Radio FM. This is Part 2 of a 3 part series. Part 1 covered Advertisers biggest pain points, end-to-end advertising measurement, and real time optimization. Host Glenn Engler is a Fortune 500 industry figure and has worked in the [...]

“Paid, Owned and Earned Media” Interview Part 1 with Market Edge’s Glenn Engler

beardrs — Mon, 09 Apr 2012 09:00:07 +0000

The following post first appeared as “Paid, Owned and Earned Media with Randall Beard” on Market Edge on Webmaster Radio FM. Host Glenn Engler is a Fortune 500 industry figure and has worked in the marketing and communications world for more than 25 years. He focuses on perspectives on social media and digital marketing, that will [...]

How to Make “In-Game” Adjustments to Improve Advertising ROI

beardrs — Mon, 26 Mar 2012 14:38:13 +0000

Imagine a coach who only shows up after the game to find out the final score. No half-time adjustments, no in-game adjustments based on what’s working and what’s not. Is this good coaching? Of course not. The final score is just that–a final score. It doesn’t say anything about what caused the game to be [...]

Driving Higher Advertising ROI’s without Big Data

beardrs — Wed, 15 Feb 2012 09:00:56 +0000

“Show me the money!” This memorably great line from the 1996 movie “Jerry Maguire” might just as well be coming from today’s CEO’s and CFO’s: a growing and vocal demand for accountability from the Marketing function. Big Data Coming – For Better or Worse Everywhere you go these days, you hear about “big data:” the [...]

What Drives Video Viral ?

beardrs — Mon, 12 Dec 2011 09:00:59 +0000

This post first appeared in MENG Blend: ========================================================== Wouldn’t we all love to have “the viral video” on our brand? Case in point: Evian’s “skating babies,” a classic of viral earned media, has been viewed over 16 million times on YouTube. It’s every CMO’s dream: low to no cost video that extends reach beyond paid [...]

Challenging Marketing Orthodoxy: “How Brands Grow” Book Review

beardrs — Tue, 01 Nov 2011 13:54:49 +0000

Pop quiz !! Please answer the following questions True or False: True False _____ _____ Differentiating our brand is a vital marketing task _____ _____ Who we compete with depends on the positioning of our brand image _____ _____ Mass marketing is dead and is no longer competitive How did you do? [...]

5 Keys to Marketing Success in Developing Markets

beardrs — Wed, 12 Oct 2011 10:00:16 +0000

Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand. Since then, I’ve led organizations [...]

Facebook Insights Every Marketer Should Know

beardrs — Tue, 30 Aug 2011 23:43:00 +0000

Social media defies all manner of definition and understanding for many Marketers. For many, it’s like the proverbial blind men touching the elephant of social media: It’s for listening It’s about “likes” It’s the fans that count It’s an engagement platform It’s Facebook It’s YouTube It’s an advertising platform… The list goes on and on… [...]

TV vs. Mobile — Which is the Future of Advertising ?

beardrs — Tue, 19 Jul 2011 09:00:57 +0000

Unlike many conferences, the recent Spencer Stuart CMO Summit in New York featured a panel discussion of “protagonists” – people charged with being provocative and, well, protagonistic. On the one side were the “Mobile is the Future” crowd. Included in this groups were representatives of Google, social media agencies and various change the world digital [...]

3 Good Reasons Your Brand Should Spend More in Digital

beardrs — Tue, 05 Jul 2011 09:00:19 +0000

My first boss once offered up this gem of wisdom: “numbers are your friend” By this, he meant that data and analysis could usually win the day in supporting your case and getting people to agree to what you were recommending. Imagine my surprise then, when I first looked at a comparison of media consumption [...]