Robin Neifield

CEO

Food for Thought, Literally

Originally published on Target Marketing.  If you were ever in doubt of the changes that our digital access, behaviors and devices have made in our daily lives, look no further than how you nourish your body. The introduction and integration of online food tools and content have made the planning, shopping, and cooking of all things food and beverage-related a dramatically different experience than the experience of prior generations. How will that influence our relationship with food and each ... Read More

Food for Thought, Literally

Originally published on Target Marketing.  If you were ever in doubt of the changes that our digital access, behaviors and devices have made in our daily lives, look no further than how you nourish your body. The introduction and integration of online food tools and content have made the planning, shopping, and cooking of all things food and beverage-related a dramatically different experience than the experience of prior generations. How will that influence our relationship with food and each ... Read More

Winning at Voice-Assisted Search

Originally published on Target Marketing.  The Walmart and Google cooperative voice-shopping partnership announced a few weeks ago heralds more than just the first real challenge to dominant e-commerce giant Amazon. It punctuates the growing prevalence and importance of voice-assisted searching and shopping behaviors. Voice-assisted search came onto the mass market in 2011 with the initial release of Siri. Since then, there have been ongoing improvements and expanded options in natural language... Read More

Why Net Neutrality Is a Marketing Issue

Originally published on Target Marketing.  The Net may soon have gate keepers, a price tag or a throttle — and that’s something we should all be concerned about. Marketers, in particular, should be paying attention and throwing their support behind Net Neutrality as both a concept and as a set of regulations because without those safeguards the critical connection points to consumers may be threatened. New online business models and innovations have thrived with the freedom of equal access ... Read More

Lost in a Crowded Marketplace?

Originally published on Target Marketing.  Marketers often mistakenly act as if their plans exist in a vacuum and that they have the consumer’s undivided interest and attention without interference or competition. Nothing could be farther from the truth, or more dangerous to a company or marketing goal. Consumers are so saturated that they are actively avoiding ads and other brand messaging. In this often chaotic and noisy consumer marketplace success requires a certain amount of creativity, ... Read More

Advice for the Digital Marketing Industry, Perhaps Too Late

Originally published on Target Marketing.  I was recently asked what advice I would give my younger self to succeed in the digital marketing industry. The question, of course is nonsense: No one has a time machine or could recreate the unique circumstances of these past decades. We now possess almost perfect information about the technology, business environment and leaps of faith and brilliance that created our digital world and a brand new industry — but we did not have that guidance back t... Read More

The Value of Soft Metrics

Originally published on Targeted Marketing. In the past decade, marketers and the ecosystem that surrounds them have focused intensely, investing heavily in making direct connections between marketing spend and specific, attributable results. That’s a good thing, and the accountability of digital efforts has largely driven its growth. But we lose valuable nuance when we disregard all that is not accurately and completely quantifiable. There is clearly still a relevant and worthwhile tale to be... Read More

How Not to Be a Tone-Deaf Brand

A lot of news sources have already unpacked and dissected the many missteps in the recent Kendall Jenner Pepsi ad. It was live for all of one day, but it will live on in brand infamy forever. Here are a few of the sources covering the cringe-worthy effort, if you want to dig deeper into this example: Washington Post CNN AdAge And just for fun, here is SNL’s take on it. The official Nivea page on Facebook is putting out ‘pro skin whitening’ adverts with the slogan ‘white is ... Read More

To Build or to Partner, That Is the Question

Originally published on Target Marketing. Marketers need a complex and diverse set of skills to meet business goals. When should you partner for marketing and technology support and when should you bring those skills and talents in-house? This critical question touches many issues including the organization’s historical leaning, how that function will benefit (or not) from brand access and proximity, how able are you to recruit the right talent, how effectively can you manage those resources t... Read More

When Marketing and Politics Collide

Originally published on Target Marketing. America is politically obsessed right now. Each day there is at least one and often several news items that lead to a cycle of finger-pointing, name-calling and outrage. It doesn’t matter which party or candidate you endorsed, where you live or where you get your news — emotions are running high all across the land. What does this politically and emotionally charged climate mean for marketers? There have long been companies and business models define... Read More

Walk a Mile in Your Client’s Shoes

Originally published on Agency folks love to complain about the pace of our work, the numerous bosses (AKA “clients”), the often restricted budgets, creative latitude and so on. It is human nature to bemoan the challenges we face personally, but to serve the interests of our clients we also have to factor in the obstacles our clients must, in turn, surmount. The worst thing an agency partner can do is bring no ideas. The second worse thing is to present an idea, concept or approach to a cl... Read More

Building Brand Trust Through Trusted Advocates

Originally published on Nothing builds trust like a third-party endorsement — especially an endorsement from someone the consumer knows and trusts. Brand advocates extend your brand to their personal networks, generating more inherent trust among prospects. Customer advocacy, or brand advocacy, occurs when companies cultivate brand advocates in a dedicated effort. A customer advocacy program aims to build consumer trust by increasing the volume of trusted voices on behalf of the brand. Brand... Read More

Hype or Opportunity?

Originally published on Marketers today face the huge challenge of creating the right program mix to meet their brand objectives. It’s difficult to balance the risk of new investments against the budget support needed to continue in proven channels. But it could be even riskier to wait too long to test or adopt some of the newer opportunities that emerge with oppressive regularity. The bounty of options makes planning more complicated and can thinly stretch even the largest of budgets across... Read More

Don’t Be ‘That’ Brand

Originally published on Millennials are annoyed, according to eMarketer, and they are taking action. Ad-blocking software use by millennials has grown over 34 percent since last year and will grow another 24 percent by 2017 — all because consumers are looking to control the annoying ads delivered to their devices and now can easily do so. But this has implications for more than just those making ad-blocking software and millennials: As marketers, we must tread carefully. Sprout Social recen... Read More