Quotes from Joseph Jaffe

Advertising is a tax paid for being unremarkable.*" If that is true, then this tax is rising fast, which is good news for the government—not to mention production companies, media sellers, and agencies—

The four Ps (Product, Price, Place, and Promotion) have been updated with a new model: the six C's of Content, Commerce, Community, Context, Customization, and Conversation.

It's time to set our sights on the marketing funnel, aka, AIDA. AIDA stands for Awareness, Interest, Desire, and Action. (p.3)

Avinash Kaushik refers to much of media communications as "faith-based initiatives." In other words, they are often futile attempts to bridge the vast chasm between the two ends of the funnel - exposure and conversion... (p. 5)

It's time to set our sights on the marketing funnel, aka, AIDA. AIDA stands for Awareness, Interest, Desire, and Action. (p.3)... There's something inherently out of whack with the traditional marketing funnel and there are better ways to optimize it (p.7).

If you think about it, shouldn't we be spending more money against qualified prospective buyers versus shots in the dark at bagging a random stranger? Of course we should. It's a complete no-brainer. (p. 8) ... Our cardinal mistake is to forget that it is these four simple truths (or metrics) that keep us in business: 1. Getting more customers to buy from us; 2. More often; 3. To spend more with us in the process; 4. AND to recommend us to their friends (p. 15)

Getting your message in front of the right people in the right place at the right time using the right channels is the right thing to do. But what if the real optimization that needs to take place is from acquisition-led efforts to retention-led ones [retention, consolidation, and referrals]? p. 18

What you should do is hire very smart people who are a good fit. And then you should expose them (and yourself) to ideas. The ideas should come from within and from outside.

Identify your 70/20/10 (or 60/30/10 depending on risk appetite). Most people know of this allocation from the innovation approach that Eric Schmidt pioneered at Google: 70 percent of time allocated to core business tasks, 20 percent to projects directly related to the core business, and 10 percent dedicated to projects unrelated to the core business.