‘Share of model’ is the new marketing measure for the AI era
Tom RoachAs GenAI grows, brands’ visibility and associations in the data sets of large language models will be key – if marketers can link them to market share.
Generative AI isn’t marketing’s future, it’s already part of its present
Tom RoachBrands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
Attention’s the problem, creativity’s the answer – as ever
Tom RoachSolving the attention issue in digital advertising is key to improving creative effectiveness. It will take a combination of good old-fashioned creativity and a good new-fashioned understanding of what works on each platform. Simple, but hard.
Ignore the sceptics, brands can be built on digital platforms
Tom RoachDon’t delude yourself about returning to a ‘golden age’ of offline advertising. There’s plenty of evidence you can build successful brands with today’s media.
Is your brand stuck on the performance plateau?
Tom RoachWhat is it, why are you stuck on it, how are you going to get off it?
Beware of ROAS, ROI’s dangerous digital twin
Tom RoachToo great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
Why advertising will never die
Tom RoachAdvertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Seven principles of effective marketing communication
Tom RoachThese fundamentals of marketing communication will always be true because they’re based on how our brains work, not on how specific technology works.
Why the sales funnel is the cockroach of marketing concepts
Tom RoachIt doesn’t seem right that most of the industry uses a template built on three layers which are each mostly wrong and not strongly supported by marketing science.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Could your brand benefit from the ‘diversity dividend’?
Tom RoachDiversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.