Change the channel

Breaking down marketing strategies, one email at a time.

The email newsletter for marketers tired of business jargon and ineffective strategies.

Change the channel
Why change the channel?

As marketers, headlines announcing trends demand constant attention. It's tough to know what's nothing more than a fad and what's worth testing for yourself. When you should stay the course. And when it's time to change the channel.

Which is why we’re gathering all the research you need in just one weekly email covering only the marketing strategies scientifically proven to drive results. Yes, that means revenue.

Volume 14 No. 2: The forgotten power of B2B brand-building
Volume 14 No. 2: The forgotten power of B2B brand-building

Microsoft is the world’s most valuable B2B brand, worth $137 billion.

Volume 14 No. 1: Why Targeting Everyone is a Bad Idea
Volume 14 No. 1: Why Targeting Everyone is a Bad Idea

Reaching large audiences is powerful. But they still need to be the right large audiences.

Volume 13 No. 4: How Airbnb used brand awareness to drive profitability
Volume 13 No. 4: How Airbnb used brand awareness to drive profitability

As marketers, we constantly chase the holy grail of measurable ROI by prioritizing channels...
Volume 13 No. 3: The truth about brand awareness
Volume 13 No. 3: The truth about brand awareness

Are you wasting your marketing budget by building brand awareness?

Volume 13 No. 2: Behavioral Targeting: Clicks, Confusion and Creepy Ads
Volume 13 No. 2: Behavioral Targeting: Clicks, Confusion and Creepy Ads

We all notice the ads that seem to know exactly what you were just talking about. The websites...
Volume 13 No. 1: Is the clock ticking for TikTok?
Volume 13 No. 1: Is the clock ticking for TikTok?

TikTok has over 100 million American users, and US marketers will spend more than $11 billion...
Volume 12 No. 4: How will AI reshape marketing and advertising?
Volume 12 No. 4: How will AI reshape marketing and advertising?

AI is probably the hottest topic in business right now.

Volume 12 No. 3: How measurable are upper-funnel marketing channels?
Volume 12 No. 3: How measurable are upper-funnel marketing channels?

According to a survey by Ruler Analytics, less than 25% of marketers feel confident they’re...
Volume 12 No. 2: Should you advertise during a recession?
Volume 12 No. 2: Should you advertise during a recession?

Budget cuts. Layoffs. Wait, are we even in a recession?

Volume 12 No. 1: Digital dangers, targeting and bothism
Volume 12 No. 1: Digital dangers, targeting and bothism

Digital has democratized advertising, allowing more brands to find and reach their audiences...
Volume 11 No. 4: What does AI’s evolution mean for marketers?
Volume 11 No. 4: What does AI’s evolution mean for marketers?

Chat GPT. Bard. ERNIE Bot. DALL-E 2.

Volume 11 No. 3: How well do you know your customers?
Volume 11 No. 3: How well do you know your customers?

At this point, most marketers agree customer data is vital for informing business and...
Volume 11 No. 2: What irrational decision-making means for B2B marketing
Volume 11 No. 2: What irrational decision-making means for B2B marketing

Companies are made up of... well, people.

Volume 11 No. 1: Reframing marketing as an investment
Volume 11 No. 1: Reframing marketing as an investment

Everyone has that one friend.

Volume 10 No. 4: Combine creativity and relevance for stronger results
Volume 10 No. 4: Combine creativity and relevance for stronger results

Creativity absolutely affects the success of advertising.

Volume 10 No. 3: Acquisition vs loyalty
Volume 10 No. 3: Acquisition vs loyalty

You just set up a lemonade stand in your neighborhood. Across the street is your fierce...
Volume 10 No. 2: Linear and streaming are both TV
Volume 10 No. 2: Linear and streaming are both TV

Streaming or linear? For TV advertisers, it’s a big decision.

Volume 10 No. 1: Brand? Performance? Why not both?
Volume 10 No. 1: Brand? Performance? Why not both?

According to a WARC study, marketers are planning to spend more on both brand and performance...
Volume 9 No. 4: Advertising’s role in the viewership battle
Volume 9 No. 4: Advertising’s role in the viewership battle

The world embraced streaming during the pandemic, but as life starts returning to normal,...
Volume 9 No. 3: Why is brand trust important?
Volume 9 No. 3: Why is brand trust important?

A brand's trustworthiness is an increasingly important factor in consumers' purchase...
Volume 9 No. 2: Does TV drive digital performance?
Volume 9 No. 2: Does TV drive digital performance?

Planning your brand’s marketing mix is like baking bread... you just need the right...
Volume 9 No. 1: How to build market share
Volume 9 No. 1: How to build market share

Technology has given consumers more options than ever for every purchase they make.

Volume 8 No. 4: Where are people watching?
Volume 8 No. 4: Where are people watching?

Being able to connect with your target audience directly is valuable, which is why marketers...
Volume 8 No. 3: Why does brand matter?
Volume 8 No. 3: Why does brand matter?

People often use the same words to mean very different things.

Volume 8 No. 2: Why is performance so important?
Volume 8 No. 2: Why is performance so important?

In a crowded market, standing out can be a challenge.

Volume 8 No. 1: What does ad spend look like for 2023?
Volume 8 No. 1: What does ad spend look like for 2023?

Gaining consumer confidence is extremely important for a brand’s long-term ROI. And as...
Volume 7 No. 4: How to balance your marketing mix
Volume 7 No. 4: How to balance your marketing mix

Things that are best when balanced:

Volume 7 No. 3: Does creativity matter?
Volume 7 No. 3: Does creativity matter?

Name an ad campaign that was funny, intriguing or clever. Easy, right?

Volume 7 No. 2: How do people watch TV?
Volume 7 No. 2: How do people watch TV?

TV used to be hard to watch.

Volume 7 No. 1: Does mass reach work?
Volume 7 No. 1: Does mass reach work?

Let's imagine for a minute that you’re standing at the free-throw line on the basketball court...
Volume 6 No. 4: TV advertising for B2B?
Volume 6 No. 4: TV advertising for B2B?

B2B advertisers tend to take longer than their B2C counterparts to warm up to new channels....
Volume 6 No. 3: Long vs short-term marketing tactics
Volume 6 No. 3: Long vs short-term marketing tactics

What does balance look like?

Volume 6 No. 2: Can you prioritize reach with streaming?
Volume 6 No. 2: Can you prioritize reach with streaming?

We all know reach is essential for growth. For connecting with new audiences. Building...
Volume 6 No. 1: What’s the new value of old channels?
Volume 6 No. 1: What’s the new value of old channels?

Remember when everyone thought traditional marketing channels like TV, radio and direct mail...
Volume 5 No. 4: AVOD vs SVOD in the streaming wars
Volume 5 No. 4: AVOD vs SVOD in the streaming wars

What if there were no more TV commercials?

Volume 5 No. 3: Cost-effective TV advertising
Volume 5 No. 3: Cost-effective TV advertising

To understand whether TV is a cost-effective marketing channel, we first must ask what it...
Volume 5 No. 2: Everybody’s watching (in a good way)
Volume 5 No. 2: Everybody’s watching (in a good way)

You’re planning a new marketing campaign, and you want to connect with everyone. But you’re...
Volume 5 No. 1: Why forgetting about brand is dangerous
Volume 5 No. 1: Why forgetting about brand is dangerous

Facing continued economic uncertainty, there’s one route that’s particularly tempting for...
Volume 4 No. 4: Fitting TV into your marketing mix
Volume 4 No. 4: Fitting TV into your marketing mix

56% of Americans say ice cream is their favorite dessert. Right behind ice cream though,...
Volume 4 No. 3: What's the most expensive part of TV?
Volume 4 No. 3: What's the most expensive part of TV?

TV advertising is expensive. (Traditionally, anyway!)

Volume 4 No. 2: How to capture consumer attention
Volume 4 No. 2: How to capture consumer attention

You’ve probably heard the average human attention span is a mere eight seconds, less than that...
Volume 4 No. 1: Which brands make sense for TV?
Volume 4 No. 1: Which brands make sense for TV?

Historically, TV advertising has been only for extremely large, well-known brands. Just a...
Volume 3 No. 4: The truth about targeting with TV
Volume 3 No. 4: The truth about targeting with TV

Targeting. It’s the beauty of digital ads, and as marketers, our favorite way to ensure...
Volume 3 No. 3: Are cord-cutters becoming cord-revivers?
Volume 3 No. 3: Are cord-cutters becoming cord-revivers?

Options are good, right?

Volume 3 No. 2: How to improve digital performance
Volume 3 No. 2: How to improve digital performance

Let’s say results online are, well, less exciting than you'd like.

Volume 3 No. 1: What do people do after seeing your commercial?
Volume 3 No. 1: What do people do after seeing your commercial?

Rachel’s watching your commercial on the TV in her living room. Rachel’s been looking for...
Volume 2 No. 4: Is TV a performance marketer's dream?
Volume 2 No. 4: Is TV a performance marketer's dream?

Mayhem, the Geico Gecko, Flo... You’d be hard pressed to find an adult who doesn’t have these...
Volume 2 No. 3: Streaming vs digital video
Volume 2 No. 3: Streaming vs digital video

A question for you... What is the definition of TV?

Volume 2 No. 2: Is TV a channel of the past?
Volume 2 No. 2: Is TV a channel of the past?

In 1927, the first electronic television was presented to a panel of scientists in London. The...
Volume 2 No. 1: How to Measure TV Advertising's Impact
Volume 2 No. 1: How to Measure TV Advertising's Impact

This week we’re talking TV attribution. After all, smart marketing is all about making...
Volume 1 No. 4: Tips for planning your next TV buy
Volume 1 No. 4: Tips for planning your next TV buy

We’re often asked, “Is linear or CTV right for my brand?”

Volume 1 No. 3: Streaming as the ultimate TV solution
Volume 1 No. 3: Streaming as the ultimate TV solution

TV is changing. That’s hardly a revelation. But what remains shocking is just how rapid that...
Volume 1 No. 2: Traditional vs Digital Marketing
Volume 1 No. 2: Traditional vs Digital Marketing

There’s a long history of marketers using TV advertising as a brand-building channel. And yes,...
Volume 1 No. 1: Rethinking Traditional Channels
Volume 1 No. 1: Rethinking Traditional Channels

Hi there! Welcome to the very first edition of “Change the Channel,” our weekly newsletter for...

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