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Doug Schumacher

Communication strategy and creative development

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7 ways to get more out of your creative

April 29, 2009 By Doug Schumacher Leave a Comment

My latest iMedia article: What do you do if a campaign’s creative budget gets cut by 20 percent? Do you say the creative will be 20 percent less impactful and call it a day? Hardly. Sadly, falling budgets, especially in the area of production, are a challenge a lot of companies in this business are […]

Filed Under: Fascinating Tagged With: banners, budgets, creative, performance

The next five years

April 28, 2009 By Doug Schumacher Leave a Comment

There could be a reason that the legendary centers of the markets (Wall St) and marketing (Madison Ave) are, amid this entire planet, located only a few miles apart. And they may be even closer, emotionally. What I’ve noticed recently is that the various economists, financial writers, and stock analysts I read are all starting […]

Filed Under: Fascinating Tagged With: branding, economy, strategy

Creativing links for this Friday

April 24, 2009 By Doug Schumacher Leave a Comment

Every Friday our agency gets together to share links we post to Creativing.com, a social bookmarking site I started. Like Creativing itself, the session has become a great way for us to share what inspires us and what’s catching our eyes in the ever-evolving online world. Beyond the content, the ensuing dialog across our collective […]

Filed Under: Fascinating Tagged With: creativing

How social media can resurrect your brand’s reputation

April 14, 2009 By Doug Schumacher Leave a Comment

My latest article just came out on iMedia Connection. Recently on NPR’s Morning Edition, host Renee Montagne interviewed 20-plus year auto-exec-turned-industry-analyst Jim Harbour (to Jim’s credit, “industry analysis” must be the only growth sector in the U.S. auto industry for the past couple years). Montagne was quizzing Harbour on the problems the auto industry is […]

Filed Under: Fascinating Tagged With: articles, branding, socialmedia, strategy, twitter

Reqall – A way to increase campaign conversion rates?

April 9, 2009 By Doug Schumacher Leave a Comment

Reqall – A way to increase campaign conversion rates?

I’m a fan of clipping tools and other quick, time savers and reminders. I have computers and phones littered with these to prove it 😐 This is an interesting mobile solution for setting up reminders. It reminds me of adding calendar events in Google’s iPhone mobile, where you just type in a string like ‘tomorrow […]

Filed Under: Fascinating Tagged With: bookmarking, technology, tool

Thin and inexpensive netbooks. Coming to a household near you.

April 7, 2009 By Doug Schumacher 1 Comment

This article in the NY Times highlights how there is a wave of new smaller, lighter, and most importantly, cheaper, laptop computers coming onto the market. Appropriately called ‘netbooks’. There a lot of change indicators on the Internet’s horizon. Mobile is certainly a big one, as is higher broadband rates. But I think the laptop […]

Filed Under: Fascinating Tagged With: computers, laptops, netbooks

Heralding the death of non-social media

March 28, 2009 By Doug Schumacher 2 Comments

My latest article for iMedia Communications. Right before the end of the year, there was a strong backlash against marketing through social media channels. If you were working anywhere near social media, it was hard to miss: People said it doesn’t work. People said it doesn’t work as they’d like it to. And people said […]

Filed Under: Fascinating Tagged With: media, print, socialmedia, tv

LA Times cover story on Michelle Obama’s biceps. Seriously.

March 28, 2009 By Doug Schumacher Leave a Comment

It’s disturbing to see respected, long-standing news publications across America going down like trees in the Amazon as of late. But then I look at this and wonder what we’ll really be missing. LA Times cover I’ve read the LA Times for over 20 years, and at one point they were considered a leading source […]

Filed Under: Fascinating Tagged With: blogging, newspapers

Creativity and data: A marriage, if not a perfect one

March 27, 2009 By Doug Schumacher Leave a Comment

In this post, Seth Godin writes about taking the high road. I want to lead with his summary paragraph, because the high road is too often seen as prima donna boulevard. “Data is your friend. And the data shows that the top blogs, top lenses, top magazines… they all follow the high road. If you […]

Filed Under: Fascinating Tagged With: analytics, creative, data

NY Times article on ever-expanding cookie tracking

March 26, 2009 By Doug Schumacher Leave a Comment

Tracking technology has been on a growth spurt. After post-impression tracking in the early 2000’s, we’ve recently added a lot of different BT techs, and now an even more comprehensive system in which you pretty much have an interest profile that the so-called Behavioral Exchanges are trying to align their ads with. I had an […]

Filed Under: Fascinating Tagged With: bt, cookies, privacy, tech

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