The Pitfalls of Easy Data in Marketing

From performance marketing to attribution modeling, we’ve seen a rise in available data from marketing over the past several years which have shifted our focus to more lower-funnel activities. Read more →

Does Brand Purpose Actually Matter?

Brand purpose has once again risen to the top of people’s radar as a result of a new study by Peter Field. But before we wrap our heads around all the many discussions surrounding the research and the responses to the research, let’s take a step back and remember what we mean by brand purpose exactly. Read more →

Building Brand by Creating Memories

If we were to go and ask people about their thoughts on the largest brands in the world, many would be able to report about their experiences and memories that they have with that brand. Read more →

How to Break Through the Attention Barrier

A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective. Read more →

What’s That? Marketing That Gets Noticed

Most marketers are aware that people tend to shop around the perimeter of the grocery store. If you think for a moment, you can probably confirm that this is true of yourself when you go grocery shopping as well. We don’t walk down every aisle and give every product equal consideration. Read more →

Consumer Psychology and Media Placement

At Intermark Group, we’re often discussing the many psychological drivers that impact advertising effectiveness. One of the biggest drivers that often gets overlooked by the marketing world is the internal motivation of the audience when the ad appears. Read more →

Make It Easy, Then Make It Easier

The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer. Read more →

Surprises Help Ads Get Noticed

As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored. Read more →

The Psychology of Advertising and Sales

Marketers are often tasked with the challenge of estimating the long term impact of marketing and advertising on sales. This is a difficult question of course, with many factors coming into play including the size of the brand, advertising spend, competitors advertising spend, the advertised message, and more. Read more →

The Biggest Problem Marketers Face? Brand Unawareness

The pathway from being initially aware of a brand to buying that brand can be complex, and it differs for different brands. Some customer journeys might be best captured by a three stage path from awareness to purchase while others might have a five stage path that includes repurchase, and so on. Read more →