Why Strategy Must Come Before Tactics (And How Research Fits In)

March 7, 2023

One of the most-read Tuesdays With Coleman blogs (which was published on December 4, 2018) is “Direct Marketing is Easy. Brand Marketing is Hard.” Digital marketers, some of whom may disagree with me on that statement, spend countless hours tracking the success of campaigns and optimizing messages based on the data. A/B testing is a … Continue reading Why Strategy Must Come Before Tactics (And How Research Fits In) »

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When Should You Sacrifice Short-Term Performance for Long-Term Benefit?

February 28, 2023

  When my Coleman Insights colleagues and I consult the brands we work with, one of the biggest challenges we face is convincing a client when they need to sacrifice short-term performance for their brand’s long-term benefit. Perhaps the classic example with one of our music radio clients is when we advise them to make … Continue reading When Should You Sacrifice Short-Term Performance for Long-Term Benefit? »

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A Research Study Is Only as Good as Its Design

February 21, 2023

Every question and issue does not require a Coleman Insights-level research study. We encourage our clients to conduct smaller-scale surveys to solicit feedback from their consumers. We’ve all seen self-serve questionnaires, hosted on platforms like Google Forms or Survey Monkey, from companies on whose mailing lists you’ve landed. As you might expect, the consistency of … Continue reading A Research Study Is Only as Good as Its Design »

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