Co-Founder, Product Strategy & Marketing,
Doug Schumacher is the co-founder of social media content strategy tool Zuum. Zuum reveals a number of key insights into what type of social media content will generate maximum impact for a given industry.
His interactive career began in 1996 while working at TBWA/Chiat/Day, where he creative directed the highly-acclaimed 1996 Nissan Pathfinder... more
Wall Street values Facebook much differently than marketers who use the platform to promote their businesses. This data proves that Facebook isn't a marketing bust.
Facebook is changing marketing -- including how we measure its effectiveness. Here's what you need to know about engagement and transaction metrics on the platform.
The future of advertising according to Facebook is a content marketing world. Knowing what triggers your audience to engage can determine how your page performs.
As brands strive to engage people at the highest level of activity, there are a lot of endorsements they can generate at lower levels of participation. Here are some key insights.
Setting goals for your Facebook efforts doesn't need to feel overly complex or cumbersome. Here are some of the key metrics by which you can judge your brand's success.
There's more science behind posting to Facebook than you might think. Learn how to determine the optimal frequency, timing, context, and media types for your brand's wall.
Read ahead as one creative director goes through the crowdsourcing design process so you don't have to. Is it a boon or bust for digital?
There's no shortage of suggestions circling our industry, but it's up to you to separate the good from the bad. These insights will help.
Are you having trouble pushing through your most innovative marketing concepts? Here are a few points you might want to consider.
There are countless new computer tools out there, but separating the wheat from the chaff can be challenging. Here's a handful of proven apps that can make your job easier.
Even in these turbulent times, not all new media spending needs to be put on hold. Here's why social media should be part of a secure and sound defensive strategy.
No matter where you are in your creative career, you'll benefit from these words of wisdom from an industry vet.
You can get better results from the creative assets you develop if you keep an integrated approach in mind from the start. And it's easier than you think. Find out how.
You know social media has hit a new high when even GM, the third-largest advertiser in the U.S., can't adequately maintain conversations about its brands. Here's why all brands should start getting their feet wet in social media.
Think your brand should avoid social media? Good luck. If your marketing efforts don't currently involve social media, you're already playing catch-up. Here's why -- and how -- to get in the game.
If you want to surround your current and potential customers with a resonating message, be prepared to tackle your online media plans as a higher priority in the mix.
See what it took to impress some big guns in Hollywood with this blow-by-blow account of a successful creative proposal.
A combination of search and display marketing will pay off better than using either alone. How should you implement this joint strategy? Two experts show the way.
Basement, Inc.'s president and creative director explains what you need to know to get the best online material from a TV production project.
Even if you work with an experienced production company, you'll still need to be involved in the process. Basement, Inc.'s president/creative director explains what you need to know.
It may be summer, but now is the time to start planning how your site will look for the coming winter holidays.
The president/creative director for Basement Inc. highlights results from the behavioral targeting element of a campaign, and provides insights as to why BT works.
Nick Wreden's new book argues that most brand marketers are out of synch with both their consumers and their management -- learn what they should do about it.
The second round of Flash versus GIF gives the same results as the first; again, GIF outperforms the Flash ad in clickthrough rates.
We revisit the Flash vs. GIF test, this time using more relevant animation.
Ari Bluman reports that optimization provided a lift to the Sugarshots campaign, and he explains how optimization can work for you.
This week's test looks at how much optimization actually does improve results. We'll run one campaign with 24/7's optimization tool, and one without.
The survey confirms that a cohesive ad-website presentation improves consumers' reactions.
Doug Schumacher revisits the issue of ad-website pairing, now with the added tool of a pop-up survey to assess consumers' reactions.
In this instance, the answer is definitively "not;" Schumacher suggests reasons why.
Week nine of the campaign assesses the idea that animation may not always increase ROI.
Schumacher discusses the dynamic between ad and landing page, and Roche examines how to find the best combination of the two.
Doug Schumacher examines why "Quirk" beat out "Chic" in the latest of the creative content tests.
Get details on a test to solve the pressing creative question: Do consumers favor quirky or more sophisticate and stylish messaging?
Schumacher explains why Rasputin pulled in more click-visits than Lincoln, or the bottle itself.
Doug Schumacher broaches the first of several creative tests within the IAB rectangle format.
Doug Schumacher explains why the IAB rectangle significantly outperformed the leaderboard.
Doug Schumacher presents the test -- how much better will an IAB rectangle perform than a leaderboard?
Doug Schumacher determines whether a CTA button increased clicks.
Doug Schumacher explores whether a button will benefit the campaign, or not.
Doug Schumacher examines how the image of Sugarshots packaging stood up against a picture of iced tea.
Doug Schumacher looks at the pros and cons of product and usage shots.
Doug Schumacher recaps how the ads fared across different content channels.
Doug Schumacher anticipates how the creatives tested last week will fare across different content channels.
In the analysis of the initial round of Sugarshots campaign testing, Doug Schumacher takes a look at the responses to different messaging strategies.
Doug Schumacher introduces ideas behind the first of two test phases for the Sugarshots marketing campaign.
Welcome to Open Source Marketing! iMedia Case Studies presents Sugarshots: a quarter-long campaign unfolding before your eyes.
Basement Inc. president Doug Schumacher reviews "How Customers Think" by Gerald Zaltman.
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 6 steps for getting your brand into their heads
5 The best social media campaigns of 2013