The volatility of online political ads could be TV’s salvation in 2020
Digital marketing will face legislation challenges this year that may boost TV’s influence, at least in the short-term.
Lewis Gersh is founder and CEO of PebblePost, guiding corporate strategy and company vision with over 20 years of board and executive management experience. Prior to PebblePost, Lewis founded Metamorphic Ventures, one of the first seed-stage funds, and built one of the largest portfolios of companies specializing in data-driven marketing and payments/transaction processing. Portfolio companies include leading innovators such as FetchBack, Chango, Tapad, Sailthru, Movable Ink, Mass Relevance, iSocket, Nearbuy Systems, Thinknear, IndustryBrains, Madison Logic, Bombora, Tranvia, Transactis and more. Lewis received a B.A. from San Diego State University and a J.D. and Masters in Intellectual Property from UNH School of Law. Lewis is an accomplished endurance athlete having competed in many Ironman triathlons, ultra-marathons and parenting.
Don’t abandon traditional in-home advertising channels, they still work
There’s a growing disconnect between where brands are spending ad dollars and where consumers are actually making purchase decisions.
One-to-one-household marketing requires solving the ‘shareability’ problem
The growing emphasis on one-to-one marketing fails to account for a critical truth – major purchases usually result from group decisions, particularly among family members.
Brands lose consumer trust over ad trickery
When a consumer receives the right offer from the right brand at the right moment, the effect can be magical. It’s when marketers pull a clickbait and switch that trouble for a brand begins.
The digital natives are restless
Columnist Lewis Gersh looks at the innovative ways digitally native vertical brands are creating “tactile extensions” to further their reach.
The best way to understand omnichannel is to work backward
Why has the idea of omnichannel marketing fallen from favor? Columnist Lewis Gersh says it’s because of inflated expectations, rooted in some fundamental misunderstandings of the underlying technology.
We’ve got omnichannel all wrong
Columnist Lewis Gersh discusses the misconceptions surrounding omnichannel marketing and the direction that marketers need to be heading with it.
The 2018 ad tech predictions you didn’t expect to see
Martech and ad tech are here to stay, but it's not going to be all smooth sailing in 2018. Columnist Lewis Gersh shares three predictions that will shape our industry in the year ahead.
How I raised $55 million without a pitch deck
Columnist Lewis Gersh says the best way for a startup to secure funding is to market a truly innovative idea. But how can you market to investors that your idea is outside the box when your pitch is squarely inside the box?
In digital, lack of oversight is a major blunder
Is the fight against ad fraud too little, too late? Columnist Lewis Gersh believes all is not completely lost if digital advertisers can improve oversight and reduce waste.
Want to win more sales this holiday season? Don’t bet the farm on digital
When it comes to holiday retail marketing, digital isn’t the be-all and end-all. Columnist Lewis Gersh says marketers need to use intent data to reach consumers at home in ways that go beyond digital.
The 7 rules of respectful marketing
As more people implement ad blockers and brand safety takes on new urgency, columnist Lewis Gersh discusses how brands can put the customer experience front and center.
Are you grateful for digital? Part 2: Q&A
Columnist Lewis Gersh sits down with direct marketing expert Lynn Wunderman to discuss why digital and all the data at our fingertips are a mixed blessing for marketers.
Are you grateful for digital?
In a world where we're bombarded with digital interruptions, it's hard to feel grateful for digital. So what's a marketer to do? Columnist Lewis Gersh has an answer to the conundrum.
What if Super Bowl commercials were like digital ads?
We can all learn a lot from how advertisers treat America’s ultimate tentpole event, says columnist Lewis Gersh.
Data privacy: Picking the lock on Pandora’s box
Columnist Lewis Gersh says the development of smart technology, which can surreptitiously harvest consumer data in everything from toys to televisions, raises concerns that the ad industry can’t afford to ignore.
For online retailers, second time’s the charm
Many online retailers see a big bump in business in December. Then those buyers disappear when the holidays end. Columnist Lewis Gersh advises how to convert those first-time buyers into second-time buyers and eventually loyal customers.
A six-pack of predictions for martech
As a turbulent 2016 creeps closer to an end, columnist Lewis Gersh dusts off his crystal ball to see what the coming year holds in martech.
The evolution of the programmatic superchannel
Is your marketing strategy multichannel? Omnichannel? Columnist Lewis Gersh says smart marketers worry less about terminology than ideology in trying to piece together the ultimate programmatic superchannel.
’Tis the season to be savvy with your digital marketing
For many marketers, the holiday stress will be even worse this year as political ads drown out pre-holiday marketing messages. Columnist Lewis Gersh offers strategies to make your message stand out from the noise.
5 ways digital marketers can make healthier impressions
Digital marketers spend billions on advertising, but many of those ads actually harm brands by inflicting a negative experience on the consumer. Columnist Lewis Gersh offers a formula for healthier impressions.
Why mix-and-match marketing is the way forward
Columnist Lewis Gersh says it’s time to stop thinking of different marketing channels in isolation and focus on crafting a more integrated approach that gives consumers a complete and balanced marketing breakfast.
Bubble, bubble, toil and trouble: Tough times ahead in digital
Is digital marketing headed for a big-time crash? Columnist Lewis Gersh thinks so -- and he offers marketers advice on how to survive the impact.
What marketers need to know about the rate of technology obsolescence
With marketing innovation happening at a meteoric pace, how do you keep up? Columnist Lewis Gersh has some tips on how to spot the latest trends and stay ahead of the curve.
Calling all channels: The multi-channel race for the presidency in 2016
Which channels should candidates use to succeed in this year's election? Columnist Lewis Gersh explains why direct mail targeted based upon digital signals could be a win for both political campaign managers and marketers.
Retooling mail optimization: how real-time actions put direct mail back into fashion
What if you could take the data from your digital marketing efforts and apply it to your direct mail campaigns? Columnist Lewis Gersh explains how real-time, intent-driven data can be used to enhance this tried-and-true marketing channel.
Why Digital Attribution Is An Unsolvable Problem
Do you have an attribution problem? Columnist Lewis Gersh believes if you're using attribution the wrong way, then you just might.