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Cory Treffiletti
San Francisco
A digital marketing strategist, writer and entrepreneur
Interests: I am interested in popular culture and how it is applied to marketing in the current age. I am also interested in my family and Pearl Jam.
Recent Activity
“They were the best of times; they were the worst of times… for sales people”. I should actually rephrase that to “they were the best of tactics; they were the worst of tactics”, because there are some pretty poor tactics employed by sales people these days, which is funny given... Continue reading
The most effective, and valuable CMO’s of the future will also be responsible for revenue, including direct sales and channel sales. I challenge any CMO in the industry to defy that prediction. Continue reading
The technology exists to allow creators to create once and content to be delivered everywhere, which is exactly as it should be from an experiential point of view, but marketers are still looking at mobile as an after-thought. Technology has put make-up over the blemishes that result from marketer’s shortsighted view of mobile. To succeed in mobile, you have to scrub the strategy to make sure it’s sound and not repurposed from somewhere else. Continue reading
Are you ready for a world of virtual realities embedded with brands? Trust me – I’m not either, but it seems ad world is getting ready (once again) to embrace the concept, even if consumers aren’t. For me, virtual reality is not a big market and there are a number... Continue reading
Acquisition and retention are very different animals and they each require a different set of tactics. Data can be used, and audience-based analysis can be leveraged, to ensure maximum efficiency for both of these areas, but more recognition should be given to how these two strategies either do or do not intersect. They need to be set up properly before being automated, but a human mind should always be applied to better determine how they work more effectively. Continue reading
This is the time of year when we start talking about the upfronts and the ongoing impact of Television for advertisers, but I wanted to take a slightly different approach. Rather than talk about the pros and cons of TV and the ongoing marriage of digital video with TV, I... Continue reading
Most people do wear a watch and that portion of the audience will certainly latch on immediately, but what about those higher-end targets? Will Apple partner with Rolex to develop the iRolex? Will they get in bed with Louis Vuitton for the iLouis? Continue reading
Default to assuming best intentions in your interactions and I think you’ll see a radical decrease in the impact of office politics. You can’t get rid of them, but you certainly can make sure they don’t ruin your day, every day. Continue reading
. Listening to all those pitches can be like the first time you heard Phish, or Miles Davis, or even Metallica. It all sounds the same to the uninformed or the semi-informed ear. Over time you recognize the nuances and differences, but it takes repeat listening, focus and a general appreciation for what they are trying to do. If you were raised to think marketing is about “the big idea” then marketing technology is the polar opposite of what you believe, so no matter the time you invest, it still won’t be enough. Continue reading
Humanity is filled with brilliant people who can put words into actions, but humanity has far fewer people who can simply put out brilliant words and let them sink in for the rest of us to read. Maya Angelou will be praised for years to come and people like Donald Sterling will be forced to rethink how they speak, what they think and where they choose to go with their lives. Hopefully, as a result of the speed of dissemination for words such as these, other people will be forced to take a look at themselves and find the right words for the future. Continue reading
I recommend all students of advertising and marketing spend at least 2 days walking around a Disney resort, but do so looking through the glasses of a marketer and not just a tourist. You might be a B2B marketer and learn something valuable, just as much as any B2C marketer in the world. Continue reading
I’m also sure we’ll be seeing lessons learned in marketing on both sides, further entrenching both Apple and Beats in the collective psyche of the audiences with disposable income. Call me an Apple Lover if you like (I am), but these are the kinds of decisions you see leading brands make. It’s like peanut butter and chocolate. It’s like peas and carrots. Its Apple and Beats. Continue reading
The landscape of attribution partners is increasing and getting more cluttered, so one of the things to examine when selecting a partner is what model they use, and who has used that model in the last. Understanding your vertical and the ways consumers interact with brands in your vertical can go a long way to determining if their models will work for you. Continue reading
At the end of the day I still think it comes down to the agency buyer. They need to ensure that ads are viewable and they need to be willing to enforce it. They need to be willing to sacrifice some of their media efficiency in favor of stewardship for the brand and ensuring performance will be strong rather than focusing on the efficiency of the buy. Continue reading
As a marketer who works in the area of marketing technology, I demand transparency from my partners and I think you should too. Continue reading
Experienced people may require a little more base, but they also tend to be accountable to metrics that drive business success. They are better networked. They are savvier and more efficient with their time. They are able to sell ideas to customers faster and in many cases they have relevant experience that can help you avoid the mistakes they probably made along the way. That saves you both time and money. Continue reading
Marketing used to be about the “big idea”. Talented agency execs would sit around reviewing research, brainstorming in their war rooms and stay up all night drinking scotch so they could come up with it. They would then proceed to pitch the clients in hopes of receiving at the least a raised eyebrow accompanied with the commitment of funding and at best a standing ovation, also accompanied by a commitment to fund it. Fortunately or unfortunately, that model is an anachronism. It has become a thing of the past. Continue reading
In broad strokes I propose the industry only utilize 1st or 2nd party data – no 3rd party data should be made available as it relates to wearable tech, unless potentially aggregated in larger groups and unable to be broken down to individuals. From activity trackers to digital watches, the volume and scope of what will be available is intriguing, however all of it is related to personal health and for the most part personal health data falls under governmental regulation and is not made available for public use Continue reading
Media discovery, insertion order management, billing and reconciliation – these are the areas of media buying where the majority of inefficiency lies and if the agencies can take advantage of these toolsets and create their own enterprise, cloud-based solutions by stitching them together then the next few years will see a resurgence in what they are supposed to be doing; adding value through strategy, creative and coordination of the “big ideas”. Most of the holding companies have created centralized groups to try and address these challenges, but for them to work and become absolutely effective they are going to have to centralize systems in the way the largest organizations have done. Continue reading
Google Glass and other wearable connected tech are changing how we live our lives and etiquette rules need to be written, shared and enforced. Users of new technology need understand the guidelines within which this tech can be used and the rest of the world around them needs to be empowered to opt-out or at least be aware. Our industry itself has adopted this model and we allow consumers to opt-out of targeted ads and interactions, so why can’t it be the same for the rest of the world? Continue reading
The experience of the web is still a very 2-dimensional solution but that inevitably is going to change. What I mean by 4-dimensional is the combination of content and audience with device and location. The banner and content around it today are still either based on context or the audience viewing it. Continue reading
Brand marketers literally make the world go round. Soft drink advertisers, CPG advertisers, auto advertisers, financial services advertisers… all of these folks carry the weight of the ad world on their backs by spending “brand dollars” to reach their audiences, but every single one of them are searching for ways to squeeze more efficiency out of every dollar they spend so to say that “ brand marketing accuracy is not that important” is naïve at best. Continue reading
Direct response advertisers have historically been the drivers for new ideas in digital as they’re always on the lookout for new ways to drive down costs, increase performance and create efficiency that scales. DR advertisers were the first to adopt search advertising, the first to push rich media and the first to make the shift into programmatic advertising. DR advertisers love to be at the forefront, but recently I’ve noticed brand advertisers are the ones pushing towards the concept of the enterprise marketing stack and brand advertisers are the ones adopting the Data Management Platform (or DMP) the quickest! Continue reading
According to a recent study from Pew, 84% of adults 19-29 use Facebook, with 30-49 years old coming in as the second most popular group. 63% of Facebook’s users visit the site at least once per day and 40% visit many times during the day. These are not small numbers and the fact that 19 years olds are in that group supports the theory that this is life stage oriented rather than age related. Continue reading