Vic Drabicky

Vic Drabicky is a New York-based digital marketing and strategy consultant specializing in retail. He has worked with Nike, Neiman Marcus, Staples, Michael Kors and many others to develop fully integrated digital marketing strategies.Follow him @VicDrabicky on Twitter.

Performance

Client, Agency, And Vendor Wishlists For Santa

Surprise! Here is another one of those holiday wishlist-type articles that seem to be a dime a dozen this time of year. In these writers’ defense, wishlist articles really are the most fun to write, as they are little more than a nicely packaged way of telling other people they suck at something. And, is […]

Performance

The Ultimate Holiday Prep List: 28 Things Every Marketer Should Do

All right, so maybe that title is a little arrogant. After all, there are a million holiday list articles this time of year, ranging from “Top 10” lists to “Survival Guides” and everything in between. So, why read this one? Well, this one is different (read: hopefully interesting and helpful). This article doesn’t take the […]

Performance

The Growing Divide Between Paid Search & Marketing

Like most people, I hate being wrong. Let me correct myself: I hate being wrong. There is nothing worse than that sinking feeling when you realize whatever it was you were defending so vehemently is just flat wrong. At that point, you only have two options: 1) hold onto your point, stick your head in […]

Data

5 Ways To Turn Number Vomit Reporting Into Valuable Business Action

Number vomit. Ugh. It wastes more of my time than anything else during the work week. (With the recent exception of Candy Crush. I mean, are you kidding me with that game?) It appears in many different forms: weekly search reporting, dashboards created to make C-level folks feel like they know what is going on, […]

Data

Paid Search Can’t Scale Without Help

Whether you’re a brand or an agency, arguably the best place to be is to not know where to spend your next marketing dollar. It’s the point of scale, and all brands hit it — from the small start-ups to the massive retailers of the world. It’s amazingly great because it means you have covered […]

Performance

Is The Art Of Paid Search Marketing Dead?

If you are a regular reader of this column, then you know I have a tendency to reminisce about the old days of digital marketing and the early days of our old agency. Maybe I am just getting sentimental in my old age, but I found myself reminiscing once again this past week as I […]

Management

5 Keys To Improve The Marketing & Finance Relationship

Kim Kardashian and Kris Humphries were a disaster from the start – a failed marriage that never had a chance. He, a naive, budding basketball player who followed his heart more than his mind and fell in love with Kim. She, a for-no-good-reason celeb trying to make a quick buck and keep herself in the […]

Performance

Accomplishments, Complaints & Predictions: The Ultimate 2012 Year-End List

Well, it’s that time of year again: time to squeeze in every little bit of revenue before the 2012 books close; time to take every last day of vacation before they magically disappear at the stroke of midnight on December 31st; and, perhaps most importantly, it’s that time of year when a whole host of year-end […]

Performance

Are Search Agencies Becoming Dinosaurs?

I can’t remember every detail of my first client meeting nearly 15 years ago (I was a newbie working for a search agency), but I can remember a few things:  I remember nearly our entire company going to the meeting (there were only four of us, and three attended the meeting). I remember the client […]

Performance

Forget Holiday, It’s Budget Season!

In all of my schooling, I only ever failed one class: Intro to Mathematics. As I write that sentence, a wave of embarrassment washes over me. Failing Math 101 is pretty hard to do (I mean it was an 8 a.m. class my freshman year in college, so perhaps that had something to do with […]

Performance

You Can’t Make More People Search (Or Can You?)

You can’t make more people search.  You simply can’t.  End of story. OK, fine, technically you can go to someone’s house, sit them down at knifepoint, and force them to search for your brand term, but that seems like something reserved for a super nerdy, boring version of a Liam Neeson movie. So, for the […]

Performance

The Dog Days Of Summer

This article is late.  Very late.  Like late enough to where my editor should probably fire me (now might be a good time to point out how amazing, smart, talented, and, did I mention amazing, she is). But it’s not my fault.  It really isn’t. You see, every year as summer starts to roll in, […]

Performance

ROI: The Most Dysfunctional Metric In Digital Marketing

Ok, so maybe the title of this article is a little dramatic for ratings’ sake, but, seriously, ROI conversations are the bane of my existence. Not because I have an offline background where the idea of having to prove value from my campaigns seems ludicrous. Not because I am some brand-happy marketer that believes impressions are […]

Experience

The Worthless Battle Between Direct Response And Branding

“I don’t get why you keep saying ‘direct response.’  I don’t get that term — it just doesn’t make sense to me.  Everything we do is direct response.  There isn’t a single piece of marketing we run that is not designed to get a response.” And with those few words, I felt dumb.  For more […]

Performance

Sprucing Up For Spring

Ah springtime.  The greatest time of the year. Warmer weather, cherry blossoms, baseball, and, this year, neon colors.  Everywhere. Color took a bit of a break from our lives the past few years as the entire world seemed to teeter on inevitable collapse, but it’s back now, and I, for one, am happy about it. […]

Management

Don’t Let Shiny New Objects Distract You

Vendor/Self-Appointed Industry Expert:  So, what’s your Pinterest strategy? Me: I don’t have one yet. Vendor/Self-Appointed Industry Expert:  Really?!? Are you crazy?  You are missing out!  All your customers are there!  Our agency/technology/approach will make you tons and you can really capitalize on this once-in-a-lifetime opportunity.” Me: Sigh.  Please go away. Be honest. Most of you […]

Management

3 Steps To Better Marketing Through David Beckham’s Abs

Worldwide sports star? Check. Top male model in the world? Check. Gorgeous, fashionable wife. Check? Advertising guru? Ok, it might be a stretch to call David Beckham an ad guru, but after H&M’s near perfect campaign execution during and after the Super Bowl, the title seems relatively fitting for the fashion brand. I’m not suggesting […]