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Tag Archive: Marketing

Find Your Purpose Before Life Kicks You In The Teeth

Funny how life has a way of changing a person. Looking back, I realize that we can be truly different people as we progress through life. The wisdom that comes with age or the experiences we face dramatically change our personalities, our beliefs, and the manner in which we engage with others.  A combination of those has made…

Use Intent Data to Drive Influence Advertising Strategy

It’s no secret that your every click is tracked online; what sites you visit, what ads you click, and what articles you read are all stored by the likes of Google, Facebook, and their ilk in order to create buyer personas to which they may better serve relevant ads. However, despite the resources dedicated to creating these…

Survey: Real Forces Disrupting Marketing Effectiveness

In a 2014 survey conducted by McKinsey & Company and the ANA, B2B and B2C marketers revealed the real forces disrupting marketing effectiveness today. Below is a summary highlighting the results. 1. Complexity and Fragmentation 48% of marketers reported that the fragmentations of the audience, and complexity of solutions and options for audience engagement, are significant disruptions…

The Friday Trifecta 01/16/15 – Adidas, Nike, AT&T

The Friday Trifecta is an occasional series that highlights marketing or advertising campaigns that capture our attention. Adidas Tells Us What Stardom Isn’t. Do You Care? Adidas’s new Originals Superstar campaign follows four celebrities (Pharrell Williams, Rita Ora, David Beckham, and Damian Lillard) as they redefine what superstardom truly means by telling you everything it’s not. Beckham claims…

Sony Finds Influencers Among Friends, Not Social Celebrities

Pursways, a new influence targeting software firm, has announced that Sony is now testing its new platform, which transforms a brand’s existing customer and prospect database into a customized social graph. It identifies actual relationships between people and empowers marketers with the knowledge they need to motivate action. People buy what their friends buy but how can…

Trust, Humanizing, and Other Social Marketing Myths

With the rise of social media, and the effect that peer-to-peer communication has had on branding efforts, we’ve seen a rise in the call to “humanize” business brands through customer experiences, user interface design, relationship building, and marketing. Books such as Extreme Trust but Don Peppers and Martha Rogers, Trust Agents by Chris Brogan and Julien Smith,…

Will Ambush Marketing Kill Corporate Event Sponsorship

The cost of a Super Bowl commercial, while remaining flat at a rate of $4 million in 2014, has increased by an average of 10% per year since the first Super Bowl was aired ($45,000 for 30 seconds), according to SportingCharts.com.  Clearly, there’s no shortage of interest in this event by the public or advertisers. In fact,…

How to Expand your Marketing Mind

We have all been taught that narrowing our choices is a good thing. In fact, we automatically seek a choice between campaign 1 or 2, target market X or Y. Narrowing our choices is part of our decision-making process but does this instinct aid us in marketing strategy? That tendency to narrow our choices has an unintended side-effect:…

Can We Please Stop Trying to Redefine Marketing?

I’m growing a bit weary of all the new forms of marketing and advertising being invented in the wake of the Internet and, in particular, social media.  Social media marketing, content marketing, relationship marketing, influence marketing, etc. Every year sees a slew of “new marketing” concepts that become the hot topic around the blogger water cooler, with…

Why are People Quitting Facebook?

An online campaign, which began in response to the growing anger over Facebook’s privacy policies, has identified some interesting insights on why people are quitting the world’s largest social network.  To date, the survey (QuitFacebookDay.com) identities 40,672 people who have publicly committed to quitting Facebook. The fact that Facebook is the world’s largest social network should make…

Everyone Owns Customer Experience, But It Needs a Leader

Can we please stop asking who owns the customer experience? And, please, stop the knee-jerk response of “Everyone should own the customer experience.” Everyone owning the customer experience is a wonderful thought. (And not to mention makes a nice, retweetable sound byte.) It conjures up images of helpful and empowered employees at every level. If a customer requires some…

The Halo Effect; Storytelling Is Not Business Strategy

  In his book, The Halo Effect, author Phil Rosenzweig asserts that business strategists derive universal truths by synergizing a collection of facts, data, and scenarios, regardless of how related or unrelated they may be. In particular he targets those who establish business trends through their work in business books, magazines, and newspapers, arguing that their storytelling…

Marketing Conferences Need an Education

Go to a marketing conference today and what do you see? On stage you’ll witness many ego-laced presentations and thinly veiled sales pitches from so-called experts. You’ll hear session leaders reiterating content from their blogs and, often, other people’s case studies.  In the audience, you’ll see attendees tweeting notable one-liners from the presentation while making plans for…

Customer Experience Is NOT Marketing

Marketers, those experts at telling us what we really want, are now saying customer experience is the new marketing. I’m here to tell you it’s not. So one of the challenges with customer experience, when done well, is how absolutely all-encompassing it is. So, yes, the marketing your company does is part of the customer experience, but…

Facebook’s New Emoticons: Fiendish Plot or Improved Customer Experience?

Last week, Facebook released a new feature that Slate magazine called a “fiendish plot.” It referenced the new emoticons that Facebook users can now tag their social status updates with.  Facebook, naturally, doesn’t advertise the new feature as a fiendish plot but a customer experience improvement, calling it “a new, more visual way for people to share…

Performance Versus Brand Marketers – Battle Rages On

Over the past few years, I’ve been both an amused spectator and a willing participant in the performance versus brand marketer wars. The debate has often produced enough drama to justify a cable television reality show.  In fact, I must be careful how loudly I say that, given the fact there’s no end in sight to the…

Of Brands and Broken Narratives

A colleague recently asked me to take a quick look at a firm he had run across. Let’s call them BizCo. They had been around for years, many of them as a strong market leader. But they now faced a fundamentally different market than they had previously, and they were struggling. New competitors, technologies and pervasive media…

Questioning the Effectiveness of Conference Sponsorships

Why do conferences accept sponsorships? I never really understood this. As a business owner, my focus is – and always will be – on the relationship I have with my customers.  Introducing a sponsor into that dynamic has a very strong potential to subvert that relationship completely. Think about it for a minute… The very instant a…

Customer Experience: Oh, sometimes I get a good feeling, yeah.

For years messaging was our primary means to capture our buyer’s attention and create their experience with our company. In today’s world of digitally empowered buyers, our messages no longer create our customers’ experience. In fact, our buyers won’t even see our messages if they have a less than compelling emotional experience. They’ve already filtered us out…

Show Me The Numbers! [Why I never trust a calculation]

Marketers love data. Data, data, data. Big data. Little data. Internal data. Platform date. Web site data. Sales data. Conversion data. You name it data. Our fascination with data is bordering on the obsessive. I’m all for making wise business decisions based on solid data, but show me the numbers!  What I’m categorically against is holding data,…

The Consumer Survey Is Dead?

Serious question: is the customer survey dead?  Outside of linear data collection, I argue that there’s more insight to be gained from what customers say about you to others than what they say about you to you. Collecting survey data is like counting the number of followers a business has on Facebook or Twitter. You’ll add more…

Are You Trolling For Numbers?

Jane Perdue asked this question on her blog this week: “Are you trolling for numbers or meaning?” It’s a powerful question at a time where numbers seems to be judge, jury and executioner in our online marketing efforts. From simple numbers such the quantity of “Likes” and followers to numbers that purport to indicate one’s social influence…

How Kred Changed My Point of View

My disdain for social scoring platforms is no secret. Not only have I expressed my opinions on this site, my perspective on – and experiences with – these tools have been widely written about in books, magazines and on other blogs. I’ve been interviewed on Web, radio and television broadcasts where I’ve shared those same views. I’ve…

The Grand Paradox of Social Communications

You cannot read a marketing or social media blog today without stumbling across the advice: “humanize your brand.”  The advice is certainly not a new concept to marketing, but one that has had new importance breathed into it in the face of the ever-evolving digital relationships businesses have with their customers. It’s the grand paradox of digital…

The Corporate Blog Challenge

Last week I posted an article asking if corporate blogs had become sacred cows. I questioned the logic of a corporate blog remaining the center of a social communication hub when readership is down, competition for attention is increasing and our audience’s preference is evolving towards shorter, more visual content. Why are marketers so unwilling to accept…

Have Corporate Blogs Become Sacred Cows?

“Sacred Cow” is an idiom referencing the eminent place cows have in Hinduism.  Figuratively speaking, a sacred cow is something which is immune from question or criticism.  After challenging the #bizforum community on Twitter last night with the question: “Are corporate blogs still relevant?”,  I’m beginning to think that corporate blogs have become sacred cows. A corporate…

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