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When times are bad the future is uncertain. But, quite honestly, when times are good the future is *just* as uncertain. The only way to predict the future is to create the future. Here's how... One of the best pieces of advice on planning and strategy-building I've ever come across, I found in The Unofficial Guide to Power Managing , ( UK ) by Alan Weiss , Ph.D. (not to be confused with MarketingProfs...
There is a marketing undercurrent gaining momentum as I type. Men are getting comfortable with the opportunities to walk a less linear path toward their purchase decisions, and more men’s brands are leveraging two strategies that have been so successful with women -- engagement and community. As per a recent MediaPost brief, Unilever ’s Vaseline for Men brand (in cooperation with ESPN) is the latest...
Multi-tasking and constant use of internet, video games and “always-on” technologies may be rewiring our brains in unintended ways. By clicking and skimming our way through the internet we could be losing our ability to concentrate and contemplate—in a sense, training our minds to be more like a computer. Is the use of technology changing the way you think? Author and speaker Nicholas Carr recently...
If you are an avid reader of this blog you will already know that I am fascinated with Virtual Worlds and Virtual Events – but I was never truly enamored with Second Life and was not in favor of it for business from the start. (Must have been that scary looking penguin that tried to strike up a conversation with me.) All that aside – I encounter a virtual world from the moment I step foot into my...
Was quoted by Valeria Maltoni on How to Measure Attention recently; it’s interesting how and idea grows, takes flight, and evolves. As I sat in at a DoubleClick vendor session today at SMX East about Spotlight tags and how they could be used to track cross channel conversons (and have been, for the last 10 years, [...]
In my last Daily Fix post ( Marketing Swagger ), one of the readers left a comment about whether or not business was transacted with a company that had provided a particularly useful bit of "swag." I replied with a lighthearted retort about RoS (Return on Swag), but this conversation opens up a much bigger Pandora's Box - the whole Return on Whatever (RoW) compulsion. For years, we've had ROI (Return...
A very interesting article recently appeared in Advertising Age. “Will All-in-One Products End Their Reign'” discusses the recent trend of many CPG companies, Procter & Gamble included, to launch and market “complete products.” You know: Tide Total Care laundry detergent, Downy Total Care fabric softener, Olay Total Effects and Crest Complete were a few notable P&G branded products that were launched...
How much should you spend each year on media? In business publications, online, radio, even TV? For B2B marketers this can be quite a quandary. But thanks to B2B Magazine – they have compiled a list of the Top 100 B2B advertisers and how much they are spending on each. ( Link to full report. ) But how can that help you? Knowing how much the big boys spend on their media and the distribution of that...
We notice the things we think about, we overlook the rest. Say you’re buying a car and are looking at a 3 Series Sedan from BMW . I know, nice! Suddenly, you start seeing the 3 Series everywhere. Now that I think about it, I saw a couple just the other day. See? Because we pay attention, we tend to see what we’re thinking about. The reality is that we are often thinking about many things at once....
What if the American business community adopted the same advertising approach as politicians? Now, that's a scenario worth exploring! Philip Barnett, a colleague and fundraising marketer in Phoenix, came up with TV commercials we'd likely hear. Here's some of Philip's take: Now, I can understand a commercial that says, "Our Chevy gets better gas mileage than similarly priced Fords or Toyotas," assuming...
Often we treat our brands like the way Ron Popeil designed his Ronco Showtime Rotisserie & Barbecue , you can "Set It and Forget It." However, managing your brand is more like space travel. How so? Think of your brand like a space capsule orbiting the planet. Your job is to make small adjustments in thrust to maintain the proper trajectory. You are fueled... by great service and products. But, like...
In my previous entries , I've said I'm determined to learn from the MBA students I'm teaching while in Armenia. So far, I've garnered a few insights that might be of interest to you, too... Acting collectively has its merits. - OK, collective answer-sharing during tests (which frequently happens) is not good. But you have to admire the principle behind the students' actions. They share a sense of...
Because of Google , everyone today has access to research that we have never had before. So when you are considering a purchase, what’s the first thing you do? Google it. Therefore shoppers (B2C) and buyers (B2B) are armed with more data than ever before. And its going to get worse, thanks to social media. In Web 1.0 we saw companies create websites as outposts of their companies and immediately everyone...
133 million: the number of blogs indexed by Technorati since 2002. Over the past week, Technorati has been releasing its State of the Blogosphere 2008 report. And while not all of those blogs may not be active, the growth of blogs (as tracked by Technorati) over the past five years is remarkable. October 2004: 4 million August 2005: 14 million April 2006: 35 million April 2007: 70 million September...
Some use the term "digital marketing", some "online marketing", and still others -- particularly ourselves -- "inbound marketing." What do you make of these terms? What does inbound marketing mean to you? We're just about to launch into conference season and one of our stops will be the MarketingProfs Digital Marketing Mixer in Scottsdale, AZ on October 22-23, 2008. We're big fans of MarketingProfs...
