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These are the most recent articles mentioning "marketing"
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e could simply continue to deliver unbelievably strong strategy and ask our base of clients to refer us to people like them. I don't want to spend in marketing or sales. I want to focus on doing great work and creating advocates. Passionate customers who really get the value we created for them will...
While we know that online marketing (viral videos, 2nd life participation, user-generated content, as some of the new tools) are “way cool” , what we don’t know is whether it’s worth doing and why. There’s absolutely no data to go on. After all, who hasn’t read t...
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And how is that supporting your brand promise? When some people thing of "brand" they might think of the stuff that the PR team or the corporate marketing team does to create a tag line or the pretty slicks of stuff to "position" the company. But a brand is (and I know you readers have heard me...
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than just a one-way read of a site. Great companies have figured how to embody their full persona, online. I've been collecting distinguished online marketing methods to showcase what can really be done online. [Most of our clients want to become better at this but need some examples of what can be...
Is Marketing considered a a Corporate Performance Contributor? From conversations I'm having around the Valley, I've come to realize that marketing and its relevancy to the C-Suite is (in cleaned up language) not-so-good.
Marketing is no longer considered contributing to the corporate performan...
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ct lines and create a halo effect for some time.
Brilliant. 100% uplift based on web reports.
Technorati Tags:
Blackberry , RIM , Marketing Campaign
“the answers” are.
1. Framework. We collectively need to redefine the architecture for the role and specifical...
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hose have a high rate of influence in the board room and at the E*Team. One does not.
Perhaps this statistic will be revealing. The average Chief Marketing Officer (CMO) only lasts 23 months on the job (See June, 2006 Spencer Stuart study in Brandweek: Length of CMO Tenure Continues Decline). CM...
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ose that love industrial design all work at Ideo or Apple. Most of them are not at Microsoft.
And I thought this was insightful for those doing marketing with search. Dollars might be better spent on Yahoo's engine. If Yahoo could figure out how to do a few things right, they'll be incredibly ...
Product Managers and Marketing people often think we know our customers and what they want from us.
But let me challenge that thinking.
If we knew more about our customers or even our prospects, we might change what we product in terms of experiences.
Let me suggest this.
When I googl...
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front dollars to buy applications, storage, etc. This lowered the cost of entry to any market and created many alternatives / substitutes.
3. MARKETING IS DECENTRALIZED
It is now possible to have user-to-user enthusiasts and guides create a market demand. It is no longer necessary to have...
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lligence or personality to the experience. Which of course, makes me want to affiliate my experience with it.
Technorati Tags:
Consumer Marketing , Google
s a guy named Michael Porter. He created a framework since dubbed the “five forces” framework. His model was t...
I met last week with this incredibly zany guy named Nick Hayes of Influencer 50. His firm understands influencer marketing at a very deep level and he's now in the Bay Area establishing a presence here. In doing so, he's studying the top 50 influencers who influence the influencer marketing field...
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search, Google is effectively the UI for creating the customer experience of your site and content.
That’s not necessarily what the web marketing team let alone the CMO of any company is planning on, is it?
We marketers expect users to come to our site, but we don’t support c...
Great marketing is about demand creation. It's about filling an unfulfilled need, or creating a need and then filling it. When done right, it's magical to experience.
Marketing has many elements , of course. There's:
- inbound marketing which helps define customer requirements into the te...
Branding. Is only as meaningful as it is consistent.
That means colors and type fonts.
But it also means experience vs. marketing.
So the questions:
How consistent is yours?
What will you do to make it consistent?
What has to change to increase its value in the marketplace?
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many folks. Mostly my lovely husband . Depending on what is the current challenge of the day (HR issues, capital needs, growth strategies, sales and marketing ideas for a services firm), the flavor of advisors can change.
2. Supporters.
These are the people who applaud like heck, and ring the...
Today's consumer receives over 3,000 marketing messages per day. That's what Maritz Dialogue Marketing group says.
Start counting and see how many you come up with in 1 hour. I think it holds true.
Now the question I want to answer is what it takes to stand out amongst that crowd if you are...
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hat which got them to their current point of success. If they know Enterprise sales, then they apply those same skills. If they've been doing product marketing for a long time, they might always start a new market strategy with a market segmentation approach. We hang on, we repeat. We stay wedded to...
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whether via direct or channel sales. A common "dirty secret" of the industry is that about 80% of an enterprise software company's cost is Sales and Marketing. There's a lot of "fat" in that sales process that needs to be cut out if efficiencies are brought to bear. I heard a statistic but haven&r...
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etize what software is made.
5. People talk more easily in this era. So only a few people need to know for the fire to spread. Multi-million dollar marketing budgets are good but can be circumvented.
AND THUS THE BUSINESS CHALLENGE:
1. Remember that category owners can be displaced by b...
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tive that ran the Americas had a great "outside presence" to talk to customers, but lacked an understanding of the business side of running channels, marketing, sales operations, comp plans, and program choices. So Carol created a sidekick role and then let us create a role that offset the skills an...
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th it so their business is noticably improved.) In the prediction phase, look at all the 9 major forces of a GTM strategy (including product factors, marketing factors and sales factors).
Pilot .
Try it, and see if your hypothesis holds true. In the example, I've been building, the test of t...
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ed momentum, they need from us to the economic or business model could be to enable their adoption as the industry standard.
3. A company does "web marketing" but wants to do "web strategy" which has a different meaning for anyone and everyone in the company. They plan on hiring a guru but it's a ...
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ert but probably not.
In this web 2.0 era of ready access of information everywhere, anytime, we've got a new class of people business and marketing people can and should pay attention to. For those of you that are old enough to remember, there was a time when you couldn't google up inf...
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xperience
#2. Peers / someone they can validate
#3. 3rd party experts
#4. Companies, directly
I agree with this model.
When you're doing marketing are you doing mostly company-focused speak, or are you doing what works:
- giving people the ability to "try" what you have,
- to hear fr...
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on't want to know where it goes, i just want it there when days / months / years from now, I go looking for it."
Technorati Tags:
Consumer Marketing , Emerging Software Trend , Web 2.0 Summit , Sharpcast
- it's called the web. Where they once talked to 100 people in a month, the...
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it's important to be frugal from the beginning.
Hooray for a voice of sanity.
Bonus round:
#11: Advertising.
Advertising, like all marketing should not boring. If you aren't alienting some %, then you are going to get lost in the noise. Bob Parsons said, and I agree, that when it ...
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Pay attention to what your kids or neighbor's kids are doing online and you'll have an indicator of what's next.
Technorati Tags:
Consumer Marketing , Market Expansion , Emerging Software Trend , Adobe , Apple , Developers , Yahoo , Web 2.0 , Motorola , Palm , Web 2.0 Summit , ...
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f loyalty Google has garnered is ground shaking and will give them lots of room to fail (if / when they do).
Technorati Tags:
Consumer Marketing , Microsoft , Yahoo , Web 2.0 , Customer Research , Web 2.0 Summit , Google
ing) video traffic." This will only grow and those...
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t mode? There's a strong enough installed base that the company can continue to throw off revenues for some time.
Technorati Tags:
Consumer Marketing , Motorola , Palm
ools.
Some sample questions and their majority answer:
What browser do you use?
(answer: mostly IE a...
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roblems it will solve, and how big the opportunity is. At the end of the process, the product manager is responsible for feeding that information to marketing, in a form that they can easily transform into messages and deliverables.
The reality at many companies is that the product manager often...
Marketing Profs kindly published part 5 of a 6 part series about 2 weeks back. Just catching up from last week's break, and wanted to share it with you. It's on the new licensing/pricing models coming up.
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Do you remember a time when most meals were the sit down, full-service, dess...
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ue and concealing questions. Why? We've left stealth mode! My company is officially Dash Navigation, Inc., or more simply, Dash !
I manage Product Marketing for this amazing startup! I can't talk about the product yet, but if you some of the press running about us in the next few days, you'll see...
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s on what to focus on:
1. Targets
Business-to-Business (B2B) markets require salespeople to grow. B2C (business to consumer) is typically more marketing driven. In the case of B2B, salespeople or indirect channels to the market (such as distributors, agents, and reps) have got to concentrate...
It’s been 40+ years since E. Jerome McCarthy published Basic Marketing, the business book that introduced the “4 Ps” (product, price, place/distribution and promotion) to the world. While the categories still hold true, what was once considered the leading edge has drastically evo...
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ng people made up and then found someone willing to buy. I profess to have done this with web authoring software, and countless other tools. Consumer marketing is demand-creation focused.
No one ever thought they needed a treo until they had one. Or post-its until they used it, or krispy kreme d...
Consumer goods like P&G have always invested in knowing how their sales and marketing activities drive purchase. See this article from July 10th, by Ellen Byron featuring James Stengel who is the Global Marketing Officer for P&G. In it , Mr. Stengel talk about mobile promotions, impact of digital ...
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es by being the company that cared about user elegance.
Perhaps, as occurred with other inventors, developers didn’t take many business and marketing classes. They need to know ways to get to market. They need the vendor they select to build them an economic path for their products. Witho...
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5. Play well with others.
You can partner rather than build it all. Partnerships and strategic alliances generally improve your whole product marketing and delivery system. It gives you the opportunity to identify valuable third party relationships needed to provide a complete service soluti...
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neurs are the foundation of this country and they've had a history of dreaming a bigger dream and then driving innovation.
Technorati Tags:
marketing , Ideas that Create Value , Nilofer Merchant
ty is that they are one part of a larger effort. If someone is going to throw a dinner...
It’s time for marketing to get out of the realm of voodoo and spin, to create a more defensible position for budget dollars and develop a more secure “seat at the table” by demonstrating the business champion skills they have.
Sound too good to be true? I think not. The h...
Just got published on MarketingProfs for what will be a six-part series or "Summer Bootcamp for Business". For those of you that aren't familiar yet with MarketingProfs.com , it's a great source for content and real-know from people in the field. Start getting their RSS field if you want to hear...
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t C2ES for a keynote, while also doing some interesting if not harried client work. Sorry for the silence online.]
Technorati Tags:
Consumer Marketing , logitech
st of the tech professionals we know, you can answer those questions, but only vaguely and sporadically. And if that's tr...
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t believe this story ; I thought for sure it had to be a hoax. After all, Microsoft has the economics, savvy, and operating experience to do marketing right.
But apparently not.
Here's what happened:
Microsoft wanted to raise awareness of it's licensing program. Makes sense. Probably ...
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An internal view is to measure what it costs you to get to market. Sometimes referred to as net revenue per unit. Take all the associated sales and marketing expenses against units, and see trend over time. If it's costing you more to make money, there's a sign that things are off.
10. And, f...
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eviews, murder board sessions to get the clearest strategies formulated for client recommendations, it can also involve detailed strategy creation of marketing plans and spending mix. It's this range that makes it hard since I am both an individual contributor, a practice leader, and the CEO of the ...
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eviews, murder board sessions to get the clearest strategies formulated for client recommendations, it can also involve detailed strategy creation of marketing plans and spending mix. It's this range that makes it hard since I am both an individual contributor, a practice leader, and the CEO of the ...
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to share information with the community – working the Ambassadors to share information quickly and globally.
This is a great example of how marketing can build a strategic fortress around the company and it's customers and prevent competitors to steal them away. This one is branded and vis...
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that community. And co-creation or nomination of features is critical to users. They want to be engaged with each other and with companies.
5. Marketing is about Content, and the Product
No more spin. no more spin. No longer can vendors pull out the traditional bullhorn that PR uses and t...
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to one direction or the other?
Asking what makes an organization or leader 'creative' is bound to get some soft answers. The field I’m in, marketing, is often viewed as an art more than a science and certainly relies on some natural talent and intuition of the marketer. One thing that sta...
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