The number 1 reason new products fail

According to Fast Company the number one reason for failure a new product has no clear or compelling relevance to people’s lives . Companies often refuse to acknowledge a new product or service idea serves no strongly identified customer need, and they try to retrofit their marketing to compensate.  I would also argue that the number 1 reason is that marketers rely too much on market research and that too many people within the organization are afraid to say “this is a dumb idea”. Continue reading

A new age of advertising nirvana is too optimistic

The total market value of a basket of a dozen firms that depend on ad revenue, or are devising their strategies around a growing online ad market which has risen by 126% to $2.1trn over the past five years. The part of the economy that is ad-centric has become systemically important, with a market value that is larger than the banking industry.

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Digital rewards first movers

In the past, when companies witnessed rising levels of uncertainty and volatility in their industry, a perfectly rational strategic response was to observe for a little while, letting others incur the costs of experimentation and then moving as the dust settled. Such an approach represented a bet on the company’s ability to “outexecute” competitors. In digital scrums, though, it is first movers and very fast followers that gain a huge advantage over their competitors. The reward? Three-year revenue growth (of over 12 percent), twice that of companies playing it safe with average reactions to digital competition.

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10 steps to developing a great digital marketing strategy

The truth is that today brands and marketing people dont’ spend enough time on their digital marketing to ensure a great ROI but the problem is deeper than that.  Too many people have been sold on the fairy tale that you need a great digital marketing presence to really drive conversion.  That’s just not true for a lot of product categories.  So how much should you invest in digital marketing and what can you do to ensure your digital marketing adds substantial value to you and your customers ?  Here are some of the steps…
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