Monthly Archives: August 2017

Digital communication is “many-to-many.”

Dump any marketing book written in the 20th century. Traditional marketing tactics and strategies based on “one- to-many” communication are obsolete. Common acronyms such as ROI, USP and CRM are headed for the alphabet graveyard. The Internet has revolutionized the way people communicate. Mobile technologies and the explosion of social media exacerbated the level and pace of change. Continue reading

Brands can’t ignore women

In 2005, in a historic first, women “under the age of 30” in the biggest U.S. cities surpassed men “in earning power. ” Across the globe, women are faring better than men in employment trends. In Brazil and the U.S., for example, far more men than women are out of work. Even in higher education, women are “outpacing” men, achieving 140 bachelor degrees for every 100 that men attain.  From 1969 to 2000, the number of female graduates increased 157%, but the number of male graduates increased only 39%. As a result of such advances, women are gaining prominence in the global marketplace as new “economic powerhouses.”

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Disruptive Marketing

Disruptive marketers approach marketing from a new perspective . They focus on the “customer experience” and “social business models,” not “hierarchical” organizational charts. They adapt to the often-confusing nexus of “business, human behavior, technology and communications.” Many lack MBAs, but they build expertise in strategy and execution. They blend analytical and creative talents. Disruptive marketers excel at search engine marketing, social media, website design and “inbound marketing.” They prefer “analytics, design and philosophy” to “traditional business studies.” These pros understand the capabilities of today’s remarkable tools: “data visualization, mobile analytics,” and the like, and they know how to use them.

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Focusing on customer retention is more profitable

A study, conducted by Bain & Company, along with the Harvard Business School, shows that, “Increasing customer retention rates by 5% increases profits by 25% to 95%.” The study reveals some other notable facts about customer retention:

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What women want

dairy-consumer-choicesThe results of the What Women Want: 2016 survey, demonstrate that women are focused squarely – and equally – on improving both personal and financial health in 2016. In fact, nearly two-thirds of respondents (63%) said they anticipate increasing their focus on personal financial management in 2016, and more than half (51%) declared they would rather hire a fitness trainer or nutritionist than a financial advisor, interior decorator or personal shopper in the year ahead. Continue reading

Men and women communicate differently

The average woman speaks about 20,000 words a day, men average 7,000.   Most men have a hard time communicating anything that remotely resembles an emotion. Why? Because emotions are scary to men, who think much more than they feel, and much of the time, many men don’t even know what or how they are feeling. Continue reading