Category Archives: Book Excerpt and Review

Research is not facts

In the hard sciences, research is reasonably reliable because it measures things. In the soft (social) sciences, research is often not about measuring things, but about asking questions. In other words, rather than watching to see if you’re cheating on your wife, they ask you if you are. Then they treat your answer as a fact rather than just the bullshit it is. Continue reading

CMO’s planning to increase digital ad budgets: Stupid is as stupid does

Despite the overall decline, two-thirds of CMOs plan to increase investment in digital advertising, while traditional media faces budget losses. The shift to digital away from traditional media reflects changing media consumption habits of target audiences to focus on Millennial’s and ignore Boomers.  Stupidity at its peak!

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The marketing industry is currently in the midst of a mass delusion of epic proportions

Consumers are basically simple creatures with straightforward needs and easily observed behaviors . Marketers are complicated critters with strange customs and mysterious beliefs. Marketers are taught not to think simply. In fact, the whole practice of marketing is based on the conviction that there are forces at work in the minds of consumers that only trained specialists (ya know, us) are qualified to interpret. Thinking simply has been beaten out of marketers. You can’t be taken seriously in any marketing or advertising organization if you suggest that the bulk of consumer behavior is perfectly obvious. Continue reading

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

Breaking Out in a Competitive Marketplace

The-Power-of-WhyThe number one question potential customers ask today is: “Why should I do business with you?” You answer that question with your Unique Value Promise or UVP. There’s no point talking about your products, your service or even your expertise – that’s irrelevant. Instead, talk about the value you will deliver the customer and the benefits and outcomes they will achieve. Express this solely from the customer’s perspective and promise what customers truly crave and you will stand out – no doubt about it.

In today’s dynamic marketplace, just being there is easy. Getting found and having customers decide to do business with you is hard. To reach that point, you’ve got to stand out and have a distinctive presence. That’s why having a UVP which looks at things solely from the customer’s perspective is so important. With a good UVP, you’re in the prospective customer’s field of vision. Without a UVP, you won’t be. Continue reading

How Cool Brands stay hot

screenshot_543Marketing executives Joeri Van den Bergh and Mattias Behrer conducted quantitative and qualitative research on generation Y and generation Z consumers to learn how to entice their vast numbers to buy your products and services. They control a global youth-market consumer base that accounts for an estimated $200 billion in annual purchasing power.

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