The Discipline of Market Leaders

UnknownToday’s customers want more of whatever they value the most. Consequently, today’s market leaders excel by:

  1. Selecting one component of value they will excel at.
  2. Continually raising customer expectations and definitions of value for that specific component.
  3. Structuring their entire operations to deliver added value in that component again and again better than any of their competitors can.

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The Reinvention of Marketing

screenshot_368Reinvention is the process by which a brand, its core essence, and its key attributes are examined, and through the rigorous application of market-based data (as well as applied findings and customer and consumer insights), the next phase or evolution of the brand that capitalizes on those qualities and optimizes profitable revenue is determined—all while staying true to the essential core nature of the product or service. Continue reading “The Reinvention of Marketing”

I know 20% of my marketing works, but which 20% ?

80-20+Sales+and+MarketingThe 80/20 principle states 80 percent of your results will come from 20 percent of your efforts. However, that’s just the starting point. 80/20 applies to everything, even itself. If you can master and apply 80/20 thinking to everything you do, then you’re armed with all you need to excel.   Continue reading “I know 20% of my marketing works, but which 20% ?”

Digital Marketing Analytics

screenshot_1228For the best results, go beyond using digital data for marketing only and call on it to improve customer service and product launches, and to anticipate and counter potential crises. Because so few companies are taking digital marketing analytics seriously, early adoption can grant you a significant edge over your competition. However, you’ll need to define your goals, and invest in selecting the right tools and the right people. Few organizations utilize digital data effectively. Only 35 % of companies surveyed used information from their social media initiatives to understand their customers. If your company doesn’t utilize “digital marketing analytics,” consider an integrated approach. Define what your company wants to achieve, what resources you can draw on and what collaboration you can expect from other departments in your organization. Continue reading “Digital Marketing Analytics”

Eight basic rules for social media for marketing

socialmediarenegadesMost responsible businesses need a full-fledged social media strategy. To effectively leverage social media, shelve any assumptions or conventional wisdom you’ve heeded about online networks, websites and social media tools. Tap into your inner renegade.  The connections that social media provide are much more meaningful than the spot- impressions you purchase on traditional media.  Continue reading “Eight basic rules for social media for marketing”

Strong leadership is the most important competitive advantage companies have

UnknownAccording to Peter Shankman  “strong leadership is the most important competitive advantage companies have— it comes first, before technology, finance, operations, and everything else. “Nice” CEOs and managers are the best leaders: run better companies, attract innovative and more loyal employees, get into legal and regulatory trouble far less frequently (if ever), have better relationships, get more done, and are even healthier than the bad guys.” Continue reading “Strong leadership is the most important competitive advantage companies have”

Learning Beats Knowing

UnknownStrangely enough, in today’s workplace there are situations where what you don’t know ends up being far more valuable than what you do.How can that be? Time and again, rookies who know nothing about a field come along and end up outperforming the veterans who have years of experience in the industry. This phenomena demonstrates the fact when it comes to the new game of work, learning beats knowing most of the time. That’s the essence of rookie smarts.

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A common sense approach to web usability

screenshot_1262The principles of good web design are “just common sense” and you can learn to apply them. A great website must have usability, in that it must work for customers, serve your purposes and be easy to use. If clients find your site difficult to use, they’ll avoid it, and yet there’s no single right approach to designing a website. To begin, simplify your site. “Don’t make me think!” is the “first law of usability.”

People should never be confused about what to do, where to go or what to click to find what they want. Make everything on your site “obvious and clickable.” If your users have to ask about how things work, they’ll get distracted. Even if their “mental chatter” only lasts “a fraction of a second,” it’s too long. Users should never, ever have to ask, “Where am I?” or “Where should I begin?” What you can’t “make…self-evident,” make “self-explanatory.” Continue reading “A common sense approach to web usability”