A Contrarian's View of Marketing, Media and Branding
Today’s buyers have become the “new experts” in every line of business. They have become very well informed and assertive – thanks to the Internet which provides enormous choice in all segments of commerce. Buyers have taken complete control of the entire purchase process. To succeed, you have to learn how to think like a [...]
The ratio of older people to younger people is increasing dramatically and for the next two decades, the elderly will be a dominant driver of consumer spending. The ratio of older people to younger people increases every single day. Emerging older consumers include the enormous US baby boomer generation. In 2006, Ben Bernanke, the chairman of [...]
Quality content can be anything you create online: “words, images” and all the other data on your website. Top content is a terrific marketing tool because it “attracts people to you and creates trust, credibility, and authority…and that ultimately converts visitors and browsers into buyersThe “Content Rules”.
The old way of marketing is no longer able to deliver optimal results. Even worse, marketing is not leading the dialogue about reinvention, and, for that reason, it is not (or is no longer) considered vital to many organizations or enterprises. The old way of doing things can be summarized as follows: Budgets define strategy. [...]
What is the ROI of social media? According to the Brand Builder; It isn’t that the idea behind the question is wrong. It comes from the right place. It aims to answer 2 basic business questions: Why should I invest in this, (or rather, why should I invest in this rather than the other thing?), [...]
The minute you outsource your social media voice to an external agency you lose control over your own voice and your own authenticity. By placing a Twitter or facebook account in the hands of an agency employee you are essentially placing all your brand equity and voice in the hands of that employee at a [...]
It never fails. Create a buzz word, big data, and everyone jumps on the bandwagon and has to get their hands on “big data”. While data can help put together a picture of your customers and their needs it can only tell you what happened not what is going to happen and why. Data [...]
Follow the crowd seems to be the directive for most brand marketers when it comes to digital marketing. They read some data about how mobile spending is increasing and without thought they say “we have to get into mobile”. The fact is that you can have all the nice looking data charts and points you [...]
According to Blair Reeves “Millennials, we’re told, have the attention span of a hyperactive squirrel. They cannot think more than 140 characters at a time because they’re addicted to multitasking. They want mad lulz, not substance. They are overconfident in themselves and need constant stimulation and affirmation. And boy, are they into this social media [...]
There are a lot of free reports available via the Internet. Some of them have great information, if they’re not a sales brochure is disguises, but who the hell has the time to read all these reports when most marketing executives just want the bottom line and “what’s in it for me” summary ?
I love the challenge of marketing today because consumers have a wealth of information at their disposal 24/7/365 via the Internet. Over the last 17 years I have worked on some great brands including Sony's Discman, Canon Video products and consumer pharma brands like Cialis. I have learned a lot and continue to apply what I have learned via new learning.
According to Compas, Inc. while pharma marketing budgets have remained steady, since 2010 the media mix has shifted toward more digital and targeted media. There are many reasons for this shift, including the decrease in sales force and increased adoption of new technology.”
Multichannel marketing can be a huge challenge for pharma marketers but there are also a wealth of opportunities. The objective is to ensure that all channels are fully integrated and working towards your brand objective. Some channels are more important than others but only through good research can we really become masters of great multichannel marketing.
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