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
If you have been reading the articles,or propaganda, on Internet marketing and social media you might think that if you don’t jump into digital marketing that your brand is going to perish. That is not necessarily the case as any great marketing initiative starts with strategy development that seeks to answer the “why” and the “how” before spending money and doing something just because everyone else is doing it. Here are some strategic questions that every company needs to answer when developing a great digital marketing strategy. Continue reading
As a consultant I have seen my share of people who are, shall we say, challenged by marketing. They’re not bad or unintelligent, they are just overwhelmed with the depth and complexity of marketing options. The best marketers, I have found, are the ones who have an in depth understanding about what they are really selling and are skeptical around the hype machine that tends to say things like you have to be on Pinterest or have a Facebook page. So what’s the difference between a good and a great marketing person? Continue reading
This is the time of year that a lot of brands, and brand teams, spend countless hours preparing marketing plans that will most likely be outdated by the time they are completed. While marketing plans are a good way to pinpoint where you are and where you want to go they can’t predict what’s going to happen in the economy at a macro level or with consumers at a micro level. Continue reading
On an average day I probably get at least three press releases in my inbox and most of them go into the trash. How can PR people ensure that press releases are read and how can you convince writers to cover your story? Continue reading
Let’s be honest, what you learned in school about marketing is wrong. They are wrong because they ignore the power of today’s consumer because of the Internet. An angry consumer, or group of consumers, can take down a brand’s marketing campaign with a post in social media yet marketers still make stupid mistakes.
When you read an article, online, about the latest trends in marketing and what you “must” do you need to consider the source. Analysts, who have no experience, and journalists, who write from company press releases, are not reliable and credible sources of information and you should not be basing marketing decisions based on their recommendations. Continue reading
It should come as no surprise to anyone that senior management is demanding more accountability from marketers. Even though, for some companies, profits are at record levels other brands are struggling to get and keep fickle consumers. Marketing, at its heart, is still about getting consumers to purchase your product. What has changed is that consumers have too many devices and have the attention span of someone with a severe case of ADD. Continue reading