A Contrarian's View of Marketing, Media and Branding
According to a recent survey by executive recruiting firm Korn/Ferry International, 48% of senior business executives say the marketing department does not receive enough budget support. It found that 42% of senior executives said marketing does receive enough budget, while 10% said it receives too much budget. When asked which marketing strategy to allocate budget to [...]
Citibank North American head of consumer marketing Vanessa Colellas first orders of business was “eliminating the digital marketing department.” Why? Because everyone in a company’s marketing department should be fluent in digital strategy. “There’s no path for you if you don’t,” she said. So Citibank trained everyone, from those who specialized in bus shelters to TV [...]
From Seth Godin’t new book comes these nuggets of truth “Your ability to follow instructions is not the secret to your success. You are hiding your best work, your best insight, and your best self from us every day. We know how much you care, and it’s a shame that the system works overtime to [...]
A lot of marketers live within their own inner world. It’s a world where they pat each other on the back for headlines in the trade press or receiving good buzz around commercials while sales continue to tank. It’s also a world where they fly off to France for a “marketing conference” while their brands [...]
An excellent article from Business Insider: Over the past three decades, big American companies have gone from having below-average profit margins to the highest profit margins in history . By focusing their entire effort on the bottom line, many American companies have reduced their value to the other constituencies that truly great companies serve, namely customers, employees, [...]
For any leadership team, forging consensus on strategic priorities is a critical step towards building a successful business. However, “Outside looking in: The CMO struggles to get in sync with the C-suite,” uncovered a disconnect between CMOs and the rest of the C-suite over marketing’s priorities. Non-marketing executives – including the CEO, CFO, CIO, other [...]
Millennials consist of people born from 1980 to 2000. To put it more simply for them, since they grew up not having to do a lot of math in their heads, thanks to computers, the group is made up mostly of teens and 20-somethings. At 80 million strong, they are the biggest age grouping in [...]
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 [...]
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.
It’s not hard to search the Internet and come up with a real treasure of good free research and data. You can add nice looking charts to your Power Point presentations but there is a real serious disconnect when it comes to obtaining data and knowing what to do with it for most organizations. Data can only tell you so much and can often send you in the wrong direction. There is no...
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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