It’s women, it’s always been about women

UnknownMale and female decision-making is very different. When it comes to shopping, men have very technical needs and want instant fulfillment. Need a pair of jeans? I’m off to Gap. Women want endorsement and confidence through conversation. They look at practical, aesthetic considerations and make lifestyle choices. Buying a sofa? Men shoppers look at functionality. Continue reading »

The average value of a lost customer is $243

012a5145a53bd860004974e600f5fa31What in the wild world of sports is going on here ?  Companies and agency clients have a greater focus on customer acquisition than retention (44% vs. 16% for companies and 58% vs. 12% for agency clients).  KISS Metrics states retaining your customers is low-hanging fruit. Understanding how to create loyal customers so you can retain them is one of the most important things for a business.  So why is gaining new customers an issue when servicing existing customers is so important ? Continue reading »

The Internet is broken

broken_promises_by_herrfousYou would think, that as more people go online and use tablets, brands and marketers would understand that people don’t want to be interrupted and that the online experience should be a great one. However, too many sites are still not optimized for mobile and the experience of trying to share content works “most of the time” but not all the time. Continue reading »

Women make a majority of brand purchase decisions

consumer-behavior-research-case-studyWhen it comes to the dynamics of the marketplace women have changed the game. Forty‐ two percent of women agree, “I regularly influence friends and family to buy or not buy a particular product or service,” – up significantly from September 2008.  In addition, 54% agree “I feel it is my responsibility to help friends and family make smart purchase decisions.” Women today are consumers, broadcasters, and amplifiers of ideas in the marketplace; expect these recommendation and word‐ of‐mouth dynamics to continue intensifying. Continue reading »

The disconnect between digital marketing and marketers

  While more and more marketers are throwing money into digital marketing they are doing so blindly as report state “marketers lack the necessary information to tell leadership which digital marketing efforts have the highest return.”  In other words we know we need to do it but we don’t have the tools, foundation or structure to understand what we’re doing. Digital marketing has a lot of components and budget dollars can quickly be eaten up by tactics like SEM and online advertising.  If you spend too much on one tactic you might not have enough for other tactics that provide a higher ROI. Continue reading »

Where are all the really good marketers?

where-are-youDid you ever get the feeling that most brands are farting in the wind when it comes to their marketing?  Every week more and more marketing executives are taken for a ride by people whose only accomplishment is getting people to buy their book.  First, it was social media hype, then big data hype.  What’s next? Continue reading »